Churn rate
Also: Subscription churn · Customer churn
Churn rate is the share of customers who stop using or paying for a product in a period. For subscription apps it is usually cancellations divided by subscribers at the start of the period.
Churn = Subscribers lost in period ÷ Subscribers at start of period
Churn and retention are complements over the same period, but subscription churn is measured on payers specifically and is the number that governs revenue. A 4% monthly churn implies an average subscriber lifetime of about 25 months; 10% implies 10.
Early-cohort churn (first renewal) is a UA quality signal; late-cohort churn is a product signal. Report them separately.
Related terms
In Roasy
Roasy computes this across every ad network, Adjust, and RevenueCat on one screen — real revenue, cohort windows, and the same definition everywhere.