Subscribers Retention
Cohort chart of how subscribers retain across renewal periods.
Subscribers retention is a cohort chart that shows how subscribers retain across renewal periods — i.e., how many users in each cohort renew at Renewal 0, Renewal 1, …, Renewal N.
For the concepts behind cohorts, chains, and Renewal columns, see Cohorts.
Find Subscribers retention under Analytics → Reports → Cohorts in the sidebar.
Cohort axis
The default cohort axis is First Seen Date (install). Switch to First Purchase Date to anchor cohorts on the first paid transaction instead. See Cohorts → How cohorts are built for the tradeoff.
Cohorts can be grouped by week, month, quarter, or year.
Metrics in the chart
Each cohort row includes the following metrics in addition to the Renewal columns:
ARPPU
Average Revenue Per Paying User (LTV) for the cohort. Sum of all cohort's subscription revenue divided by subscribers count.
Average
How many times an average user in the cohort renews the subscription.
Example"In the May 2026 cohort, the average user renews 1.35 times" → most users renew at least once, but most don't make it to a second renewal.
Active Subs Users
The number of users from the cohort whose latest subscription has not yet expired — they currently have an active non-trial subscription as of today.
Use it to understand how many of an acquisition cohort are still subscribed right now.
Autorenew Enabled Users
Subset of Active Subs Users whose subscriptions still have auto-renewal on. Excludes users who:
- Turned off auto-renew in App Store / Google Play settings.
- Have an expired subscription due to billing issues (even if technically auto-renew is still on).
Useful for forecasting near-term revenue continuity — these are the users most likely to be charged in the next billing cycle.
Supported filters and segments
Subscribers 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
How is "renewal" different from a calendar period?
A renewal is the next paid period of a subscription chain — not a calendar interval. A weekly subscription's renewals occur weekly; a yearly subscription's occur yearly. The Renewal columns are about ordinal position, not time elapsed.
Why is the same user counted multiple times in some cells?
Because the user has multiple subscription chains. See Cohorts → Subscription reactivations and the FAQ about Renewal 0 repeats.
Why does Subscribers retention sometimes look better than my Subscriptions Churn chart suggests?
Because retention here counts users eventually renewing, including via grace-period recoveries. Subscriptions Churn measures expired subscriptions at period boundaries. Different lenses on the same data.