GRR (Gross Revenue Retention)
The share of starting recurring revenue still in place at period end, counting churn and downgrades but ignoring any expansion. Calculated as (starting recurring revenue − churn − contraction) ÷ starting recurring revenue, it can never exceed 100%. That ceiling makes it the honest counterpart to NRR, since upsells can't hide customers walking away.
More terms from Metrics & KPIs
- CAC (Customer Acquisition Cost)
- LTV (Customer Lifetime Value)
- ARR (Annual Recurring Revenue)
- MRR (Monthly Recurring Revenue)
- ACV (Annual Contract Value)
- NRR (Net Revenue Retention)
- Churn Rate
- Conversion Rate
- CPL (Cost per Lead)
- ROI (Return on Investment)
- Expansion Revenue
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