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
- Support Quality reduces Churn Rate (Support)
- Onboarding reduces Churn Rate (Onboarding)
- Health Score reduces Churn Rate (Customer Success)
Downstream — what this drives
- Churn Rate drives Churned MRR (Core)
- Churn Rate reduces LTV (Core)
GASP Standard v1 · Last updated