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Churn

In the context of installs and attribution, churn happens when once-active users do not 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.

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

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