Rex says
Money math without the spreadsheet headache. Plug in your numbers and I'll show you exactly where the dollars land.
Try a scenario
Click to load — tweak from there.Inputs
Result
Logo churn rate
7.0%
Revenue churn rate
3.5%
Avg ARR of churned accounts
$2,000
Avg ARR across whole base
$4,000
Logo churn minus revenue churn (pts)
3.5
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How to use this
- 1Enter starting customer count.
- 2Enter customers lost (period).
- 3Enter starting arr ($).
- 4Enter arr lost from churned customers ($).
- 5Read your logo churn rate on the right — it updates as you type.
- 6Hit Share to keep the scenario or send it to someone.
About this calculator
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.
Worked example
Using the values the calculator loads with:
Inputs
- Starting customer count: 500
- Customers lost (period): 35
- Starting ARR: 2000000 $
- ARR lost from churned customers: 70000 $
Results
- Logo churn rate: 7.0%
- Revenue churn rate: 3.5%
- Avg ARR of churned accounts: $2,000
- Avg ARR across whole base: $4,000
- Logo churn minus revenue churn (pts): 3.5
What each field means
Inputs
- Starting customer count
- The starting customer count used in the calculation. Starts at 500 so you have a working example on load.
- Customers lost (period)
- The customers lost (period) used in the calculation. Starts at 35 so you have a working example on load.
- Starting ARR ($)
- The starting arr used in the calculation, measured in $. Starts at 2000000 $ so you have a working example on load.
- ARR lost from churned customers ($)
- The arr lost from churned customers used in the calculation, measured in $. Starts at 70000 $ so you have a working example on load.
Results
- Logo churn rate
- Returned as a percentage and shown as the headline result. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Revenue churn rate
- Returned as a percentage. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Avg ARR of churned accounts
- Returned as a money amount in US dollars. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Avg ARR across whole base
- Returned as a money amount in US dollars. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Logo churn minus revenue churn (pts)
- Returned as a decimal number. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
FAQ
Which metric should I report to investors?
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.
What does a positive divergence (logo churn higher) mean?
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.
What does negative divergence mean?
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.
What's a healthy logo churn rate for SMB vs enterprise?
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.
Accuracy and 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.
Related tools
Net Revenue Retention (NRR) Calculator
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Gross Revenue Retention (GRR) Calculator
Measure how much revenue you'd keep with zero upsell, ever.
Price Increase Churn Tradeoff Calculator
Model whether a price increase nets more revenue after accounting for extra churn.
Cite this calculator
Writing about this topic? Grab a citation — every link helps keep these tools free.
RevenueLab. (2026). Logo Churn vs Revenue Churn Calculator. Retrieved from https://www.revenuelab.fyi/toolbox/logo-vs-revenue-churn
<p>Source: <a href="https://www.revenuelab.fyi/toolbox/logo-vs-revenue-churn" target="_blank" rel="noopener">Logo Churn vs Revenue Churn Calculator — RevenueLab</a> (2026).</p>
Source: [Logo Churn vs Revenue Churn Calculator — RevenueLab](https://www.revenuelab.fyi/toolbox/logo-vs-revenue-churn) (2026).