Definition
Churn Rate
Churn rate is the percentage of users who stop using your app over a given period. Lower churn means higher retention, better LTV, and more sustainable growth.
Churn rate is the inverse of retention. If 80% of users return after 30 days, your 30-day churn rate is 20%. Reducing churn is often more impactful than increasing acquisition because it compounds over time.
High churn can also signal ASO issues — if your listing creates expectations your app doesn't meet, users will uninstall quickly. Ensure your metadata and screenshots accurately represent the actual user experience.
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Related Terms
Retention Rate
Retention rate measures the percentage of users who continue using your app after a specific period (Day 1, Day 7, Day 30). It's a key indicator of product-market fit.
Lifetime Value (LTV)
LTV estimates the total revenue a user will generate throughout their relationship with your app. It's the key metric for determining how much you can spend to acquire users profitably.
Daily Active Users (DAU)
Daily Active Users (DAU) measures the number of unique users who engage with your app on a given day. It's a key engagement metric that influences app store rankings.
Further Reading
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