This metric shows the percentage of subscriptions expired in a given time period as a proportion of the active subscriptions at the beginning of the period..
Churn is expressed by the formula:
(number of subscriptions expired during the period) / (number of subscriptions paid at the beginning of the period) * 100.
To expand your users base, your growth rate (number of new customers) must exceed the churn rate (number of lost customers). While it’s better to have a churn rate as low as possible, having subscriptions implies dealing with churning subscriptions so don’t panic if your churn rate is greater than 0%.
Churn allows you to identify lost subscribers in the same way that trial conversion rate allows you to identify gained subscribers. Both charts are indispensable for making long-term product forecasts.
Updated about 1 month ago