Churned Contracted Logos
The number of unique contracted customers whose subscription fully canceled to zero recurring revenue during a period.
◆ Count
Formula
Built from
What it measures
Churned Logos is the raw count of customer accounts whose contracts ended and whose recurring revenue reached zero during the period. It excludes downgrades, partial cancellations, seat reductions, and failed payments — only full-account terminations count. Churned Logos is blind to contract value: a $500/month customer and a $50K/month customer each count as one logo.
Why it matters
Logo churn is the heartbeat of retention — the absolute human count of customers walking out the door. You track it because (1) it tells you how many relationships you lost, independent of how big they were; (2) logo churn rate (Churned Logos ÷ opening logos) is the foundation for benchmarking retention and estimating average customer lifetime in months; and (3) in many businesses logos are stickier than revenue — you can lose one large account yet stay healthy if your logo count holds. Finance uses Churned Logos to forecast customer count and unit economics: acquire 50 logos, churn 5, and you net 45 while CAC payback keeps ticking on the 5 who left.
How to read it
Read Churned Logos as the absolute number of customers who left this period — but a bare count is ambiguous, so always normalize it. Compute logo churn rate = Churned Logos ÷ starting logos to get the percentage: a 2% monthly rate is sustainable for a scaling business; a 10% monthly rate means your base shrinks by a tenth every month before any new growth. Then decompose why it moved — did one anchor account leave, or is there broad erosion across cohorts? Pair Churned Logos with churned-arr or churned-mrr to see whether you lost your smallest, cheapest accounts (a good sign) or your largest, most profitable ones (a red flag).
What good looks like
Good
Churned Logos is low and stable, flat or declining relative to your total contracted logos, and well below your new logos added — retention is carrying growth.
Watch
Churned Logos is rising as a share of total logos or accelerating quarter-over-quarter — dig into cohort and segment patterns before it compounds.
Bad
Churned Logos meets or exceeds the new customer logos you added in a period — your logo growth engine is underwater and the base is shrinking.
Watch-outs
- Conflating logo churn with revenue churn. 5 logos churned (5% logo churn) might be 25% of ARR if those were your biggest accounts — always read Churned Logos alongside churned-arr and churned-mrr.
- Counting downgrades or seat reductions as churn. A customer dropping from $10K to $5K is downsell; one dropping a single seat is contraction. Count only full cancellations to $0 recurring.
- Including paused or suspended contracts. A customer on temporary hold who intends to return is not churned — count only cancellations that formally end the contract term.
- Ignoring cohort age. A fresh cohort may churn 10% in month one then 1% monthly after; a single aggregate Churned Logos count masks this, so segment by cohort age, geography, or product tier.
Worked example
Hypothetical
You start Q2 with 500 contracted customers. During Q2, 15 cancel their subscriptions entirely. Your Churned Logos for Q2 is 15, a logo churn rate of 15 ÷ 500 = 3% for the quarter (roughly 1% monthly). If the combined MRR of those 15 accounts was $30K, your churned-mrr for Q2 is $30K — same logos, different lens.
Variants & windows
The same metric re-expressed by a mechanical transform — a trailing window, a growth rate, a per-unit scaling, or a book/segment cut. Each is computed from Churned Contracted Logos above.
- Churned Contracted Logos Churned · Contracted basis