Logo churn versus revenue churn

Definition

Two measures of the same leak: one counts the customers lost, the other counts the dollars.

Why It Matters

The gap between the two is the story. A business can shed a great many small accounts while revenue grows from a handful of larger ones, which reads as healthy until you notice the base is thinning. Ask for both, by cohort, and ask which direction the average account size is moving. A seller quoting only the flattering measure has told you which one to check first.