Logo Churn
Logo churn measures the percentage of customers, counted as whole accounts or logos, who leave over a period, regardless of how much they paid. If you start a month with 100 customers and 5 cancel, your monthly logo churn is 5 percent. It counts heads, not pounds, which makes it different from revenue churn.
The distinction matters. You can have low revenue churn while losing lots of small accounts, because a handful of big customers stay and prop up the numbers. Logo churn catches that early. For a founder it is a clean read on whether your product genuinely delivers for the average customer, not just your largest ones. High logo churn among small accounts often warns that your onboarding, fit or value story is broken in a way that will eventually reach bigger accounts too. Tracking both logo and revenue churn together tells you whether you are losing many small customers or a few valuable ones, and each problem needs a different fix.