Logo Churn
The percentage of customer accounts (logos) lost during a period, regardless of their revenue value.
What it means
Logo churn counts the number of customer accounts that cancel, regardless of how much each was paying. A company losing 10 out of 200 customers has 5% logo churn that month. It differs from revenue churn because not all customers are equal - losing ten $10/month customers is very different from losing one $100/month customer, even though logo churn is the same.
Formula
Logo Churn = (Customers lost ÷ Customers at start of period) × 100%
Why it matters
Logo churn tells you about product-market fit and customer satisfaction at the account level. Even if revenue churn is low (because you're losing small accounts), high logo churn suggests a broader retention problem. It's an early warning indicator that revenue churn may worsen as the problem spreads to larger accounts.
What is logo churn?
Logo churn is the percentage of customer accounts lost during a period. It counts each lost customer equally, regardless of how much revenue they represented.
What is the difference between logo churn and revenue churn?
Logo churn counts customers lost. Revenue churn measures MRR lost. You can have low logo churn but high revenue churn if large customers leave, or vice versa.
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