Initial Conversion Chart
Customer cohort definition, conversion timeframe, and initial conversion formula in InAppify
The Initial Conversion chart shows the share of new customers in each cohort who complete at least one valid conversion within the selected timeframe. It measures cohort performance, not the number of purchases occurring on a given day.
Available settings
| Setting | Supported | Details |
|---|---|---|
| Project filter | Yes | Limit cohorts to selected projects |
| Project segment | Yes | Compare project conversion rates |
| Conversion timeframe | Yes | Day 0, 3, 7, 14, 30 days, or unbounded |
| Resolution | Yes | Daily, weekly, monthly, quarterly, and yearly |
| Timezone | Yes | UTC or Asia/Tehran |
The current report generator aggregates initial conversion at project level. App, offering, and product fields exist in the report contract, but those filters and segments should not be relied on until their attribution is populated.
Customer cohorts
A customer's cohort date is the creation time of their InAppify Customer record. A customer created on October 2 and purchasing on October 6 remains in the October 2 cohort.
This differs from grouping by purchase-event date. A cohort's conversion count may therefore increase later when its customers convert on subsequent days.
Conversion timeframe
The timeframe determines how long after cohort entry a customer may convert: calendar day 0, days 0–3, 0–7, 0–14, 0–30, or any later date for Unbounded.
Recent cohorts may not have completed the selected window and should be treated as incomplete when comparing periods.
What counts as a conversion?
A customer converts when they have at least one Trial or Normal access record connected to a successful payment, created after the Customer record and within the selected window. Each Customer is counted at most once regardless of purchase count.
Formula
For 30 converted customers in a cohort of 200:
Using this metric
- Compare cohorts using the same timeframe.
- Compare cohorts before and after onboarding, pricing, or paywall changes.
- Consider cohort size alongside the rate.
- Use Active Subscriptions to inspect the current subscription base.
One customer making three purchases still counts as one converted customer. A purchase occurring today can belong to an older cohort. Use reports and data exports to reconcile transaction-level data.
FAQ
Frequently asked questions
Is initial conversion grouped by purchase date?
No. A customer belongs to the cohort in which their Customer record was created; a purchase only determines whether they converted.
Does starting a trial count as an initial conversion?
Yes, when the trial has a successful related payment and a valid access record.
Does every purchase count as another conversion?
No. Each Customer can contribute at most once to the converted-customer count for their cohort.
Why can a recent cohort have a lower rate?
Its conversion window may still be incomplete. Compare cohorts that have had enough time to complete the selected timeframe.