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Limerine

Glossary

Gross revenue retention

Gross revenue retention is the share of recurring revenue a company keeps from existing customers over a period, before any expansion. It subtracts cancellations and downgrades and ignores upsell.

Formula: (starting recurring revenue − cancellations − downgrades) ÷ starting recurring revenue.

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 area of work: Transaction readiness.

How to cite this definition

Limerine. "Gross revenue retention." Limerine Glossary, 2026. https://limerine.com/glossary/gross-revenue-retention