Gross Retention

Definitions

1. The percentage of recurring revenue retained from an existing customer base over time, excluding the positive effect of expansion. Gross retention isolates how much is preserved before upsell hides the losses.

   In plain English: How much existing recurring revenue is kept before counting upgrades or expansion.

   Example: "Gross retention slipped below target even though net retention still looked healthy."

Related Terms

• ARR
• Customer Lifetime Value
• Deferred Revenue
• Dollar Retention
• Expansion Revenue
• Logo Churn
• Monthly Recurring Revenue
• Negative Churn
• Annual Contract Value
• Annual Recurring Revenue
• Net MRR
• Net New ARR
• Net Retention
• Net Revenue Retention
• NRR
• Renewal Rate
• Revenue Churn
• Seat-Based Pricing