AppSumo
Software marketplace with deals commonly used by founders and creators.
Visit tool →Logo Churn Calculator
Calculate logo churn—the percent of customer accounts lost in a period.
Calculator
Logo churn rate
4.29%
Results are simplified estimates for educational purposes only and should not be treated as financial, accounting, legal, or tax advice. See our disclaimer for details.
Overview
Use this logo churn calculator to measure the percentage of customer accounts lost during a period, regardless of how much revenue each account represented. SaaS founders and customer success teams use it when account count matters as much as dollars. Enter logos churned and logos at period start; the result is logo churn rate. Compare with Revenue Churn, Churn Rate, NRR, or GRR when large accounts skew the dollar picture.
Formula
Lost logos ÷ starting logos × 100.
Example calculation
Using the default example values from the JSON seed for this tool:
- Logos churned during period
- 18
- Logos at period start
- 420
Result: 4.29% (Logo churn rate)
How to interpret this result
Lost customer logos ÷ starting logos for the window you measured.
Ignores revenue dollars—whale contractions can lurk quietly while counts look stable.
Label involuntary failed payments distinctly when Ops allows.
When to use this calculator
- When account churn is clearer than dollar churn for the week you sliced
- Before you confuse failed payments with voluntary cancels in one stat
- When whale accounts move dollar churn but logos look calm
- When you tighten onboarding and want cohort counts before blended NRR reviews
Rule of thumb
Logo churn can look calm while MRR drops fast—pair with dollar churn when big accounts move.
Terms used in this calculator
- Churn rate (logo churn)
- What share of the starting cohort you lost inside the timeframe you framed.
Common mistakes
- Declaring victory on logos while MRR hemorrhages unnoticed.
- Pooling involuntary churn with deliberate cancels when retention playbooks diverge.
- Widening denominators versus finance’s starting cohort definition.
What to do next
Layer revenue churn, expansion MRR share, NRR or GRR when dollar stories disagree with logos.
How to improve this result
- Split voluntary cancels from failed payments when billing data allows.
- Interview recent churners while the trail is still warm.
- Segment SMB vs enterprise when one side drags the blended rate.
Recommended tools
Useful tools for this calculator
These tools are related to the topic of this calculator. Some links may be partner links.
Baremetrics
SaaS metrics and subscription analytics dashboards.
Visit tool →ChartMogul
Subscription analytics for revenue, churn, and cohort reporting.
Visit tool →FAQ
- What is logo churn?
- Logo churn is the share of customer accounts you lost in a period, measured by count—not by revenue.
- How do you calculate logo churn?
- Divide logos lost during the period by logos at the start of the period, then multiply by 100 for a percentage.
- What is the difference between logo churn and revenue churn?
- Logo churn counts accounts; revenue churn measures lost recurring dollars. A few large cancellations can move revenue churn more than logo churn.
- Is logo churn more important than revenue churn?
- Neither replaces the other. Logo churn shows account health; revenue churn shows dollar risk. Use both.
- Should failed payments count as churned logos?
- Tag involuntary churn separately when you can—the fix is often billing, not product.
Related calculators
Churn Rate Calculator
Customers lost ÷ beginning cohort × 100 in the observation window—you define "lost."
Open calculator →Gross Revenue Retention Calculator
Share of starting MRR kept after churn and contraction-dollar losses—before deliberate upsell credit.
Open calculator →Net Revenue Retention Calculator
Ending expansion-adjusted recurring revenue indexed to starting baseline for the cohort window.
Open calculator →Revenue Churn Calculator (Gross MRR Lost)
Recurring revenue lost from downgrades and cancellations compared with recurring revenue at the start of the period.
Open calculator →Affiliate disclosure
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