Metric definitions
The complete metric dictionary, formulas, units, and attribution rules.
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This dictionary names every selectable chart metric in the current dashboard. Metrics are calculated from verified observations and projections; they are not interchangeable with store payout reports. Keep app, environment, product filter, currency, range, and resolution alongside any exported number.
Units and attribution
Counts represent the named transaction, lineage, customer, or event population. Rates in the UI are percentages; their backing ratio series use basis points (10,000 means 100%). Monetary series use integer milliunits of a stated currency, where 1000 milliunits equal one currency unit.
Standard gross/net/refund charts attribute known refunds to the original purchase period. LTV windows instead include refunds according to the refund timestamp inside the selected customer lifetime. Refund-request outcomes use the request period. Choose the right temporal question before comparing them.
Revenue and run rate
Net revenue
Metric ID: net. Sales minus refunds, attributed to the purchase date. Each currency is shown separately.
Gross revenue
Metric ID: gross. Store-reported purchase value before refunds; currencies remain separate.
Cohort refunded value
Metric ID: refunds. Known full and partial refund amounts assigned to the original purchase period for cohort analysis.
Refunded transaction cohorts
Metric ID: refundTransactions. Paid and unpaid transactions with a known full or partial refund, grouped by original purchase date.
Non-subscription purchases
Metric ID: nonSubscriptionPurchases. Consumable, non-consumable and non-renewing purchases counted in the period they were bought; Google prepaid subscription plans and family-shared entitlements are excluded.
Realized LTV per customer
Metric ID: realizedLtvPerCustomer. Gross store value minus refunds generated inside each first-seen cohort's selected customer lifetime, divided by every new customer.
Realized LTV per paying customer
Metric ID: realizedLtvPerPayingCustomer. Gross store value minus refunds generated inside each first-seen cohort's selected customer lifetime, divided by customers with net-positive funded value.
Monthly run rate
Metric ID: mrr. Active paid subscription value normalized to one month at each period end; currencies remain separate.
Annual run rate
Metric ID: arr. Annualized paid subscription run rate: each period-end monthly run rate multiplied by twelve.
Run-rate movement
Metric ID: mrrMovement. New, returning, expanded, contracted, and churned monthly run rate in each period.
Subscription activity
Paid subscriptions
Metric ID: activePaidSubscriptions. Unique paid subscriptions that remain unexpired at each period end; cancelled access stays active until expiry.
Paid movement
Metric ID: paidSubscriptionMovement. New, returning, and ended paid subscriptions explain the net change in each period.
Subscription retention
Metric ID: subscriptionRetention. Paid subscription cohorts and the share that made each duration-matched renewal; incomplete cohorts are never projected.
Cohort matrix
Metric ID: cohortExplorer. A cohort of customers followed forward month by month, anchored by first seen, initial conversion or first unrefunded purchase; month 0 is the cohort's own month and currencies are never combined.
New subscription chains
Metric ID: newSubscriptions. First projected transaction in each store subscription renewal chain.
Repeat subscription transactions
Metric ID: renewals. Subsequent projected transactions after the first transaction in each renewal chain.
Current status
Metric ID: subscriptionStatus. Current subscription lineages grouped by authoritative projected status.
Current phases
Metric ID: subscriptionPhases. Current subscription lineages grouped by trial, introductory offer, or normal phase.
Current access by store
Metric ID: activeByStore. Current subscription access, including paid and trial phases, split by store.
Trials and health
Active trials
Metric ID: activeTrials. Unexpired free trials at each period end, including trials whose auto-renewal was disabled.
Trial movement
Metric ID: trialMovement. Free trials that started and ended in each period, with their net change.
Trial conversion rate
Metric ID: trialConversionRate. Trial-start cohorts that convert directly into a funded subscription; open cohorts remain incomplete and later resubscribes are excluded.
Trial cancellation rate
Metric ID: trialCancellationRate. Trial-start cohorts that ended without converting after the customer turned auto-renewal off inside the selected window; trials that convert after an opt-out are not cancellations.
Paid churn
Metric ID: paidChurnRate. Paid subscriptions that ended in a period as a share of paid subscriptions active at its start.
Refund rate
Metric ID: refundRate. Paid transaction cohorts that were fully or partially refunded, attributed to their purchase period.
Refund request outcomes
Metric ID: refundRequests. Store refund reviews matched to a tracked transaction, counted in the period the request arrived and split by the decision that followed; reversals are App Store only, and a request the store never answered becomes a decline after 48 hours.
Customers and events
Initial conversion
Metric ID: initialConversion. New-customer cohorts that start any subscription or purchase any product within the selected conversion timeframe, including free trials.
Conversion to paying
Metric ID: conversionToPaying. New-customer cohorts that make a funded purchase within the selected conversion timeframe; free trials alone are excluded.
Customers with store activity
Metric ID: activeCustomers. Distinct App User IDs that produced at least one matching store event in each period.
New customers
Metric ID: newCustomers. Customer identities first created in the selected window and matching the current filters.
Transactions
Metric ID: transactions. Projected store transactions observed in the selected window.
Events
Metric ID: events. Normalized immutable ledger events received each day.
Formulas and denominators
| Metric | Calculation / interpretation |
|---|---|
| Net revenue | Gross store-reported value − known full/partial refunds in that purchase cohort |
| Annual run rate | Period-end monthly run rate × 12 |
| Run-rate movement | New + returning + expansion − contraction − churn |
| Paid movement | New + returning − ended paid lineages |
| Trial movement | Started trials − ended trials |
| Paid churn | Ended paid lineages / paid lineages active at the start of the period |
| Refund rate | Paid transactions with a known full/partial refund / paid transactions in the purchase cohort |
| Initial conversion | New customers with a qualifying trial/purchase in the window / new-customer cohort |
| Conversion to paying | New customers with a qualifying funded purchase in the window / new-customer cohort |
| Realized LTV per customer | In-lifetime net observed value / every customer in the first-seen cohort |
| Realized LTV per paying customer | In-lifetime net observed value / net-positive funded customers, separately per currency |
| Relative subscription retention | Qualifying retained journeys at that renewal opportunity / original paid cohort |
A zero or unavailable denominator does not justify manufacturing a 0% success rate. Use the report's undefined/incomplete state. Cohort maturity and opt-out/reversal rules are detailed in Cohorts.
Monthly normalization
The current implementation normalizes each observed funded service period and then evaluates active value at period end. It uses these observed-duration bands, rounded to whole days:
| Observed days | Multiplier applied to paid value |
|---|---|
| 0–1 | 30 |
| 3 | 10 |
| 6–8 | 4 |
| 12–16 | 2 |
| 27–33 | 1 |
| 58–62 | 1/2 |
| 88–95 | 1/3 |
| 179–185 | 1/6 |
| 363–375 | 1/12 |
| Other valid durations | 28 / observed duration in days |
Normalization uses effective observed service duration, so a grace/expiry extension can affect the estimate. This is a run-rate estimate, not a contractual invoice schedule or a tax/accounting close. The preview also has partial-month boundary limitations in movement buckets; reconcile source transactions for a precise partial-period close.
Read refunds and request outcomes carefully
Refund rate includes paid transactions with any known full/partial refund and excludes family-shared purchases from its paid denominator. Refunded transaction cohorts also include unpaid refunded transactions, so their counts need not equal the refund-rate numerator.
Refund requests are review events, not refund amounts or a button to issue refunds. They are matched to tracked transactions and grouped by request date. Apple can report reversals. A store request without a later decision is classified as declined after 48 hours; an explicit later decision wins when it arrives. That timeout is an analytical rule, not a statement that Google sent a decline notification.
What these numbers do not include
Currencies are not converted or summed into an invented reporting currency. Taxes, store commission, developer proceeds, future predicted LTV, and unidentified/unknown product types are not inferred. Data can be incomplete when an app has not ingested history or accounting enrichment is missing.
A current status/phase snapshot does not reconstruct every past daily state. Customers with store activity are not product engagement DAU/MAU. Repeated transaction/notification observations are not automatically repeated purchases. Use Transactions and events to resolve the evidence behind an unexpected number.