[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"glossary-logo-churn::en":3,"gloss-cluster-logo-churn::en":23,"gloss-next-logo-churn::en":9},{"slug":4,"category":5,"name":6,"definition":7,"meta_desc":8,"faq":9,"schema_markup":9,"related":10},"logo-churn","saas","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 \u002F 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.","Logo churn counts customers lost regardless of what they paid — compare it with revenue churn and the gap tells you which segment is actually leaving.",null,[11,14,17,20],{"slug":12,"name":13},"churn","Churn",{"slug":15,"name":16},"expansion-revenue","Expansion Revenue",{"slug":18,"name":19},"net-revenue-retention","Net Revenue Retention (NRR)",{"slug":21,"name":22},"quick-ratio","SaaS Quick Ratio",[24,28,32,35,38,41,44,48,51,54,57,60],{"slug":25,"category":5,"name":26,"updated_at":27},"activation","Activation","2026-08-24T02:46:36+00:00",{"slug":29,"category":5,"name":30,"updated_at":31},"aha-moment","Aha Moment","2026-08-24T02:46:37+00:00",{"slug":33,"category":5,"name":34,"updated_at":31},"annual-contract-value","Annual Contract Value (ACV)",{"slug":36,"category":5,"name":37,"updated_at":27},"api-first","API-First",{"slug":39,"category":5,"name":40,"updated_at":27},"arpa","Average Revenue Per Account (ARPA)",{"slug":42,"category":5,"name":43,"updated_at":27},"arr","Annual Recurring Revenue (ARR)",{"slug":45,"category":5,"name":46,"updated_at":47},"auto-renewal-clause","Auto-Renewal Clause","2026-08-24T02:46:38+00:00",{"slug":49,"category":5,"name":50,"updated_at":47},"build-vs-buy","Build vs. Buy",{"slug":52,"category":5,"name":53,"updated_at":31},"burn-multiple","Burn Multiple",{"slug":55,"category":5,"name":56,"updated_at":47},"burn-rate","Burn Rate",{"slug":58,"category":5,"name":59,"updated_at":27},"cac","Customer Acquisition Cost (CAC)",{"slug":61,"category":5,"name":62,"updated_at":27},"cdn","Content Delivery Network (CDN)"]