Logo Churn

Logo churn counts the number of customer accounts lost, treating every customer equally regardless of how much they pay. It is the simplest form of churn measurement and is often the first churn metric a company tracks.

Logo churn is useful for understanding the breadth of customer loss. If you lose 10 out of 200 customers in a month, your monthly logo churn is 5%. This metric is especially relevant for companies with relatively uniform pricing, where each customer contributes roughly the same revenue.

However, logo churn can be misleading for companies with variable deal sizes. Losing ten $10/month customers has the same logo churn impact as losing ten $10,000/month customers, but vastly different revenue implications. That is why logo churn should always be tracked alongside revenue churn.

Segmenting logo churn by customer size, industry, acquisition channel, and tenure reveals patterns. Early-stage churn (within the first 90 days) often points to onboarding problems, while later-stage churn may indicate a failure to deliver ongoing value.