Know Your Funnel

Not following exchange rates closely can lose you a lot of money.As most of the readers of this...

Lifetime Value (LTV) is the amount of revenue a customer generates a business over the life of his/her...

This is the number of unique users that download your app, excluding the downloads from the same users’...

New Subscribers is madduck’s own construct and represents users who become subscribers. It includes new direct subscribers, subscribers...

With Grace Period, you give the customer the possibility to continue using your app even when the payment...

Involuntary Churn represents the customers that weren’t able to pay Apple at the subscription renewal date and the...

Voluntary Churn represents your customers who take the decision of leaving your app whether by canceling their subscription...

Churn rate is the number of subscribers who cancel or don't renew a subscription. It is the opposite...

Activation to Subscriber (AtS) ratio is the percentage of people who subscribe to your app compared to the...

Install to Activation (ItA) ratio is the percentage of people who take an activation on your app paywall...