Churn Rate

The churn rate measures the percentage of users that stop using and engaging with the app over time. The user may also uninstall the app which can be measured as an ad abandonment rate. App metrics are usually measured in a day, week or month. The churn rate is contrary to the app retention rate.

App developers can use Cohorts to understand when and why users drop off or churn. It can help address the issue and retain the users. Churn rate is calculated by:

Churn Rate = 1 – (No. of monthly active users / No. of monthly installs)