Overview
Subscriptions Report is a unified dashboard for all your app's crucial subscription metrics. Subscriptions are one of the largest revenue streams for mobile apps.
You can get a quick overview of your subscriptions' day-to-day performance, monitor your overall subscription metrics dynamics, compare plans, and get more insights on your performance from custom metrics like Churn, CRs, and LTV.
Sales Report integration is required to use this page. Here's how to set it up for the App Store and Google Play.
How to set up
1. To start, add your apps from App Store or Google Play.
2. To start tracking data, configure Sales integration for added apps (here are the instructions for App Store and Google Play integration settings).
State Metrics
| Name | Description | Calculation for ASC |
Calculation for GPC |
| Active Subscriptions | The number of active subscriptions. | Total of Active Standard Price Subscriptions, Active Free Trial Introductory Offer Subscriptions, Active Pay Up Front Introductory Offer Subscriptions, Active Pay As You Go Introductory Offer Subscriptions, Free Trial Promotional Offer Subscriptions, Pay Up Front Promotional Offer Subscriptions, Pay As You Go Promotional Offer Subscriptions, Marketing Opt-Ins (Subscription report) |
Total of Active Subscriptions (Subscription report) |
| Paying Subscriptions | The number of active subscriptions with full or discounted price. |
Total of Active Standard Price Subscriptions, Active Pay Up Front Introductory Offer Subscriptions, Active Pay As You Go Introductory Offer Subscriptions, Pay Up Front Promotional Offer Subscriptions, Pay As You Go Promotional Offer Subscriptions (Subscription report) |
N/A |
| Active Trials | The number of free and discounted trial subscriptions. | Total of Active Free Trial Introductory Offer Subscriptions, Free Trial Promotional Offer Subscriptions (Subscription report) |
N/A |
| Discounted Subscriptions | The number of active subscriptions that are paying a discounted price. |
Total of Active Pay Up Front Introductory Offer Subscriptions, Active Pay As You Go Introductory Offer Subscriptions, Pay Up Front Promotional Offer Subscriptions, Pay As You Go Promotional Offer Subscriptions, Marketing Opt-Ins ( Subscription report) |
N/A |
Events Metrics
| Name | Description | Calculation for ASC |
Calculation for GPC |
| Net Revenue | The total amount of revenue generated by subscriptions after the deduction of 15/30% store fee. | Total Developer Proceeds * Units (Sales report), where Apple Identifier is the same as in Subscription Event report transferred in USD. |
Total Item Price * 0.7 (Sales report), where SKU ID is the same as in Subscription report transferred in USD. |
| Gross Revenue | The total amount of revenue generated by subscriptions before the deduction of 15/30% store fee. | Total of Customer Price * Units (Sales report), where Apple Identifier the same as in Subscription Event report transferred in USD. | Total Charged Amount (Sales report), where SKU ID is the same as in the Subscription report transferred in USD. |
| Cancelled | The number of subscriptions that have been canceled by the customer. | Total Quantity (Subscription Event report), where Event=Cancel and Cancellation Reason=Cancel | - |
| Activations | The total number of subscriptions that have been activated. | Total Quantity (Subscription Event report), where Event is one of the Start Introductory Price, Start Introductory Offer, Opt-In, Subscribe. | Total New Subscriptions (Subscription report) |
| Cancellations | The total number of subscriptions that were not renewed by the user or as a result of a tier/plan change | Total Quantity (Subscription Event report), where Event is one of the Cancel, Canceled from Billing Retry, Canceled from Billing Grace Period | Total Cancelled Subscriptions (Subscription report) |
| Renewals | The number of subscriptions that were renewed. | Total Quantity (Subscription Event report), where Event is any from the Renewals. Source | N/A |
| Re-activations | The number of subscriptions that were reactivated after having expired and not renewed | Total Quantity (Subscription Event report), where Event is any from the Reactivations. Source | N/A |
| New Trials | The number of new trial subscriptions | Total Quantity (Subscription Event report), where Event is any from the Start Introductory Offer, Start Introductory Price | N/A |
| Cancelled Trials | The number of cancelled trial subscriptions | Total Quantity (Subscription Event report), where Event is any from the Cancel, Canceled from Billing Retry, Canceled from Billing Grace Period and Subscription Offer Type = Free Trial | N/A |
| Trial Conversions | The number of subscriptions that have started as a trial and converted to a paying subscription | Total Quantity (Subscription Event report), where Event is any from the Paid Subscription from Introductory Offer, Crossgrade From Introductory Offer, Upgrade From Introductory Offer, Downgrade From Introductory Offer | N/A |
| New Paying Subscriptions | The number of new paying subscriptions that are paying the full or discounted price | Total Quantity (Subscription Event report), Where Event the same as in Activations, Renewals, Re-activations, Trial conversions + Renewal from Billing Retry, Crossgrade from Billing Retry, Downgrade from Billing Retry, Upgrade from Billing Retry and Subscription Offer Type != Free Trial | N/A |
| Paid cancellations | The number of paid subscriptions that have been cancelled | Total Quantity (Subscription Event report), Where Event the same as in, Canceled from Billing Retry, Canceled from Billing Grace Period and Subscription Offer Type != Free Trial | N/A |
Calculated Metrics
| Name | Description | Calculation for ASC |
Calculation for GPC |
| Churn | Subscriptions that have been cancelled as a percent of total active subscriptions. | Cancellations / (Activations * 0,01) | N/A |
| Trial To Paid | The percent of subscriptions that have started as a trial and converted to a paying subscription. | Trial Conversions / (Active Trials * 0,01) | N/A |
| ARPPU | Average Revenue per Paying User (customer) | Net revenue / New paying Subscriptions | N/A |
| LTV | Average lifetime subscription value per Account (customer). | ARPPU / (Paid cancellations / Paying Subscriptions | N/A |
Data Sources
- App Store Connect Subscription Report
- App Store Connect Subscription Event Report
- App Store Connect Sales Report
- Google Play Subscription Report
- Google Play Sales Report
- All Events are from Subscription Events