Logo Retention Calculator

The logo retention calculator tells you what share of your customers you held onto over a period, counting each account as one logo regardless of how much it pays. Logo retention is a count based measure, unlike revenue retention which weights customers by their spend, so it answers a simple question, how many of the customers you started with are still with you at the end. You enter the number of customers you had at the start of the period and the number that churned during it, and the tool returns your retention rate as a percentage along with the count of customers retained. The formula is the starting customers minus the churned customers, divided by the starting customers, multiplied by 100. Founders, customer success teams and account managers watch this number closely because keeping logos is usually far cheaper than acquiring new ones, and a strong retention rate signals that your product is delivering lasting value. A few good-practice tips will sharpen your reading. First, count only customers you had at the start, and exclude new customers won during the period, so the rate reflects retention rather than net growth. Second, use a consistent period length, since a monthly rate and an annual rate are very different things. Third, look at logo retention alongside revenue retention, because you can lose small accounts while keeping large ones, or the reverse, and each pattern calls for a different response. Tracking retention regularly helps you spot problems early, target at risk accounts and measure whether onboarding and support changes are working. Used each period, this calculator gives you a clear, repeatable view of how loyal your customer base really is.

Retention = (starting customers - churned) / starting customers. Estimate only, not financial or tax advice.