Subscriptions Report

Subscriptions Report is a unified dashboard for all the crucial subscription metrics (now we have 18). Subscriptions are one of the largest revenue streams for mobile apps. With the Subscriptions report, you can get a fast view 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.

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)
-
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)
-
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)
-

Events Metrics

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 the same as in Subscription Event report transferred in USD.
Total Item Price * 0.7 ( Sales report), where SKU ID 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 the same as in Subscription report transferred in USD.
Cancelled The number of subscriptions that have been canceled by the customer. Total Quantity ( Subscription Event report), where Event=CancelиCancellation Reason = Cancel -
Activations The total number 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 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 https://help.apple.com/app-store-connect/#/itc484ef82a0 -
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 https://help.apple.com/app-store-connect/#/itc484ef82a0 -
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 -
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 PeriodиSubscription Offer Type = Free Trial -
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 -
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 RetryиSubscription Offer Type != Free Trial -
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 PeriodиSubscription Offer Type != Free Trial -

Calculated Metrics

Churn             Subscriptions that
have been cancelled
as a percent of
total active
subscriptions.
Cancellations / (Activations * 0,01)                                              
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)
ARPPU Average Revenue
per Paying User  
(customer)
Net revenue / New paying Subscriptions
-                           
LTV             Average lifetime 
subscription
value per
Account (customer).
ARPPU / (Paid cancellations / Paying Subscriptions
-

What reports are we using?

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