Definition
Logo churn is the percentage of customers who cancel during a period, regardless of revenue impact.
Why it matters
Logo churn highlights customer retention quality. It can move differently than revenue churn if small accounts churn faster than large accounts.
Pricing implications
High logo churn may signal mispricing for smaller customers or a weak onboarding experience. Adjust entry pricing, free-tier limits, or activation flows to reduce early churn.
Measurement tips
Track logo churn by cohort, plan, and acquisition channel to identify where churn is concentrated.
Checklist
- Use a consistent time window (monthly or quarterly).
- Separate logo churn from revenue churn.
- Track logo churn by plan and segment.
- Monitor early-life churn vs long-term churn.
- Tie churn changes to pricing or packaging updates.
- Avoid mixing trials with paid customers.
- Investigate churn reasons with exit surveys.
- Use logo churn as a leading indicator for revenue churn.