Dashboard

The App dashboard shows the key metrics for a single app — open it from the app's page.
Metrics are grouped into two types:

Now — the current state at the moment the dashboard was loaded or last refreshed. Use Refresh data to recompute; each card compares against the value 30 days earlier.
Overview — totals for the selected period, shown with the percentage change versus the previous period of equal length.

Values update as new data arrives; see What affects how up-to-date analytics data is? for timing.

Now metrics

Current-state metrics, recomputed on load / Refresh data.

Metric	Description
MRR	Monthly Recurring Revenue — recurring proceeds revenue normalized to a monthly amount, after deducting the app store's commission and VAT.
ARR	Annual Recurring Revenue — recurring proceeds revenue normalized to an annual amount, after deducting the app store's commission and VAT.
Active paid subscriptions	Number of currently active paid subscriptions with auto-renew enabled, including subscriptions with introductory pricing or paid promotional offers, and excluding free trials, grace periods, and billing retry.
Active trial subscriptions	Number of currently active free trial subscriptions with auto-renew enabled.
Active intro subscriptions	Number of currently active paid intro subscriptions with auto-renew enabled.
Active promo subscriptions	Number of currently active promo subscriptions with auto-renew enabled.
In billing grace period	Number of currently active subscriptions in a billing grace period state.
In billing retry period	Number of currently active subscriptions in a billing retry period state.

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Difference between "In billing grace period" and "In billing retry period"
Billing Grace Period is an Apple feature. With it enabled, Apple tries to charge the subscriber for up to 16 days, and you should keep premium access on during this time — the subscription is in the Grace state and the SDK's isActive() still returns true. With Billing Grace Period disabled, the subscription goes to Expired and isActive() returns false, though Apple still attempts recovery for up to 60 days, less aggressively. In both cases, once the subscription is recovered it returns to the Regular state.
You can manage Billing Grace Period in your app's Features tab in App Store Connect.

Overview metrics

Totals for the selected period, shown with the change versus the previous equal-length period.

Metric	Description
Gross revenue	The total amount billed to customers for subscriptions and non-renewing purchases, before refunds, taxes, and app store commissions.
Sales	The total amount billed to customers for subscriptions and non-renewing purchases, after deducting refunds.
Proceeds	Estimated revenue the developer receives after deducting store commissions, refunds, and VAT.
Refunds	The total amount refunded to customers during the selected period, including refunds processed through customer support and prorated refunds during subscription upgrades.
Refund rate	Percentage of transactions that were refunded out of the total transactions billed during the selected period.
Billing issues	The count of Billing Issue events within the selected dates. A Billing Issue event is unique to each subscription period and does not represent the total number of bank charge attempts.
ARPU	Average revenue generated from all users, including total revenue from subscriptions and non-renewing purchases.
ARPPU	Average revenue generated from paying users, including total revenue from subscriptions and non-renewing purchases.
Prevented refund requests	Dollar amount of refund requests that Apphud prevented. Requires the Win Back Refund Requests add-on, enabled in iOS app settings.
Subscriptions started	Number of Subscription Started events within the selected period.
Trials started	Number of Trial Started events within the selected period.
Trials canceled	Number of Trial Canceled events within the selected period.
Trials converted	Number of Trial Converted events within the selected period.
Intro subs started	Number of Intro Started events within the selected period.
Promo subs started	Number of Promo Started events within the selected period.
Non-renewing purchases	Number of Non-Renewing Purchase events within the selected period.
New users	The number of users who installed the app for the first time during the selected dates.

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Note on ARPU and ARPPU
Both are calculated using Proceeds. Revenue generated before a user was first seen in Apphud is ignored. See Apple's note on how commission is calculated here.

Open the full report

Every metric card has an ⓘ info icon showing the metric's definition. When a metric matches a chart's default view (same metric, no extra filters), the tooltip also includes a View report link that opens that report in a new tab.

Because the report opens at its default state, the link is shown only for those 1:1 metrics — it does not carry over the dashboard's selected date range or filters. Metrics without a matching default report show just the definition.