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 News, Trends & ReportsUK games market reaches record £8.8B in 2025
The UK video games market reached a record valuation of approximately £8.8 billion in 2025, marking a year-on-year increase of more than 7%, according to new data released by industry body Ukie. The figures, presented during the London Games Festival, highlight continued expansion across software, hardware, and game-related media, reflecting sustained consumer demand despite broader […] More
Android Emulator update introduces built-in multi-device networking for developers
Google has introduced a new networking capability for the Android Emulator, aimed at simplifying how developers test interactions across multiple virtual devices. The update, available in the latest Android Emulator release (version 36.5), removes the need for manual configuration previously required to connect Android Virtual Devices (AVDs). Historically, developers had to rely on port forwarding […] More
Reddit rolls out Reminder Ads globally to capture pre-launch engagement
Reddit has expanded its Reminder Ads format to global availability, introducing a new mechanism for advertisers to engage users ahead of events, product launches, and time-sensitive campaigns. The ad format integrates a “Remind Me” call-to-action within standard image and video ads, allowing users to opt in for notifications tied to a specific event. Once activated, […] More
