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What Is Logo Retention Rate? Customer Count vs Revenue Retention

Logo retention rate is the percentage of customers — counted as individual accounts, not by revenue — that your business retains from one period to the next, making it a customer-count metric that complements revenue retention numbers.

Learn what the metric measures, how it differs from net and gross revenue retention, when each version matters, and how to calculate it from your customer spreadsheet.

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How is logo retention rate different from net revenue retention?What is a good logo retention rate for SaaS?How do I calculate it from a customer spreadsheet?Why do small customers churn at higher rates?Should I track logos or revenue for customer health?

What this export contains

Customer ID
Company Name
Contract Start
Contract End
Status
ARR
Plan
Renewal Date
Industry
Churn Reason

What usually goes wrong with it

  • Confusing it with revenue retention gives a misleading picture

    A company can retain 95% of its revenue while losing 30% of its customers if large accounts stay and small ones churn — the customer-count metric and the revenue metric tell completely different stories about business health.

    DataMimi Calculate it by dividing the number of customers at period end (excluding new customers acquired during the period) by the number at period start, then multiply by 100.

  • Tracking customer count changes requires careful handling of new vs churned accounts

    Calculating the rate correctly means tracking only the customers that existed at the start of the period — not counting new customers acquired during the period as part of the retention cohort.

    DataMimi Track it separately for SMB, mid-market, and enterprise segments — the aggregate hides segment-level trends that actually drive customer success investment decisions.

  • The metric varies significantly by customer segment

    SMB customers churn at much higher rates than enterprise customers, so an aggregate rate can mask dramatically different retention dynamics across your customer base — you need segment-level visibility.

    DataMimi Upload your customer spreadsheet to Datamimi and ask 'what percentage of customers active in January were still active in June' to get the rate without building a complex cohort formula.

Common questions

What is logo retention rate and how does it differ from revenue retention?

Logo retention rate is the percentage of customer accounts (logos) retained from one period to the next, measured by customer count rather than revenue. It differs from net revenue retention, which measures revenue including expansion. A company with strong revenue retention but weak logo retention is losing many small customers while keeping large ones.

What is a good logo retention rate for B2B SaaS?

For enterprise SaaS, above 90% annually is considered strong. For SMB-focused SaaS, 80–85% is more typical given higher natural churn among smaller customers. Below 75% annually signals that customer success investment is needed regardless of revenue retention.

How do I calculate it in a spreadsheet?

In your customer table, mark each customer as active at start of period and active at end of period. Count customers active at start that are still active at end (excluding new customers acquired during the period), divide by the start count, and multiply by 100.

What does Datamimi cost for customer retention tracking?

Datamimi is free to start at $0/month (40 credits, no credit card). Paid plans: Lite at $9/month (400 credits), Starter at $24/month (1,500 credits, 3 files), Pro at $59/month (5,000 rollover credits), Team at $199/month (20,000 credits, 5 users).

Try it with your own file

DataMimi reads the file you actually have — merged cells, headers below row one, totals pasted at the bottom — and shows which rows and columns every number came from.

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