Fig. 01 · Glossary
Gross Revenue Retention (GRR)
Also known as GRR, Gross Retention, Gross Dollar Retention
Definition
Gross revenue retention measures retained recurring revenue from an existing customer base before expansion, upsell, or cross-sell. It isolates churn and contraction. NRR can look strong while GRR weakens if expansion from a few customers hides broader retention decay.
GRR is the retention floor. If GRR is weak, the company is replacing lost revenue with expansion, price, or new logos. That can work for a while, but it is not durable if product usage, onboarding, or customer success is deteriorating underneath.
In diligence, GRR by cohort and segment is more useful than a single blended retention number.
Human Renaissance glossary · operator-grade definitions · Research methodology
