Churned Logos

The number of parent accounts (logos) that churned during the period.

What is Churned Logos?

The Churned Logos metric, also known as Churned Parent Accounts, quantifies the number of current parent customers or clients that have disengaged with the company's products or services during a specified period. It provides insight into the total count of inactive customers, disregarding revenue amounts.

It is part of the active parent accounts waterfall, which can be broken down into its different components: start of period parent accounts, new parent accounts, and churned parent accounts.

Why is it important to measure Churned Logos?

For businesses, especially in the SaaS industry, tracking Churned Logos is essential for assessing parent customer retention and engagement. This metric typically encompasses a specific time frame, such as a month, quarter, or year, depending on the company's preference and business model. By monitoring the number of Churned Logos over time, companies can gauge the success of their customer retention efforts and identify trends in customer activity.

Overall, measuring the Churned Logos metric enables companies to make data-driven decisions regarding customer retention strategies, product improvements, and customer support to maintain a robust and engaged customer base.

How is Churned Logos calculated?

The Churned Logos metric is calculated by summing the number of parent accounts that were active in the preceding period but have no Annual Recurring Revenue (ARR) in the current period.