Gross Revenue Retention

Discover how to calculate Gross Revenue Retention (GRR) easily with our free calculator. Improve retention rates and financial stability

Check icon
No more guesswork. Just input your revenue data, and let the calculator do the rest.
Check icon
Easily incorporate this calculator into your existing spreadsheets.
Check icon
Customize the calculator to fit the unique requirements of your ads strategy.

Gross Revenue Retention: (MRR at the Start of Period – MRR Churn during the Period + Expansion MRR) / MRR at the Start of Period

Gross Revenue Retention Simplified: Calculation Guide

  1. Identify MRR at the beginning of your period.
  2. Calculate the total MRR lost to churn during the same period.
  3. Sum any Expansion MRR gained.
  4. Apply the values to the GRR formula above.

GRR Overview

Gross Revenue Retention (GRR) quantifies a company’s ability to retain revenue, excluding the impact of expansions. It’s a pivotal KPI for understanding your product’s long-term sustainability and customer satisfaction.

Importance of GRR

  • Signals customer satisfaction and product-market fit.
  • Predicts long-term revenue potential and stability.
  • Crucial for investment assessments and valuation.

Real-world Example

A software company starts with $100,000 MRR. By month’s end, it loses $5,000 MRR to churn but gains $10,000 in Expansion MRR. Its GRR would be 105%, signaling healthy growth.

Improvement Strategies

  1. Enhance Customer Support: A dedicated team can reduce churn.
  2. Upselling and Cross-selling: Encourage more spending from current customers.
  3. Customer Feedback Loops: Implement changes based on direct customer insights.
  4. Loyalty Programs: Reward long-term customers.
  5. Invest in Training: More skilled employees can provide better services.

Full Tutorial: Calculating GRR in Google Sheets

  1. Label columns: Start MRR | Churn MRR | Expansion MRR | GRR.
  2. Enter your data into the first three columns.
  3. In the GRR column, use the formula: `=(A2-B2+C2)/A2*100`.
  4. Drag down to apply to multiple rows.


  • Does not account for new MRR: Can mask issues in acquisition.
  • Short-term metric: Needs longitudinal analysis for full insights.

Usage Contexts

  • Ideal for evaluating customer satisfaction and retention.
  • Helps in forecasting future revenue stability.
One Click Spreadsheet Connectors Sync Live Data into Your Spreadsheet No need to export data manually and rebuild stale dashboards. Sync it & set it on refresh in Google Sheets or Excel.