Definition
The percentage of distinct paying customer accounts that cancel in a period, regardless of how much revenue each represented.
Why it matters for growth
Logo churn matters separately from revenue churn because losing many small accounts can signal a product problem even if revenue looks stable.
Example
A company loses 40 small customers but only 2% of revenue, since those accounts were low-value, revealing a logo churn problem worth investigating.
FAQ
- What is Logo Churn?
- The percentage of distinct paying customer accounts that cancel in a period, regardless of how much revenue each represented.
- Why does Logo Churn matter for growth?
- Logo churn matters separately from revenue churn because losing many small accounts can signal a product problem even if revenue looks stable.
- What is an example of Logo Churn?
- A company loses 40 small customers but only 2% of revenue, since those accounts were low-value, revealing a logo churn problem worth investigating.