This is an overview of the metrics available in Adapty Analytics. Use it to understand what each metric measures and how it differs from related metrics.

For a deeper explanation of how Adapty processes analytics data, see How Adapty analytics works.

Global metrics

Global metrics track the performance of your entire app, across all placements and paywalls.

Revenue

These metrics measure how much money the app generates and from which sources.

Metric	Description	Key difference
Revenue	Total revenue from subscriptions and one-time purchases, minus refunds	Actual revenue generated. Can show gross revenue, revenue after commission, or revenue after tax and commission depending on chart controls
MRR	Monthly recurring revenue from active subscriptions	Predictable monthly revenue of your app. Excludes one-time purchases and non-recurring subscriptions.
ARR	Annual recurring revenue from active subscriptions	Calculated like MRR but on a yearly scale. Useful for projecting annual revenue
ARPU	Average revenue per user	Divides revenue by the total number of users — paying and non-paying. Shows how much revenue each user generates on average
ARPPU	Average revenue per paying user	Only counts users who made a purchase during the selected period, including refunded transactions. Always higher than ARPU
LTV (lifetime value)	Revenue from paying customers divided by the number of paying customers in a cohort	Realized value per paying customer over time. Unlike ARPPU (single period), LTV demonstrates total revenue over the course of the customer relationship. Can be viewed by renewals or by calendar days
Predicted LTV	Estimated lifetime value per user in a cohort	Forward-looking estimate. Unlike realized LTV, projects future value using gradient boosting on transaction patterns. Available for 3, 6, 9, or 12 months
Predicted revenue	Estimated total revenue a cohort will generate	Forward-looking estimate. Unlike realized Revenue, predicts the total a cohort will generate over the selected timeframe. Updated daily
Non-subscriptions	Count of in-app purchases: consumables, non-consumables, and non-renewing subscriptions	Excludes auto-renewable subscriptions.
Refund events	Count of refunded purchases or subscriptions	Attributed to the refund date, not the original purchase date.
Refund money	Total amount refunded during the selected period	Financial impact of refunds. Calculated before store fees. Unlike Refund events (a count), this shows the monetary amount

Subscribers and conversion

These metrics track how users enter the app and move through the funnel.

Metric	Description	Key difference
Installs	Number of app installations during the period	Counts one of the following depending on the install definition: • Device installations (a user who reinstalls the app is counted again) • Unique users (only counts users who set customer_user_id. Anonymous users are excluded entirely — if no users are identified, the count is 0)
New trials	Trials activated during the period	Counts every trial start, even if the trial has already expired or converted to paid by the time you view the chart
Active trials	Number of trials that have not yet expired	Only counts trials active at the end of the period
New subscriptions	Subscriptions activated for the first time during the period	Excludes renewals and reactivations
Active subscriptions	Number of paid subscriptions that have not yet expired	Excludes trials and subscriptions with cancelled renewal
Install to trial	Percentage of installers who started a trial	The denominator includes all installers, not just paywall viewers, so the rate might be lower than Paywall view to trial. The two metrics may also diverge if the app does not log paywall views. This can happen with a custom paywall that does not call logShowPaywall, or when a user starts their trial from a promoted in-app purchase.
Paywall view to trial	Percentage of paywall viewers who started a trial	Only counts users who saw a paywall, so the rate may be higher than Install to trial
Trial to paid	Percentage of trial users who purchased a subscription	Measures trial quality and conversion efficiency. Unlike Install to paid, focuses only on users who completed a trial
Install to paid	Percentage of installers who purchased a first subscription	Counts all installers, not just paywall viewers. The rate might be lower than Paywall view to paid. Includes both direct purchases and trial-to-paid conversions
Paywall view to paid	Percentage of paywall viewers who eventually purchased a subscription	Only counts users who saw a paywall, so the rate might be higher than Install to paid. Includes users who completed a trial first

Retention and subscription renewal

These metrics track how well the app retains paying subscribers over time.

Metric	Description	Key difference
Retention	Share of original subscribers that remain after each billing period — 1st renewal, 2nd renewal, etc.	Tracks subscribers from the first payment onward. Unlike period-to-period metrics below, always compares against the original group, so you see the full picture at a glance
Paid to 2nd period	Percentage of first-time subscribers who renewed for the second period	Measures the transition between two specific adjacent periods. Unlike Retention, focuses on the single most critical renewal — the first one
2nd to 3rd period	Percentage renewing from the 2nd to the 3rd period	Indicates early retention stability after the initial renewal
3rd to 4th period	Percentage renewing from the 3rd to the 4th period	Mid-term retention indicator
4th to 5th period	Percentage renewing from the 4th to the 5th period	Long-term loyalty indicator
6 Months+	Percentage of first-time subscribers remaining subscribed over 6 months	Measures calendar time, not renewal count. An annual subscriber counts as retained at 6 months even without a renewal
1 Year+	Percentage of first-time subscribers remaining subscribed over 12 months	Annual retention milestone
2 Years+	Percentage of first-time subscribers remaining subscribed over 24 months	Long-term retention milestone

Churn

These metrics measure how many subscribers and trial users the app loses.

Metric	Description	Key difference
Trials renewal cancelled	Trials where the user disabled automatic renewal	User keeps trial access until it ends but will not convert to paid automatically. Unlike Subscriptions renewal cancelled, applies to trial users who haven’t paid yet
Expired (churned) trials	Trials that expired — the user lost access to premium features	The user has already lost access. Attributed to the expiration date, even if the user cancelled renewal in a previous period. Can be grouped by reason (voluntary vs. billing)
Subscriptions renewal cancelled	Subscriptions where the user disabled auto-renew	User still has access until the period ends. Signals churn risk, not actual churn — the user may re-enable auto-renew before the period expires
Churned (expired) subscriptions	Subscriptions that expired — the user lost access to premium features	Actual churn. The user has already lost access. Attributed to the expiration date, even if the user cancelled renewal in a previous period. Can be grouped by reason (voluntary vs. billing)

Billing issues and revenue recovery

These metrics track how effectively the app recovers revenue lost to billing issues.

Metric	Description	Key difference
Grace period	Subscriptions that entered grace period due to a billing failure	Includes users that exceeded the grace period and lost access
Grace period to paid	Percentage of grace period users who renewed before the grace period ended	A rate (%). Answers “what share of grace period users recovered?”
Grace period converted	Absolute number of grace period subscriptions that successfully renewed	Same events as Grace period to paid, but shown as a count instead of a percentage
Grace period converted revenue	Revenue from grace period recoveries	Financial impact of the grace period feature
Billing issue	Subscriptions that entered billing issue state	Starts after grace period expires. Unlike Grace period, only counts users that have already lost premium access
Billing issue to paid	Percentage of billing issue users who renewed before the billing cycle ended	A rate (%). Answers “what share of billing issue users recovered?”
Billing issue converted	Absolute number of billing issue subscriptions that successfully renewed	A count of billing issue subscriptions that successfully renewed. Same events as Billing issue to paid, but shown as a count instead of a percentage
Billing issue converted revenue	Revenue from billing issue recoveries	Financial impact of billing issue recovery

Paywall, placement, and onboarding metrics

These metrics are calculated for individual paywalls, placements, and onboardings. They measure the performance of a specific paywall or placement rather than the app as a whole. The Associated global metric column shows the corresponding metric from the global analytics section.

Metric	Description	Key difference	Associated global metric
Proceeds	Revenue after tax and commission for an individual placement	Equivalent to Revenue after tax and commission	Revenue
ARPPU	Average revenue per paying user for this paywall or placement	Same calculation as global ARPPU but scoped to a single paywall or placement	ARPPU
ARPAS	Revenue divided by the number of active subscribers (trial and paid)	Counts trial users. Unlike ARPPU, reflects revenue potential of the entire subscriber base	—
Views	Total number of times a paywall or placement was displayed	Counts every display. A single user viewing the same paywall twice counts as 2 views	—
Unique views	Number of unique users who saw a paywall or placement	Each user counted once regardless of how many times they viewed it. Unlike Views, measures reach rather than engagement frequency	—
CR to purchases	Purchases divided by total views	Uses total views (including repeat views by the same user) as denominator	Paywall view to paid
Unique CR to purchases	Purchases divided by unique views	Uses unique views as denominator. Higher rate than non-unique CR because repeat viewers are counted once	Paywall view to paid
CR to trials	Trials started divided by total views	Measures how effectively a paywall converts views into trials	Paywall view to trial
Unique CR to trials	Trials started divided by unique views	Calculated like CR to trials but with unique viewers as the denominator	Paywall view to trial
Purchases	Total number of transactions for this paywall: new purchases, trial conversions, upgrades, downgrades, and returning subscriptions	Excludes renewals.	Revenue
Trials	Total activated trials through this paywall	Scoped to this paywall only	New trials
Trials canceled	Number of trials where the user disabled automatic renewal	Scoped to this paywall’s trials only	Trials renewal cancelled
Refund rate	Refunds divided by first-time purchases (renewals excluded)	A rate (%), not a count. Normalizes refunds against the number of purchases	Refund events (count, not rate)
Completions	Number of times users completed an onboarding flow from first to last screen	Placement and onboarding only. Counts every completion, including repeat completions by the same user	—
Unique completions	Number of unique users who completed an onboarding flow	Placement and onboarding only. Each user counted once. Unlike Completions, measures how many individuals finished the flow	—
Unique completions rate	Unique completions divided by unique views	Placement and onboarding only. Measures onboarding effectiveness: what share of users who started it actually finished	—