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Glossary

Active Subscriptions

Active Subscriptions

Sergey Zubkov

Updated: July 27, 2023

4 min read

Content

Active subscriptions

The number of users who have signed up for a recurring payment plan to access premium or additional features within the app. These subscriptions typically involve monthly or yearly payments, and give users access to features that are not available to non-subscribers.

Auto-renewable subscriptions and active subscriptions

Auto-renewable subscriptions allow users to access content, services, or premium features in your app on a recurring basis. These subscriptions are automatically renewed at the end of their duration unless the user chooses to cancel.

Having a subscription-based app requires frequent updates and fresh content, which fosters a personalized and positive relationship with users. This can encourage users to stay engaged with the app and explore new features, leading to higher levels of brand loyalty and an increased likelihood of receiving referrals. Furthermore, recurring payments provide developers with a steady income, and users are no longer required to purchase new versions of the app.

Tracking active renewals instead of just active subscriptions can be a more informative metric to target. This is because users who have canceled their subscriptions are still considered active until the end of the paid period, which may lead to unexpected churn. A high rate of unsubscriptions may indicate that deeper analysis of the product and analytics is needed. It may be useful to investigate if there is a correlation between the marketing channel and churn rate, and if not, to examine the product itself for potential issues. This can lead to new hypotheses and opportunities for customer research and implementing significant changes to improve the app’s auto-renewal rates.

How to check subscriptions

Incorporating a subscription model into a mobile app can pose challenges for app creators. Not only do they need to ensure that the client is adapted to support subscriptions, but they also need to create a server that can handle Apple events in order to track renewals and cancellations. Additionally, they must match user IDs with corresponding transactions, store this data in a database, and match it with other events. Finally, these events need to be sent to an analytics system such as Mixpanel or Amplitude, or an attribution system like AppsFlyer or Adjust.

Fortunately, the Adapty SDK simplifies this process by allowing app creators to integrate subscriptions into their apps with just a few straightforward steps. Go to the Adapty dashboard and access the Charts tab within the Analytics section. The dashboard will show active subscriptions segmented by auto-renew status, which indicates if the subscription will be renewed in the next period. In addition to monitoring new and churned subscriptions, the Adapty dashboard can provide a quick overview of your subscriber acquisition efficiency and subscriber retention rate.

With the Adapty SDK, checking the status of a subscription no longer requires hardcoding product IDs. Instead, simply verify that the user has active access to the subscription level. Whenever a user’s subscription changes, Adapty will automatically generate an event to reflect the updated status.

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