Why churn rate?
It shows the percentage of users who stop engaging or buying. For SaaS and eCommerce, churn is the silent killer of growth.
Why doesn’t GA4 give it directly?
• GA4 tracks events, not user inactivity
• New and returning users are mixed together
• Without SQL logic, you can’t identify who left
How to calculate churn?
• Define cohorts by first activity
• Track which users don’t return in later periods
• Compare active vs inactive users per cohort
What’s the benefit?
A clear churn metric that tells you not just who arrived - but who disappeared. That’s the number you must fight to reduce.
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