GDR
Gross Dollar Retention (Gross Revenue Retention / GRR) — measures the percentage of beginning-period recurring revenue retained from existing customers, excluding any expansion revenue.
What it shows
GDR shows the pure retention floor of the business — how much revenue would remain if no account ever expanded. It isolates churn and contraction from expansion, revealing the core product's retention strength independent of upsell performance.
Formula
GDR = (Beginning MRR − Churned MRR − Contraction MRR) ÷ Beginning MRR × 100. GDR cannot exceed 100%. A GDR of 85% means 15% of revenue is being lost before any expansion.
Tracked in these industries
SaaS B2B
Subscription-based software sold to businesses. Long sales cycles, multi-stakeholder procurement, and recurring revenue tracked through ARR, NRR, and churn.
SaaS B2C
Subscription software sold directly to individuals. Self-serve, high volume, short cycles — revenue operations focused on activation, retention, and reducing involuntary churn.