Announcing the release of a new Active Subscribers report for mobile app developers who sell subscriptions within their apps. This report uses data on customer acquisition and retention to explain changes in the size of your subscriber base. This data will help you more easily measure the impact of product and marketing decisions, like extended trial periods or new content strategies. The report is now available as the default view in the Subscriptions section of the Sales Report. Our previous Subscription Sales Report, showing transactions and revenue, is unchanged.

To use this new report, select a date range and a particular subscription period you’d like to analyze. For that date range, our data displays the inflows of new subscribers and outflows of expired and cancelled subscribers. We use that data to reconcile changes in your active subscriber count over the period. By organizing the data in this way, users can see every active subscriber is accounted for. 

For convenience, we calculate a few key metrics from these numbers: app-to-trial subscription conversion, trial-to-paid subscription conversion, and the churn rate of the paid subscriber base. 

This new report is available starting today in the Mobile App Distribution Portal, in the Reporting section under Sales Reports. To access your old Subscription Sales report, select it from the drop down which says Show: Active Subscribers.