Subscription revenue calculator: MRR, ARR and LTV for your app

Multiply new paying subscribers per month (installs × install-to-trial rate × trial-to-paid rate) by the monthly price, then carry the base forward each month after removing churned subscribers. The calculator does this for 12 months. See how MRR is calculated.

Lifetime value is the monthly price divided by the monthly churn rate: a $10 plan with 10% monthly churn has an expected lifetime of 10 months and an LTV of $100 before store fees. It is a simple steady-state estimate; realized LTV from real cohorts is more reliable once you have data (realized LTV per paying customer).

Use your own data when you have it. RevenueCat's 2025 report found that trials of 17 to 32 days converted to paid at a higher rate than trials under 4 days, and that most trials start on install day (RevenueCat 2025). Start with a conservative rate and measure it on the trial conversion rate chart.

The MRR and ARR here are what customers pay. The proceeds line takes off a 15% store commission (Small Business Program or Google Play subscriptions). Use the App Store fee calculator for other rates.