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The Internet Compass

Metrics

Gross Revenue Retention (GRR)

Gross Revenue Retention measures revenue retained from an existing cohort after churn and contraction, excluding expansion. It cannot exceed 100%.

Where NRR can hide churn behind aggressive expansion into a handful of accounts, GRR exposes it. A company with 125% NRR and 82% GRR is expanding hard while leaking badly.

Healthy enterprise software typically reports GRR in the low-to-mid 90s; SMB-focused products run considerably lower.