Retention
CX Cash splits churn into logos and revenue, breaks it down by segment, and tracks both trends side by side, so you fix the leak that matters instead of the one that's loudest.
Logo churn
2.1%
Revenue churn
0.4%
Net revenue churn
-3.2%
Net new ARR
+$184K
Logo vs revenue churn · 9 months
▼ -0.9 pts revenue| Segment | Logo churn | Revenue churn |
|---|---|---|
| SMB (under $1K MRR) | 4.8% | 3.1% |
| Mid-market | 1.6% | 0.7% |
| Enterprise | 0.3% | -1.4% |
| Self-serve / monthly | 6.2% | 5.0% |
A single 'churn rate' tells you almost nothing. Lose ten tiny self-serve accounts and your logo churn spikes, but if enterprise is expanding underneath, your revenue is fine. Flip it: keep every logo but lose two big contracts and the count looks calm while ARR quietly drops. Most teams stare at one blended percentage off a spreadsheet, react to the scary-looking number, and end up pouring a quarter of effort into a segment that was never the real problem.
See the count of customers you lost and the dollars you lost as two distinct numbers, because they tell two different stories. A high logo churn with low revenue churn means you're shedding small accounts, and that's a very different fix from losing whales.
Cut churn by tier, plan, or deal size so you can see that SMB is bleeding while enterprise is net negative churn. The blended average never shows you that, and the blended average is what sends teams chasing the wrong leak.
CX Cash nets upgrades and expansion against the losses, so you see whether your existing base is growing or shrinking on its own. A negative net revenue churn number is the signal that retention is doing real work.
Watch logo churn and revenue churn move month over month on the same view. When the two lines diverge, that gap is usually the first warning that your customer mix is shifting under you.
2 rates
logo and revenue, split out
By segment
not one blended average
Live
updates as accounts change
Link Stripe or your billing system. CX Cash reads cancellations, downgrades and expansions on its own, so there's no manual cohort sheet to keep current.
Logo churn, revenue churn and net revenue churn land on one view, broken out by segment, so you can see at a glance which group is actually losing you money.
Drill into the segment that's driving the loss and follow its trend, so the retention work you fund goes where the dollars are, not where the count looks alarming.
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Logo churn counts how many customers you lost as a share of your base. Revenue churn measures how much recurring revenue you lost. They diverge whenever your churned accounts are bigger or smaller than average, which is why one number on its own can be misleading.
It nets expansion and upgrades from your existing customers against the revenue you lost to cancellations and downgrades. When expansion outweighs losses, net revenue churn goes negative, which means your installed base is growing even before you add a single new customer.
Yes. CX Cash breaks churn out by tier, plan or deal size, so you can tell whether the loss is concentrated in SMB, mid-market or enterprise instead of working off one blended figure that averages all of them together.
It reads cancellations, downgrades and expansions straight from your connected billing system, so the rates update as accounts change. You don't rebuild a cohort spreadsheet every month to keep the numbers honest.
Revenue churn and net revenue churn usually matter most for the financial story, because they track actual ARR. Logo churn is still worth watching as an early signal, especially in self-serve, where a rising count often shows up before the revenue impact does.
