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Churn rate can be a good indicator of whether your product or app will sink or swim.

In this post, you'll learn how to measure churn rate and product stickiness with daily active users (DAU) and monthly active users (MAU) from product user activity (clickstream event-level data).

The post is pretty nitty gritty and gives sample SQL queries plus a really cool Tableau visualization.

  • LS

    Logan Sekulow

    3 months ago #

    Great advice here! Thanks for sharing this.

  • TC

    Tad Chef

    3 months ago #

    You say "Have a unique user identifier" but IMHO you need to be cautious under the new privacy laws.

    Identifying actual people is often illegal without their knowledge and consent.

    Thus Matomo for example allows you anonymize the IPs but still can differentiate.

    • JC

      Joao Correia

      3 months ago #

      A user id can be an integer, it's not PII. The churn calculation can use backend databases or for example, Snowplow, which has a PII enrichment, meaning it masks not only IP address but any parameter you which (geo city, geo zip, lat, long, etc). If you are concerned with PII and GDPR compliance I would recommend checking Snowplow.

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