Churn
Churn is the share of people, or paying subscribers, who stop using or paying for your app in a period.
Also called Churn rate.
In plain words
1 in 20 of Fern's subscribers stopped paying last month.
How Apparent would say it about Fern, an example app in the live demo.
How it's worked out
Subscribers who stopped in the month ÷ subscribers at the start of the month.
Good to know
For subscription apps, churn usually means people who stopped paying: they turned off auto-renew and their subscription ran out, or their payment failed and never recovered.
Churn and retention are two sides of one coin. If 5% of subscribers leave each month, 95% stay, and the average subscriber pays for about 20 months.
Turning off auto-renew isn't churn yet. People often do it right after subscribing and still have time left. They churn when the subscription actually ends.
Try it with your own numbers: Subscription revenue calculator.
Where the number comes from
For subscribers: RevenueCat or the stores' subscription reports. For users: your app's own events.