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Average Days Retained is one of the most important metrics to focus on for understanding churn in your subscriber base. You can find it on the Retain step of the Retention Journey.
It is a measure of the length of time subscribers stay with your serviced before churning.
Measurement: The average number of days elapsed between the acquisition of a subscriber and the termination of their subscription.
Note that a subscriber will only be counted here when they have no remaining subscriptions.
Average days retained is a very powerful metric. The questions it helps you answer include the following:
- How many billing cycles are my subscribers retained for?
- At what point in the lifecycle do subscribers become more likely to churn?
- After how much time does the risk of churn significantly decrease?
- When should I should I intensify by engagement messaging with subscribers?
- Can a given subscriber be categorised as new, average, or mature in terms of the length of time they have been a subscriber?