Appsflyer metrics

App marketing metrics comparison

Find out how your mobile app campaigns are performing compared to your competitors with the industry’s most comprehensive benchmarking data

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Churn rate VS Retention rate

Description
Churn rate
Your churn rate is the percentage of users who stop using your product or service within a defined timescale.
Retention rate
Retention rate measures the percentage of customers or users your business or product retains (keeps) over a given period.
Target audience
Churn rate
App owners, marketers, and product managers
Retention rate
App owners, marketers and product managers
Benefits
Churn rate

• 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

Retention rate

• Helps you understand the performance of your app and particular campaigns
• Helps you determine why users leave, so you can reduce churn and increase lifetime value
• Useful in analyzing customer service

How to calculate
Churn rate
Number of users lost in period X
Total number of users at start of period X
x 100
Retention rate
Number of users at end of period – Number of users acquired during period
Number of users at start of period
x 100
How to improve it?
Churn rate

• 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

Retention rate

• Set realistic user expectations
• Gather user feedback and use product data to analyze behavior
• Map out your user journeys and improve onboarding
• Keep re-engaging with users and reward loyalty

Read more
Churn rate
Retention rate

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