Mobile User Engagement Glossary | Storyly

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Churn Rate

What is churn rate?

Churn rate, also known as attrition rate, is defined as the percentage of mobile app users who quit using an app within a specific period of time. The method of calculating churn rate is: 

Churn Rate = (Users at start of period – users at end of period) / Users at start of period

From all the different mobile app metrics that are available to an app developer, app manager or digital marketer, churn rate is one of the most important numbers that app businesses need to take into account, as this is a direct impact on your overall app revenue and eventually, app growth in a broader aspect.