MRR
Monthly Recurring Revenue — recurring proceeds normalized to a monthly amount.
MRR (Monthly Recurring Revenue) represents recurring proceeds revenue normalized to a monthly amount, after deducting the respective app store's commission and VAT.
For example, if you have 10 customers each paying $10 per month and 30% commission:
MRR = 10 subscribers × $10 per month − 30% commission − VAT (20%) = $58.33.
Find MRR under Analytics → Reports → Money in the sidebar.
Based on ProceedsThe MRR chart is calculated on the Proceeds metric.
For how Proceeds is defined and the VAT / store-commission rules, see About Analytics.
Calculation
All non-monthly subscription plans are normalized to a monthly equivalent:
- An annual subscription costing $120/year is normalized to $10/month (÷ 12).
- A weekly subscription is normalized × 4.
- A 2-week subscription is normalized × 2.
Additional rules:
- Only active subscriptions count.
- Subscriptions with auto-renew off keep counting until they actually expire.
Supported filters and segments
MRR supports all standard segments and filters documented in Reports → Filters and segments.
Filter-only (not available as Segment by):
- Permission group — segment support is planned, currently filter only.
- Screen
- Experiment variations
FAQ
Why does my MRR look lower than I expect from store totals?
MRR is based on Proceeds, not Sales — it already excludes store commission (15% or 30%) and VAT. If you compare to gross store billings, you're comparing different metrics. See About Analytics for the VAT and commission breakdown.
Are cancelled subscriptions counted in MRR?
A subscription with auto-renew off is still counted in MRR until its current paid period ends. Once it actually expires, it stops contributing.
Does MRR include trials, intro offers, or promo offers?
MRR counts active paid subscriptions at the regular price. Trials, intro-offer periods, and promo periods at discounted prices don't contribute MRR while they're in those phases — they start contributing when they convert to the regular paid subscription.
How is a yearly subscription counted in MRR?
Total yearly proceeds ÷ 12; that monthly equivalent contributes to MRR for the full subscription period. Example: $120/year contributes $10/month to MRR for 12 months from purchase.
Why did my MRR change for past months?
MRR depends on Apphud knowing the current state of every active subscription. Past values can shift when:
- Subscription was refunded - we exclude it from MRR calculation
- Subscription states were refreshed late — e.g., an invalid App Store IAP API key blocked validation; once fixed, historical MRR realigns.
- Late SDK integration brought in historical subscriptions after the fact.
See About Analytics → Why can historical data in my charts change over time? for the full list of causes.
Updated 6 days ago