Logo Churn Rate (Customer Churn): The percentage of customers lost in a period. Also called customer churn or logo churn.
Formula
Logo Churn Rate = Customers lost in period / Customers at start of period × 100Benchmarks
- <1%: Good for established SaaS
- 1-2%: Acceptable
- 2-3%: Concerning
- >3%: Requires attention
What It Tells You
How many customers are leaving, regardless of their value. Important for understanding customer experience separate from revenue impact.
Related Metrics
Connected in the GASP relationship graph.
Upstream: what drives this
- Customer Health Score reduces Logo Churn Rate (Customer Success)
- NPS predicts Logo Churn Rate (Core)
- At-Risk Customer Rate predicts Logo Churn Rate (Customer Success)
Downstream: what this drives
- Logo Churn Rate drives Churned MRR (Core)
- Logo Churn Rate measures Customer (Entity)