What is logo retention rate?

The percentage of customer accounts you keep over a given period, counting every customer equally regardless of what they pay. It's called 'logo' retention because in SaaS each customer is often represented by their company logo on your website or pitch deck.

What is the difference between logo retention and revenue retention?

Logo retention counts customers. Revenue retention counts money. A company might show 110% net revenue retention because a handful of large accounts expanded, while its logo retention sits at 85% because it's losing smaller customers steadily. Both numbers matter, but logo retention gives you a clearer picture of how broadly your product retains its user base.

Basically, the inverse of logo retention. If you retained 95% of your logos, you churned 5%. It measures customer loss without weighting by revenue, so every departing account counts equally. It's a useful check against revenue retention metrics that can be skewed by a few large expansions.

Glossary

Logo Retention

The percentage of customers (logos) retained over a given period, counting each account equally regardless of contract value.

"Logo" is SaaS and venture capital shorthand for "customer." The term comes from the practice of displaying customer logos on your website and in investor pitch decks. Each logo represents one customer account, whether they're paying $29/month or $29,000/month. Logo retention, then, measures what percentage of those accounts you keep over a given period. Every customer counts the same.

Logo retention vs revenue retention

This is where the distinction gets important. Logo retention treats a $50/month startup the same as a $5,000/month enterprise account. Revenue retention weights each customer by how much they pay, and it can benefit from expansion revenue (upgrades and add-ons from existing customers) that offsets losses.

Logo retention has no such offset. You either kept the customer or you didn't. A company can have strong net revenue retention because a few large accounts expanded, while quietly bleeding smaller customers at an alarming rate. Logo retention exposes that problem.

Formula

Logo Retention Rate = ((Customers at End of Period − New Customers Added) / Customers at Start of Period) x 100

Started the quarter with 400 customers, ended with 410, added 30 new ones? That's (410 − 30) / 400 = 95% logo retention. The inverse is logo churn: you lost 5% of your logos.

When logo retention matters most

Logo retention is the metric to watch when your customer base is relatively homogeneous in contract size, when you're early stage and don't yet have significant expansion revenue, or when investors want a clear read on whether customers actually stick around. Revenue retention can mask problems. Logo retention can't.

Improving logo retention

Failed payments hit logo retention especially hard. Every lapsed subscription is a lost logo, regardless of contract value, and there's no expansion revenue to paper over the gap. In practice, we've found that dunning automation has an outsized effect on logo retention because recovering even one involuntary churn event saves a full logo. Beyond payment recovery, improving onboarding and early engagement are the next highest-impact moves for keeping your retention rate healthy.

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Retention Rate

Churn Rate

Revenue Churn

Involuntary Churn

Subscriber Churn

Dunning Recovery

Revenue Analytics