When to use this calculator
Measure recurring-revenue retention before expansion in the starting customer cohort. Excludes expansion and new-customer revenue and caps only through input consistency.
Explore the marketing & customer calculators for other questions in this topic. For a related calculation, use the LTV to CAC Ratio Calculator: Compare an entered lifetime customer value with acquisition cost.
PUTTING IT INTO PRACTICE
Gross Revenue Retention: a worked example
The values below are an illustrative example, not a recommendation. Replace them with measurements or assumptions that match your question.
| Input | Example value |
|---|---|
| Starting recurring revenue | 10,000 |
| Contraction revenue | 500 |
| Churned revenue | 1,000 |
| Result | 85 % |
- Check the input labels and enter the example values above.
- Apply the relationship: GRR (%) = (starting − contraction − churn)/starting × 100.
- The result is 85 %, rounded for display.
How to interpret your result
Excludes expansion and new-customer revenue and caps only through input consistency.
Define the event, audience and attribution window before calculating a rate. Clicks, customers and orders are different units. Acquisition cost and campaign CPA may cover different spending categories.
Frequently asked questions
Should I count unique users or total events?
Use the definition matching your metric. State it consistently because repeat events can produce a different rate from unique people.
When is the gross revenue retention calculator useful?
Measure recurring-revenue retention before expansion in the starting customer cohort. Excludes expansion and new-customer revenue and caps only through input consistency.
How do I use the gross revenue retention calculator?
Enter starting recurring revenue, contraction revenue, churned revenue. The result updates automatically. Use the units shown beside each input; the example values illustrate the method.
Which formula does this calculator use?
GRR (%) = (starting − contraction − churn)/starting × 100.
What should I check before using the result?
Excludes expansion and new-customer revenue and caps only through input consistency.
How are results rounded?
Scalar numbers display up to six decimal places, with scientific notation for very large or small values. Text, fraction, date and schedule outputs use the format described on the tool. Intermediate calculations use JavaScript floating-point arithmetic. Keep sensible precision for your measurements.
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