Total Contracted Logos
Count of unique customer accounts holding an active recurring-revenue contract at the close of the period.
◆ Count
Formula
Built from
What it measures
A point-in-time count at period close (month-, quarter-, or year-end) of every unique customer account that holds at least one active contract with recurring-revenue terms. A logo counts regardless of contract size, term length, or how many products it buys — inclusion turns only on whether the relationship is active and contracted at the snapshot moment.
Why it matters
Contracted Logos is the denominator under your unit economics. ARPA (ARR ÷ Contracted Logos), net revenue retention, and sales productivity all sit on top of it, so when the logo count moves the whole stack moves with it. Operators and boards watch it to answer one question: are we winning logos faster than we lose them? A stalling count is a leading indicator that ARR will stall next — expansion rarely grows fast enough to mask a frozen logo count for long. For growth-stage companies, contracted logos and new-logo velocity are often the single most-watched number on the board deck.
How to read it
Read Contracted Logos as a snapshot and then watch the change. "We have 247 contracted logos today" is the stock; net-new logos (this period's count minus last period's) is the flow, and the flow is what tells you whether the engine is running. Always cross-check against ARR. If ARR grows 30% while logos grow 5%, ARPA is expanding — upsells and price increases are doing the work. If both grow at the same rate, you are mostly adding new logos at the same price. Pair it with logo churn rate: 200 logos churning 20% a year means you must win ~40 logos just to stand still.
What good looks like
Good
Contracted Logos grows period over period and outpaces logo churn; each cohort retains and expands faster than new-logo pricing dilutes ARPA.
Watch
Count flat or barely growing while sales is active — churn is offsetting new-logo acquisition, or pipeline and win rate are soft.
Bad
Count shrinking despite strong bookings; churn overwhelms new-logo growth, or new logos carry short terms and high price-sensitivity.
Watch-outs
- Treating the count as a flow instead of a snapshot. 150 contracted logos is a point-in-time count, not a run-rate. Growth is the difference (this period minus last) — don't report 'we added 15 logos' when you mean net-new was +15.
- Double-counting multi-contract customers. One account with two product contracts is one logo. If your CRM counts by contract ID, you overstate the logo count and understate ARPA — count by unique account ID.
- Including non-recurring or test accounts. Free trials, one-time invoices, and pilots don't count until they sign a recurring contract. Blurring this inflates the count, deflates ARPA, and masks true recurring dynamics.
- Not reconciling logos to ARR. If logos grow 20% but ARR grows 10%, ARPA is falling — verify it. Persistent mismatches usually surface data-quality issues or a shift in sales mix.
Worked example
Hypothetical
You close Q1 with 150 contracted logos and $1.5M ARR, so ARPA is $1.5M ÷ 150 = $10K. During Q2 you sign 12 new contracted logos and lose 4 to churn, giving net-new logos of +8 and a Q2-end count of 158. With Q2 ARR at $1.65M, your new ARPA is $1.65M ÷ 158 = $10.4K — up from $10K, because expansion outran logo dilution.
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 Total Contracted Logos above.
- Closing Contracted Logos Closing · Contracted basis
- Downsell Contracted Logos Downsell · Contracted basis
- New Recurring Contracted Logos Recurring only · New · Contracted basis
- Starting Contracted Logos Starting · Contracted basis
- T12M Churned Logos Churned · Trailing 12-month · Contracted basis
- T12M New Logos New · Trailing 12-month · Contracted basis
- T3M Churned Logos Churned · Trailing 3-month · Contracted basis
- T3M New Logos New · Trailing 3-month · Contracted basis
- Total Contracted Logos Contracted basis
- Total Contracted Logos Growth Rate Growth rate · Contracted basis
- Expansion Contracted Logos Expansion · Contracted basis