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Subscription Measurement Atlas
Same metric name.
Different people counted.
Check who enters a subscription metric, what counts as conversion, and how long each group has had
Before comparing rates, compare the counting rules.
A trial conversion rate needs more than a numerator and denominator. Which people belong in the group? When did their clock start? Does a later subscription count? Those choices can change
Use this Atlas to prepare a reconciliation between reports. Each card describes one named chart or guide. It does not describe every chart offered by that company. Open the official source before applying a definition to
The definition ledger
Filter by provider or journey stage. Open a row for its formula, source scope and
Showing all 12
RevenueCatTrial conversion rateCustomer first seen / first purchase
- Counted outcome / numerator:
- Customers with converted qualifying trials.
- Base / denominator:
- Customers with qualifying started trials.
- Unit:
- Customers, %.
- Comparison note:
- A trial-start cohort is a different population.
Charts v3, Trial
Read this source's cohort, refund and cutoff notes
Source: Trial Conversion Funnel Chart.
Undated documentation; Charts v3 stated. Checked 2026-10-22. Link to this metric.
RevenueCatTrial start rateCustomer first seen / first purchase
- Counted outcome / numerator:
- Customers with qualifying started trials.
- Base / denominator:
- New customers.
- Unit:
- Customers, %.
- Comparison note:
- Subscriber-only filters need care: New Customers is not filtered by product.
Charts v3, Trial
Read this source's cohort, refund and cutoff notes
Source: Trial Conversion Funnel Chart.
Undated documentation; Charts v3 stated. Checked 2026-10-22. Link to this metric.
RevenueCatTrial abandon rateCustomer first seen / first purchase
- Counted outcome / numerator:
- Customers whose trials expired without converting.
- Base / denominator:
- Customers with qualifying started trials.
- Unit:
- Customers, %.
- Comparison note:
- Inactive billing-retry or paused trials are a separate state.
Charts v3, Trial
Read this source's cohort, refund and cutoff notes
Source: Trial Conversion Funnel Chart.
Undated documentation; Charts v3 stated. Checked 2026-10-22. Link to this metric.
AdaptyInstall to paidInstall date
- Counted outcome / numerator:
- Installed users who later purchase their first subscription.
- Base / denominator:
- Installs in the selected cohort.
- Unit:
- Users, %.
- Comparison note:
- A payment after the selected period can change its rate.
Conversion charts.
Read this source's cohort, refund and cutoff notes
Source: Conversion analysis.
Undated documentation. Checked 2026-10-22. Link to this metric.
AdaptyTrial to paidTrial start date
- Counted outcome / numerator:
- Trial users who later purchase a subscription.
- Base / denominator:
- Trials started in the selected cohort.
- Unit:
- Users / trial starts, %.
- Comparison note:
- A later subscription after cancellation can still count.
Conversion charts.
Read this source's cohort, refund and cutoff notes
Source: Conversion analysis.
Undated documentation. Checked 2026-10-22. Link to this metric.
AdaptyPaid to second periodFirst subscription date
- Counted outcome / numerator:
- Users who renew into a second period.
- Base / denominator:
- First-time subscriptions in the cohort.
- Unit:
- Subscriptions / users, %.
- Comparison note:
- Includes grace-period renewals; billing cycles affect observation time.
Conversion charts.
Read this source's cohort, refund and cutoff notes
Source: Conversion analysis.
Undated documentation. Checked 2026-10-22. Link to this metric.
PurchaselyScreens viewedView period
- Counted outcome / numerator:
- Paywall presentations, including repeated views.
- Base / denominator:
- Not applicable: count.
- Unit:
- Views, count.
- Comparison note:
- Three views by one person count as three.
Funnel Analytics,
Read this source's cohort, refund and cutoff notes
Source: Screens and conversions.
Undated documentation. Checked 2026-10-22. Link to this metric.
PurchaselyUnique screen viewersView period
- Counted outcome / numerator:
- Distinct paywall viewers in the selected period.
- Base / denominator:
- Not applicable: count.
- Unit:
- Users, count.
- Comparison note:
- A viewer count differs from a presentation count.
Funnel Analytics,
Read this source's cohort, refund and cutoff notes
Source: Screens and conversions.
Undated documentation. Checked 2026-10-22. Link to this metric.
PurchaselyConversion to regular priceLast paywall view date
- Counted outcome / numerator:
- Viewers reaching full-price subscriptions.
- Base / denominator:
- Unique paywall viewers.
- Unit:
- Unique viewers, %.
- Comparison note:
- Includes trial/offer conversions and reactivations; not exclusively new payers.
Funnel Analytics,
Read this source's cohort, refund and cutoff notes
Source: Screens and conversions.
Undated documentation. Checked 2026-10-22. Link to this metric.
SuperwallPaywall OpensSelected Overview population and period
- Counted outcome / numerator:
- Paywall presentations.
- Base / denominator:
- Not applicable: count.
- Unit:
- Presentations, count.
- Comparison note:
- Repeated presentations are not unique people.
Overview dashboard.
Read this source's cohort, refund and cutoff notes
Source: Overview.
Undated documentation. Checked 2026-10-22. Link to this metric.
SuperwallConvertedSelected Overview population and period
- Counted outcome / numerator:
- Users converting to trial or paid.
- Base / denominator:
- Users; exact eligibility unspecified in this section.
- Unit:
- Users, %.
- Comparison note:
- Trial starts are included, so this is not a paid-only rate.
Overview dashboard.
Read this source's cohort, refund and cutoff notes
Source: Overview.
Undated documentation. Checked 2026-10-22. Link to this metric.
AppfiguresTrial conversion rateNot specified in the guide's KPI 6 passage
- Counted outcome / numerator:
- Trials becoming paid subscriptions.
- Base / denominator:
- Free trials started.
- Unit:
- Trials, %.
- Comparison note:
- Define a common observation age before using the ratio.
Educational guide,
Read this source's cohort, refund and cutoff notes
Source: 6 Numbers Every Developer with a Subscription App Must Track.
2020-12-08. Checked 2026-10-22. Link to this metric.
Source scope and unresolved fields
RevenueCatCharts v3, Trial Conversion FunnelChecked 2026-10-22
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
Refunds: Refunded payments
Confirm before use: Reporting timezone and late-arrival cutoff are unspecified in
Official source: Undated documentation; Charts
AdaptyConversion chartsChecked 2026-10-22
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
Refunds: Not established for these conversion rates in the
Confirm before use: Confirm timezone, identity merging and refund handling for
Official source:
PurchaselyFunnel Analytics, Screens & ConversionsChecked 2026-10-22
Conversion dates follow the last paywall view. Recent cohorts can still convert. View counts include repeat exposure; viewer counts deduplicate people within
Refunds: Not established in the
Confirm before use: Confirm timezone, observation cutoff and identity rules before reconciling
Official source:
SuperwallOverview dashboardChecked 2026-10-22
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
Refunds: A Refund event is listed; its effect on Converted is
Confirm before use: Confirm the conversion denominator, deduplication and observation cutoff in the
Official source:
AppfiguresEducational guide, KPI 6Checked 2026-10-22
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
Refunds: Unspecified in the
Confirm before use: Cohort assignment, cutoff, timezone, repeat trials and resubscriptions
Official source: 2020-12-08.
A recent cohort can make a steady conversion rate look worse.
Our synthetic example has 200 invented trials. At the October 22 cutoff, 50 have paid: 25% of all starts. Only 100 trials have had a full 14 days to convert. Among those, 40 paid within 14
These are answers to different questions. Removing recent trials changes the population. It does not predict their outcome or prove that
Move the cutoff and inspect the arithmetic. The example includes future invented events so you can see them become eligible. They are not
Method, interests and corrections
This is an AI-assisted editorial comparison of public documentation, assembled by Strataigize. We selected five relevant subscription analytics sources and twelve distinct metrics for this first release. We did not access vendor accounts, test product accuracy or collect a representative
We paraphrased the cited definitions and kept the named chart separate from vendor-wide assumptions. “Unspecified” describes a gap in the cited passage, not a missing product capability. Documentation and account settings
Strataigize sells app marketing services and has existing relationships with RevenueCat and Adapty. Inclusion is not a rating or vendor endorsement. None of these sources commissioned
For citation: Strataigize, Subscription Measurement Atlas, version 1.0.0, October 23, 2026. Link to a metric's anchor when discussing its definition. We welcome corrections with the chart name and official source through the About page.
Version 1.0.0: first public release. Source review due November 21, 2026, or sooner after a documented change. Use and adapt our summaries and synthetic example with attribution; third-party documentation retains its
Continue with the acquisition comparison, the CAC and customer-value calculator, or the agency RFP and evidence scorecard.