Logo Retention

Logo Retention

Logo Retention measures what percentage of customers you keep over a period, regardless of how much they spend. It counts customers (logos), not dollars. A company can have high revenue retention but low logo retention if it's losing many small customers while retaining a few large ones.

Logo Retention Formula

Logo Retention = (Customers at End − New Customers) / Customers at Start × 100

Or equivalently:

Logo Retention = (Customers at Start − Churned Customers) / Customers at Start × 100

Example

• Starting customers: 100
• Churned customers: 12
• Logo Retention = (100 − 12) / 100 = 88%

Logo Retention vs. Revenue Retention

| Metric | What It Counts | Can Exceed 100%? |

|-----------------|-----------------------|------------------|

| Logo Retention | Number of customers | No |

| GRR | Revenue (no expansion)| No |