Logo vs Revenue Churn Calculator

Compare customer count churn against revenue churn to reveal whether you are losing your smallest accounts or your most valuable ones.

📉 SaaS Metrics📐 Logo churn = customers lost / starting customers; revenue churn = MRR lost / starting MRR💼 Business
Starting customer count
Customers churned
Starting MRR
MRR churned
Please enter valid values.

Formula & Reference

VariableSymbolFormulaUnits
Logo vs Revenue Churn Calculator—Logo churn = customers lost / starting customers; revenue churn = MRR lost / starting MRRpercent

Step-by-Step Examples

Example 1
Losing Small Accounts

800 customers, 32 churned; 120,000 MRR, 3,600 churned.

  • Logo churn = 32 / 800 = 4.00%
  • Revenue churn = 3,600 / 120,000 = 3.00%
  • Average churned account = 112.50 vs 150.00 overall
  • Losing smaller-than-average accounts
✓ 4.00% logo, 3.00% revenue — favourable pattern
Example 2
Losing Large Accounts

500 customers, 10 churned; 200,000 MRR, 9,000 churned.

  • Logo churn = 2.00%
  • Revenue churn = 4.50%
  • Average churned account = 900 vs 400 overall
  • Losing accounts more than twice average size
✓ 2.00% logo, 4.50% revenue — concerning
Example 3
Aligned Churn

1,000 customers, 25 churned; 90,000 MRR, 2,250 churned.

  • Logo churn = 2.50%
  • Revenue churn = 2.50%
  • Churn is not concentrated by size
✓ 2.50% both — evenly distributed

Real-World Applications

🔍
Churn Diagnosis
The gap between the two rates tells you which customer segment is actually leaving.
💰
Revenue Impact
Revenue churn is what affects the business financially; logo churn affects support load and reference base.
🎯
Retention Targeting
If large accounts churn disproportionately, retention effort belongs with account management rather than product onboarding.
📊
Investor Reporting
Reporting both rates is standard practice, since either alone can present a misleadingly favourable picture.

Common Mistakes to Avoid

⚠️
Reporting only logo churn

A business can lose few customers while losing substantial revenue if the departures are large accounts. Logo churn alone hides this entirely.

⚠️
Ignoring which is worse in context

Neither pattern is universally better. High logo churn with low revenue churn may indicate a self-serve tier problem, which matters if that tier feeds upmarket expansion.

⚠️
Annualising monthly churn linearly

Multiplying monthly churn by twelve overstates annual churn. Compounding — one minus the retention rate raised to the twelfth power — is correct.

Frequently Asked Questions

What is the difference between logo and revenue churn? ▾
Logo churn counts customers lost as a share of customer count. Revenue churn measures recurring revenue lost as a share of starting revenue.
Which matters more? ▾
Revenue churn has the direct financial impact, but logo churn matters for support burden, references, and the health of segments that feed upmarket growth.
What does it mean if revenue churn exceeds logo churn? ▾
You are losing accounts larger than average — generally the more damaging pattern, since replacing them requires disproportionately more new business.
How do I annualise monthly churn? ▾
Compound it: one minus the monthly retention rate raised to the power of twelve. Multiplying by twelve overstates the annual figure.
Does revenue churn include downgrades? ▾
Gross revenue churn typically includes both cancellations and contraction from downgrades. Definitions vary, so consistency matters more than the specific choice.

Related Business Calculators

📉 Churn Rate📈 Net Dollar Retention🤝 Customer Retention Rate💵 ARPA Calculator💎 Customer Lifetime Value