Gross Revenue Retention Calculator
How much new revenue only replaces old.
Gross revenue retention
80%
$9,600 to replace before growing
68.6% of your new revenue goes to standing still. Gross retention caps how fast you can grow, because everything below 100% has to be re-bought before any of it counts as progress.
How the Gross Revenue Retention Calculator works
Gross retention caps how fast you can grow, because everything below 100% has to be re-bought before any of it counts as progress. Seeing what share of new revenue merely replaces losses is usually more sobering than the retention percentage itself.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is gross revenue retention?
Starting revenue less contraction and churn, divided by starting revenue. It never exceeds 100%, because it excludes expansion.
Why does it cap growth?
Because the first portion of every new sale replaces something lost. At 80% gross retention, a fifth of the base has to be rebuilt annually before growth starts.
Which matters more, gross or net?
Gross for understanding the product and the customer relationship; net for understanding revenue. A business with poor gross retention and good net retention is depending on a few accounts growing.
How do I improve it?
Reduce the causes of leaving rather than adding expansion. Expansion masks the problem in the net figure and does nothing for the gross one.