Gross Retention


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What is Gross Retention?

Gross Retention is a metric that measures the percentage of recurring revenue retained from existing customers, excluding any upsells or cross-sells. It’s a key indicator of the stability of your software product’s revenue.

Why is Gross Retention important?

Gross Retention is important because it shows how much revenue your software product is able to retain without relying on upselling or cross-selling. A high Gross Retention rate indicates that your existing customers continue to find value in your product and are willing to continue paying for it.

What is the formula for Gross Retention?

The formula for Gross Retention is:

(Ending Monthly Recurring Revenue (MRR) – MRR from Upsells and Cross-Sells) / Starting MRR * 100

🔥 Formula Graphic


How is Gross Retention calculated?

Gross Retention is calculated by subtracting the MRR from upsells and cross-sells from the ending MRR, then dividing by the starting MRR, and multiplying by 100 to get a percentage.

Can you provide an example of Gross Retention?

For instance, if your software product started the month with $10,000 in MRR, ended the month with $9,000 in MRR, and had $1,000 in MRR from upsells and cross-sells, your Gross Retention for that month would be (($9,000 – $1,000) / $10,000) * 100 = 80%.

How can Gross Retention be improved?

Gross Retention can be improved by enhancing the user experience, addressing customer feedback, improving product quality, and providing excellent customer service.

What are the industry benchmarks for Gross Retention?

Industry benchmarks for Gross Retention can vary widely depending on the specific industry and product. However, a higher Gross Retention rate generally indicates a more stable and sustainable revenue base.

What factors can influence Gross Retention?

Factors that can influence Gross Retention include the quality and value of your software product, the effectiveness of your customer support, the pricing of your product, and customer satisfaction.

What are the potential pitfalls or misconceptions about Gross Retention?

A common misconception about Gross Retention is that it’s a measure of total revenue growth. However, Gross Retention only measures revenue retention from existing customers. It’s also important to consider Net Retention, which includes revenue from upsells and cross-sells, to get a comprehensive view of revenue growth.

How often should Gross Retention be tracked?

Gross Retention should be tracked regularly, often on a monthly basis, to understand trends and the impact of any changes in your product or customer success strategies.

What tools can be used to measure Gross Retention?

Gross Retention can be measured using various subscription management and analytics tools, such as ChartMogul, ProfitWell, or Baremetrics.

What are some related terms to Gross Retention?

Net Retention, Monthly Recurring Revenue (MRR), Churn Rate