Key Metrics list

This page defines every metric you can add to a Business Overview widget. Now metrics show the current state at the time the dashboard data was loaded or refreshed; Overview metrics show historical data for a selected period. To add a metric to a dashboard, see Add a widget.

Now metrics

Metrics of Now type show the current state at the time the dashboard data was loaded or refreshed.

General

Metric	Description
MRR	MRR (Monthly Recurring Revenue) represents recurring proceeds revenue normalized to a monthly amount, after deducting the respective app store's commission and VAT.
ARR	ARR (Annual Recurring Revenue) represents recurring proceeds revenue normalized to an annual amount, after deducting the respective app store's commission and VAT.
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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No period comparison for Billing Grace / Retry widgets
In billing grace period and In billing retry period don't keep historical snapshots, so their widgets show only the current count — no trend arrow or comparison percentage like other Now widgets.

Subscriptions

Metric	Description
Active Paid Subscriptions	Number of currently active paid subscriptions, including subscriptions with introductory pricing or paid promotional offers; and excluding subscriptions in free trials, grace periods, or billing retry states.
Active Trials	Number of currently active subscriptions in a free trial state.
Active Intro Offers	Number of currently active subscriptions in a paid introductory pricing state.
Active Promo Offers	Number of currently active subscriptions in a paid promotional offer state. Available on iOS only.

Triple widgets

Subscriptions metrics render as triple widgets — a single card showing three numbers at once instead of one: the total active count, the auto-renewing portion, and the non-renewing portion (total = auto-renewing + non-renewing).

Unlike other Now widgets, triple widgets have no comparison with a previous value — no trend arrow or percentage.

Users

Metric	Description
DAU	Number of unique active users over a fixed rolling 24-hour window. Not affected by the widget's time period or the global date picker.
WAU	Number of unique active users over a fixed rolling 7-day window. Not affected by the widget's time period or the global date picker.
MAU	Number of unique active users over a fixed rolling 30-day window. Not affected by the widget's time period or the global date picker.

Overview metrics

Overview metrics show historical data for a selected period.

Available Overview metrics are grouped by business area.

Money

Metric	Description
Gross Revenue	The total amount billed to customers for purchasing subscriptions and non-renewing purchases before accounting for refunds, taxes, and app store commissions.
Sales	The total amount billed to customers for purchasing subscriptions and non-renewing purchases after deducting refunds.
Proceeds	Estimated revenue the developer receives after deducting store commissions, refunds, and VAT.
Cohort Proceeds	Proceeds revenue generated by new users who installed the app within the specified dates.
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.
Prevented Refund Requests	Dollar amount of refund requests that Apphud prevented. Requires the Win Back Refund Requests add-on to be enabled.

Average Revenues

Metric	Description
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.
ARPC	Average revenue generated from customers, including both paying users and users on free trials. Includes total revenue from subscriptions and non-renewing purchases.

Events

Metric	Description
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.
Billing Issue	The count of Billing Issue events that occurred within the selected dates. A Billing Issue event is unique to each subscription period and does not represent the total number of charge attempts made by the bank.
Resolving Billing Issue	The total number of subscription recoveries from any Billing Issue state, regardless of potential future refunds. The value may change if there are Pending Billing Issues.
On Time Renewals	The count of successful subscription renewals within the selected dates, including trial conversions and Google Play transactions that resumed from a paused state, regardless of potential future refunds. Excludes initial purchases and other user-initiated transactions such as prorated upgrades. Only renewal events expected at the end of an active subscription period are counted.
On Time Trial Conversion	The number of free trials that converted on time, meaning before or at the end of the trial period, regardless of potential future refunds. Google Play trial conversions from a paused state are also included.

Users

Metric	Description
New Users	The number of users who installed the app for the first time during the selected dates. Anonymous Family Sharing users created from store events are not counted — see New users.
Redownloads	The number of app reinstalls during the selected dates.
Total Downloads	The combined number of new users and app reinstalls during the selected dates.
Active Users	The number of unique users who had at least one active session during the selected dates. For a fixed daily/weekly/monthly active-user count that ignores the selected period, use the Now metrics DAU / WAU / MAU instead — see Now metrics → Users.

Conversion rates

Metric	Description
Install-to-trial CR	Conversion rate from new users to a free trial.
Install-to-paid CR	Conversion rate from new users directly to a paid subscription.
Trial conversion rate	The percentage of total trial conversions out of the total number of free trials.

Install-to-trial CR and Install-to-paid CR use New users as the denominator, so anonymous Family Sharing users created from store events are excluded — see New users.