But, it could also mean they got so frustrated with the experience of trying to get their Zap working and keep it working successfully - they turned it off, deleted it, and walked away. Active users are the percentage of users who haven’t churned.

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Key Zapier insights

Lowered active user retention rates don’t necessarily mean poor integration health. Some apps lend themselves to use-cases with shorter lifespans than others. That said, spikes in churn rate not related to seasonal variations in usage could be indicators of a problem with something not functioning as expected. Active user retention is not a leading indicator. In fact, it’s quite a lagging one that may only start indicating a problem up to 28 days after it has been an issue. That doesn’t deem it useless, we just have to know how to make full use of it.

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Best practices

Approaching active user retention with a long-term strategy can help maintain a consistently high level of retention:
  • Embed the Zapier experience with copy-and-paste and customizable code within your platform to provide automation value directly to users. Embeds have proven to reduce churn on Partners’ platforms. Learn about embedding options in the guide.
  • Share use cases widely during your platform’s onboarding process. Having multiple Zaps using your integration increases stickiness of users not only to the Zapier integration, but also to your platform.
  • Update the integration regularly with features as your platform evolves. Invite stakeholders to your integration to give them admin or read-only access to insights, metrics, and feedback to prioritize and align improvements.
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