Logo Churn
IntermediateLogo churn is the share of customer accounts lost during a period when every account counts as one, regardless of its size or share.
The name comes from counting customer logos on a wall and the metric behaves the same way: every account carries one vote, so ten small customers leaving looks worse than one large customer leaving. Its counterpart is churn weighted by contract size, and the two can move in opposite directions within the same quarter, which means a calm logo figure can hide the loss of the single largest account and publishing one without the other misleads. The technical requirement is account-level identity: a tool that only knows individual users and cannot attribute them to an organisation cannot produce this number at all.
How it is calculated
Logo churn = accounts lost during the period ÷ accounts active at the start of the period
The denominator is the account count at the start of the period, and accounts acquired inside the period are conventionally excluded from both sides so that growth does not dilute churn. Each account counts as one unit regardless of its seat count or contract size. The unit is a percentage per period, so a monthly and an annual figure are not interchangeable.