Growth
Logo retention
The percentage of customer accounts (logos) retained over a period, regardless of contract size — counts customers, not dollars.
In plain English
How many of last year's customers still exist as customers today, treating each customer equally whether they pay you $100/month or $100k/month.
Example
100 customers at start of year. 12 cancelled, 88 remain (plus any new wins, which don't count here). Logo retention = 88%. Industry benchmarks: PLG SaaS 75-85%, B2B SaaS 85-95%, enterprise 95%+.
Formula
Logo retention = (Customers at period end from start cohort) / (Customers at start of period) × 100
Why it matters
Logo retention and NRR tell different stories. A company with 80% logo retention but 130% NRR is keeping its big customers and losing small ones (often fine — small customers are a different ICP). A company with 95% logo retention but 95% NRR is keeping everyone but everyone's shrinking (warning sign — product is not earning expansion). Show both in board updates; the gap is the diagnostic.
Common mistakes
- Reporting logo retention only (hides revenue contraction) — pair with NRR
- Including paused/trial accounts in the start cohort, inflating the denominator
- Comparing across radically different ACV segments — segment the metric by tier