Churn Rate

Churn measures leakage: actives at period start who aren’t at period end, defined against an inactivity threshold that must be stated (30/60/90 days).

Analytics discipline

Gambling churn is front-loaded — the steepest losses within days of FTD — so blended monthly churn hides the action; cohort-day curves show it. Segment churn by acquisition source and it becomes a traffic-quality instrument; segment by behavior and it feeds intervention models (pre-churn signals: session shortening, deposit-gap stretching, bonus-only activity). The metric’s twin duty in this industry: revenue defense and — for the same behavioral signals read differently — responsible-gambling triggers.