In-app subscriptions

One type of mobile app monetization is auto-renewable subscriptions from the App Store or Google Play. In AppMetrica, you can automatically track:

Subscription puchases.
Subscription status updates.
Metrics calculated based on these events.

AppMetrica also automatically tracks non-auto-renewable in-app purchases made through the App Store or Google Play (consumable purchases, non-consumable purchases, and non-auto-renewable purchases).

Subscriptions that are started not through the App Store or Google Play (users subscribing through third-party payment systems) are not tracked automatically.

Subscription-related AppMetrica events

Data about subscribing and updating the subscription status is collected as events with additional parameters.

List of available events


Event in AppMetrica	Subscription action description
Trial subscription started	Starting a subscription with a trial period.
Intro subscription started	Starting a subscription with an intro offer.
Promo subscription started	Starting a subscription with a promo offer.
Subscription converted	Paying the full subscription fee after an introductory offer.
Subscription started	Starting a subscription without introductory offers.
Subscription renewed	Paying for a new subscription period.
Subscription cancelled	Cancelling a subscription. After this event, the user may have a paid period left, but no more fees will be charged.
Subscription uncancelled	Subscription activation event from Apple ID settings.
Subscription expired	The subscription expired.
Subscription billing issues	Error when paying for subscription renewal.
Refund	A refund for a subscription or a one-time purchase.


Event in AppMetrica	Subscription action description
Trial subscription started	Starting a subscription with a trial period.
Intro subscription started	Starting a subscription with an intro offer.
Promo subscription started	Starting a subscription with a promo offer.
Subscription converted	Paying the full subscription fee after an introductory offer.
Subscription started	Starting a subscription without introductory offers.
Subscription renewed	Paying for a new subscription period.
Subscription cancelled	Cancelling a subscription. After this event, the user may have a paid period left, but no more fees will be charged.
Subscription uncancelled	Subscription activation event from Apple ID settings.
Subscription expired	The subscription expired.
Subscription billing issues	Error when paying for subscription renewal.
Refund	A refund for a subscription or a one-time purchase.

The list of events also contains a One-time purchase event.

AppMetrica reports where subscription data is available

Revenue report: The report lets you estimate revenue from different types of purchases and advertising revenue separately/as a total. Revenue can be grouped by purchase type and product_id.
User Acquisition and Remarketing reports: The report lets you estimate revenue from different traffic sources to calculate the ROI.

Note.
All metrics in the User Acquisition and Remarketing reports are calculated for the entire user lifetime. The selected report period is an app install.
Funnels: The report lets you assess subscription or subscription cancellation conversions.
Cohorts: The report lets you evaluate accumulated revenue data (or data for day N) and purchase renewability.

Metrics that can be obtained using subscription data

Installation to subscription conversion

Use the Funnels report. Select the Install event as the first step and the Subscription started event as the second step.

Note.

To evaluate the conversion rate for individual subscription IDs, specify the product_id parameter when selecting an event.

Trial subscription to full-cost subscription conversion

Use the Funnels report. Select the Trial subscription started event as the first step and the Subscription converted event as the second step.

Note.

To evaluate the conversion rate for individual subscription IDs, specify the product_id parameter when selecting an event.

Payment renewability

Use the Revenue report. Select the Purchases per paying user metric. This metric shows the number of payments for the selected reporting period.
Use the User Acquisition report. Select the Purchases per paying user metric. This metric shows the number of payments per user for the entire user lifetime.
Use the Cohort analysis report. Select Calculate: purchases, add the In-app Revenue → Product segment by user, and select the necessary subscription IDs (Product). In each cell, the top number shows the accumulation of renew purchase events per customer on day N.

Monthly Recurring Revenue (MRR)

Use the Revenue report. Select the Revenue Type and Product grouping, add the In-app Revenue → Product segment by user, and select subscription IDs only. The Subscription grouping shows renewable revenue. If you have subscriptions for more than a month, divide the revenue from them by the subscription duration in months.

Note.

To calculate the Churned MRR, add the In-app Revenue → In-App Purchase events segmentation and select the Subscription cancelled and Subscription expired events.
To calculate a New MRR, add the In-app Revenue → In-App Purchase events segmentation and select start subscription events.

Revenue from various subscriptions/purchases

Use the Revenue report. Select the Product grouping and the In-app Revenue metric.

Highlight paying users

In any report, you can analyze only paying users for the selected period. Select the In-app Revenue → Purchase amount segmentation and a value that is greater than 0. The report will only provide data on the users who made purchases.

Send a push newsletter to unsubscribed users

When setting up a push campaign, add the In-app Revenue → In-App Purchase events segmentation and select the Subscription cancelled event.

Evaluate ARPU

Use the User Acquisition report. Select the In-app Revenue → In-app ARPU metric. This metric shows revenue from in-app purchases per user for the entire user lifetime.
Use the Cohort analysis report. Choose Calculate: In-app Revenue. In each cell, the top number shows the cumulative ARPU on day N.

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