# Gross Revenue Retention (GRR) **Gross Revenue Retention (GRR)** measures the percentage of recurring revenue retained from existing customers over a period, **excluding expansion**. It's the purest measure of churn — what you kept of what you had. ## Formula ``` GRR = (Starting MRR − Contraction − Churn) ÷ Starting MRR × 100 ``` GRR is always ≤ 100% by definition (you can't gain ground without expansion). A GRR of 92% means you lost 8% of the cohort's revenue over the period. ## GRR vs NRR NRR includes expansion; GRR doesn't. If NRR is 120% and GRR is 90%, you're growing — but you're burning a leaky bucket fast. Healthy SaaS companies post GRR ≥ 92%. ## How customer operations affects GRR GRR improves with stronger retention work: better onboarding (fewer early churners), better support (less frustration churn), and proactive health monitoring (catching at-risk accounts before they cancel). ## How BlueHill helps with GRR BlueHill surfaces churn-risk signals on the customer record (drop in interactions, missed milestones, low portal usage) so CSMs can intervene early. The status report view makes it easy to QBR-prep weekly rather than scrambling at renewal. Related: [NRR](/glossary/nrr) · [Churn](/glossary/churn) · [Renewal](/glossary/renewal)