Logo Churn

Logo churn measures customer loss by count - how many accounts (logos) you lost in a period as a share of how many you started with - regardless of how much each was paying. It's the counterpart to revenue churn, and the gap between the two tells a story. If logo churn is high but revenue churn is low, you're losing lots of small accounts while keeping the big ones - often fine, sometimes a sign your product only sticks upmarket. If logo churn is low but revenue churn is high, a few large customers are leaving or downgrading, which is far more dangerous. Formula: customers lost / customers at start of period. For product-led and SMB businesses, some logo churn is structural - small companies fail, budgets vanish - so the goal is to keep it in a sane band and offset it with expansion. Always report logo churn and revenue churn side by side; either number alone can flatter or hide the truth.