What Is Logo Churn?
Logo churn is the customer-count version of churn: the percentage of accounts that cancelled over a period, measured as a count rather than by dollar value. It gives you an unweighted view of how many customer relationships ended — which matters most when customers are relatively uniform in size and contract value.
Upload your customer export and see logo churn by plan, segment, cohort, and cancellation reason — with trial expirations excluded from the count automatically.
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What this export contains
| Month |
| Starting Customer Count |
| New Customers Added |
| Customers Churned |
| Ending Customer Count |
| Logo Churn Rate % |
| Customer Segment |
| Plan Type |
| Months Active at Cancellation |
| Cancellation Reason |
| ARR at Cancellation |
| Reactivation Date |
What usually goes wrong with it
Expired trials are counted as churned customers
Including these in the churn count conflates acquisition failure with retention failure.
DataMimi DataMimi excludes expired-trial rows from the churn count by filtering on a status field or by identifying zero-revenue cancellations.
Seat licenses appear as separate customer accounts
A company that purchases 50 seat licenses may appear as 50 separate customers in the billing export — so losing one seat looks like losing one customer, not one out of 50 licenses.
DataMimi It detects seat-license structures by finding customer IDs with the same company name or domain and groups them as a single account for the count-based analysis.
Seasonal churn patterns look like anomalies in monthly comparisons
Businesses that serve seasonal industries see predictable cancellation spikes at certain times of year. Month-over-month comparisons without seasonality adjustment flag these repeating patterns as new problems.
DataMimi It computes year-over-year churn alongside month-over-month for the same period so seasonal patterns are visible as repetitions rather than alerts.
Winback customers are counted as new customers
A customer who cancels in March and resubscribes in October is recorded as a new customer in October — inflating new customer counts and obscuring the actual winback rate.
DataMimi It matches returning customer email domains to prior-period cancellations and routes their resubscription to a winback category rather than new-customer acquisition.
Common questions
What is logo churn?
It is the percentage of customer accounts that cancelled over a given period, calculated as: Customers Churned ÷ Starting Customer Count × 100. It measures the count of relationships lost, not the dollar value.
What is the difference between logo churn and revenue churn?
Logo churn counts cancelled customers regardless of size. Revenue churn measures the dollar value lost. When customers vary widely in contract size, revenue churn is more informative — losing one large account can matter more than losing ten small ones.
What is a good logo churn rate?
For B2B SaaS, below 1-2% monthly is generally healthy, which translates to roughly 12-24% annually. Consumer and SMB products typically see higher rates due to lower switching costs.
How do I calculate logo churn from a customer export?
Count the customers who cancelled in the period. Divide by the total customer count at the start of the period. Multiply by 100. Make sure cancelled accounts are still in the export — many platforms filter them out by default.
How much does DataMimi cost?
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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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