Churn rate is the percentage of users or customers who stop engaging with your product or service over a given period. In other words, it's the sound of money walking out the door. It’s a critical health indicator for subscription models, SaaS platforms, and any business that relies on recurring engagement or purchases.

High churn is a red flag – it can signal poor onboarding, misaligned expectations, bad product-market fit, or just plain user dissatisfaction. And here’s the hard truth: no matter how good your acquisition game is, if your churn is high, you’re in a leaky bucket situation. You’re paying to fill a funnel that can’t hold water.

At INCRMNTAL, we believe measurement doesn’t end at acquisition. It must include retention. If you're optimizing for conversions without accounting for churn, you're not optimizing – you're sugar-coating short-term success. True incrementality includes understanding the long-term value and stickiness of the customers you're acquiring.