KKPI Formulas
SaaS KPI Formula

Logo Retention Formula

Logo retention measures customer count retention regardless of revenue size.

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Simple formula

Retained Customers / Starting Customers

The formula uses these inputs:

  • Retained Customers: enter your value in the calculator or spreadsheet.
  • Starting Customers: enter your value in the calculator or spreadsheet.

Excel formula

Use this Excel formula as a starting point. Replace the sample cell references with the cells in your worksheet.

=IFERROR(B2/C2,0)

Google Sheets formula

In most cases, the Google Sheets version uses the same structure as Excel.

=IFERROR(B2/C2,0)

Power BI DAX measure

Use this DAX pattern as a starting point and rename measures or columns to match your Power BI model.

Logo Retention =
DIVIDE(
    [Retained Customers],
    [Starting Customers]
)

SQL example

This generic SQL pattern can be adapted to your warehouse table names and column names.

SELECT
    /* replace with your formula */ AS logo_retention
FROM kpi_data;

Logo Retention calculator

Result—

How to interpret Logo Retention

Use this KPI with trend data, targets, and related metrics. A single value is less useful than a consistent definition tracked over time.

Important: KPI definitions can vary by company, accounting policy, analytics platform, or reporting standard. Keep the definition consistent when comparing periods.

Common mistakes

  • Mixing different time periods in the numerator and denominator.
  • Using totals that do not match the KPI definition used by your company.
  • Comparing results across teams or industries without context.

Related KPI formulas

Frequently asked questions

What is the Logo Retention formula?

The common Logo Retention formula is: Retained Customers / Starting Customers.

How do you calculate Logo Retention in Excel?

Use this Excel formula pattern: =IFERROR(B2/C2,0). Replace the cell references with your own data.

Can this KPI be calculated in Power BI?

Yes. Use the DAX measure on this page as a starting point and adjust table and column names to match your model.