What is Коэффициент оттока? #
A Коэффициент оттока is a proportion of users or customers who stop engaging with your product over a specified period.
What is Коэффициент оттока in mobile marketing? #
A Коэффициент оттока 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.
Коэффициент оттока is often analyzed to understand retention and LTV impact, and to inform strategies for Повторное привлечение, fraud prevention, and quality UA. It is an essential metric to optimize campaigns and maximize customer retention.
What is a good Коэффициент оттока in mobile marketing? #
In order to understand what a good Коэффициент оттока is, we recommend to look at the average Коэффициент оттока 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 Коэффициент оттока compared to other game genres.
If you are experiencing a high Коэффициент оттока 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 Коэффициент оттока calculated in mobile marketing? #
Коэффициент оттока 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 Коэффициент оттока would be (10 / 50 ) * 100 = 20%.
Why is Коэффициент оттока important in mobile marketing? #
Коэффициент оттока is important because it tells you whether your app is sticky enough or not and it’s directly related to your revenue growth.
Коэффициент оттока is often compared to удержание rate, which is the inverse of the Коэффициент оттока. This provides a holistic picture of your app performance.
