Logo retention

The share of customer accounts (logos) from a starting point that are still active, ignoring what they pay. The count-based sibling of GRR: revenue retention weights by dollars, logo retention treats every customer equally.

Logo Retention = Logos Retained / Logos at Period Start

Read it against revenue retention: revenue churn above logo churn means the big accounts are leaving, below means the long tail is. Same aggregate churn, very different problems.