Logo Churn
Definition
Logo Churn: Logo churn measures the percentage of customers who cancel within a period, regardless of their revenue value. If 10 of 100 customers cancel monthly, logo churn is 10%. Logo churn indicates product-market fit and satisfaction issues across your customer base, regardless of contract size.
Example Usage
“Our logo churn is 5% monthly, but revenue churn is only 2% because smaller customers churn more. We're investigating SMB experience.”
Common Misconceptions
Related Terms
Revenue Churn
Revenue churn measures recurring revenue lost from existing customers due to cancellations and downgrades, expressed as a percentage of starting reven...
Logo Retention
Logo retention measures the percentage of customers (logos) retained over a period, regardless of revenue changes. If you start with 100 customers and...
Customer Lifetime Value
Customer Lifetime Value (LTV) is the total revenue a business can expect from a single customer account over the entire relationship. LTV is calculate...
Explore More Resources
Browse Tools
Discover 100+ vetted tools for every stage of your startup journey
Explore all toolsBuild Your Stack
Take our personalized quiz to get tool recommendations for your startup
Start the checklistRecommended Reading
Curated books to help you learn, grow, and succeed as a founder
View book recommendationsListen & Learn
Top podcasts covering startups, product, growth, and entrepreneurship
Discover podcastsHelp us improve this definition
See something that could be clearer or more accurate? Let us know.