The percentage of recurring revenue a SaaS company keeps from its existing customer base, excluding expansion — the rawest possible measure of whether customers stay. Distinct from Net Revenue Retention (NRR), which can mask churn by counting upsells. For FeatureOS, gross retention is the number that matters most right now: the persistent churn problem means new revenue is being eaten by departures, and no amount of top-of-funnel growth fixes that math. A gross retention below ~90% on SMB SaaS is usually a product or onboarding problem, not a sales problem.