Paywall Encounter Rate: How Many New Customers See a Paywall

Customers are grouped by their cohort date. RevenueDot finds each customer's first paywall_impression event, which the SDK posts to /v1/events. A customer counts at day 0 when the first impression falls on the calendar day (UTC) of the cohort date, and at day N when it falls by the end of that day N. The five measures are cumulative, so each is at least as high as the one before.

The chart only knows about paywalls the SDK reports. A screen your app shows that never sends a paywall impression is invisible here. Customer filters apply: country, platform and app version. The cohort is marked incomplete until 14 days have passed, and the sandbox switch does not change customer counts.

You can open it in the dashboard under Charts or fetch it with GET /v2/projects/{project_id}/charts/paywall_encounter. The response has the same shape as RevenueCat's Charts API, so scripts written for that API keep working. The secret key needs the charts_metrics:charts:read permission. The Charts guide lists every parameter.

A cohort of 1,000 new customers.

70 percent meet a paywall in the first session and 14 percent never meet one in two weeks.

Conversion is exposure times the offer. If 40 percent of new customers never see a paywall, then even a perfect paywall converts at most 60 percent of them. This chart tells you whether to work on the paywall or on getting people to it.

The day 0 against day 7 gap shows when customers meet the paywall. A hard paywall in onboarding puts day 0 near the top. A freemium app that asks later shows a slow climb, and the gap tells you how long customers use the app before they are asked.

How to read it

• A low day 0 value with a high day 14 value means the paywall sits behind a feature, not in onboarding. That can be right for freemium apps.
• If the rate drops after a release, check that the new build still sends paywall impression events.
• Compare it with Paywall Conversion. A good conversion rate on a low encounter rate is a placement problem.
• Segment by country: a paywall that only loads for some storefronts shows up as a lower rate there.
• Remember the five values are cumulative, not separate groups.