Based on my (limited) understanding, when one says &quot;monthly growth rate&quot;, it means the delta between months. Hence, it is NOT the cumulative version.<p>It should be easy to see why--if you take the cumulative version, then by definition growth delta will always be 0 or positive. Even if you shut down your app next month, growth would be &quot;0&quot;, which doesn&#x27;t make sense, since your app is closed and you turned away 100% of your users so the delta in that (extreme) case would be -100% and not &quot;0&quot;. &quot;0&quot; growth means there was no change in users between month.