Logo Churn
Logo churn is customer churn counted by accounts ("logos") rather than revenue: the percentage of customers who cancel in a period, with every customer weighted equally. A 10-seat startup and a 5,000-seat enterprise each count as one logo.
Formula
Worked example
Losing 8 of 320 customers in a quarter is 2.5% quarterly logo churn — even if those 8 were tiny accounts worth under 1% of MRR.
Logo churn and revenue churn diverge whenever customer sizes vary, and the gap is diagnostic. Logo churn above revenue churn means small customers are leaving (often fine — some products deliberately shed poor-fit SMBs). Revenue churn above logo churn means big accounts are leaving, which is an emergency.
Report logo churn by segment or price tier; the blended number across a wide ACV range is close to meaningless.
Compute it: Churn rate calculator