Gross Revenue Retention Rate

Gross Revenue Retention only considers the starting revenue minus any revenue lost through downsell or churn. [1]
The maximum possible value for Gross Revenue Retention Rate is 100%. Across all SaaS companies, the median Gross Retention Rate is ~90%. For SaaS companies selling into small and medium businesses (SMBs), a good Gross Retention Rate is 80%. For Enterprise SaaS, 90% is considered a good Gross Retention Rate [2]


[1] 4 Ways to Measure Churn & Retention - Part 1,

[2] Gross Revenue Retention Rate. Retrieved May 21, 2021, from

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