Gross Revenue Retention GRR
The share of recurring revenue kept from existing customers, excluding any expansion, so it caps at 100%.
What it is
Gross Revenue Retention measures how much recurring revenue from an existing customer cohort survives over a period, after downgrades and cancellations but before any expansion. Unlike net revenue retention, it gives no credit for upsells, so it can never exceed 100%. It isolates pure retention, showing how leaky the base is on its own.
Why it matters
GRR strips out the masking effect of upsells, so it reveals the underlying stickiness of a product that NRR can hide. A company can post strong NRR while quietly losing many customers, but a high GRR confirms the base itself is durable. Investors often look at GRR and NRR together to separate retention from expansion.
How it's calculated
Take the starting recurring revenue of a cohort, subtract downgrades and churn, then divide by the starting amount; expansion revenue is never added.
How Quintarthai uses it
When a company discloses both GRR and NRR, you can weigh the gap against the financial trend on its company deep-analysis page to judge how much growth depends on upselling.