Churn vs Retention

This article is a part of my Churn Combat Kit. Read the rest of the chapters here.

Churn and retention are used often interchangeably.

If 10 users out of 100 churn, then retention is 90 users.

Churn Rate = 100% - Retention Rate

The only difference is churn often refers to paid user churn.

Whereas, retention typically encompasses free users too.

To analyze and fix churn, we will have to measure retention.

In the following lessons, we will see how to use different types of retention metrics, like net revenue retention, gross customer retention and more. We will learn how to spot engagement drop‑offs before cancellations spike.

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