Metrics
Gross Revenue Retention (GRR)
Quick definition
NRR without upsell — what you keep before expansion.
GRR = (Starting ARR − Contraction − Churn) / Starting ARR. Capped at 100%. A better view of pure retention quality than NRR since expansion can mask churn.
Related metrics terms
ARR (Annual Recurring Revenue)
Annualized value of your subscription revenue at a point in time.
MRR (Monthly Recurring Revenue)
Monthly equivalent of ARR, useful for month-over-month tracking.
Net Revenue Retention (NRR)
Revenue from your existing customer base 12 months later, including expansion and churn.
CAC (Customer Acquisition Cost)
Fully-loaded cost to acquire one new customer.
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