Ecommerce & Shopify · 100% free
Gross Revenue Retention (GRR) Calculator
Calculate Gross Revenue Retention, cohort revenue retention before expansion is added back.
SaaS Subscription D2C
Gross Revenue Retention
90.0%
Cohort retention before expansion is added back
Remaining MRR
$72,000
Lost $8,000 from churn + contraction
GRR is the harder, more honest retention metric — it can never exceed 100%. World-class SaaS: 95%+. Healthy subscription D2C: 85-92%. Below 80% signals structural retention problem regardless of how good your expansion motion is.
About this tool
GRR strips out expansion revenue to show pure retention of the starting customer base. Always lower than NRR. Critical second metric for understanding subscription business health.
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