Logo Retention

Logo retention measures how many customers stay. Learn formula, benchmarks, and reduction tactics for churn.

logo retentioncustomer retention rate SaaSlogo churn

Definition

Logo retention is the percentage of customers that remain active over a period (customer-count retention).

Answer-first summary

Logo Retention: Logo retention is the percentage of customers that remain active over a period (customer-count retention).

Formula

Logo Retention (%)

Logo Retention = (Starting Customers - Lost Customers) / Starting Customers

  • Starting Customers: Customer count at start
  • Lost Customers: Customers who cancelled in period

Start 200, lost 10 → retention 95%.

How to improve

  • Segment churn by persona and fix top reasons.
  • Strengthen onboarding and customer education.
  • Improve support and reliability.

Common pitfalls

  • Not excluding customers that were never activated.
  • Mixing segments with different retention patterns.

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FAQ

Can logo retention be high while revenue retention is low?
Yes—if customers stay but downgrade or reduce usage, revenue retention drops.
Should I track retention by cohort?
Yes—cohort retention shows whether product improvements are working.

Topic hub

Explore the full cluster for stronger context, benchmarks, templates, and comparisons.

Retention & Expansion Hub — NRR, GRR, Churn, Expansion MRR

Related metrics

  • Net Revenue Retention (NRR)

    NRR measures revenue expansion vs churn from existing customers. Learn the formula, benchmarks, and levers to increase NRR.

  • Churn Rate

    Churn rate measures how much customers or revenue you lose. Learn logo vs revenue churn formulas, benchmarks, and reduction tactics.

  • Gross Revenue Retention (GRR)

    GRR measures retained revenue excluding expansion. Learn how to compute it and improve it.

  • CAC Payback Period

    Learn CAC payback period (definition + formula), see benchmark ranges, common pitfalls, and practical levers to shorten payback.

  • Customer Lifetime Value (LTV)

    Learn LTV, how to calculate it safely, common pitfalls, and how to increase it.

  • LTV:CAC Ratio

    Learn LTV:CAC, how to calculate it correctly, benchmark ranges, and levers to improve it.

Related calculators

  • LTV Calculator

    Calculate LTV using ARPA, gross margin, and churn. Includes shareable inputs via URL.

  • Churn Rate Calculator

    Calculate logo churn or revenue churn for a given period. Shareable inputs and tracked usage events.

  • NRR Calculator

    Calculate net revenue retention from starting MRR, expansion, contraction, and churn.

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