Appflow.ai
Visit our websitePricingSign up for freeLog in
  • GET STARTED
    • What is Appflow.ai?
    • Quickstart - How to start working with Appflow.ai?
    • FAQ
    • Ownership and other roles
  • SDK Set-up Instructions
    • Android SDK
      • Google Play Store Credentials
        • Google Service Account Key
        • Google real-time developer notifications(RTDN)
        • FCM server key(optional)(to be updated)
      • Events (Custom events)
      • Purchases
      • Visual constructor
      • User info
      • Push notifications
    • iOS SDK
      • Specify Apple Store Keys
      • Purchases and User Info
      • Event tracking (Custom events)
      • Push Notifications Configuration
      • Visual constructor
  • IN-APP PURCHASE
    • SKU adding
  • METRICS & EVENTS
    • Calculations of Analytics
    • Terms and Descriptions
    • Purchase Events
    • In-app Events
    • Events Structure
    • End-users Attributes
    • Users' statuses
  • SUBSCRIPTION ANALYTICS
    • Dashboard
    • Configurator
    • Reports
    • A/B Testing
    • Integrations
    • Create Push-notifications
    • In-app Messages
    • Return of Advertisement
    • Funnels
    • Funnel 2.0 BETA
    • Entitlements
    • Visual Constructor
  • INTEGRATIONS
    • Adjust
    • Appsflyer
    • Mixpanel
    • Webhooks
    • Apple Search Ads Attributions
    • Branch
    • Amplitude
  • OTHERS
    • Pricing plans and important information about your payments
    • Storing your data
    • Privacy Policy
    • Terms of Use
    • Unsubscribe from Appflow.ai
Powered by GitBook
On this page
  • Revenue
  • User Types
  • Churn Rate
  • Cancellation

Was this helpful?

  1. METRICS & EVENTS

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

Example

Suppose you have a mobile app that generates revenue through in-app purchases. You want to calculate the LTV for users who installed the app during a specific month. You have the following data for that month:

500 users installed the app The total revenue generated from those users since their install date is $10,000 To calculate the LTV for this app, you would use the following formula:

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

LTV = $10,000 / 500 LTV = $20

Therefore, the LTV for users who installed the app during that specific month is $20. This means that, on average, each user who installed the app during that month is expected to generate $20 in revenue for the app over their lifetime.

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

Example

Suppose you have a mobile app that offers a premium subscription plan. The monthly price of the subscription plan is $10, and you have the following data on paying users:

100 users are on a monthly subscription plan 50 users are on an annual subscription plan, paying $100 per year 25 users are on a weekly subscription plan, paying $3 per week To calculate the MRR for this app, you would use the following formula:

MRR = (Monthly subscribers x Monthly payment) + (Annual subscribers x Annual payment / 12) + (Weekly subscribers x Weekly payment x 4)

MRR = (100 x 10) + (50 x 100 / 12) + (25 x 3 x 4) MRR = 1000 + 208.33 + 300 MRR = $1508.33

Therefore, the MRR for this mobile app is $1508.33.

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

PreviousSKU addingNextTerms and Descriptions

Last updated 1 year ago

Was this helpful?