Churn Rate

Churn rate is a ratio that indicates the percentage of users who uninstall or stop using an app in a given period of time. It is the counterpart of retention rate indicating the loyalty of an app. Churn rate is measured at 1 day, 7 days, and 30 days after install.

If churn rate is high, it means neither an app can’t provide the value it proposed nor user experience is very bad. In this situation, app developers should fix the problems causing high churn rate before allocating budget and resources to mobile advertising, user acquisition, and app monetization. In order to understand the reasons for churn, app developers can use cohorts to leverage user behavior data. 

Churn rate = 1 – (# of monthly active users / # of monthly installs)

Churn rate = 1 – Retention Rate

Retention Rate

 

 

Get Featured On Mobile Marketing Reads!

We help companies in the mobile marketing ecosystem to reach a qualified, engaged audience for branding, thought leadership,and lead-generation.

LATEST MOBILE MARKETING NEWS

  • in ,

    Google introduces native support for digital credentials with OpenID standards integration

    Android is expanding its digital identity capabilities by officially supporting digital credentials through its Credential Manager’s DigitalCredential API. This update introduces native integration for OpenID4VP and OpenID4VCI, which standardize how digital credentials are presented and issued across the Android ecosystem. Digital credentials are cryptographically verifiable documents that can represent a variety of personal information, such […] More

    Read More

  • in ,

    WhatsApp surpasses 3 billion monthly users

    WhatsApp has crossed the 3 billion monthly active user threshold, Meta CEO Mark Zuckerberg announced during the company’s Q1 earnings call on Wednesday. This milestone makes WhatsApp one of only a few apps—alongside Facebook—to reach that scale globally. Originally launched in 2009 and acquired by Facebook in 2014 for $19 billion, WhatsApp has grown steadily […] More

    Read More

  • in

    WhatsApp Revenue and Usage Statistics (2025)

    What is WhatsApp? WhatsApp is an immensely popular free-to-download and multiplatform messaging and calling app that uses internet connection to send text messages, voice messages, to share media, and to make video and voice calls.  What made WhatsApp unique after its launch was its approach to combine traditional messaging with social media. Another strength of […] More

    Read More

MMR On Social Media

Follow Us On Facebook Follow Us On X