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In technical language, the problem we have just described is called Churn. And we define Churn Rate as the abandonment rate (also known as cancellation rate) that represents customers who did not complete their purchase or who canceled the service. If the rate is high, it means that the product or service has a problem that needs to be resolved urgently.

To calculate the Churn Rate, the following formula is used: Churn Rate: Number of clients lost in a period / number of clients at the beginning of the same period x .Churn should not be confused Digital Marketing Servicewith any other metric than the retention rate. Although they are sister metrics, the retention rate measures the percentage of customers with whom a business relationship was established.



An was satisfactory. It is a metric that measures the customer loyalty index and is calculated as follows: Retention rate: (number of customers at the end of the period – the number of new customers acquired during the period) / number of customers at the beginning of the period) x Having made the previous introduction, let's take this metric to the Fintech sector.