Logo Churn

What is Logo Churn?

Logo Churn is the percentage of customers who cancel their subscriptions within a given period, regardless of their revenue contribution. It focuses on the number of accounts lost rather than the dollar amount, providing a view of customer count stability.

Why It Matters

• It helps identify if a specific segment of the market, such as small businesses, is finding the product less useful.

• High logo churn can indicate a poor product-market fit or issues with the initial onboarding process.

• Monitoring this alongside revenue churn provides a complete picture of customer retention health.