glossary

Glossary

Glossary

Appgain Knowledge Hub for Digital Marketers

CHURN RATE

What is the churn rate?

The churn rate shows the number of users who stop using or uninstall an app within a given period. It is the opposite of the retention rate. The lower churn rate is a good indicator of a healthy mobile app. The churn rate is calculated as:
Churn rate = 1 – (number of monthly active users/number of monthly installs) 

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