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Churn Rate

The rate of user drop off

The churn rate, expressed as a percentage, shows how many users no longer open an app or have uninstalled an app. For subscription-based apps, it can also show how many users have unsubscribed. It is the reciprocal of retention rate.

How to calculate churn rate

The general formula for churn rate for a given time period is (users lost / total users) * 100.

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