Last modified November 28, 2018 by Shelly Wolfe

Targeting users by churn propensity

Target your users based on their risk of churning with Swrve’s new churn propensity user property.

What are churn propensity scores?

Swrve generates a score for each user who has not already churned from your app on a scale of 0 to 100 indicating how likely they are to churn—that is, how likely they are to stop using your app forever. A score of zero indicates no predicted chance to churn, and 100 indicates predicted certainty of churn.

Use cases

You can now create proactive campaigns that target users before they churn. For example, use churn scores to create reporting segments and campaign audiences based on simple criteria, such as low, medium, or high chance of churning. In turn, use these audiences to create more targeted campaigns to improve retention and anti-churn, as well as minimize the risk of experimental upsell campaigns.

How does Swrve generate the propensity scores?

We use a proprietary combination of off-the-shelf machine learning tools to generate a score for each user based on a multitude of input signals from their activity and state.

How do propensity scores appear in Swrve?

A single user property called swrve.ml.propensity.churn is set for each user. This property is available in the segment and audience builder tools on the Properties tab. When building segments or audiences, use propensity scores along with all the other existing user properties and behavior filters to pinpoint your target.

Churn propensity user property

The scores are also available in our user database exports for further analysis.

How often are the scores updated?

Scores for users are currently updated monthly, a few days before the beginning of the calendar month to which they apply.


Next steps

  • Learn how to target your campaign audiences with any combination of user properties and user behavior criteria. For more information, see Targeting campaign audiences.
  • Create detailed reports using churn propensity-based segments to track the results of your anti-churn campaigns. For more information, see Trend Reports.