Logo churn vs revenue churn
Two views of the same loss: logo churn counts how many customers left, revenue churn counts how much recurring revenue left. Each can look fine while the other signals trouble.
Logo churn and revenue churn measure the same event — customers leaving — in two different currencies. Logo churn counts departed customers as a share of the starting count, treating every account equally. Revenue churn weighs each departure by its recurring revenue, so one large account can outweigh dozens of small ones. Neither is the "real" churn rate; they are two projections of the same underlying loss.
The reason to track both is that each conceals what the other reveals. Healthy revenue churn with rising logo churn usually means the long tail is bleeding out — tolerable on this quarter's revenue line, corrosive to future expansion, referrals, and market position. Healthy logo churn with a revenue churn spike means a whale left, which is a different investigation entirely: one relationship post-mortem, not a segment problem. Segmenting both rates — by plan, size, cohort, and acquisition channel — is where the diagnosis actually starts.