Logo Retention Rate
Share of customer logos retained from the prior period, counted by logo (not by revenue). Per the SaaS Metrics Standards Board (SMSB) Logo Retention standard: numerator is logos present at both period start and period end; denominator is logos present at period start. New logos acquired during the period are excluded from both. The board reads this as a "stickiness" signal independent of ACV: high logo retention with weak NRR points to flat/contracting expansion; weak logo retention with strong NRR points to high concentration risk. Common pitfall: conflating logo retention with revenue retention — they answer different questions and routinely diverge. — Customers KPI anchored to SaaS Metrics Standards Board.
Rogue ID: customers.logo_retention_rate
Type: Percentage (%)
Domain: Customers
Definition
Share of customer logos retained from the prior period, counted by logo (not by revenue). Per the SaaS Metrics Standards Board (SMSB) Logo Retention standard: numerator is logos present at both period start and period end; denominator is logos present at period start. New logos acquired during the period are excluded from both. The board reads this as a "stickiness" signal independent of ACV: high logo retention with weak NRR points to flat/contracting expansion; weak logo retention with strong NRR points to high concentration risk. Common pitfall: conflating logo retention with revenue retention — they answer different questions and routinely diverge.
Formula
logo_retention_rate = (logos active at period start AND active at period end) ÷ (logos active at period start). Excludes net-new logos acquired in-period. Per SMSB Logo Retention standard.Why it matters
Isolates retention quality from revenue-weighting effects. A handful of large expansions can mask high logo churn in NRR — logo retention surfaces it directly.
How to interpret
Per KBCM/Sapphire Private SaaS Company Survey 2024, private SaaS logo retention concentrates in the high-80s to mid-90s (median around 90% for the broad sample, higher for enterprise contract ACVs). Treat distributional ranges as period- and segment-specific; pull the current vintage of the source rather than relying on a memorized number. Pair every value with logo_churn_rate (1 − this) for the inverse view and customers_churned for the absolute count.
Related KPIs
customers.logo_churn_ratecustomers.customers_churnedcustomers.gross_revenue_retentioncustomers.net_revenue_retention
Source
SaaS Metrics Standards Board · section: Logo Retention — published 2023-01-01.
Why does this cite SaaS Metrics Standards Board? Read the ontology methodology for the published vs editorial tier system, attribution rules, and dispute process.
Metric definitions reference standards published by the SaaS Metrics Standards Board (saasmetricsboard.com). imboard is not affiliated with, endorsed by, or a member of SMSB.
Stage relevance
| Company stage | Priority |
|---|---|
| Series A | Core |
| Series B | Core |
| Series C+ | Core |
| Public | Core |
Suggested for stages: Series A, Series B, Series C+, Public.
Default owning functions
- Sales
Machine-readable
- This KPI as JSON:
/api/ontology/customers/logo_retention_rate.json - All Customers KPIs:
/api/ontology/customers.json - Full catalog:
/api/ontology/index.json
Logo Churn Rate
Share of customer logos lost during the period — the inverse of logo retention. Numerator is logos that churned during the period; denominator is logos present at period start. Per the KBCM/Sapphire Private SaaS Company Survey definition (treated as the de-facto private-SaaS reporting convention). The board reads this as the simplest churn signal — independent of revenue-weighting. Common pitfall: confusing annualized vs. period-rate (monthly churn × 12 ≠ annualized churn for a compounding base) — be explicit about the time window and annualization method. — Customers KPI anchored to KBCM/Sapphire SaaS Survey 2024 (15th Annual).
Net Revenue Retention (NRR)
Recurring revenue retained from the cohort of customers present at the start of the period, including expansion (upsell, cross-sell, price increases) and net of churn and contraction — but excluding revenue from net-new logos acquired in-period. Per the SaaS Metrics Standards Board (SMSB) NRR standard. NRR above 100% means the cohort grew faster than it lost — a hallmark of strong product-led expansion. The board reads NRR alongside GRR (`customers.gross_revenue_retention`) to separate the "keep + expand" signal from the "just keep" signal. Common pitfall: mixing GAAP revenue and ARR in numerator vs. denominator, or letting net-new logo revenue leak in — both inflate the number; SMSB is explicit that the cohort is closed at period start. — Customers KPI anchored to SaaS Metrics Standards Board.