InAppify

Charts & Metrics

InAppify metric definitions, calculations, filters, and interpretation guidance

InAppify charts answer different business questions. Before comparing two charts, confirm the metric definition, date range, timezone, resolution, and active filters.

Subscriptions

Active subscriptions

Paid subscriptions that still grant access at the end of each period.

Active subscriptions movement

New, churned, and net active-subscription movement.

Subscription churn

The share of the active base lost in each period.

Trials

New trials

Trial starts during each period.

Active trials

Valid trial access at period end.

Active trials movement

New, expired, and net trial movement.

Trial conversion

Converted, pending, and abandoned trial outcomes.

Customer conversion

Initial conversion

The share of each new-customer cohort completing its first valid conversion within the selected timeframe.

New customers

Customer records created in each period.

Conversion to paying

The share of a cohort becoming paying customers.

Revenue and customer value

Revenue

Gross revenue, refunds, and reported net revenue.

Non-subscription purchases

Successful purchases of non-subscription products.

Realized LTV

Net revenue per all cohort customers.

Realized LTV per paying customer

Net revenue per eligible cohort payer.

Shared rules

  • Date range and timezone are part of a metric's definition; keep them identical when comparing results.
  • The current day may be incomplete and can change after the next report run.
  • A segment splits results into series; a filter limits the eligible data.
  • Revenue and subscription charts support operational analysis and do not replace settlement reports.

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