Retention Rate vs Churn Rate
Retention and churn describe opposite sides of customer continuity.
Retention
Retention measures how much of a starting customer base remains after accounting for new customers.
Churn
Churn measures the share of customers lost during a period.
Why both matter
Two businesses can have similar growth but very different retention quality.
Practical takeaway
Use the metric that matches the business question you are trying to answer. When several metrics describe different stages of the same workflow, compare them together rather than optimizing one in isolation.
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