cust.co / Glossary / Logo Churn Rate

Logo Churn Rate

Percentage of customer accounts lost over a period (count-based, not revenue-based).

Also known as: Customer Churn Rate, Account Churn

Definition

Logo churn is 1 - Logo Retention. It counts customers lost as a fraction of the starting base. Distinct from dollar-based churn rate, which weighs each lost customer by their ARR. A high logo churn rate with low dollar churn means you're losing small customers; low logo churn with high dollar churn means you're losing whales.

Formula

Customers lost / Customers at start

Related terms

Logo Retention →Churn Rate →Customer Lifetime (months) →

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