Buzz of App Store Optimization (ASO) | App Marketing Blog

App Churn Rate

App churn rate, also known as app retention rate, is the percentage of users who stop using an app over a given period of time. It is an important metric for app developers and marketers to track, as it can provide insight into the effectiveness of the app and identify areas for improvement.

There are several factors that can contribute to a high app churn rate, including a lack of value or usefulness for the user, poor user experience, and a lack of engagement or retention efforts on the part of the app developer. High app churn rates can also be a result of competition from other apps or changes in user behavior or preferences.

To calculate app churn rate, the total number of users who stop using the app over a given period of time is divided by the total number of users at the beginning of that period. For example, if an app had 100 users at the beginning of a month and 20 users stopped using the app by the end of the month, the app churn rate would be 20/100, or 20%.

App developers and marketers can take a number of steps to reduce app churn rate, including providing value and utility to users, continuously improving the user experience, and implementing retention efforts such as in-app messaging, push notifications, and rewards programs. By tracking and analyzing app churn rate, app developers can identify areas for improvement and take action to keep users engaged and coming back to the app.


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ASO Expert

I am Hanif Marwat – ASO Expert & UA Specialist. I have 5 years of professional & freelance experience in app/game marketing, where I have achieved 10 million downloads many times.

I am also writing articles on, my hobby site, where I love to share my learning through writing.

Hanif Marwat

Hanif Marwat