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Review in-app subscription performance

On your subscriptions dashboard, you can see your app's total, new, and cancelled subscriptions over time, along with revenue details.

Set up your app's dashboard

  1. Sign in to your Play Console.
  2. Select an app.
  3. On the left menu, click Financial reports > Subscriptions.
  4. At the top of your screen, select the SKU(s) you want to view and the time period.

Overview

Definitions

At the top of your screen, you'll see the following information:

  • Active subscriptions: Number of subscriptions that were active for at least one day over the selected time period, including users with free trials.
  • New subscriptions: Number of subscriptions that started in the selected time period, including users with free trials.
  • Cancelled subscriptions: Number of subscriptions that were canceled during the selected time period, including cancellations within a free trial.
  • Revenue: Estimated revenue generated during the selected time period. This is the amount paid by users, including taxes and other fees.
  • ARPAS: A summary of the average revenue per active subscription. ARPAS is calculated as the total subscription revenue during the selected time period, divided by the total number of active subscriptions.
  • Refunds: Total number of refunds that were issued during the selected time period.

When reviewing your app's dashboard, keep the following terms in mind:

  • Subscriber: A user with at least one active subscription in your app. This includes users with free trials or those in a grace period.
  • Active subscription: An SKU that a user has activated, including free trials. Active subscriptions end when a user cancels their subscription, even if their access continues until the end of the current billing period.
  • First-time subscription: The first subscription a user activates in your app.
  • Returning subscription: A second or subsequent subscription that a user buys in the same app. For example, a user a cancels their first subscription in May and purchases one again in September.
Total subscriptions

Your app's total subscriptions card shows all active, new, and cancelled subscriptions during the selected time period, including users with free trials.

Revenue

Your app's revenue card shows daily and 30-day revenue generated during the selected time period, including taxes and other fees.

Top 3 subscriptions

Your app's top three subscriptions are based on total revenue during the selected time period. Click Select to filter the subscription dashboard by an SKU in the table.

New subscriptions cohorts

Next to the "For new subscriptions" header, you can select a second date range to see information on a cohort of newly activated subscriptions from that range.

The data shown in the cards below (acquisition, retention, and cancellations) will use the same SKU(s) selected at the top of the dashboard.

Acquisition

The acquisition card shows where your subscribers came from, by country or acquisition channel. Both views include subscribers with free trials.

The country display shows where first-time subscriptions originated. This is the country where a user was registered when they activated their first subscription in your app.

When viewing your acquisition data by channel, you'll see the channels that your first-time subscribers followed when they discovered and installed your app.

  • Google Play (Organic): Unique users who visited your app's store listing by browsing or searching on the Play Store app.
  • Google Search (Organic): Unique users who visited your app's store listing on the Play Store app from a Google search.
  • AdWords campaigns: Unique users who visited your app's store listing on the Play Store app from an AdWords ad.
  • Tracked channels (UTM): Unique users who visited your app's store listing on the Play Store app from a UTM-tagged link.
  • Third-party referrers: Unique users who visited your app's store listing on the Play Store app from an untagged deep link to the Play Store.
  • Returning subscriptions: Subscriptions from users who have had a subscription in your app before.

For more information, select View acquisition report. You'll be taken to the Acquisition reports page.

Subscription retention

The retention card and expanded report show the lifetime retention of your cohort’s subscriptions. In this section, you'll see:

  • Data that begins on the first day of all SKU activations in the cohort
  • Markers to indicate the following events:
    • Free trial ends (based on your current SKU setup)
    • Introductory price ends
    • Renewals

For more information, select View retention report. You'll be taken to the Subscriptions retention page, where you can select all SKUs (which display as an aggregate) or up to three SKUs that had at least one activation in the selected time period.

Subscription cancellations

The cancellations card and expanded report shows the churn breakdown for the cohort of new subscriptions selected. You can use this information to identify ways to decrease cancellation for different scenarios.

  • Involuntary cancellations: Subscription was cancelled but not by the user, for instance as a result of payment failure.
  • Involuntary cancellations and uninstall: Subscription was cancelled (but not by the user) and your app was not installed on any of the user’s active devices 30 days after the subscription was cancelled.
  • Voluntary: Subscription was voluntarily cancelled by the user.
  • Voluntary and uninstall: Subscription was voluntarily cancelled by the user, and your app was not installed on any of the user’s active devices 30 days after the subscription was cancelled.
  • Upgrade / downgrade: Subscription was cancelled because the user moved to another subscription tier.

For more information, select View cancellations report. You'll be taken to the Subscriptions cancellations page, where you can see additional details regarding the number of cancellations per issue type.

  • To see data for a specific day, hover over the graph. Milestones, like the initial rollout of a new release, will be marked with a comment icon .
  • In some cases, you'll see a recommendations for how to reduce churn in a particular category. Recommendations will be indicated in the table with a light bulb icon .

How to use this dashboard with other Play Console resources

  • Subscriptions dashboard: Includes all available data related to subscriptions.
  • Finance page: Includes revenue from app sales, in-app products, and subscriptions.

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