Logo churn calculator
Logo churn is a recurring-revenue metric, calculated as Customers lost ÷ starting customers. Different from revenue churn.
- Formula
- Customers lost ÷ starting customers
Customer (logo) churn rate
Logo churn = Customers lost ÷ Starting customersLogo churn
2.00%
How it’s worked out
- 1Customers lost ÷ starting customers9 ÷ 4502.00%
Runs in your browser; nothing you type is sent anywhere. Amounts in US dollars.
How to read it
Logo churn is the share of customers at the start of a period who left during it.
It drives customer lifetime: at 2% a month the average customer stays about four years.
Common mistakes
- Dividing by ending customers, which includes new ones.
- Counting downgrades as churned logos.
Questions
- Logo churn or revenue churn?
- Logo churn counts customers lost; revenue churn counts the revenue they took with them. Losing many small customers moves logo churn more than revenue churn.
- Do new customers count?
- New customers acquired during the period are excluded from both the numerator and the denominator.
Read it with
The metrics read alongside this one, and the terms it is confused with.
- Net revenue retention vs gross revenue retentionNet revenue retention counts expansion from existing customers and can exceed 100%; gross revenue retention ignores expansion and can never exceed 100% — together they separate churn from upsell.Compare
- Customer lifetime value calculatorLTV is a unit-economics metric, calculated as (ARPA × Gross margin) ÷ Revenue churn rate, both in the same period unit.Calculator
- Net new MRR calculatorNet new MRR is a recurring-revenue metric, calculated as New + Expansion − Contraction − Churned.Calculator
- ARPA calculatorARPA is a unit-economics metric, calculated as MRR ÷ Active customers, per month.Calculator
- Logo churnLogo churn is a recurring-revenue metric, calculated as Customers lost ÷ starting customers.Term
The formula is the one the glossary states, and the arithmetic is unit-tested. A ratio with nothing to divide by shows a dash — undefined is not zero. General information, not financial advice.