Logo Retention

Logo Retention measures the percentage of customers who remain active over a selected period, regardless of how much revenue they generate.

In Rillet, a customer is considered active if they generate recurring revenue during the reporting period.

What This Report Shows

The Logo Retention report displays customer retention by cohort based on each customer’s sign-up month.

The table includes the following elements:

• Sign-Up Month Defines each cohort based on when customers first generated recurring revenue.

• Initial Customer Count The total number of active customers in the cohort during their first month.

• Retention Columns Columns labeled In-Month, Month 1, Month 2, and subsequent months show the percentage of customers from the original cohort who remain active in each later month.

• Average Displays the average retention percentage across cohorts for each month.

Each row represents customers who began generating recurring revenue in the same month. The In-Month column represents the baseline value of 100 percent for that cohort. Subsequent columns show how many of those same customers continue generating recurring revenue in later months.

The period selector determines which cohorts appear and how many months of retention data are displayed.

How Logo Retention Is Calculated

Logo Retention compares the number of active customers at the beginning of a period with the number of those same customers who remain active in later months.

The calculation follows this structure:

$$\text{Logo Retention}_n = \frac{\text{Retained Customer Count}_n}{\text{Initial Customer Count}_0} \times 100$$

Logo Retention equals Retained Customer Count divided by Initial Customer Count.

The system defines each value as follows:

• Initial Customer Count (M₀) The total number of customers in the cohort during their first month.

• Retained Customer Count (M_n) The number of those same customers who continue generating recurring revenue in a later month.

Customers who are added after the initial month are excluded from the calculation.

Because Logo Retention is based on customer count rather than revenue value, changes in contract size do not affect the metric.

See Also

Learn more about customer and revenue metrics in Rillet:

• Customer Count

• Churn Rate

• Net Revenue Retention (NRR)

• Recurring Revenue (ARR/MRR)