Glossary/B2B & Growth/Gross Revenue Retention (GRR)
B2B & Growth
Gross Revenue Retention (GRR)
The percentage of recurring revenue kept from existing customers after churn and downgrades, excluding any expansion; it cannot exceed 100%.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Gross revenue retention (GRR) is the percentage of recurring revenue kept from existing customers over a period after accounting for churn and downgrades, while excluding any expansion revenue. Because expansion is excluded, GRR cannot exceed 100 percent. It shows how well a subscription business holds onto its revenue base, independent of upselling.