Logo Retention
Also: Customer Retention RateLogo Churn
The percentage of customers, by count rather than revenue, retained over a period, regardless of how much they spend.
Why it matters
Logo retention counts customers kept rather than revenue kept, which matters because losing many small accounts can signal a product or fit problem even if revenue looks stable. It is a different lens from revenue retention. Together they show whether you are keeping customers and revenue, or trading one for the other.
How it is calculated
Logo Retention = customers retained at end of period / customers at start x 100
What good looks like
Read logo retention against revenue retention: high revenue retention with low logo retention means you are losing small accounts while large ones expand, which may be fine or may be an early warning. The interpretation depends on which logos are leaving.
Related terms
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