Subscription Churn Chart
Definition, formula, and interpretation of InAppify subscription churn
Churn measures the share of the active-subscription base lost during each period.
Filters and segments support project, app, offering, paywall, and product, with resolution and timezone controls.
The response also contains raw actives and churned_actives counts. Always interpret the percentage with those volumes. Use Active Subscriptions Movement to inspect the components of net change.
Example
If the active base is 800 and 40 subscriptions churn, the rate is 5%. If another period also loses 40 subscriptions from a base of 400, churn is 10%; the loss count is unchanged, but its impact is twice as large.
How to use it
- Track several consecutive periods instead of judging a single expiry wave.
- Compare products or offerings using identical resolution and timezone settings.
- Measure retention before and after pricing, duration, or renewal-flow changes.
- Read churn beside Movement to determine whether new activation offsets losses.
Churn is not merely a count of manual cancellations. A low percentage on a very small base is also not automatically evidence of durable retention.
FAQ
Frequently asked questions
How is churn calculated?
Churned active subscriptions are divided by the active-subscription base and multiplied by 100.
What happens when the active base is zero?
The displayed rate is zero to avoid division by zero; inspect the raw counts for context.