App marketing metrics comparison

Your churn rate is the percentage of users who stop using your product or service within a defined timescale.

LTV is an estimate of the average revenue a user will generate over the time they use your product.

App owners, marketers, and product managers

App owners, marketers and product managers

• Shows how effective you are (or not) at retaining users
• Provides insight into when and why users leave, so you can improve the experience
• Can highlight issues in the marketing funnel, eg poor targeting or an ill-defined proposition

• Helps with forecasting and strategic campaign decisions
• Shows you where to focus activity for UA and re-engagement
• Boosts profitability

• Improve the user experience and invest in customer service
• Gather user feedback to improve your offering
• Ensure your ad messaging aligns with the product experience (set realistic expectations)
• Review your audiences and channels to ensure you’re reaching your ideal users

• Keep improving overall user experience, from onboarding to purchase and support
• Connect LTV to attribution data
• Encourage upselling and cross-selling
• Use push notifications to re-engage users, and build loyalty through earned media

Churn rate

Lifetime value (LTV)