{ "version": "1.0.0", "published": "2026-10-23", "reviewed": "2026-10-22", "method": "Editorial comparison of official documentation. No vendor accounts or private customer data were tested. Unspecified means the cited section does not establish the field.", "sources": [ { "id": "revenuecat-funnel", "vendor": "RevenueCat", "title": "Trial Conversion Funnel Chart", "url": "https://www.revenuecat.com/docs/dashboard-and-metrics/charts/trial-conversion-chart", "scope": "Charts v3, Trial Conversion Funnel", "sourceDate": "Undated documentation; Charts v3 stated", "context": "Cohorts use the earlier of first app use or first purchase. Qualifying trials begin no later than first conversion. A customer counts once; a later qualifying trial can convert. This chart has no conversion-timeframe selector.", "refunds": "Refunded payments remain conversions.", "unknowns": "Reporting timezone and late-arrival cutoff are unspecified in this section." }, { "id": "adapty-conversion", "vendor": "Adapty", "title": "Conversion analysis", "url": "https://adapty.io/docs/analytics-conversion", "scope": "Conversion charts", "sourceDate": "Undated documentation", "context": "The date filter selects the first event. Later conversions can revise that cohort. The second event has no selectable time limit; a snapshot is needed to retain a historical observation age.", "refunds": "Not established for these conversion rates in the cited section.", "unknowns": "Confirm timezone, identity merging and refund handling for your export." }, { "id": "purchasely-screens", "vendor": "Purchasely", "title": "Screens and conversions", "url": "https://docs.purchasely.com/docs/screens-and-conversions", "scope": "Funnel Analytics, Screens & Conversions", "sourceDate": "Undated documentation", "context": "Conversion dates follow the last paywall view. Recent cohorts can still convert. View counts include repeat exposure; viewer counts deduplicate people within the period.", "refunds": "Not established in the cited section.", "unknowns": "Confirm timezone, observation cutoff and identity rules before reconciling an export." }, { "id": "superwall-overview", "vendor": "Superwall", "title": "Overview", "url": "https://superwall.com/docs/dashboard/overview-metrics", "scope": "Overview dashboard", "sourceDate": "Undated documentation", "context": "New Installs selects users installed in the chosen period; All Users includes returning users. Metrics follow this selection. Recent Transactions uses notification receipt time, which can differ from event time.", "refunds": "A Refund event is listed; its effect on Converted is unspecified here.", "unknowns": "Confirm the conversion denominator, deduplication and observation cutoff in the relevant export." }, { "id": "appfigures-guide", "vendor": "Appfigures", "title": "6 Numbers Every Developer with a Subscription App Must Track", "url": "https://appfigures.com/resources/guides/most-important-subscription-kpis-for-apps", "scope": "Educational guide, KPI 6", "sourceDate": "2020-12-08", "context": "An introductory definition. The cited passage does not specify a shared cohort age or chart version. Do not use this guide alone to infer current dashboard behavior.", "refunds": "Unspecified in the cited passage.", "unknowns": "Cohort assignment, cutoff, timezone, repeat trials and resubscriptions need confirmation." } ], "metrics": [ { "id": "rc-trial-conversion", "source": "revenuecat-funnel", "name": "Trial conversion rate", "stage": "Trial to paid", "unit": "Customers, %", "numerator": "Customers with converted qualifying trials", "denominator": "Customers with qualifying started trials", "cohort": "Customer first seen / first purchase", "caution": "A trial-start cohort is a different population." }, { "id": "rc-trial-start", "source": "revenuecat-funnel", "name": "Trial start rate", "stage": "Entry to trial", "unit": "Customers, %", "numerator": "Customers with qualifying started trials", "denominator": "New customers", "cohort": "Customer first seen / first purchase", "caution": "Subscriber-only filters need care: New Customers is not filtered by product." }, { "id": "rc-trial-abandon", "source": "revenuecat-funnel", "name": "Trial abandon rate", "stage": "Trial outcome", "unit": "Customers, %", "numerator": "Customers whose trials expired without converting", "denominator": "Customers with qualifying started trials", "cohort": "Customer first seen / first purchase", "caution": "Inactive billing-retry or paused trials are a separate state." }, { "id": "adapty-install-paid", "source": "adapty-conversion", "name": "Install to paid", "stage": "Entry to paid", "unit": "Users, %", "numerator": "Installed users who later purchase their first subscription", "denominator": "Installs in the selected cohort", "cohort": "Install date", "caution": "A payment after the selected period can change its rate." }, { "id": "adapty-trial-paid", "source": "adapty-conversion", "name": "Trial to paid", "stage": "Trial to paid", "unit": "Users / trial starts, %", "numerator": "Trial users who later purchase a subscription", "denominator": "Trials started in the selected cohort", "cohort": "Trial start date", "caution": "A later subscription after cancellation can still count." }, { "id": "adapty-first-renewal", "source": "adapty-conversion", "name": "Paid to second period", "stage": "Renewal", "unit": "Subscriptions / users, %", "numerator": "Users who renew into a second period", "denominator": "First-time subscriptions in the cohort", "cohort": "First subscription date", "caution": "Includes grace-period renewals; billing cycles affect observation time." }, { "id": "purchasely-screen-views", "source": "purchasely-screens", "name": "Screens viewed", "stage": "Paywall exposure", "unit": "Views, count", "numerator": "Paywall presentations, including repeated views", "denominator": "Not applicable: count", "cohort": "View period", "caution": "Three views by one person count as three." }, { "id": "purchasely-unique-viewers", "source": "purchasely-screens", "name": "Unique screen viewers", "stage": "Paywall exposure", "unit": "Users, count", "numerator": "Distinct paywall viewers in the selected period", "denominator": "Not applicable: count", "cohort": "View period", "caution": "A viewer count differs from a presentation count." }, { "id": "purchasely-full-price", "source": "purchasely-screens", "name": "Conversion to regular price", "stage": "Paywall to paid", "unit": "Unique viewers, %", "numerator": "Viewers reaching full-price subscriptions", "denominator": "Unique paywall viewers", "cohort": "Last paywall view date", "caution": "Includes trial/offer conversions and reactivations; not exclusively new payers." }, { "id": "superwall-opens", "source": "superwall-overview", "name": "Paywall Opens", "stage": "Paywall exposure", "unit": "Presentations, count", "numerator": "Paywall presentations", "denominator": "Not applicable: count", "cohort": "Selected Overview population and period", "caution": "Repeated presentations are not unique people." }, { "id": "superwall-converted", "source": "superwall-overview", "name": "Converted", "stage": "Paywall conversion", "unit": "Users, %", "numerator": "Users converting to trial or paid", "denominator": "Users; exact eligibility unspecified in this section", "cohort": "Selected Overview population and period", "caution": "Trial starts are included, so this is not a paid-only rate." }, { "id": "appfigures-trial-paid", "source": "appfigures-guide", "name": "Trial conversion rate", "stage": "Trial to paid", "unit": "Trials, %", "numerator": "Trials becoming paid subscriptions", "denominator": "Free trials started", "cohort": "Not specified in the guide's KPI 6 passage", "caution": "Define a common observation age before using the ratio." } ] }