GRR measures revenue retained from existing customers, excluding expansion. Learn how GRR and NRR differ in a SaaS KPI tree.
Gross Revenue Retention (GRR) is the percentage of recurring revenue retained from existing customers excluding expansion: (Beginning MRR − Contraction − Churn) ÷ Beginning MRR. GRR is capped at 100% and isolates the pure retention signal, while NRR can exceed 100% by including expansion. In a SaaS KPI tree, GRR and NRR sit side by side on the retention branch; the gap between them quantifies the upsell engine.