6 is the example result. Read it using the units and relationship stated below.
Logo Churn uses lost customers, starting customers.
Separating growth, retention and subscription capacity
For logo churn, the relationship is Result = (([Lost customers]) ÷ ([Starting customers])) × 100. The amount depends on the supplied lost customers, starting customers, rather than a live market price or a value imported from another record. Recurring revenue should be compared across the same starting cohort. Expansion, contraction and churn change retention in different directions. Adding new customers to a retained-customer calculation can conceal losses in the original population.
Source and result record
For logo churn, retain Lost customers, Starting customers together with the output. Record the date of the source values and the unit convention used in the form. That record separates a change in the underlying case from a change in how the information was entered. A saved result without its source values cannot show which assumption produced it.
Example with the supplied inputs
Lost customers: 12; Starting customers: 200. Result: 6. The values are illustrative.
Compare one changed input
Lost customers changes from 12 to 13.2. The result becomes 6.6. All other inputs remain fixed.
Calculation rule
Result = (([Lost customers]) ÷ ([Starting customers])) × 100
Inputs and output
| Input | Example value | Entry convention |
|---|---|---|
| Lost customers | 12 | Use the source quantity represented by lost customers. Keep the counted population fixed and avoid mixing a unit value with a period total. |
| Starting customers | 200 | Use the source quantity represented by starting customers. Keep the counted population fixed and avoid mixing a unit value with a period total. |
Output: 6 is the example result. Read it using the units and relationship stated below. Use the formula to distinguish a cash amount, count, percentage or ratio.
How to use the page
Collect the inputs
Gather Lost customers, Starting customers. Use one period and the units shown in the form.
Run the calculation
Enter the values and select the action. The calculation rule above explains how the inputs produce the result.
Compare a scenario
Change Lost customers on its own, keeping the other inputs fixed. Read both results before changing another assumption.
Worked example
With the example inputs listed above, the result is 6.
Change Lost customers from 12 to 13.2 while keeping every other value fixed. The result becomes 6.6. This comparison isolates that input; it does not forecast how other variables will respond.
Check the stated formula, units and limits before using the result in a decision.
Keep the displayed formula, input units and model scope with the result. Corrections or questions can be sent through the request section on this page.
Content updated: October 11, 2026