Churn Rate vs Retention Rate
What each means, how they relate, and when to use which.Churn rate is the share of customers who leave over a period; retention rate is the share who stay. They are two sides of one coin: for the same period, churn plus retention equals 100%. If monthly churn is 8%, monthly retention is 92%.
Churn rate is the share of a gambling site's active players who stop playing during a given period, usually measured each month.
Use it when Use churn rate to focus on how many customers you are losing.
Full definition of Churn Rate →Retention rate is the share of players who keep coming back to an operator after a starting point such as signing up or making a first deposit, measured over a set period.
Use it when Use retention rate to focus on how many you are keeping.
Full definition of Retention Rate →The key distinction
- Churn measures customers lost; retention measures customers kept.
- For a given period, churn + retention = 100%.
- Churn frames the problem; retention frames the goal, but they track the same movement.
Common questions
What's the difference between Churn Rate and Retention Rate?
Churn rate is the share of customers who leave over a period; retention rate is the share who stay. They are two sides of one coin: for the same period, churn plus retention equals 100%. If monthly churn is 8%, monthly retention is 92%.
What is Churn Rate?
Churn rate is the share of a gambling site's active players who stop playing during a given period, usually measured each month.
What is Retention Rate?
Retention rate is the share of players who keep coming back to an operator after a starting point such as signing up or making a first deposit, measured over a set period.
Understanding, not advice. This explains how two terms differ so you can read the industry clearly. Nothing here treats gambling as a way to make money; the maths favours the house. 18+.