What Is Logo Retention?
The percentage of customers (logos) retained over a period, regardless of revenue changes.
The percentage of customers (logos) retained over a period, regardless of revenue changes.
Logo retention measures the percentage of customers you retain over a given period, without factoring in revenue changes. It's the inverse of customer churn rate and focuses purely on customer count.
Logo retention differs from net revenue retention in that it treats every customer equally regardless of how much they pay. A small customer and an enterprise customer both count as one logo.
Tracking logo retention alongside revenue retention gives a complete picture — high logo churn with high NRR suggests you're losing small customers but retaining and expanding large ones.
Formula
Logo Retention Rate = (Customers at End - New Customers) ÷ Customers at Start × 100
Example
Start with 200 customers, end with 210 (including 20 new) = 190/200 = 95% logo retention.
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