Definition
Real-time user data (e.g., device type, behavior, location, time of day) used to personalize messaging, pricing, or feature access. Contextual targeting helps improve conversion and engagement by tailoring the experience to the moment.
Common contextual signals include: device type (iPhone vs iPad), time of day, day of week, user location, current session count, features used in current session, subscription status, time since last session, and in-app behavior patterns. All of these can be used to tailor paywalls, notifications, and in-app experiences.
Behavioral data describes what users have done historically (lifetime sessions, purchase history). Contextual data describes the current moment — what device they are on right now, what time it is, what they just did in this session. Think of behavioral data as the user's story and contextual data as the current chapter.
It depends on the data type. First-party contextual data (in-app behavior, device type, session time) is generally safe and does not require additional consent beyond your standard privacy policy. Location data requires explicit permission. Always be transparent about what you collect and follow platform guidelines (GDPR, CCPA, ATT).
The act of ending a subscription, either by the user or automatically due to billing failure. Understanding cancellation timing and reasons is key for designing retention strategies, deflection flows, and win-back campaigns.
A short feedback form presented during the cancellation process to understand why a user is choosing to leave. These insights inform product improvements, pricing strategy, and targeted win-back efforts.
The percentage of subscribers who cancel or do not renew their subscription over a given time period. Churn can be voluntary or involuntary and is a core metric for measuring retention health and forecasting revenue growth.
The ratio of users who click on a specific call-to-action (e.g., email link, push notification, paywall button) versus those who viewed it. CTR is a key engagement metric for evaluating creative performance and funnel effectiveness. Click-through-rate originated in the email and banner ad world, where everything was on a desktop. With mobile, some companies now call this same metric tap-through-rate since people are tapping on their phone vs clicking on desktop, but at the end of the day it's really the same type of measurement.
A method of analyzing user behavior by grouping users based on shared characteristics — most often the date they first installed or subscribed. This allows teams to compare retention, LTV, and monetization trends across cohorts over time.
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