To determine which messages improve retention, and which allow users to churn, view their analytics on the Retention Messaging page. The table reports how many subscribers each live message reached, how many of them stayed, and how much revenue they brought in.

The table has no date range: every metric covers each message’s whole life. The Sandbox mode toggle switches the table between production and sandbox.

What each metric means

Metric	What it measures
Shown	The number of times a subscriber saw this message on the Cancel Subscription screen. Repeat views by the same subscriber on the same day do not increase the count.
Retained users	Subscribers from the Shown cohort who paid for the next period, or bought the switch product the message offered, before they cancelled or the subscription expired. Adapty matches on the subscription’s original transaction rather than on the product, so a subscriber who switches to a different plan instead of cancelling also counts as retained.
Saved users	Subscribers from the Shown cohort who did not cancel within 24 hours after they saw the message. A view counts only after those 24 hours pass.
Retention rate	Retained users divided by everyone in the Shown cohort who has already paid, cancelled, or expired. Those still waiting for their next payment are excluded.
Save rate	Saved users divided by every view that is more than 24 hours old.
Saved revenue	What retained users paid in USD after they saw the message, before Apple’s commission. Adapty adds up their payments until the subscription is cancelled or expires.

Every count in the table is a count of cancellation attempts, not people. Adapty counts one attempt per subscriber, per message, per day. Someone who returns on three separate days counts three times, and each attempt gets its own outcome from what the subscriber does after it.

How Adapty decides the outcome

Retained users and Saved users answer different questions:

• Saved users: The subscriber did not turn off auto-renewal in the first 24 hours after the view. Adapty knows the answer one day after the view.
• Retained users: The subscriber paid before any cancellation or expiry. Adapty knows the answer only after the next billing date, which can be a month or a year away.

A subscriber counts as retained only when a paid transaction comes first. These cases do not count as retained:

• The subscriber accepts an offer from the message, and then cancels before the first payment.
• The subscriber’s next period is free, for example, because of a free promotional offer.
• The subscriber cancels, turns auto-renewal back on, and then pays. The cancellation came first, so the attempt counts as churn.
• The subscription expires, and the subscriber buys a new subscription later.
• Apple charged the payment before the subscriber saw the message.
• Apple refunded the payment.

Saved revenue includes only the payments of retained attempts. If a later message retains the same subscriber, Adapty credits each payment to the latest message the subscriber saw before that payment. Payments from Family Sharing members count toward Retained users, but not toward Saved revenue.

Troubleshooting

The numbers don’t add up

Adapty can’t see what happens on the Cancel Subscription screen. It uses subscription events to determine whether the user went through with the cancellation.

• If the subscription was cancelled or expired, the user counts as churned.
• If the subscription was renewed, the user counts as retained.
• People who closed the Cancel Subscription screen, but neither cancelled nor renewed the subscription, don’t contribute to the retention rate.

If a user cancels, and then comes back — for example, because you emailed them a promo code — the user does not count as retained.

Saved users is higher than Retained users

Saved users counts every subscriber who kept auto-renewal on for 24 hours. Retained users counts only subscribers who have paid for the next period. A saved subscriber whose next billing date hasn’t come isn’t retained, and can still cancel.

A default message shows fewer views than the promo message

The same product can have both a promo message and a default message (fallback). The default message will always have fewer views.