Formula
(Customers at start - Customers churned) / Customers at start x 100
How to measure
Count active accounts at the start of a period and the count of those same accounts still active at the end, ignoring any new customers added.
Why track it
Logo retention flags product-wide satisfaction issues that revenue retention can mask if only a few large accounts are driving the revenue number.
Example
A company retains 940 of the 1,000 accounts it had at the start of the quarter, a 94% logo retention rate.