SaaS Metric
Logo Retention Rate (Logo Retention)
Definition
Logo retention rate is the percentage of customers (logos) you keep over a period, counting each account equally regardless of its revenue. Logo retention = customers retained ÷ customers at start × 100. It is the mirror image of customer (logo) churn, and it can diverge sharply from revenue retention when the accounts you lose are much larger or smaller than average.
Formula
Logo retention rate = (customers at start − customers lost) ÷ customers at start × 100
Benchmark
Healthy B2B SaaS annual logo retention is roughly 85–90%+; enterprise-focused products run higher, SMB-focused products lower.
Logo retention vs. revenue retention
Logo retention counts accounts; revenue retention counts dollars. They tell different stories when the customers who leave are not average-sized. A product can retain 95% of its logos but only 80% of its revenue if the few accounts that churned were large — or retain 85% of logos but 100%+ of revenue if expansion from the survivors offsets the small accounts that left.
Read the two together. Logo retention exposes a product or onboarding problem in your long tail of smaller customers; revenue retention exposes concentration risk and the health of your biggest relationships.
Frequently asked questions
What is logo retention rate?
It is the percentage of customers you keep over a period, counting every account equally regardless of size: customers retained ÷ customers at the start of the period. It is the positive mirror of customer (logo) churn.
How is logo retention different from revenue retention?
Logo retention counts accounts; revenue retention counts the dollars those accounts represent. They diverge when churned customers are larger or smaller than average — so a healthy logo number can hide weak revenue retention, and vice versa.
What is a good logo retention rate?
For B2B SaaS, annual logo retention around 85–90% or higher is generally healthy. Enterprise products typically run higher because of longer contracts and switching costs; SMB-focused products run lower.
Related metrics
Churn Rate
Churn rate is the percentage of customers or revenue lost in a period. Learn the customer churn and revenue churn formulas, healthy SaaS benchmarks, and how to reduce it.
Gross Revenue Retention (GRR)
Gross revenue retention (GRR) measures the recurring revenue you keep from existing customers excluding expansion. Learn the GRR formula, benchmarks, and how it differs from NRR.
Net Revenue Retention (NRR)
Net revenue retention (NRR) measures recurring revenue kept from existing customers including expansion. Learn the NRR formula, what 100%+ means, and SaaS benchmarks.
Renewal Rate
Renewal rate is the share of contracts up for renewal that actually renew. Learn the formula, how it differs from retention and churn, and what counts as healthy.
Track this automatically
Connect Stripe and RetentionLens computes Logo Retention for you — with cohorts, trends and churn-risk scoring. Start on the free tier.
Benchmarks are general SaaS ranges and vary by segment, stage and business model. Last reviewed 2026-05-30.