Churn
Churn is the share of users who stop engaging with a product over a period — closing the PWA, unsubscribing from push, or stopping deposits. It's calculated as lost users divided by the active base at the start of the period. In PWA arbitrage churn matters most for the push subscriber base and RevShare offers, where payout depends on retention, not just the first action.
Push subscriber churn
A subscriber base decays over time — users delete the PWA, turn off notifications, or clear browser data, so part of the base silently stops receiving anything. Measuring send performance against the whole historical base instead of the actually-active subscribers understates open rates and leads to the wrong content decisions.
Reducing churn
Clean, non-incentivized traffic at the top of the funnel cuts churn more than anything you do afterward — a user who arrived on an incentivized click drops off faster than anyone else. Sensible send frequency, content relevant to the segment, and a gradual base warmup instead of aggressive push bursts all help too. APEX's push engine segmentation separates active subscribers from the dead weight automatically, so sends aren't wasted on a churned base.
FAQ
- How do you measure push base churn?
- Typically by tracking the share of subscribers who receive or open sends over a rolling window (7/14/30 days) compared to the base size at the start of that window.
- Are churn and retention the same metric?
- They're inverses — retention is the share of users who stayed, churn is the share who left, and together they add up to roughly 100% of the starting base.
Cloaking, anti-bot, push, split tests and your own domains — in one service.
Get started free