Metric
Gross Retention
Also known as: GRR, Gross Revenue Retention
The percentage of starting ARR retained, excluding upsell — measures pure retention without expansion camouflage.
Gross Retention (GRR) = (starting ARR - downsell - churn) / starting ARR. Unlike NRR, GRR doesn't include upsell, making it a purer view of retention.
Good B2B SaaS has > 90% GRR; top-tier > 95%. A large gap between GRR (low) and NRR (high) signals growth depends entirely on upsell to existing customers — risky if that dries up.