Please allow me to share some thoughts on mobile app / SaaS churn metrics. Customer churn rate is the percentage of customers lost during a given period of time. Yet, the headlines don’t tout one of the biggest issues publishers face: mobile app churn. Churn rates are monthly, calculated by dividing the number of subscribers who churn during the month by the number of subscribers at the beginning of the month. ... like when they have just closed or opened an app. With a subscription-based business model, it’s almost impossible to overestimate the importance of tracking churn. For SaaS or mobile apps, … The world of mobile apps is an exciting one, where the headlines are filled seemingly daily with billion dollar stories. Understanding Churn Rate . Customer churn is a concept used to describe how well or poorly a company keeps hold of the customers it acquires – how many stop paying vs how many become long-term customers. A high churn rate could adversely affect profits and impede growth. Churn rate, also known as the rate of attrition, is the percentage of users who stop using an app within a given period. The numbers prove time and again that app remarketing is a surefire way to improve low rates and boost revenue and profitability (particularly when the cost of user acquisition is on the rise and is far more costly than remarketing). Let’s look at that a little deeper. While there is value in comparing the ratio of [download / users] relative to competitors, this may not be the most relevant measure for churn. Acceptable Churn rate for SMB SaaS The data above indicates that a healthy SaaS selling to SMB should have their churn rate in the range of 5-6%. By definition, the churn rate is the rate at which customers stop doing business with an entity (thanks, Investopedia! Customer Churn Rate What is customer churn rate? BugFender is a cloud storage for app logs with 2018’s monthly churn rate 5% which is 46% annual churn rate. Study uses median, 25th, and 75th percentile values which eliminate outliers and provide a more accurate representation of the data. 3 Churn Rate Calculations—and What They Can Tell Your Subscription-Based Business. A churn rate is a marketing metric, which describes a number of customers leaving the business over a certain time period. Customer churn rate is the percentage of your customers or subscribers who cancel or don't renew their subscriptions during a given time period. Your monthly churn rate is the opposite of CRR (customer retention rate). Optimizing churn rate is one of the best ways to know if your business can create loyal customers for a certain period. ).More specifically, we like to look at it as how long you were able to maintain the interest of your customers. 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