Logo Retention Rate

The Logo Retention Rate report (also commonly referred to as Customer Retention Rate) tracks the percentage of active, paying customer accounts (or "logos") that were successfully retained during a specific period. It is a fundamental indicator of customer loyalty and product stickiness.

Logo Retention is the direct inverse of Logo Churn Rate.

Logo Retention Rate is calculated by dividing the number of retained customers (starting customers minus churned customers) during a period by the number of active customers at the start of that period.

$$\text{Logo Retention Rate} = 1 - \text{Logo Churn Rate}$$

Overview

The Logo Retention Rate report includes a timeline chart and a breakdown table. This report is crucial for understanding the stability of your customer base and demonstrating consistent value delivery. The breakdown table cells are not clickable and there is no detail table.

Timeline chart

The timeline chart displays two lines:

1. Logo Retention Rate (Blue Line): This is the primary metric, showing the calculated retention rate for the selected period.

2. Average 6 Months (Grey Line): This line represents the rolling average of the Logo Retention Rate over the previous six months. Retention data can be volatile, making the 6-month average a valuable tool for identifying the underlying long-term trend, rather than short-term fluctuations. This smoothed rate is typically used in predictive models, such as the calculation for Customer Lifetime Value (LTV report).

The report employs a specific time-window convention to ensure meaningful data, especially at daily or weekly intervals:

• Monthly Aggregation:

  If you select an Interval of daily, weekly, or monthly, the retention calculation is performed on a month-to-month basis. This means the retained customers for the preceding month are compared against the active customers at the start of that month, reducing noise and providing a standardized rate that is comparable across your entire history.

• Quarterly/Yearly Aggregation:

  If you select quarterly or yearly, the retention is calculated on a quarter-over-quarter or year-over-year basis, respectively.

The currently ongoing period is marked as a dashed line. You can adjust the chart data using the date picker, interval selector, and filters.

Breakdown table

The table underneath the chart displays a cohort-based view for each period, making it explicit that each data point compares today's state to the cohort that existed 1 or 12 months ago (depending on the trailing window selected).

Customers acquired inside the lookback window are excluded — they were never part of the cohort being measured.

The Logo Retention Rate and the 6-Month Average are typically shown in green to visually emphasize the success of keeping customers.

Choosing the trailing window

The chart toolbar includes a trailing window selector that lets you switch between two ways of measuring retention:

• Trailing 1 month (default)

  Each point compares today's state to the customer base 1 month earlier. This matches typical monthly retention reporting and is the right view for operational use — week-to-week management and finding recent retention dips.

• Trailing 12 months (TTM)

  Each point compares today's state to the customer base 12 months earlier. The 12-month view smooths out volatile months and matches how investors and benchmarks typically discuss annual retention. Use it for board reporting and longer-term trend analysis.

In both modes, customers acquired inside the lookback window are excluded from the calculation — they were never part of the cohort being measured against.

A worked example

Suppose you're looking at the trailing 1-month view as of Apr 30, 2026. The cohort is every customer paying on Mar 31, 2026. Six customers are in the picture:

• Original customers = 4 (Anna, Ben, Cleo, Dan)
• Retained = 3 (Anna, Ben, Cleo)
• Churned = 1 (Dan)
• Logo retention = 3 ÷ 4 = 75%

A common mistake is to count Eli's cancellation as churn — but Eli was never part of this cohort; the metric is asking "of everyone paying on Mar 31, how many were still paying on Apr 30?" Eli will only enter the next month's cohort if he's still paying when that window opens.

Fiona's reactivation is meaningful elsewhere (it shows up as a reactivation movement and increases your total customer count), but for cohort retention she'll only count once she's been present at the start of a future window.

The trailing 12-month view follows exactly the same logic, just with a wider window — cohort = everyone paying on May 1, 2025, comparison runs through Apr 30, 2026:

A wider window means more customers join and leave inside it, so more get excluded — but only the starting cohort counts toward Original, Retained, and Churned.

Filters

The report supports a wide range of filters to help you analyze retention within specific segments. These include:

• Date range

  Select a custom range or preset periods (last 30 days, last quarter, etc.)

• Interval

  Choose how the rate is displayed: daily, weekly, monthly, quarterly, or yearly. Note the monthly calculation convention explained above.

• Additional filters – plan, region/country, billing frequency, customer age (time since signup), etc. (see all filters)

Filters are applied to both the chart and the table simultaneously.

Exporting the data

You can export the table as a CSV file for offline analysis or reporting by clicking the "Export" icon next to the date picker.

Practical tips

• Focus on the Grey Line: For strategic planning (like LTV analysis, hiring, or capacity planning), rely on the Average 6 Months (Grey Line) to smooth out noise and understand the true long-term trend of customer retention.
• Benchmark is High: The goal for Logo Retention is to keep the rate as high as possible, ideally above 95% for long-term sustainable growth.
• Isolate High-Value Segments: Use Additional filters to check retention by the initial source, sales rep, or industry. High retention in a specific segment signals a clear product-market fit that can be replicated.