Rex says
Money math without the spreadsheet headache. Plug in your numbers and I'll show you exactly where the dollars land.
Try a scenario
Click to load — tweak from there.Inputs
Result
Gross Revenue Retention
87.0%
Revenue lost to contraction + churn
$130,000
ARR retained without expansion
$870,000
Annualized dollar loss
$130,000
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How to use this
- 1Enter starting arr ($).
- 2Enter contraction (downgrades) ($).
- 3Enter churned revenue ($).
- 4Read your gross revenue retention on the right — it updates as you type.
- 5Hit Share to keep the scenario or send it to someone.
About this calculator
GRR strips out all expansion revenue and answers a blunt question: if you never upsold another customer again, how much of this cohort's revenue would still be here in twelve months? It's capped at 100% by definition, since it only accounts for contraction and churn. Investors treat GRR as the truer read on product-market fit and pricing durability because it can't be inflated by a hot expansion motion covering for a leaky base. A healthy enterprise SaaS company runs 90-95%+ GRR; consumer-adjacent or SMB-heavy businesses often sit at 80-88% because smaller accounts churn more easily and have thinner switching costs. If your NRR looks great but GRR is mediocre, you have a concentration risk: growth depends on a small number of expanding accounts rather than broad base health, and losing a couple of whales could tank both numbers together.
Worked example
Using the values the calculator loads with:
Inputs
- Starting ARR: 1000000 $
- Contraction (downgrades): 40000 $
- Churned revenue: 90000 $
Results
- Gross Revenue Retention: 87.0%
- Revenue lost to contraction + churn: $130,000
- ARR retained without expansion: $870,000
- Annualized dollar loss: $130,000
What each field means
Inputs
- Starting ARR ($)
- The starting arr used in the calculation, measured in $. Starts at 1000000 $ so you have a working example on load.
- Contraction (downgrades) ($)
- The contraction (downgrades) used in the calculation, measured in $. Starts at 40000 $ so you have a working example on load.
- Churned revenue ($)
- The churned revenue used in the calculation, measured in $. Starts at 90000 $ so you have a working example on load.
Results
- Gross Revenue Retention
- Returned as a percentage and shown as the headline result. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Revenue lost to contraction + churn
- Returned as a money amount in US dollars. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- ARR retained without expansion
- Returned as a money amount in US dollars. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Annualized dollar loss
- Returned as a money amount in US dollars. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
FAQ
Why does GRR cap at 100%?
By construction it only subtracts contraction and churn from starting ARR — it never adds anything. Expansion is deliberately excluded so the metric answers one clean question: how sticky is the base on its own, independent of any upsell motion.
What's a healthy GRR benchmark?
Enterprise SaaS with annual contracts and high switching costs typically runs 92-97%. SMB and transactional or month-to-month products often land 80-88%. Below 80% usually means either weak product fit or a pricing/packaging mismatch with the segment you're selling to.
Can GRR and NRR tell different stories?
Yes, and it's a useful diagnostic. High NRR with mediocre GRR means growth is concentrated in a few expanding accounts — a risk if those accounts churn. Low NRR with decent GRR means the base is stable but you aren't monetizing it further, often a packaging or account-management gap.
Does GRR include price increases as expansion?
No — if a price increase raises what an existing customer pays for the same seats/usage without them contracting, most finance teams classify that as expansion, not part of GRR's contraction/churn calc. Keep the definitions consistent across reporting periods so trend lines are comparable.
Accuracy and limitations
- Results are estimates before tax, fees, and inflation unless an input explicitly covers them.
- Rates are treated as fixed for the whole period — variable-rate products will drift from this projection.
- This is educational maths, not financial advice. Check anything contractual with the lender or your accountant.
Related tools
Net Revenue Retention (NRR) Calculator
See how much revenue your existing customers generate a year later, expansion included.
Logo Churn vs Revenue Churn Calculator
Compare the percentage of customers you lose against the percentage of revenue you lose.
Expansion Revenue Rate Calculator
Measure how much of your growth comes from existing customers spending more.
Cite this calculator
Writing about this topic? Grab a citation — every link helps keep these tools free.
RevenueLab. (2026). Gross Revenue Retention (GRR) Calculator. Retrieved from https://www.revenuelab.fyi/toolbox/gross-revenue-retention
<p>Source: <a href="https://www.revenuelab.fyi/toolbox/gross-revenue-retention" target="_blank" rel="noopener">Gross Revenue Retention (GRR) Calculator — RevenueLab</a> (2026).</p>
Source: [Gross Revenue Retention (GRR) Calculator — RevenueLab](https://www.revenuelab.fyi/toolbox/gross-revenue-retention) (2026).