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
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