Logo Churn

TL;DR

The percentage of customers (logos) who cancel in a given period, regardless of how much revenue they represented.

Logo churn counts cancellations by customer, not by dollar. A company can have low logo churn and high revenue churn (a few large accounts canceled) or high logo churn and low revenue churn (many small accounts churned, big ones stayed). Both versions matter and tell different stories.

Logo churn is most informative for product-fit conversations: if many small accounts are churning, the product isn't sticky for them. Revenue churn is more informative for business-model conversations.

Formula

Logo Churn Rate = (Customers Lost in Period ÷ Customers at Start of Period) × 100%

• Customers Lost — Number of distinct customers (logos) who fully canceled in the period
• Customers at Start — Total active paying customers at the start of the period

Annualize monthly logo churn carefully: 2%/month is roughly 22%/year, not 24%, because of compounding.

Worked example

Started Q3 with 480 customers, lost 12 by end of Q3. Logo churn = 12 ÷ 480 = 2.5% per quarter, or roughly 9.6% per year. SMB SaaS often runs 4–6% monthly logo churn, mid-market 1–2%, enterprise <1%.

Common pitfalls

• Reporting logo churn without revenue churn.
• Letting voluntary and involuntary churn (failed payments) blur together.
• Aggregating logo churn across very different segments.

When this shows up in a pitch deck

Logo churn appears alongside revenue churn on the Traction slide.

Related terms

• Revenue Churn — The percentage of recurring revenue lost from existing customers in a period through cancellation or downgrade.
• Net Revenue Retention — The percentage of recurring revenue retained from a cohort after one year, including expansion, contraction, and churn.
• Gross Revenue Retention — The percentage of recurring revenue retained from a cohort after one year, excluding expansion — the pure retention metric.
• Cohort Analysis — Grouping users by sign-up period and tracking each group's behavior over time to spot trends invisible in aggregate metrics.
• Retention Curve — A chart showing what fraction of a cohort is still active week-by-week or month-by-month after sign-up.

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