Live logo-churn desk for churned ÷ start, with a start-cohort peel, annualize companion, and survival mirror strip.
Planning sketch only. Not GAAP/IFRS metrics, audited reporting, or investment advice. Align definitions with your finance team.
By Ahmet C. Toplutaş·Site owner & editor · Business tools
Last updated May 21, 2026 · Reviewed May 21, 2026 · Planning estimates only - not tax, medical, or investment advice
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Gross logo churn asks what share of the starting cohort left in the period. It is a raw loss rate: new logos and expansion revenue do not improve the print.
This page's framing is a logo-churn desk, with a start-cohort peel, an annualize companion, and a survival mirror strip. It is not retention's true↔naive twin, not annual churn's ÷12 pedagogy hero, not revenue dollar churn, not NDR, and not margin % or payment rails.
Decision framing: “What percent of starting logos left, and what does that imply if the rate held for a year?”
Planning sketch only. Not GAAP/IFRS metrics, audited reporting, tax advice, or investment advice. Align definitions with your finance team. See our disclaimers.
02
The peel splits the opening book into retained and churned, then optionally adds new logos to sketch an ending book. Acquisition can grow the end count while gross churn still shows a painful loss rate. That is the point of keeping new logos out of the hero formula.
Identity check: Start = retained + churned. End book ≈ retained + new. Gross churn % stays churned ÷ start even when end book is rising. If your board nets expansion revenue into the headline, you have left gross logo churn and entered net / NDR territory.
Tip: load Elevated. High new logos can still leave a growing end book while gross churn sits at 8%.
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Compound annualization uses 1 − (1 − period churn)^(12 / months). A naive period×(12/months) line is shown so you can see the trap. The companion gap (compound − naive) is often negative because linear scaling overstates loss when churn compounds on a shrinking base.
Period length matters: a 6% quarterly print is not the same story as a 6% monthly print. Always annualize before you compare across month vs quarter boards. For year-scale logo loss and the full ÷12 teaching path, hand off to annual churn.
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If period retention held steady, the strip compounds remaining share over 1, 3, 6, and 12 identical periods (not calendar months unless your period is one month). It mirrors churn as a survival sketch so you can feel how fast a cohort erodes if the rate held.
This is not a forecast engine and not a cohort table with seasonality. The retention calculator owns the true↔naive twin and fuller keep-rate framing when the job is “how many stayed?” rather than “how many left?”
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Gross logo churn and annualize.
Example: 30 lost of 1,000 in one month → 3% gross; compound annualized ≈ 30.6%.
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Sibling boards when the job is keep-rate, dollars, netting, or year-scale ÷12.
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Scenario A: SaaS month. 30 of 1,000 leave (3%). New logos of 80 grow the end book while gross churn stays 3%.
Load Sticky: 1% month. Survival mirror stays high across 12 periods if the rate held.
Scenario B: Elevated. 8% month triggers the elevated narrative; annualize companion shows how painful a year looks if that rate compounds.
Scenario C: Quarter. 6% over three months annualizes differently than a 6% monthly print. Watch compound vs naive.
Scenario D: Need dollars. Hand off to revenue churn for $ impact, or NDR when expansion nets the story.
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Stop here for period gross logo loss and a quick annualize / survival sketch. Hand off for keep-rate twins, year-scale ÷12 pedagogy, dollar impact, or expansion-aware netting.
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It computes gross logo churn as churned ÷ starting logos for the period (loss before expansion credit), peels the start cohort into retained vs churned (and optional new logos), annualizes with a compound companion plus a naive ×12/m trap callout, and shows a survival mirror strip of remaining share if the period retention held.
Gross logo churn counts customers who left the starting book, divided by that starting count. It does not net expansion revenue or new logos. New logos appear only in the peel so acquisition cannot be mistaken for retained openers.
It restates Start = retained + churned and, when new logos are entered, End ≈ retained + new. The hero remains churn %, not a true↔naive retention twin.
Compound annualization is 1 − (1 − period churn)^(12 / months). A naive period×(12/months) line is shown as a trap. Deep ÷12 pedagogy lives on the annual churn calculator.
It compounds period retention over 1, 3, 6, and 12 identical periods to sketch how many starters would remain if the rate held. It mirrors churn; the retention calculator owns the true↔naive twin and fuller survival framing.
Retention owns keep-rate with a true↔naive twin. Net churn / NDR credit expansion. Revenue churn owns dollar impact. This page owns gross logo loss rate for a period with annualize and survival mirrors.
No. It is a planning sketch only. Not GAAP/IFRS metrics, audited reporting, or investment advice. Align definitions with your finance team and see our disclaimers.
LIVE GROSS CHURN BOARD
Logo-churn desk →Scene presets
Peel only; not credited in gross
For annualize companion
LOGO-CHURN DESK
Gross logo churn
3.00%
30 lost ÷ 1,000 start · 1 mo
START-COHORT PEEL
Start = retained + churned. New logos do not reduce gross churn %.
ANNUALIZE COMPANION
Deep ÷12 pedagogy: annual churn.
SURVIVAL MIRROR STRIP
Updates as you type. Share writes board state; typing does not rewrite the address bar.
Gross logo churn
3.00%
Retain mirror 97.00% · ann. 30.62%
Gross logo churn is the share of the starting cohort that left in the period. It does not credit new logos or expansion revenue; those belong to net / NDR boards.
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