{
  "slug": "logo-vs-revenue-churn",
  "title": "Logo Churn vs Revenue Churn Calculator",
  "heading": "Logo Churn vs Revenue Churn Calculator",
  "category": "financial",
  "url": "https://www.revenuelab.fyi/toolbox/logo-vs-revenue-churn",
  "summary": "Compare the percentage of customers you lose against the percentage of revenue you lose.",
  "description": "Logo churn counts accounts lost as a percentage of total accounts; revenue churn counts dollars lost as a percentage of total revenue. They diverge whenever account sizes aren't uniform, which is almost always. A company that loses 8% of its logos but only 3% of its revenue is losing small, low-value accounts while keeping its whales — generally a healthy pattern for an enterprise motion. The reverse (low logo churn, high revenue churn) means you're losing your biggest accounts, which is a five-alarm fire because it threatens the anchor customers your case studies and reference calls depend on. SMB and PLG products typically tolerate double-digit annual logo churn since acquisition cost per customer is low, while enterprise motions need logo churn in the low single digits because each account represents months of sales cycle and a large deal.",
  "formula": "Logo churn = lost customers ÷ starting customers × 100; Revenue churn = lost revenue ÷ starting revenue × 100",
  "dateModified": "2026-09-30",
  "run_url": "https://www.revenuelab.fyi/api/public/calc?tool=logo-vs-revenue-churn",
  "inputs": [
    {
      "id": "startCustomers",
      "label": "Starting customer count",
      "kind": "number",
      "hint": null,
      "default": 500,
      "unit": null,
      "min": 1,
      "max": null
    },
    {
      "id": "lostCustomers",
      "label": "Customers lost (period)",
      "kind": "number",
      "hint": null,
      "default": 35,
      "unit": null,
      "min": 0,
      "max": null
    },
    {
      "id": "startRevenue",
      "label": "Starting ARR",
      "kind": "number",
      "hint": null,
      "default": 2000000,
      "unit": "$",
      "min": 0,
      "max": null
    },
    {
      "id": "lostRevenue",
      "label": "ARR lost from churned customers",
      "kind": "number",
      "hint": null,
      "default": 70000,
      "unit": "$",
      "min": 0,
      "max": null
    }
  ],
  "outputs": [
    {
      "id": "logoChurn",
      "label": "Logo churn rate",
      "format": "percent",
      "hint": null,
      "primary": true
    },
    {
      "id": "revenueChurn",
      "label": "Revenue churn rate",
      "format": "percent",
      "hint": null,
      "primary": false
    },
    {
      "id": "avgLostAccountArr",
      "label": "Avg ARR of churned accounts",
      "format": "currency",
      "hint": null,
      "primary": false
    },
    {
      "id": "avgBaseArr",
      "label": "Avg ARR across whole base",
      "format": "currency",
      "hint": null,
      "primary": false
    },
    {
      "id": "divergence",
      "label": "Logo churn minus revenue churn (pts)",
      "format": "decimal",
      "hint": null,
      "primary": false
    }
  ],
  "worked_example": {
    "inputs": [
      "Starting customer count: 500",
      "Customers lost (period): 35",
      "Starting ARR: 2000000 $",
      "ARR lost from churned customers: 70000 $"
    ],
    "outputs": [
      "Logo churn rate: 7.0%",
      "Revenue churn rate: 3.5%",
      "Avg ARR of churned accounts: $2,000",
      "Avg ARR across whole base: $4,000",
      "Logo churn minus revenue churn (pts): 3.5"
    ]
  },
  "how_to": {
    "title": "How to use this",
    "steps": [
      "Enter starting customer count.",
      "Enter customers lost (period).",
      "Enter starting arr ($).",
      "Enter arr lost from churned customers ($).",
      "Read your logo churn rate on the right — it updates as you type.",
      "Hit Share to keep the scenario or send it to someone."
    ]
  },
  "scenarios": [
    {
      "name": "Conservative",
      "description": "Lower-end numbers — what if things land soft?",
      "values": {
        "startCustomers": 300,
        "lostCustomers": 21,
        "startRevenue": 1200000,
        "lostRevenue": 42000
      }
    },
    {
      "name": "Typical",
      "description": "Defaults — the most common real-world setup.",
      "values": {
        "startCustomers": 500,
        "lostCustomers": 35,
        "startRevenue": 2000000,
        "lostRevenue": 70000
      }
    },
    {
      "name": "Ambitious",
      "description": "Higher-end numbers — what if things really pop?",
      "values": {
        "startCustomers": 800,
        "lostCustomers": 56,
        "startRevenue": 3200000,
        "lostRevenue": 112000
      }
    }
  ],
  "limitations": [
    "Results are estimates before tax, fees, and inflation unless an input explicitly covers them.",
    "Rates are treated as fixed for the whole period — variable-rate products will drift from this projection.",
    "This is educational maths, not financial advice. Check anything contractual with the lender or your accountant."
  ],
  "faq": [
    {
      "q": "Which metric should I report to investors?",
      "a": "Report both. Revenue churn (or its inverse, GRR) is what drives your financial model, but logo churn tells you whether your product works for the segment you sell to. A widening gap between the two over time is itself a signal worth flagging before someone asks about it."
    },
    {
      "q": "What does a positive divergence (logo churn higher) mean?",
      "a": "You're losing more accounts than dollars, meaning the customers leaving are smaller than average. This is common and usually fine — it often reflects free-trial or low-tier customers who were never a great fit, as long as the absolute logo churn number isn't spiraling."
    },
    {
      "q": "What does negative divergence mean?",
      "a": "You're losing fewer accounts than dollars, meaning the customers leaving are bigger than average — you're bleeding out through your best accounts. Investigate immediately: check win-back feasibility, competitive displacement, and whether your top accounts are under-supported by CS."
    },
    {
      "q": "What's a healthy logo churn rate for SMB vs enterprise?",
      "a": "SMB/PLG products often run 3-7% monthly (astronomical annualized, but expected given low CAC and short sales cycles) while enterprise SaaS targets 1-3% annual logo churn given long contracts and multi-year deals. Compare against your own segment, not a generic SaaS benchmark."
    }
  ],
  "related": [
    "https://www.revenuelab.fyi/toolbox/net-revenue-retention",
    "https://www.revenuelab.fyi/toolbox/gross-revenue-retention",
    "https://www.revenuelab.fyi/toolbox/price-increase-churn-tradeoff"
  ],
  "license": "CC-BY-4.0",
  "citation": "RevenueLab — Logo Churn vs Revenue Churn Calculator (https://www.revenuelab.fyi/toolbox/logo-vs-revenue-churn)"
}