Logo Retention
Definition
The percentage of customers (measured by count, not revenue) that remain active over a given period, regardless of changes in their contract value. Logo retention — also called customer retention rate or gross retention by customer count — isolates the frequency of customer loss from revenue expansion or contraction and is a key indicator of product-market fit and customer satisfaction.
Complementary Terms
Concepts that frequently appear alongside Logo Retention in practice.
The percentage of recurring revenue retained from existing customers over a period, excluding any expansion revenue. GRR isolates the impact of churn and contraction and can never exceed 100%.
The percentage of recurring revenue retained from existing customers over a period, including expansion revenue from upsells and cross-sells. NRR above 100% indicates that growth from existing customers outpaces losses from churn, a hallmark of strong product-market fit.
A method of tracking the behaviour of groups of customers (cohorts) who share a common characteristic — typically their acquisition date — over time. Cohort retention analysis reveals whether product improvements are genuinely improving customer retention by isolating the performance of each intake group, and is essential for forecasting lifetime value and revenue trajectory in subscription businesses.
The percentage of customers or revenue lost over a given period. Customer churn measures the proportion of subscribers who cancel, while revenue churn accounts for the monetary impact of downgrades and cancellations.
The percentage increase in a company's revenue over a specific period, typically measured year-over-year or quarter-over-quarter. Revenue growth rate is a fundamental measure of business expansion, market traction, and the effectiveness of go-to-market strategy.
The rate at which a company's existing customers cease doing business with it over a given period, typically expressed as an annual percentage. Customer attrition rate is a critical input to the valuation of customer relationship intangible assets under both the multi-period excess earnings method and the distributor method.
The degree to which a product satisfies strong market demand. Achieving product-market fit means customers are actively seeking and deriving value from the product, evidenced by organic growth, high retention, and willingness to pay.
The plan a company uses to launch a product or enter a new market, encompassing target customer definition, value proposition, pricing, distribution channels, and sales approach. An effective GTM strategy converts product-market fit into scalable revenue.
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