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Glossary

Fig. 01 · Glossary

Logo Churn

Also known as Customer Logo Churn

Definition

Logo churn measures the number of customer accounts that cancel, fail to renew, or stop buying during a period. It differs from revenue churn because every customer counts equally, even if one account is much larger than another.

Logo churn is useful because revenue retention can hide customer loss when expansion from large accounts offsets a broad base of smaller cancellations.

In diligence, logo churn helps expose product fit, onboarding, and customer-success quality.

Where this connects

Related term
Churn Rate
Related term
Customer Concentration
Related term
Gross Revenue Retention (GRR)
Applied in
Revenue Architecture
Applied in
GTM Execution
Applied in
Unit Economics

Human Renaissance glossary · operator-grade definitions · Research methodology

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