Logo retention

Logo retention measures the percentage of customer accounts (logos) that remain active over a given period, regardless of the revenue they represent.

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.

Where this fits in Hyperline

Revenue reporting

Related topics

Net dollar retention (NDR)NRR (Net Revenue Retention)Gross dollar retention (GDR)Net negative churnChurn rate

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