Core Retention Metrics Outcome

Logo Churn Rate (Customer Churn)

Logo Churn Rate (Customer Churn): The percentage of customers lost in a period. Also called customer churn or logo churn.

Formula

Logo Churn Rate = Customers lost in period / Customers at start of period × 100

Computable definition

The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.

metric.churned_customers / metric.total_customers at period_start

Unit: percent (the formula yields an unscaled ratio)

Breakdowns

by_segment: one row per segment value

Notes: by_segment returns one row per customer segment, since SMB logos usually churn at several times the enterprise rate.

Data requirements

Grain: Per event, aggregate monthly · Frequency: Daily sync · Aggregation: aggregate (month) · Staged: no · Main source: Billing.

Field	Dataset	Type
`customer_id`	customer	string
`customer_id`	revenue_event	string
`customer_status`	customer	string
`event_date`	revenue_event	date
`event_type`	revenue_event	string
`snapshot_date`	customer	date

Example SQL (Postgres)

SELECT (CAST(((SELECT COUNT(DISTINCT customer_id) FROM revenue_event WHERE event_date >= :period_start AND event_date <= :period_end AND event_type = 'churn')) AS DOUBLE PRECISION) / NULLIF(((SELECT COUNT(DISTINCT customer_id) FROM customer WHERE snapshot_date = :period_start AND customer_status = 'active')), 0)) AS logo_churn_rate

Access: recommended sensitivity tier confidential, access scope unscoped. Guidance your policy engine enforces.

From an agent: with the GASP MCP server, call lookup_metric({ "name": "Logo Churn Rate (Customer Churn)" }) or generate_query({ "metric": "Logo Churn Rate (Customer Churn)", "adapter": "<your adapter JSON>" }).

Benchmarks

<1%: Good for established SaaS
1-2%: Acceptable
2-3%: Concerning
>3%: Requires attention

What It Tells You

How many customers are leaving, regardless of their value. Important for understanding customer experience separate from revenue impact.

Connected in the GASP relationship graph.

Upstream: what drives this

Customer Health Score reduces Logo Churn Rate (Customer Success)
NPS predicts Logo Churn Rate (Core)
At-Risk Customer Rate predicts Logo Churn Rate (Customer Success)
Churned Customers component of Logo Churn Rate (Core)
Total Customers component of Logo Churn Rate (Core)

Downstream: what this drives

Logo Churn Rate drives Churned MRR (Core)
Logo Churn Rate measures Customer (Entity)
Logo Churn Rate measures Subscription (Entity)

Sources

← Back to Core metrics