Calculadora de Taxa de Retenção Bruta — Formula

How to Calculate Gross Revenue Retention

Formula

GRR = (Starting MRR - Churned MRR - Contraction MRR) / Starting MRR x 100

Gross retention strips out expansion revenue to show the floor of your retention performance. It can never exceed 100% because it only accounts for losses. GRR reveals how well your product delivers baseline value: if customers keep paying the same amount or leave, how much revenue survives? Top-tier B2B SaaS companies maintain GRR above 90%.

Exemplo Resolvido

A company starts with $200,000 MRR, loses $8,000 to cancellations and $4,000 to downgrades.

  1. Retained MRR = $200,000 - $8,000 - $4,000 = $188,000
  2. GRR = ($188,000 / $200,000) x 100 = 94%
  3. Total Lost = $8,000 + $4,000 = $12,000