What is churn rate for subscription apps?

Churn rate is the percentage of subscribers who cancel during a period, which is effectively how big of a leak there is in your subscription bucket. Growth only compounds when new subscriptions outrun it, which is why mature subscription businesses usually obsess over retention more than acquisition.

The most useful churn analysis looks at why and when: cancellation reasons, and how many days subscribers last before leaving. Cancellations clustered right after the trial tell a completely different story than cancellations after a year, and both are fixed differently.

Kickstart tracks cancellations, renewals, trials, and active subscriptions over time, so churn appears beside the release or pricing changes that may have moved it.