Dormancy Rate

Dormancy rate is the share of previously active users who have recorded no activity for longer than a defined inactivity threshold.

Dormancy is not churn: it is a reversible state and the user can become active again, whereas churn is usually treated as final. The whole figure hangs on the threshold; the same population yields a larger number under a thirty-day threshold than under a ninety-day one, and quietly moving the threshold looks like a real improvement. Comparing dormancy rates between two products, or even between two internal reports, is therefore comparing two different things unless the threshold and the base period match.