Logo Churn Calculator Formula

Understand the math behind the logo churn calculator. Each variable explained with a worked example.

Use the Logo Churn Calculator

Formulas Used

Logo Churn Rate

logo_churn = customers_start > 0 ? (customers_churned / customers_start) * 100 : 0

Logo Retention Rate

logo_retention = customers_start > 0 ? ((customers_start - customers_churned) / customers_start) * 100 : 0

Annualized Logo Churn

annualized_logo_churn = customers_start > 0 ? (1 - pow(1 - customers_churned / customers_start, 12)) * 100 : 0

Variables

VariableDescriptionDefault
customers_startCustomers at Start500
customers_churnedCustomers Churned15

How It Works

How to Calculate Logo Churn

Formula

Logo Churn = (Customers Churned / Customers at Start) x 100

Logo churn counts the number of customer accounts lost, treating every customer equally regardless of how much they pay. It complements revenue churn, which is weighted by dollar value. A company might have low revenue churn but high logo churn if small customers leave while large ones stay. Tracking both provides a complete retention picture.

Worked Example

A company starts the month with 500 customers and 15 cancel.

customers_start = 500customers_churned = 15
  1. 01Logo Churn = (15 / 500) x 100 = 3%
  2. 02Logo Retention = (485 / 500) x 100 = 97%
  3. 03Annualized = (1 - (1 - 0.03)^12) x 100 = 30.6%

Ready to run the numbers?

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