Logo Churn vs Revenue Churn Comparison
Compare logo churn percentage against revenue churn percentage to identify whether enterprise or entry-tier customers are driving subscription attrition.
Calculated Results
Logo Churn Rate
4%
Revenue Churn Rate
7.81%
Disparity (Rev - Logo)
+3.81%
Revenue churn outpaces logo churn: High-value enterprise customers are leaving.
About this tool
Comparing logo churn (the percentage of accounts lost) against revenue churn (the percentage of MRR lost) provides immediate diagnostic clarity on where your product is bleeding value. When revenue churn significantly outpaces logo churn, high-paying enterprise or team accounts are abandoning your product—a red alert signaling missing enterprise governance, reliability issues, or competitor poaching. When logo churn outpaces revenue churn, attrition is concentrated in entry-tier or self-serve accounts with lower willingness to pay, suggesting onboarding friction or top-of-funnel targeting mismatches. Tracking the spread between these two metrics prevents leadership teams from misinterpreting stable account counts while high-margin revenue quietly walks out the door.
How It Works
- 1Input starting customer accounts and count of cancelled accounts.
- 2Input starting MRR and total churned MRR for the same period.
- 3View logo churn % alongside revenue churn %.
- 4Read the automated cohort diagnostic interpretation based on the percentage spread.
Formula & Math
Transparent LogicChurn Disparity (%) = Revenue Churn (%) - Logo Churn (%)
Worked Practical Example
A workflow SaaS has 500 customers and $50,000 MRR. In November, 15 customers cancel (3% logo churn) accounting for $3,500 MRR (7% revenue churn).
Calculation / Steps
Revenue Churn (7.00%) - Logo Churn (3.00%) = +4.00% Disparity.
Expected Result
Revenue churn outpaces logo churn: High-value enterprise customers are leaving disproportionately.
Frequently Asked Questions
What does it mean if logo churn is 5% but revenue churn is 1%?+
It means your higher-paying tiers are highly satisfied and retained, while churn is heavily concentrated among lower-value, entry-level users.
What should I do if revenue churn exceeds logo churn?+
Immediately conduct executive customer success interviews with departing accounts. This pattern signals competitive feature gaps, security requirements, or enterprise pricing friction.
Which metric do venture investors prioritize?+
Investors generally prioritize revenue churn and Net Revenue Retention, as enterprise valuations correlate directly with recurring dollar stability.
Automate retention on your cancel button
BoolBul lets you target specific save offers based on subscriber MRR, ensuring high-value accounts receive priority retention treatment.
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