Logo vs Dollar Churn Gap
In one number, whether the customers you lose are bigger or smaller than your average.
What is it?
Logo vs Dollar Churn Gap is the difference between your customer (logo) churn rate and your gross revenue (dollar) churn rate. It tells you, in a single number, whether the customers you lose are bigger or smaller than your average.
When dollar churn exceeds logo churn — a negative gap — you are losing your larger accounts, which is far more dangerous than the headline logo rate suggests. When logo churn exceeds dollar churn, you are shedding your smallest customers, which stings less.
How to calculate?
Subtract the gross MRR churn rate from the customer churn rate for the same period. A 6% logo rate against a 10% dollar rate is a gap of −4 points. Use gross dollar churn, not net, so expansion does not mask the comparison.
Read the sign, not just the size: the gap's direction tells you where to focus retention — on protecting large accounts when it is negative, on fixing low-end churn when it is positive.