Revenue Retention
Cohort chart of how much revenue is retained across renewal periods.
Revenue retention is a cohort chart that shows how much revenue is retained across renewal periods — i.e., the cumulative net revenue contributed by each cohort at Renewal 0, Renewal 1, …, Renewal N.
It's the revenue-side counterpart of Subscribers retention. For shared concepts (cohorts, chains, Renewal columns, reactivation), see Cohorts.
Find Revenue retention under Analytics → Reports → Cohorts in the sidebar.
Counted as ProceedsRevenue is counted as Proceeds — after store commission (15% or 30%), VAT, and refunds. See Proceeds for the metric definition.
Cohort axis
Default cohort axis is First Seen Date (install). Switch to First Purchase Date to anchor on first paid transaction. See Cohorts → How cohorts are built.
Cohorts can be grouped by week, month, quarter, or year.
Metrics in the chart
In addition to per-Renewal columns:
Total
Summed revenue in Proceeds for the cohort across all renewal periods.
Supported filters and segments
Revenue retention supports all standard segments and filters documented in Reports → Filters and segments.
Filter-only (not available as Segment by):
- Permission group.
- Screen
- Experiment variations
FAQ
Why does Revenue retention look different from Subscribers retention for the same cohort?
Because revenue weights heavy spenders more. A cohort can have low subscriber retention (most users drop off) but high revenue retention if the few users who stay are on expensive plans. The opposite is also possible — many users renew on cheap plans, generating low revenue per renewal.
Read the two charts together to understand who's staying and how much they're worth.
How are refunds handled?
Refunds reduce the cohort's revenue in the renewal column where the refunded transaction belongs. A refund of a Renewal 3 transaction reduces the cohort's Renewal 3 total — retroactively.
What happens when a user reactivates a subscription chain?
Per Cohorts, each new chain has its own Renewal 0. Revenue from each chain is summed into the original cohort (the user's first ever purchase week) but distributed across the renewals of each chain.
Should I use Net Revenue Retention from this chart for board reporting?
It's a reasonable input but check the framing. Apphud counts revenue as Proceeds — already net of commission and VAT. Boards usually expect "Net Revenue Retention" defined differently (including expansion / contraction within a customer). Confirm the definition your board uses before reporting.