Logo Churn

The rate at which you lose customers as accounts (logos), regardless of how much each paid, over a period. Distinct from revenue churn, which weights by dollars.

Logo churn = customers lost in a period / customers at the start

Why it matters

Logo churn shows how many relationships you are losing, which matters for word of mouth and market reputation even when the lost accounts were small. Compare it to revenue churn to see if you are losing many small customers or a few big ones.

For example

A company loses 15 of its 300 customer accounts in a quarter, a 5 percent logo churn, even though the lost accounts were small in revenue.

Related terms

Churn Retention Gross Revenue Retention

Go deeper

See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.

eChai Partner Brands