Review in-app subscription performance

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

The metrics shown in subscription reporting are calculated based on data from users who have agreed to share their data with developers in aggregate, with adjustments to more closely reflect data from all of your users. You can use these metrics for trend and conversion analysis, but it's not recommended for accounting. For canonical financial data, use the Earnings report.

Note: Test orders from licensed testers aren’t included in subscription reporting.

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), countries, and time period that you want to view data for.

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.
  • canceled 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 canceled 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 cohort data

Next to the “How are your new subscriptions performing?” header, you can select a subscription SKU and date range to view cards that show the performance of subscriptions that were started during your selected time period.

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.
  • Google Ads campaigns: Unique users who visited your app's store listing on the Play Store app from a Google Ads 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.

To see a detailed breakdown of your acquisition data, select View acquisition report.  

Subscription retention

The retention card displays the percentage of subscriptions that remain active over time. You can use this information to better understand how well different SKUs retain subscribers.

To see a detailed breakdown of your retention and conversion data, select View retention report.  

Subscription cancellations

The cancellations card shows the churn breakdown for your cohort’s subscriptions. You can use this information to identify ways to try to decrease cancellations for different scenarios. 

To see a detailed breakdown of your cancellation and recovery data, select View cancellation report.

View detailed reports

You can view detailed acquisition, retention, and cancellation reports for any of your app’s subscriptions by selecting the report link at the bottom of each card.

Acquisition report

On your Acquisition reports page, you can review data on how users find and engage with your app’s store listing.

Retention report

On your Subscription retention report, you can compare retention and conversion rates between two subscription cohorts to gain a deeper understanding of how to best retain and convert subscribers. You can configure cohorts by subscription SKU, country of purchase, and the date range of when a subscription started. Cohorts in the retention report include all new subscriptions, including first-time and returning subscribers.

Compare retention rates

You can evaluate how well each cohort retains subscribers and when or if they churn using the “Retention by billing period” and “Retention by day” charts.

On the “Retention by billing period” chart, you can see how many billing cycles your subscribers remain active for. This can give you insight into how well you’re monetizing subscribers in each cohort.

Note: If you’ve set up introductory price billing cycles for a subscription, they’re included in the billing periods.

On the “Retention by day” chart, you can get more detailed insights on how far subscribers get into a billing period before cancelling. This chart includes the first day a subscription was active to the day it was canceled, including any free trial, grace period, and account hold time periods.

Below each chart, you can view the data in a table by selecting the down arrow next to Data table.

Compare conversion rates

Under the retention charts, there are cards that show you how well subscribers convert from the following states:

  • Free trial to a paid subscription
  • Introductory price to full price
  • First full payment to second full payment

On each card, you can see how many subscribers in a cohort entered the subscription state and how many of the subscriptions that existed in that state either canceled or converted to a paid subscription, along with a breakdown of cancellation reasons.

For example, imagine that you had 2,000 subscribers start a free trial, and 1,000 of them complete the free trial, either by canceling or converting to paid subscriptions. If 200 of those 1,000 subscribers are no longer using the free trial because they canceled it, and the remaining 800 people converted to paid subscriptions, your cancellation rate would be 20%, and your conversion rate would be 80%.

Cancellation report

On your Cancellations and recovery report, you can get detailed insights on why users canceled their subscriptions and how well subscription recovery features, such as grace period and account hold, are performing.

After you select a subscription SKU, countries, and time period that you want to view data for,you can view “Top cancellation reasons” and “Cancellation survey responses” charts that summarize and categorize why users canceled their subscriptions. Statistics are shown as percentages by default to make it easier to compare the key reasons for cancellation. To view data as absolute values, unselect the Show as percentage switch.

To get details for specific dates, hover over the graph or select the down arrow next to Data table located under the chart.

View top cancellation reasons

The Cancellations card shows a breakdown of users’ top reasons for cancellation over time:

  • Voluntary: Subscription canceled due to an explicit action by the user (example: canceling in the Play Store, deleting their account, contacting support to request cancellation) or by the developer (example: using the Google Play Developer API or order management to cancel a subscription).
  • Involuntary: Subscription canceled due to an issue completing payment (example: unconfirmed price changes or a payment problem, such as insufficient funds, closed accounts, etc.).
  • Upgrade/downgrade: Subscription canceled because the user moved to another subscription tier.
  • Other: Subscriptions canceled for other reasons (example: inactive account, app suspension).

View cancellation survey responses

When users cancel their subscriptions using the subscription center, they’re asked why they decided to cancel. Responses from users who chose to provide a reason for cancelation are shown in the Cancellation survey responses card.

Users that choose “Other” may optionally provide their own reason for canceling. You can download a CSV file containing these responses from the Other responses card if you have the global "View financial data" permission.

How to use this dashboard with other Play Console resources

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

Related content

Was this helpful?
How can we improve it?