When managing your app's subscriptions and revenue, RevenueCat provides key metrics that help you track performance for the mobile app stores (iOS and Android). For the web paywall revenue you see that in Stripe.
If you're not connected to RevenueCat, send us an email at partner@breakthroughapps.io and we will get you access!
Check out this video to see how to check your apps performance:
Terminology
Below is a breakdown of the most important metrics and what they mean:
Customers
This represents all users who have interacted with your app—including those who have started a trial, purchased a subscription, or simply browsed without paying. This number includes both paying and non-paying users. It helps you understand the total size of your audience.
Trials
Trials refer to the number of users who have started a free trial of your app's subscription but have not yet converted into paying subscribers. This metric is useful to gauge interest in your paid content and monitor trial-to-paid conversion rates.
Active Subscriptions
This is the number of currently paying users with an active subscription. It excludes users who are in a free trial or have canceled their subscriptions. Tracking this metric over time helps you measure user retention and subscription growth.
MRR (Monthly Recurring Revenue)
MRR represents the total predictable revenue generated from active subscriptions each month. It is calculated by summing up the revenue from all active subscriptions on a monthly basis. This is a key metric for tracking your app’s financial health and revenue stability.
Revenue
Revenue includes all earnings from subscriptions, one-time purchases, and renewals over a given period. Unlike MRR, which focuses on recurring revenue, this metric accounts for total earnings, including any fluctuations from refunds, promotions, or seasonal trends.
By monitoring these metrics, you can gain valuable insights into your app’s performance and optimize your subscription strategy for growth.
Basics
The first thing you'll see in RevenueCat is an overview dashboard of your analytics numbers.
Here, you can track important information like how many users you have in an active trial, how many active subscribers you have, how many active users overall, and your recurring monthly revenue!
To see even more detail, you can expand (see below).
Detailed Charts
In this view, you can see detailed charts and data tables that you can filter by time period.
Some important things to watch here:
Churn: Churn is a measurement of the percentage of accounts that cancel or choose not to renew their subscriptions. We want this percentage on the low end, and if it starts to rise - it's time to strategize and get to the "why!"
Trial conversion: this data will tell you how many of your users are converting to paid users after a trial phase is up.
How to see how many Monthly, Yearly, Quarterly, 6 Month Subscribers
How to check how many Lifetime Subscribers
Go to Charts
Go to Revenue
Select Monthly time view or a relevant time view
Select a relevant timeline either last 90 Days, Last Year or All Time
Segment by "Product"
Note down the Total Revenue under "Lifetime Product"
For a given timeframe, divide the revenue by the Average Lifetime Price
Now you have the lifetime subscribers.
How to see how a sale performed!
Go to Charts
Click on the date range for the days the sale ran
Click on Revenue
Select timeline to be Daily
Add up the Revenue for each day of the sale to the see the total Revenue earned in that sale