Gross retention
What is Gross retention?
The percentage of recurring revenue retained over a period, before any expansion from upsells or growth.
Gross retention measures pure churn: how much of last year's recurring revenue is still there this year. For retainer-led agencies it is the leading indicator of long-term health; net retention (which adds expansion) can mask underlying churn if a few accounts grow fast.
Related terms
- Agency operating systemA single platform that runs an agency's whole workflow (projects, time, CRM, proposals, contracts and invoicing) as one connected loop.
- AI-nativeSoftware built with AI as part of its core, rather than bolted on as a separate assistant afterwards.
- Billable rateThe hourly rate an agency charges a client for a person's time.
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