Subscription analytics
Subscription app metrics: all 43 charts, defined
Every subscription metric RevenueDot charts, with the exact definition and formula: revenue and MRR, active subscriptions, trial conversion, churn, refunds, LTV and cohort retention. Charts exclude sandbox purchases, convert to USD at the purchase-date rate, and count refunds on the day they happen. Each is in the dashboard and the Charts API.
Revenue
Revenue
How RevenueDot calculates app revenue: purchases, renewals, one-time purchases and ad revenue minus refunds, in USD at the purchase-date rate.
ARR
ARR is MRR at the end of a period times 12.
MRR
Learn how monthly recurring revenue is calculated for subscription apps: price per month for every active paid plan, with weekly and annual plans normalized.
MRR Movement
MRR movement splits the change in monthly recurring revenue into new, resubscription, expansion, churned and contraction MRR.
Non-subscription Purchases
Count one-time in-app purchases per period: consumables, non-consumables and lifetime unlocks.
Ad Revenue
How RevenueDot tracks in-app ad revenue: ad revenue events from your SDK, converted to USD at each event's date, by app, country, platform and app version.
Subscriptions
Active Subscriptions
How RevenueDot counts active subscriptions: paid subscriptions with access at period end, including cancelled and grace period ones, excluding trials.
Active Subscriptions Movement
See how your active subscription count changed in each period: new, resubscribed and churned subscriptions, net of billing recoveries.
Paid Subscriptions
Count new paid subscriptions per period, split into trial conversions, direct purchases, product changes and resubscriptions.
Subscription Retention
How to calculate subscription retention: cohort paid subscriptions by first paid date and see the share that reaches each renewal.
Subscription Status
See how many subscriptions, trials, MRR or ARR are set to renew, set to cancel or have a billing issue.
Ads
eCPM
eCPM is ad revenue per 1,000 impressions.
Impressions
Ad impressions count the ads your app displayed in each period.
Fill Rate
Ad fill rate is the share of ad requests that returned an ad.
Ad Monetized Customers
Ad monetized customers is the daily average of users with at least one ad revenue event.
Clicks
Ad clicks count the times users opened an ad in your app.
CTR
Ad CTR is clicks divided by impressions.
ARPDAU (Ad Users)
Ad ARPDAU is average ad revenue per daily ad-monetized customer.
LTV
Cohort Explorer
Group customers by join, first conversion or first payment, then track revenue, realized LTV and retained subscriptions by month of age.
Realized LTV per Customer
Realized LTV per customer is revenue from new customers inside a fixed window, net of refunds, divided by all of them.
Realized LTV per Paying Customer
Realized LTV per paying customer divides a cohort's revenue by only the customers who paid inside the window.
Prediction Explorer
Prediction Explorer shows realized LTV by cohort and projects later months with the chain-ladder method from your own cohorts.
Conversion
Initial Conversion
Initial conversion is the share of new customers who start a trial or buy within 0 to 30 days.
Trial Conversion Funnel
Follow new customers through trial start, conversion, set to cancel, billing issue and abandoned.
Trial Conversion Rate
Trial conversion rate is the share of customers who start a free trial and then pay.
Conversion to Paying
Conversion to paying is the share of new customers whose first payment arrives within 0 to 30 days and is not refunded.
Paywalls
Paywall Encounter
Paywall encounter rate is the share of new customers who see a paywall on day 0 and by day 1, 3, 7 and 14.
Paywall Conversion
Paywall conversion is the share of paywall viewers who start a trial or buy in the first 4 days.
Paywall LTV
Paywall LTV shows the revenue earned within 0 to 365 days from customers who converted after a paywall, per viewer and per conversion.
Paywall Abandonment
Paywall abandonment is the share of viewers who neither start a trial nor buy in 4 days, split into bounces and cancelled purchases.
Trials
Active Trials
Active trials counts free trials with access at the end of each period, whatever their auto-renew state.
Active Trials Movement
Active trials movement shows why your trial count changed: new trials in, converted trials and expired trials out.
New Trials
New trials counts the free trials that started in each period.
Trial Cancellation Rate
Trial cancellation rate is the share of trial starters who turn auto-renew off and never pay.
Churn and refunds
Churn
Churn rate is the share of paid subscriptions at the start of a period that ended during it.
Refund Rate
Refund rate is the share of paid purchases, renewals and one-time purchases that were later refunded.
Refunds
The refunds chart shows how much money was refunded and how many transactions, on the date of each refund and net of reversals.
Refund Request Outcomes
Track App Store refund requests by outcome: granted, declined, reversed or unresolved.
Play Store Cancel Reasons
See why Google Play subscribers cancel, from Google's cancel survey: not enough usage, cost, technical issues, a better app or other.
Customer Center Survey Responses
Count the answers your customers pick in the Customer Center survey, per option and period.
FAQ
Questions people ask
Which subscription metrics should an app track first?
Start with MRR, active subscriptions, trial conversion rate, churn and refund rate. They tell you how much recurring revenue you have, whether trials turn into payers, and how fast paying customers leave. Add realized LTV and cohort retention once you have a few months of data.
Are RevenueDot charts the same as RevenueCat's?
RevenueDot has all 41 charts RevenueCat's Charts API names plus Google Play cancel reasons and Customer Center survey responses. The API at GET /v2/projects/{project_id}/charts/{name} returns the same response shape, so scripts and dashboards built on RevenueCat's Charts API keep working.
Is sandbox data included in charts?
No. Charts count production purchases only, so test purchases never inflate revenue or conversion. You can switch a chart to sandbox data to check your setup.
Can I get chart data with SQL?
Self-hosted RevenueDot keeps every purchase in your own Postgres, and the repository publishes reference SQL for eight core charts that is tested to match the API.
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