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Also known as: customer retention rate, logo retention rate

Logo Retention

ConceptualMetrics

Definition

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 end with 90, logo retention is 90%. It differs from revenue retention because losing a large customer impacts revenue more than losing a small one.

Example Usage

“Logo retention is 85%, but revenue retention is 95%. We lost many small customers but retained large ones.”

Common Misconceptions

Logo and revenue retention move together. Large customer churn impacts revenue; small customer churn impacts logos.
Focus only on revenue retention. Logo churn indicates product-market fit issues even if revenue holds.
Count active customers, not logos. Define 'retained' consistently—often based on payment, not usage.

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