Logo retention is the percentage of customers (logos) retained from a starting cohort over a defined period, typically annually. It's calculated as customers still active at end of period divided by customers at start, expressed as a percentage. The metric is distinct from net revenue retention (which measures revenue dynamics including expansion and contraction) and gross revenue retention (which measures revenue from the cohort excluding expansion), providing a customer-count view that complements the revenue view. It answers "how many of our customers stayed?" as opposed to "how much of our revenue stayed?"
The calculation:
Basic formula: