Logo retention (also called customer retention rate) counts how many distinct customer accounts are retained, in contrast to dollar-based metrics like GDR or NRR. A company can have high logo retention but declining revenue retention if retained customers are downgrading.

Example: A SaaS company starts the year with 500 customer accounts and ends with 460. Logo retention is 92%. However, if many retained customers downgraded, NRR could still be below 100% despite the healthy logo retention.