logo churn

Logo churn is a SaaS metric that measures the percentage of individual customer accounts (or "logos") that cancel or fail to renew their subscriptions within a specific timeframe. Unlike revenue churn, which tracks the dollar amount lost, logo churn treats every customer equally regardless of their contract value, making it a pure indicator of customer retention and product-market fit. It is calculated by dividing the number of customers lost during a period by the total number of customers at the start of that period. A high logo churn rate often signals widespread dissatisfaction or issues with the onboarding process, even if total revenue remains stable due to the retention of a few large enterprise clients.