Customer Metrics

Logo Churn

The percentage of customer accounts that cancel in a period, regardless of how much revenue they represent.

Logo churn counts heads, not dollars. A company that loses five small customers and retains its ten largest accounts may have low revenue churn but noticeable logo churn. Tracking logo churn alongside revenue churn reveals the composition of who is leaving. High logo churn among small accounts is often more tolerable than losing a handful of large ones, which would barely move logo churn but devastate revenue. Logo churn is particularly important for understanding product-market fit — if any customer segment shows consistently elevated logo churn, it is a strong signal the product is not solving that segment's problem well enough. Enterprise-focused businesses often prioritise logo retention as a proxy for brand trust and reference-ability.