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Logo Retention Rate Calculator

Calculate SaaS logo retention (customer retention) from a defined starting cohort, then separate retained accounts from new-logo growth and logo churn.

Starting Logos, Lost Logos and New Logos

Track one starting cohort of unique paying customer accounts. Logo retention measures who stayed from that cohort; new customers belong to growth, not the retention numerator.

Unique paying customer companies or accounts in the cohort at the start of the period. Use the same account definition every period.
Starting-cohort logos that are no longer paying at period end. If a same-period reactivation is treated as retained under your policy, do not count it as lost.
New paying logos acquired during the period. They affect ending customer count and net logo growth, but not the retention-rate numerator.
Logo Retention Rate-
Logo Churn Rate-
Retained Starting Logos-
Ending Total Logos-
Net Logo Growth-
Scenario Summary-

Example: 93% Logo Retention

Starting logos: 500

Lost logos: 35

New logos: 60

Retained starting logos: 465

Logo retention: 93.00%

Ending total logos: 525

The sample inputs shown here match the default calculator values so the example can be reproduced directly.

Formula

Logo Retention = Retained Starting Logos / Starting Logos x 100Retained Starting Logos = Starting Logos - Lost LogosEnding Logos = Retained Starting Logos + New Logos

Input Checklist

Starting cohort: Freeze the paying customer/account list at the beginning of the period.Logo definition: Decide whether one logo means one company, billing account or contracted customer and keep that rule stable.Reactivations: Use one consistent policy for customers who churn and reactivate within the same reporting period.

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How to Interpret the Result
Logo retention is a customer-count metric: each retained paying account contributes one logo regardless of account size. In the default example, 465 of 500 starting logos remain, so logo retention is 93.00% and logo churn is 7.00%.
New logos do not improve the retention percentage because they were not part of the starting cohort. They do affect ending customer count and net logo growth: 60 new logos more than offset 35 lost logos, producing 525 ending logos and 5.00% net logo growth.
Compare logo retention with GRR, NRR and revenue churn when account sizes differ materially. High logo retention can coexist with weak revenue retention if a small number of large customers churn or contract.
How to Use This SaaS Metric in Planning
Use the calculator as a cohort report. Record the starting paying-logo count first, then identify which of those same logos are no longer paying at the end of the period. Do not replace lost starting logos with newly acquired customers in the retention numerator.
The core relationships are Logo Retention = (Starting Logos − Lost Logos) / Starting Logos × 100 and Logo Churn = Lost Logos / Starting Logos × 100. For the same cohort and period, logo retention plus logo churn equals 100%.
Ending customer count is a separate growth view: Retained Starting Logos + New Logos. Net logo growth compares that ending count with the starting count. A business can grow its total logo base even while retention is below 100%.
For trend reporting, keep account definitions, treatment of mergers/duplicates, reactivations and reporting periods stable. Segment by customer size or plan when a blended rate hides materially different retention behavior.
Understand the methodology behind the result
Read the matching guide for definitions, formula context, worked examples, reporting boundaries and common mistakes.
Read the Logo Retention Rate Guide
Logo Retention Rate Calculator Frequently Asked Questions
Logo retention, also called customer retention in many B2B SaaS contexts, is the percentage of paying customer accounts from a starting cohort that remain paying at the end of the period.
Subtract lost starting-cohort logos from starting logos, divide the retained logos by starting logos, and multiply by 100. New customers are excluded from the retention numerator.
Yes, when both use the same cohort and period. Logo churn is lost starting logos divided by starting logos, so retention plus churn equals 100%.
Use a documented policy. If a starting-cohort customer churns and is active again by period end and your reporting method treats it as retained, do not also count that logo as a final loss.
Logo retention weights every customer account equally. NRR weights recurring revenue and includes expansion, so NRR can exceed 100% while logo retention cannot.
Disclaimer: This calculator provides estimates for planning and educational purposes only. Results depend on the assumptions and definitions entered and should not be treated as accounting, financial, legal, tax, valuation or investment advice. Validate material decisions with qualified professionals and your source systems.