Logo churn is the rate at which you lose customers by count, regardless of their revenue value. It differs from revenue churn, which weights losses by size. Comparing the two reveals whether you are losing many small customers or a few large ones, which are very different problems.

Logo churn and revenue churn tell different stories, and you need both. Losing ten small clients and losing one large client can produce the same revenue churn while meaning completely different things. High logo churn with low revenue churn says your small accounts are unhappy. The reverse says a big account is at risk. The gap between them is the insight.

Example:

Losing 15 small clients but no large ones shows high logo churn and low revenue churn, pointing to a problem at the low end of your base.

How is logo churn different from revenue churn?

Logo churn counts customers lost. Revenue churn weights losses by their value. The gap between them shows whether you are losing small or large accounts.

Why track logo churn separately?

It reveals problems that revenue churn can hide, such as widespread dissatisfaction among smaller customers who each represent little revenue.