Definition
Logo churn is customer churn measured in count (accounts lost), not dollars. It can be high even when NRR is strong.
Formula
Logo churn = customers lost / customers at start of period
Example
If you started with 1,000 customers and lost 30, logo churn = 30 / 1,000 = 3% for the period.
Common mistakes
- Looking only at blended logo churn (hides segment differences).
- Assuming strong NRR means churn is fine (expansion can mask losses).
Measured as
Logo churn = customers lost / customers at start of period
Misused when
- Looking only at blended logo churn (hides segment differences).
- Assuming strong NRR means churn is fine (expansion can mask losses).
Operator takeaway
- Keep Logo Churn consistent by cohort, segment, and period before you use it as a decision signal in planning or reporting.
- Interpret the metric alongside retention, margin, or payback so one ratio does not hide the real operating trade-off.
Next decision
- Quantify the impact with Churn Rate Calculator if you need to turn the definition into an operating assumption.
- Read Churn: How to measure churn rate correctly if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
Where to use this on MetricKit
Calculators
- Churn Rate Calculator: Calculate customer churn rate for a period and compare retention across segments or cohorts.
- NRR Calculator: Calculate Net Revenue Retention (NRR) from starting MRR and revenue movements.
- GRR Calculator: Calculate Gross Revenue Retention (GRR) from starting MRR, contraction, and churn.
- Cohort LTV Forecast Calculator: Estimate cohort-based LTV using churn, expansion, gross margin, and optional discounting.
- Price Increase Break-even Calculator: Estimate the maximum churn (immediate or ongoing) a price increase can tolerate before it destroys revenue.
Guides
- Churn: How to measure churn rate correctly: A guide to churn rate: customer churn vs revenue churn, measurement choices, and how to track churn by cohort.
- NRR (Net Revenue Retention): definition, formula, how to calculate: NRR explained: what net revenue retention measures, the NRR formula, how to calculate it by cohort, and common mistakes.
- GRR (Gross Revenue Retention): definition, formula, how to calculate: GRR explained: gross revenue retention definition, GRR formula, how to calculate it, and why it matters alongside NRR.
- Retention & churn hub: cohorts, GRR/NRR, and retention curves: A practical hub for retention measurement: churn rate, GRR/NRR, cohort retention curves, and how to set retention targets without getting misled by noise.
- LTV guide: formula, customer lifetime, cohort models, and LTV:CAC: A practical LTV guide covering shortcut formulas, gross profit vs revenue LTV, customer lifetime, cohort-based models, and how to connect LTV to CAC and payback.