Gross Revenue Retention (GRR) measures revenue retained from existing customers, excluding expansion. Unlike NRR, GRR is capped at 100% (you can’t keep more than you started with). Best-in-class SaaS GRR is 95%+; mid-market SaaS targets 85–92%.
GRR isolates pure churn behavior — how well the business retains customer relationships without offsetting churn losses with expansion revenue. For customer success teams and customer portal investments, GRR is the cleaner measurement of whether retention efforts are actually working.