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What is Churn Rate?

Churn rate is an eCommerce metric that is used to calculate the number of customers who left the brand by uninstalling apps or deleting accounts over a certain period of time. It is especially a very important metric for eCommerce businesses that operate on a subscription basis, such as Ipsy or Netflix. A high churn rate yields a low retention rate and also has a negative effect on your customer lifetime value.

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