Churn-rate

Churn rate (d)

The share of devices that were not active in a certain period. These are devices with events that occurred during the report period and without events after a different specified time frame (d - days, w - weeks, m - months).

Churn rateFlow metric
Churn rate CACurrent Attribution metric

For example, let's get the churn rate among 100 devices where launches were from 2021-01-01 to 2021-01-14. Specify the churn rate period equal to a week — Churn rate 1w. If you append the churn rate period to each day of the report period you will get control period to check the churn. It's a period from 2021-01-08 to 2021-01-21 in the current example. Let's say that there were no events on 25 of 100 devices during this time, then Churn rate 1w will be 25%.

Shouldn't compare Churn rate and Retention. Metrics describe intersecting but a different audience. Churn rate shows "losses" among active devices of your project and Retention shows "the viability" of new devices.

Let's consider the churn rate after 1, 2 .. 3 weeks following active 2 weeks of devices A, B, C, D:

  • Churn rate 1w = 25%, because after 1 week following activity, there were no events on one of four devices for 2 weeks.
  • Churn rate 2w = 50%, because after 2 weeks following activity, there were no events on two of four devices for 2 weeks.
  • Churn rate 3w = 75%, because after 3 weeks following activity, there were no events on three of four devices for 2 weeks.
Report period
2021-01-01
2021-01-14
Control period 1
2021-01-08
2021-01-21
Control period 2
2021-01-15
2021-01-28
Control period 3
2021-01-22
2021-02-04
A                                                        
B                                                        
C                                                
D                                                
Churn rate 1 of 4
Churn rate 1w = 25%
2 of 4
Churn rate 2w = 50%
3 of 4
Churn rate 3w = 75%

Churn rate (u)

The share of users who were not active in a certain period. These are users who interacted with the app during the report period, but didn't do so on any device after a different specified period (d - days, w - weeks, m - months).

Churn rateFlow metric

For example, let's get the churn rate among 100 users, who ran the app from 2021-01-01 to 2021-01-14. Specify the churn rate period equal to a week — Churn rate 1w. If you append the churn rate period to each day of the report period you will get control period to check the churn. It's a period from 2021-01-08 to 2021-01-21 in the current example. Let's say that 25 of 100 users didn't interacted with the app during this time, then Churn rate 1w will be 25%.

Shouldn't compare Churn rate and Retention. Metrics describe intersecting but a different audience. Churn rate shows "losses" among active users of your project and Retention shows "the viability" of new users.

Let's consider the churn rate after 1, 2 .. 3 weeks following active 2 weeks of users A, B, C, D:

  • Churn rate 1w = 25%, because after 1 weeks following activity one of the four users didn't interacted with the app for 2 weeks.
  • Churn rate 2w = 50%, because after 2 weeks following activity two of the four users didn't interacted with the app for 2 weeks.
  • Churn rate 3w = 75%, because after 3 weeks following activity three of the four users didn't interacted with the app for 2 weeks.
Report period
2021-01/01
2021-01-14
Control period 1
2021-01-08
2021-01-21
Control period 2
2021-01-15
2021-01-28
Control period 3
2021-01-22
2021-02-04
A                                                        
B                                                        
C                                                
D                                                
Churn rate 1 of 4
Churn rate 1w = 25%
2 of 4
Churn rate 2w = 50%
3 of 4
Churn rate 3w = 75%