Logo (Customer) Churn Rate

Definition

The fraction of customers lost per period, regardless of their size.

Formula

Logo churn = Customers lost / Customers at start of period

Worked Example

2,000 customers at start of June, 50 cancel:

Logo churn = 50 / 2,000 = 2.5% per month

Interpretation & Pitfalls

Logo churn and revenue churn diverge when small and large customers churn at different rates — always track both.

In TupicFinance

Subscription cancellation events feed churn directly, per service and per cohort.