What it is
Logo churn counts customers lost, regardless of their ARR size. It answers “are we keeping customers?” — not “how much ARR did we lose?”
How it’s calculated
Customers lost in period ÷ customers at start (or average). Define whether subsidiaries, free tiers, and paused accounts count as logos.
Where it breaks
Logo churn looks fine while revenue churn burns if you only lose small logos — or the reverse if one enterprise cancels. Never report one without the other in a serious pack.
In the board pack
Pair logo churn with dollar churn and GRR. CS owns logo narratives; finance owns the ARR bridge.
Keep the written definition stable across close, the board pack, and diligence so the same word never means two math models.
When this metric moves, point to the source schedule and the bridge components — not a screenshot from a private workbook.