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!
Frequently Asked Questions
Understanding Logo Churn
How is logo churn different from revenue or subscription churn?
• Logo churn: Tracks complete app uninstalls - when merchants fully disconnect from your app
• Revenue churn: Tracks money lost from downgrades, cancellations, and frozen accounts
• Subscription churn: Tracks paying customers who stop paying (but might keep the app installed)
A merchant can downgrade (revenue churn) or cancel their subscription (subscription churn) but still keep your app installed, so logo churn is often the lowest of the three.
What's the difference between 'Basic' and 'Net' churn rate?
• Basic churn rate: Only counts uninstalls - pure customer loss percentage
• Net churn rate: Uninstalls minus reinstalls - shows true customer attrition after accounting for customers who return
Net churn rate gives you a more complete picture since some customers who uninstall will reinstall later, which basic churn doesn't account for.
Why might I want to exclude deactivated/reactivated shops?
Deactivated shops are closed by Shopify (often for policy violations or business closure) rather than the merchant choosing to leave. Including them inflates your churn rate with losses you can't control. Excluding them helps you focus on 'preventable churn' - customers who actively chose to uninstall your app.
Calculations and Data
How is logo churn calculated?
Logo churn is calculated as: (Uninstalls ÷ Active installs from previous period) × 100. For net churn: ((Uninstalls - Reinstalls) ÷ Active installs from previous period) × 100. The calculation uses a rolling 30-day window to smooth out daily fluctuations.
What counts as an 'active install' in the calculation?
Active installs include all merchants who have your app installed and haven't uninstalled it, regardless of whether they're paying customers or on free plans. This includes shops that might be frozen or inactive on Shopify, unless you specifically exclude deactivated shops in the configuration.