# Gross Revenue Retention Calculator

> Gross Revenue Retention: GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100. Methodology stated, your own inputs only.

Page: https://freecalculator.tech/tools/gross-revenue-retention-calculator
Last reviewed: 2026-10-15

## Formula

GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100.

- Methodology: cohort-based GRR — only customers present at the start of the period; expansion and new customers are excluded, so GRR cannot exceed 100%.
- Use the same period (monthly or annual) throughout.
- Common SaaS practice; no standards body defines it.
- GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100.
- Inputs used: Currency (symbol only, never converted), Recurring revenue at start of period (from existing customers), Lost to downgrades, Lost to cancellations.

## Inputs

- Currency (symbol only, never converted)
- Recurring revenue at start of period (from existing customers)
- Lost to downgrades
- Lost to cancellations

## Worked example: A year

$1,000,000 starting ARR, $40,000 downgrades, $60,000 cancellations.
1. Kept = $900,000.
2. GRR = 90%.

## Common questions

### Why is expansion excluded?

GRR measures how much revenue you keep; NRR adds expansion. Check the formula, example, and limitations on this page before using the result for a real customer economics decision.

### Monthly or annual?

Either, but don't compare monthly GRR with annual GRR. Check the formula, example, and limitations on this page before using the result for a real customer economics decision.

### What is a good value?

We don't assume an industry-standard figure. Compare against your own history and plan, not a rule of thumb.

### How do I use the Gross Revenue Retention Calculator?

Enter the required values for Currency (symbol only, never converted), Recurring revenue at start of period (from existing customers), Lost to downgrades, Lost to cancellations. The calculator applies the formula on this page and shows the main result with any supporting breakdown so you can check the arithmetic.

### What formula does the Gross Revenue Retention Calculator use?

GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100. The visible formula section above lists the calculation path and the edge cases the page handles, so the result can be checked without relying on the form alone.

### Can the Gross Revenue Retention Calculator be used for exact decisions?

Use it as a calculation aid, not as a substitute for checking the underlying rule, contract, policy, or professional advice that applies to your situation. When a result depends on local rules, personal details, prices, or dates, enter those values yourself and confirm them before acting.

## Limitations and assumptions

- Cohort of starting customers only.
- Common practice definition.
- Results are educational estimates built only from the figures you enter. They are not personalised investment, tax, legal or accounting advice. Rates, growth and discount assumptions are always yours to choose.
- The result depends on the values you enter for this gross revenue retention calculator; it does not supply missing rates, rules, prices, dates, or assumptions for you.

## Sources

- OpenStax — https://openstax.org/books/principles-marketing/pages/1-unit-introduction

## Cite this page

- APA: Free Calculator. (2026, October 15). Gross Revenue Retention Calculator. https://freecalculator.tech/tools/gross-revenue-retention-calculator
- MLA: "Gross Revenue Retention Calculator." Free Calculator, 15 Oct. 2026, https://freecalculator.tech/tools/gross-revenue-retention-calculator.
- Link: Gross Revenue Retention Calculator — Free Calculator, https://freecalculator.tech/tools/gross-revenue-retention-calculator