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What is a subscription churn rate?

Subscription churn rate is the number of subscription cancellations.

Keep in mind the difference between the churned subscription and the Auto Renew Off (cancelled subscription) event. Auto Renew Off is sent as soon as the user opts-out from prolonging the subscription (the user still can use the app's paid features until the end of the paid period), while the Subscription Cancelled is sent at the end of the current billing period.

Subscription churn is always followed by the Cancelled Subscription.

How to calculate your app churn rate?

Apple/Google will let you know about the churn rates via server2server notifications. Handle, store, and process them to build custom views with the churn rate analytics.

There're 3 reasons for subscription cancellations:

  1. Billing Error. The user entered the Billing Issue state and Apple tries to charge them for 6 months unsuccessfully.
  2. Voluntarily Cancelled. The user canceled your subscription in Settings.
  3. Unknown. Some unclear reason, sometimes comes from Apple.

Most users cancel their subscription with the voluntarily cancelled reason.

How can Adapty help?

Adapty does everything for you automatically. Simply install the SDK for your platform, open the Advanced dashboard, and you're ready to go!

Realtime subscription metrics for iOS and Android