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Gross Revenue Retention (GRR)

The percentage of recurring revenue retained, excluding any expansion.

GRR measures pure retention - it caps at 100% and ignores upsell, isolating churn and contraction. Where NRR can mask churn with expansion, GRR exposes the true leak in the base.

Churn Reduction

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Net Revenue Retention (NRR)
Customer Churn
Customer Health Score (CHS)
Account Expansion

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