GLOSSARY

Churn

Churn rate represents the proportion of mobile app users who have stopped using an app, cancelled their subscription, or uninstalled it within a specific time frame. It is a crucial metric that impacts other key metrics like retention rate, lifetime value, and profitability. App churn rate is usually measured at various intervals, such as 30 days, 7 days, and 1 day after the initial app installation. A high churn rate indicates potential issues with the app that need to be addressed to retain users and maintain profitability.

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