Logo churn counts customers lost, regardless of size. It is simple and useful, but only half the picture. Here is the definition and how it pairs with revenue churn.
Logo churn is the percentage of customers (logos) a business loses over a period, counted by number of accounts rather than dollars. It is the count-based companion to revenue churn.
A logo is one customer account. Logo churn counts how many of them you lose, ignoring how much each was worth. It is easy to measure and good for spotting broad retention problems, but it can mislead: losing twenty small logos and keeping every large one can be high logo churn but low revenue churn. Read the two together.
Start with 250 customers, lose 10, and logo churn is (10 / 250) x 100 = 4 percent. If those 10 were your smallest accounts, your revenue churn might be just 1 percent, which is why you never look at logo churn alone.
Logo churn is the fastest read on whether customers are sticking, and it flags product or onboarding problems early because it is sensitive to small accounts that big-dollar metrics miss. Pair it with revenue churn to see both the count and the value of what you are losing. Reducing it starts with a strong activation and product experience.