Logo churn

Want to know if you’re actually losing customers – free and paid – not just revenue? The Logo Churn report shows you exactly when merchants completely disengage from your app. While revenue and subscription churn tell you about changes in spending patterns, logo churn tracks complete uninstalls - giving you a clear picture of when merchants fully disconnect from your app.

What makes this report different

Most churn metrics focus on money - either declining revenue or canceled subscriptions. But a merchant spending less isn’t the same as a merchant leaving entirely. Logo churn cuts through the noise to show you true customer loss, helping you spot concerning patterns before they become trends.

Report components

Daily churn visualization

The main chart tells your customer retention story through two key elements:

• A purple area showing daily logo churn rates - perfect for spotting unusual spikes or patterns that need immediate attention
• A dotted trend line revealing your longer-term churn trajectory - essential for measuring the impact of retention initiatives

At the top, you’ll see three critical numbers:

• Your current logo churn rate - where you stand right now
• Period change - how your churn has shifted over your selected timeframe
• Period average - your typical churn rate across the selected period

Configuration options

Fine-tune your churn analysis with powerful filtering:

• Calculation Type:
  • Basic churn rate: Track pure uninstalls
  • Net churn rate: Factor in reinstalls to see actual customer loss
• Shop Status:
  • Include or exclude deactivated/reactivated shops
  • Separate unavoidable churn (closed shops) from actionable churn (active uninstalls)

Understanding your numbers

Churn calculations

Logo churn gives you two perspectives on customer loss:

• Basic Churn Rate: The percentage of merchants who’ve uninstalled your app - your raw loss rate
• Net Churn Rate: Uninstalls minus reinstalls - your true customer attrition after accounting for merchants who return

Reading the patterns

Daily fluctuations are normal in the Shopify ecosystem, but knowing how to interpret them is key:

• Sudden Spikes: Could signal immediate issues needing attention - maybe a bug or a competitor’s promotion
• Gradual Increases: Might indicate deeper problems with product-market fit or user experience
• Trend Line: Helps you see through daily noise to understand if your retention efforts are working

Making the most of this report

Daily monitoring

Keep your finger on the pulse of customer retention:

• Watch for unusual spikes that might need immediate investigation
• Compare daily patterns to historical norms
• Spot potential issues before they become trends

Strategic analysis

Use long-term trends to guide your retention strategy:

• Measure the impact of product changes and retention initiatives
• Identify seasonal patterns in customer behavior
• Track progress toward retention goals
• Compare churn rates across different customer segments

Pro tips

Take your churn analysis to the next level:

• Use the Journal to annotate significant changes or initiatives
• Cross-reference with MRR changes to understand the full impact of customer loss
• Check Activity reports to identify specific churned merchants
• Track both net and basic churn to understand your win-back effectiveness
• Exclude closed shops to focus on preventable churn

Remember: While some churn is inevitable, understanding patterns in logo churn helps you focus your retention efforts where they’ll have the most impact. Need help making sense of your churn patterns? Our team is here to help!