What is Tasa de rotación? #
A Tasa de rotación is a proportion of users or customers who stop engaging with your product over a specified period.
What is Tasa de rotación in mobile marketing? #
A Tasa de rotación in mobile marketing refers to the rate of users who stop engaging with your app or stop paying over a specified period, typically expressed as a percentage of the active user base or paying user base.
Tasa de rotación is often analyzed to understand retention and LTV impact, and to inform strategies for Reenganche, fraud prevention, and quality UA. It is an essential metric to optimize campaigns and maximize customer retention.
What is a good Tasa de rotación in mobile marketing? #
In order to understand what a good Tasa de rotación is, we recommend to look at the average Tasa de rotación of the genre and category of your app. They vary depending on both category and genre. For example, the mobile game hyper-casual genre is known to have a relatively higher Tasa de rotación compared to other game genres.
If you are experiencing a high Tasa de rotación for your app, research into the cause and ways to fix it. We recommend to check your in-app events to determine at which point most of your users drop.
How is Tasa de rotación calculated in mobile marketing? #
Tasa de rotación is calculated by dividing the number of users lost in a given time period by the number of users at the beginning of that time period.
For example, if a campaign had 50 users at the beginning of the month and lost 10 users that month, the Tasa de rotación would be (10 / 50 ) * 100 = 20%.
Why is Tasa de rotación important in mobile marketing? #
Tasa de rotación is important because it tells you whether your app is sticky enough or not and it’s directly related to your revenue growth.
Tasa de rotación is often compared to retención rate, which is the inverse of the Tasa de rotación. This provides a holistic picture of your app performance.
