Churn

In the context of installs and attribution, churn happens when once-active users don't open the application for a prolonged period of time.

When it comes to calculating whether or not to count a reinstall for our Installs metric, the case where a churned user reinstalls your app is treated differently than the case where an active user reinstalls your app.

Minimum inactivity period

How long must a user stay inactive before churning? We call this time frame the minimum inactivity period.

The duration of the minimum inactivity period is configurable and resets every time the user uses the app.