Gross Revenue Retention
GRRLike NRR but without counting upgrades — it can never exceed 100%. Pure measure of how much revenue you lose to churn and downgrades.
How it's calculated
GRR = (starting revenue − contraction − churn) ÷ starting revenue
Why it matters
Strips out expansion to show how leaky your bucket really is.
Related terms
Monthly Recurring Revenue (MRR)
The predictable revenue you collect every month from subscriptions. The heartbeat metric for any subscription business.
Annual Recurring Revenue (ARR)
Your recurring revenue expressed as a yearly run-rate. Usually just MRR × 12.
Net Revenue Retention (NRR)
How much revenue you keep from existing customers over a year — after upgrades, downgrades, and churn. Above 100% means you grow even with zero new customers.
Average Revenue Per User (ARPU)
The average revenue each customer (or account) brings in over a period.