// Metrics
Logo Retention
% of customer accounts retained over a period, regardless of ACV, the count-based view of churn.
In depth
Dollar retention (NRR/GRR) can look healthy while logo retention rots, a few big expansions mask many small churns. Report both. In SMB SaaS, 80% logo retention is elite; enterprise expects 95%+.
Related terms
NRR
Net Revenue Retention, % of recurring revenue retained from existing customers over 12 months, including expansion, minus churn and contraction.
GRR
Gross Revenue Retention, retention excluding any expansion revenue. Caps at 100%.
Churn
The rate at which customers or revenue leave the business in a period.