Gross revenue retention (GRR) calculator

GRR stands for gross revenue retention.

GRR is like NRR (net revenue retention) but without upgrades: the share of starting recurring revenue left after downgrades and customers leaving. It can never be above 100%.

The formula

GRR = (Start MRR − downgrades − lost MRR) ÷ start MRR

Worked example: 95.7% a month

The example is a UK software company in one month: £50,000 of revenue excluding VAT, 400 customers and £180,000 in the bank.

£38,000 − £500 − £1,140 = £36,360
£36,360 ÷ £38,000 = 95.7%

Work out your GRR

Until you type a figure, the results show an example business. Fill in only what you know: from then on every result uses your figures alone, and nothing you type leaves your browser.

Your business numbers

Start with any one figure. Until you do, the results show the example business, whose figures are the grey hints in each box.

What this calculation uses

MRR at the start of the month (needed)

Downgrades

MRR lost from customers who left

Add more of your numbers

Open a group to fill it in. Everything you add shows up in the list below the calculator.

Sales and VAT

MonthQuarterYear

Turnover

Everything you invoiced in the period.

My turnover includes VAT

20%5%None

VAT you reclaim on costs

Input VAT on your purchases in the period.

Of which recurring

Subscriptions and contracts, excluding VAT.

Value of orders through your platform

Marketplaces only: what buyers paid in total.

Costs

Cost of sales

Costs that grow with each sale: materials, hosting, payment fees.

Staff costs

Salaries, employer National Insurance, pensions, freelancers.

Sales and marketing

Ads, sales salaries and tools.

Other running costs

Rent, software, insurance, admin.

Depreciation and amortisation

From your accounts. 0 if you have none.

Interest paid

Corporation Tax

For the period, if you pay any.

Equipment and other capital spending

Things that last more than a year.

Customers and orders

Customers at the start

New customers

Customers lost

Number of orders

Or invoices, for a service business.

Recurring revenue over one month

Upgrades

Extra MRR from existing customers.

Growth

Turnover in the previous period

The month, quarter or year before, on the same basis as your turnover.

Turnover in the same period last year

Cash

Cash in the bank

Cash received from customers

In the period, not what you invoiced.

Cash paid out for running costs

In the period, not counting equipment.

Balance sheet

Everything the company owns

Cash, equipment, money owed to you.

Everything it owes

Loans, bills, tax due.

Team

Hours your team works a week

Everyone added together.

Full-time hours a week

One investment or campaign

What you spent

On a campaign, a hire or a piece of kit.

What it brought back

Extra gross profit it produced.

GRR for the example

Example

95.7%

a month

£38,000 − £500 − £1,140 = £36,360
£36,360 ÷ £38,000 = 95.7%

Formula: (Start MRR − downgrades − lost MRR) ÷ start MRR.

Over 12 months at this rate: 59%

Everything your numbers show

For the example business: 29 of 29. Type your own figures to replace them. Select one for its page.

How to read your result

GRR shows how sticky the product is on its own. A big gap between NRR and GRR means upgrades are hiding churn.

Watch out for

Do not add upgrades back in. That turns it into NRR.

Last checked 24 October 2026. Estimates only, not financial, tax or legal advice: check your accounts and documents, and take advice before you act. More terms in the startup glossary.