Definition
Gross revenue churn is the share of starting MRR lost to downgrades (contraction) and cancellations (churn) over a period. It excludes expansion by definition.
Formula
Gross revenue churn = (contraction MRR + churned MRR) / starting MRR
How to use it
- It's a loss metric (how much revenue you lost), not a remaining metric.
- Use the same cohort and time window for starting MRR and losses.
- Track gross churn alongside GRR/NRR to avoid being misled by expansion.
Common mistakes
- Including expansion (gross churn excludes it).
- Mixing cohorts or time windows (start from one cohort, losses from another).
- Using ending MRR as the denominator instead of starting MRR.
Measured as
Gross revenue churn = (contraction MRR + churned MRR) / starting MRR
Misused when
- Including expansion (gross churn excludes it).
- Mixing cohorts or time windows (start from one cohort, losses from another).
- Using ending MRR as the denominator instead of starting MRR.
Operator takeaway
- It's a loss metric (how much revenue you lost), not a remaining metric.
- Use the same cohort and time window for starting MRR and losses.
- Track gross churn alongside GRR/NRR to avoid being misled by expansion.
- Keep Gross Revenue Churn consistent by cohort, segment, and period before you use it as a decision signal in planning or reporting.
- Interpret the metric alongside retention, margin, or payback so one ratio does not hide the real operating trade-off.
Next decision
- Quantify the impact with Gross Revenue Churn Calculator if you need to turn the definition into an operating assumption.
- Read Gross revenue churn: definition, formula, and how to calculate it if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
Where to use this on MetricKit
Calculators
- Gross Revenue Churn Calculator: Calculate gross revenue churn rate from contraction and churned MRR (with monthly-equivalent conversion).
- GRR Calculator: Calculate Gross Revenue Retention (GRR) from starting MRR, contraction, and churn.
- NRR Calculator: Calculate Net Revenue Retention (NRR) from starting MRR and revenue movements.
Guides
- Gross revenue churn: definition, formula, and how to calculate it: Gross revenue churn explained: contraction + churned MRR relative to starting MRR, with monthly-equivalent conversion and pitfalls.
- Churn: How to measure churn rate correctly: A guide to churn rate: customer churn vs revenue churn, measurement choices, and how to track churn by cohort.
- GRR (Gross Revenue Retention): definition, formula, how to calculate: GRR explained: gross revenue retention definition, GRR formula, how to calculate it, and why it matters alongside NRR.
- NRR (Net Revenue Retention): definition, formula, how to calculate: NRR explained: what net revenue retention measures, the NRR formula, how to calculate it by cohort, and common mistakes.