Logo churn
Logo churn is the percentage of customer accounts that cancel in a period, regardless of how much each paid. It tells you how many relationships you are losing. Because every account counts equally, it can look alarming when many small customers leave even though little revenue goes with them.
Formula
Logo churn = accounts cancelled in the period ÷ accounts at the start of the period
How to read it
Logo churn is the right lens for onboarding and product-fit problems, which tend to hit small or new accounts first. Compare it with revenue churn: when logo churn is high and revenue churn is low, losses are concentrated in your cheapest plans.