This metric refers to the number of individuals who were previously regular users of a product or service but have ceased engagement after a single interaction. For example, a user downloads an app, opens it once, and then never uses it again. This single interaction, followed by disengagement, contributes to this metric.
Understanding and minimizing this figure is crucial for the long-term health and sustainability of any platform or service. High numbers often indicate issues with user experience, onboarding processes, or a mismatch between user expectations and the product’s offering. Historically, analyzing and addressing these early drop-off points has been a key focus for businesses seeking to improve user retention and maximize their return on investment. Reducing this metric can lead to increased user lifetime value and stronger overall engagement.