Logo Churn

The rate at which you lose customers as a count, regardless of how much each spent. It measures the number of accounts lost rather than the revenue lost.

Logo churn shows how well you retain customers by headcount. High logo churn can signal a product or onboarding problem even if revenue looks stable due to a few big accounts.

A founder starts the month with 100 subscribers and ends with 92 after 8 cancel. Her logo churn is 8 percent, prompting her to investigate why customers are leaving.