Churn is a badly defined concept at the best of times. App owners talking about churn percentages ignore too many variables.
When someone tells me they have 5% churn and asks if that’s good, I can never answer easily. It’s such a vague figure that I have to fall back to a set of clarifying questions:
As you’d guess, these questions keep coming until we get some real insight. Aggregate figure, whether conversion rates or churn rates rarely offers any substantial insight. As I’ve said many times, in the absence of any meaningful data or metrics, show me your bank statement.