What it is
Share of users lost in a period
The share of users who stopped being active during a period. The flip side of retention: if 30 of 100 players are still playing after a month, churn is 70%. Churn shows which source brings people for the long run and which — for a single bonus.
Example
What it looks like in numbers
Channel A: of 500 players, 190 are active after 30 days, churn 62%. Channel B: of 500, 60 are active, churn 88%. At the same CPA, channel B is three times more expensive per player who stayed.
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