Gross Revenue Retention Calculator
Gross Revenue Retention: GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100. Methodology stated, your own inputs only.
In short
Gross Revenue Retention: GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100. Methodology stated, your own inputs only.
Formula: GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100.
What this calculator does
Gross Revenue Retention: GRR = (starting recurring revenue − contraction − churn) ÷ starting recurring revenue × 100. Methodology stated, your own inputs only. Worked example, questions and limitations included.
Use it to turn Currency (symbol only, never converted), Recurring revenue at start of period (from existing customers), Lost to downgrades, Lost to cancellations into a checked result you can compare, copy, or rerun with different assumptions.
The page shows the formula, a numeric worked example, and the assumptions that affect this customer economics calculation.
Inputs and what they mean
- Currency (symbol only, never converted)
- — choice value.
- Recurring revenue at start of period (from existing customers)
- — number value.
- Lost to downgrades
- — number value.
- Lost to cancellations
- — number value.
How to use it
- Enter each value in the unit shown next to the box (use the unit converter first if your numbers are in other units).
- Check the breakdown to see every intermediate step.
- Read the limitations before relying on the result.
Formula
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.
Worked example
A year
- Kept = $900,000.
- GRR = 90%.
Reading the result
The headline figure is the main answer. Any breakdown underneath shows the parts that make it up, so you can check the working and see what changes when you adjust an input.
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.
Reference: OpenStax
Last reviewed:
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.
Sources
Method based on OpenStax.
Cite this page
Free Calculator. (2026, October 15). Gross Revenue Retention Calculator. https://freecalculator.tech/tools/gross-revenue-retention-calculator
"Gross Revenue Retention Calculator." Free Calculator, 15 Oct. 2026, https://freecalculator.tech/tools/gross-revenue-retention-calculator.
Gross Revenue Retention Calculator — Free Calculator, https://freecalculator.tech/tools/gross-revenue-retention-calculator
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CAC: CAC = acquisition spend ÷ new customers acquired, for the same period. Methodology stated, your own inputs only.
LTV: LTV = ARPU × gross margin ÷ churn rate (margin-adjusted). Methodology stated, your own inputs only.
LTV:CAC Ratio: LTV:CAC = LTV ÷ CAC. Methodology stated, your own inputs only.
CAC Payback: Payback months = CAC ÷ (monthly revenue per customer × gross margin). Methodology stated, your own inputs only.
Net Revenue Retention: NRR = (starting recurring revenue + expansion − contraction − churn) ÷ starting recurring revenue × 100. Methodology stated, your own inputs only.
Churn Rate: Customer churn = customers lost ÷ customers at start × 100. Methodology stated, your own inputs only.