Churn Rate Calculator
Customers lost ÷ beginning cohort × 100 in the observation window—you define "lost."
Open calculator →Gross Revenue Retention Calculator
Share of starting MRR kept after churn and contraction-dollar losses—before deliberate upsell credit.
Overview
Use when expansions pump NRR but customers still leak dollars—GRR exposes raw churn resilience for board decks.
When to use this calculator
- When you want churn resilience before counting upsell
- When NRR looks strong only because expansion hides weak gross retention
- When finance separates gross from net on purpose
- When downgrade dollars belong in churn for this exercise
Rule of thumb
GRR should ignore upsell by design. If expansion sneaks into the numerator, the metric stops meaning anything.
Terms used in this calculator
- GRR / Gross Revenue Retention
- Keeps recurring revenue minus churn/downgrades—not counting upsells—so you see core leakage before counting expansion separately.
- NRR / Net Dollar Retention
- Whether recurring revenue grew or shrank on existing customers once you fold expansions, downgrades, and churn dollars together.
- Churn rate (logo churn)
- What share of the starting cohort you lost inside the timeframe you framed.
Calculator
Gross revenue retention
91.00%
Results are simplified estimates for educational purposes only and should not be treated as financial, accounting, legal, or tax advice. See our disclaimer for details.
Formula
((starting MRR − churn MRR) ÷ starting MRR) × 100.
Example calculation
Using the default example values from the JSON seed for this tool:
- Starting MRR (period)
- 200000
- Churn + contraction MRR lost
- 18000
Result: 91.00% (Gross revenue retention)
How to interpret this result
Gross revenue retention measures how much starting revenue you keep before upsell.
It intentionally excludes expansion so you can see churn resilience.
Downgrades bundled into “churn MRR” should match how finance reports.
Common mistakes
- Treating expansion as retention in GRR—it belongs in NRR.
- Excluding downgrades that should be in churn/contraction.
- Using ending MRR as the numerator by mistake.
What to do next
NRR adds upsell back when you are ready to see whether growth masks churn.
How to improve this result
- Fix card failures and renewal timing before chasing net-new logos.
- Downgrade offers intentionally when customers need a smaller foot in the door.
- Compare GRR quarter to quarter with the same churn bucket definitions.
Recommended tools
- Baremetrics SaaS metrics and subscription analytics dashboards.
- ChartMogul Subscription analytics for revenue, churn, and cohort reporting.
- ProfitWell Pricing and retention resources for subscription businesses.
FAQ
- Does GRR reward upsells?
- No—purposefully excludes expansion by design.
- Why churn MRR spike?
- Big accounts downgrading weigh heavier than SMB churn percentages.
- Voluntary vs involuntary churn?
- Tag separately when operations can—fixes differ.
- Should NRR exceed GRR?
- Yes when expansions outweigh churn contractions—means land-and-expand works.
- Logo churn still relevant?
- Yes—whales may renew smaller contracts, hurting dollars while logos stable.
Related calculators
MRR Calculator
Paying customers × average monthly recurring price after you convert plan mix into monthly amounts.
Open calculator →Net Revenue Retention Calculator
Ending expansion-adjusted recurring revenue indexed to starting baseline for the cohort window.
Open calculator →Affiliate disclosure
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