Churn Rate

What is Churn Rate?

Churn rate refers to the percentage of users who stop engaging with and/or uninstall an app. The term is synonymous with “abandonment rate” and the opposite of “app retention rate“.

How to Calculate Your App’s Churn Rate

Churn rate is normally calculated on a daily, weekly, or monthly basis. To find your app’s churn rate, simply subtract the number of active users your app has at the end of a given time period from the number of active users it had at the beginning of the same time period. Then divide that figure by the number of active users it had at the beginning of the time period.

Churn Rate Formula

Church Rate = Active Users at the Beginning – Active Users at the End 

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Active Users at the Beginning

If your app has 1,000 active users at the beginning of a 30 day period and 890 active users at the end of the same time period, your church rate would be 11%.