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Written by MetricKit EditorialReviewed by MetricKit Editorial ReviewUpdated 2026-05-09
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GRR Calculator

Calculate Gross Revenue Retention (GRR) from starting MRR, contraction, and churn.

GRR (Gross Revenue Retention) measures how much of a cohort's starting revenue remains after churn and downgrades, excluding expansion. It is a clean durability metric.

Prefer an explanation- Read the guide.
Need definitions- Browse the glossary.
GRR (Gross Revenue Retention): definition, formula, how to calculateMRR Forecast Formula: Example, Template, and Monthly BridgeRetention & churn hub: cohorts, GRR/NRR, and retention curvesRevenue retention curves: GRR vs NRR over time (how to model)
 
$
 
$
 
$
Use 1 for monthly GRR; 3 for quarterly, etc.
 
%
Tip: you can type commas (e.g., 10,000).

Example

Using the default inputs, the result is:
87%
Starting MRR
$100,000
Contraction MRR
$5,000
Churned MRR
$8,000
Period length (months)
1
Target GRR (optional)
0%

How to calculate

  1. Pick a cohort and time window.
  2. Measure starting MRR for the cohort.
  3. Subtract contraction and churned MRR to get ending gross MRR.
  4. Compute GRR = ending gross MRR / starting MRR.
  5. Optional: add a target GRR to see allowable churn + contraction.

Formula

GRR = (Starting MRR - Contraction - Churn) / Starting MRR
  • GRR excludes expansion by definition.
  • All components use the same MRR definition and time window.

FAQ

Why track GRR if I already track NRR-
NRR can look strong due to expansion even when underlying churn/downgrades are weak. GRR isolates durability without expansion.
What is a good GRR-
There is no single benchmark across all businesses. Use GRR trends by segment to identify where churn and downgrades are improving or worsening.

Common mistakes

  • Including expansion (GRR intentionally excludes it).
  • Using a blended number that hides segment issues.

How to interpret

GRR tips
  • Track GRR by customer size and plan to find where churn risk is concentrated.
  • Use cohort curves to understand when contraction happens (early vs later).
  • Pair GRR with churned MRR and logo churn for a full picture.

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Estimate customer Lifetime Value (LTV) using ARPA, gross margin, and churn rate.
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LTV Sensitivity Calculator
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Estimate how many months it takes to recover CAC (months to recover CAC) using gross profit.

Quick checks

  • Keep time units consistent (monthly vs annual) across inputs and outputs.
  • Segment by cohort/channel/plan before trusting a blended average.
  • Use the related guide to avoid common definition and denominator mismatches.