Calculations of Analytics

Learn about how do we calculate different metrics.


Revenue

Overall Revenue per period

Overall Revenue per period = Sum of All payments filtered by dates - refunds (money) filtered by these dates

Overall Revenue without commission

Overall Revenue without commission = Sum of All payments filtered by dates - refunds (money) filtered by these dates) × 70%

If the user will switch % for any app as 15, then: Sum of All payments filtered by dates - refunds (money) filtered by these dates) × 85%

LTV

LTV = Total revenue generated since the install date or during a defined period / Total # of users who installed on that date or during the mentioned period

Revenue by Platform

All payments filtered by dates filtered by platform

Revenue by Country

All payments filtered by dates filtered by country of an end user

Revenue by SKU

All payments filtered by dates divided by SKUs

MRR

MRR shows revenue from all active subscriptions normalized to one month. So the formula is all paying users average payment per month. For example, for a yearly subscription, instead of counting full revenue from the start, revenue is split into 12 equal parts which are evenly spread across a 12 month period.

If different SKU, then: all annual users × annual payment ÷ 12 if weekly subscriptions, then: weekly users × weekly payment × 4

User Types

User Types = Sum of all users that have the same attribute below:

Standard User types

  • by OS: iOS, Android

  • by device

  • by country

  • by timezone

  • by language

  • by acquisition

Custom User types

  • subscribed/unsubscribed

  • trial/install/subscription

  • renewed/first subscription

  • all/churned

Churn Rate

Churn Rate = Churned for the start of the period ÷ users for the start of the period × 100%

How do we calculate the churn amount?

1 - Sum of the number of users canceled from trial, turned renewal off, refunded during the period, non-active users (no triggers from them during 30 days) 2 - Sum of non-active users (no triggers from them during 30 days) per period

  • Left user: user who canceled trial, canceled auto-renew or refunded, plus here we added a non-active user

  • All users: all of the app users, including trial, subscribed or just opened

  • Non-active user: from whom we didn't receive triggers (actions during the last 30 days)

Cancellation

Cancellation reasons amount - the amount of reason amount per period per platform per reason

iOS Cancellation Reasons

  • issue with app

  • Other

Android Cancellation Reasons

  • Remorse

  • Not_received

  • Defective

  • Accidental_purchase

  • Fraud

  • Friendly_fraud

  • Chargeback

  • Other

Cancellation for both Platform

  • Issue with app

    • Android: Not Received and Defective reasons

    • iOS: Issue with app

  • Other

    • Android: Everything else except of Not Received and Defective reasons

    • iOS: Other

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