Logo Churn
The percentage of customers (accounts or logos) lost in a given period, measuring customer count attrition regardless of revenue impact, where each account counts equally regardless of size.
Logo churn counts lost customers as equal units regardless of their revenue contribution. Losing one customer paying $100/month and one paying $10,000/month both count as one logo churned. This metric reveals the health of your product experience and customer satisfaction across your entire base, not just your largest accounts.
Logo churn is typically higher than revenue churn in businesses with a mix of customer sizes, because smaller customers tend to churn more frequently. A company might have 8% annual logo churn but only 3% revenue churn if the churning customers are predominantly small accounts. Both metrics are important but tell different stories: logo churn reflects product-market fit breadth, while revenue churn reflects financial impact.
Tracking logo churn separately from revenue churn prevents a dangerous blind spot. If you only watch revenue churn, you might not notice that small customers are churning at alarming rates until the problem spreads to larger accounts. Logo churn by segment (customer size, industry, acquisition channel) reveals which parts of your market have retention problems before those problems become revenue-material.
Related Terms
Growth Loop
A self-reinforcing cycle where each cohort of users generates inputs (data, content, referrals) that attract the next cohort, creating compounding growth.
Churn
The rate at which customers stop using or paying for a product over a given period, typically measured as monthly or annual churn percentage.
Activation Rate
The percentage of new signups who complete a key action (the 'aha moment') that correlates with long-term retention and product value realization.
Product-Led Growth (PLG)
A go-to-market strategy where the product itself drives acquisition, activation, and expansion through self-serve experiences rather than sales-led motions.
Viral Coefficient (K-Factor)
The average number of new users each existing user brings to the product, where a K-factor above 1.0 indicates self-sustaining viral growth.
Net Revenue Retention (NRR)
The percentage of recurring revenue retained from existing customers over a period, including expansion, contraction, and churn — where 100%+ indicates growth without new customers.