Glossary
Gross revenue retention
Gross revenue retention is the share of recurring revenue from existing customers that a company keeps over a period, counting losses from cancellations and downgrades and ignoring any expansion.
Why it matters
It shows how durable revenue is without the flattering effect of upsell.
How Limerine uses the term
It is a core measure in transaction readiness work.
Related module: Transaction readiness.
How to cite this definition
Limerine Research. "Gross revenue retention." Limerine Glossary, 2026. https://limerine.com/glossary/gross-revenue-retention