What's new in v2.0

Apphud v2.0 keeps the same underlying logic — audience-based paywall delivery, the same SDK, the same data — but reorganizes the dashboard around a new central concept (Targetings) and groups everything app-scoped vs everything org-scoped into clearer surfaces.

This page exists for users coming from v1.8. If you've never used Apphud before, skip this — the rest of the docs describe v2.0 directly without v1.8 context.

The big shift — from placement-first to targeting-first

The biggest change is where audience routing lives.

In v1.8 (placement-first). Each placement contained an ordered list of paywalls. Each paywall had its own audience filter. To answer "what does a New User see across my app?" you had to walk every placement and inspect its waterfall.

In v2.0 (targeting-first). A Targeting binds an audience to a set of paywalls across placements, ranked by priority with fallback to Default. To answer the same question you open the targeting and see the full monetization scheme for that audience at once.

Same audience-based logic, transposed axis. Most of the changes below follow from this shift.

See Mission Control for the v2.0 model, and Targetings for the new central concept.

Do I need to do anything?

For most users — no. Existing setups were transposed:

• Old placements + their per-paywall audience filters → rebuilt as targetings ranked in Mission Control.
• Existing products → kept under Product Hub, grouped into Bundles.
• Existing A/B tests → will be stopped during migration, you'll need to configure and start them again; new tests are created at the targeting level (see Experiments).
• Existing integrations → unchanged. Connections and their settings carry over on migration — nothing to reconnect.

Things you may want to revisit:

• Team & roles — role model was overhauled (see below). Re-check teammate access in Team and permissions if you have a multi-user org.
• Custom audience segments — still work; if you want to use them to deliver paywalls, attach them to a Targeting.
• Web-to-app landing pages — the standalone Web Editor is gone. If you used it, your landing pages now live as Rules using a template (see below), where the same screens apply as a template defaults (with no customization capability).

Before you switch

Switching to v2.0 is done by organization's owner and takes only a moment — but it's a one-way move. On the activation screen you'll:

• Set up your organization — a name, an optional logo, the organization size, and an organization identifier that becomes your dashboard URL, dash.apphud.com/{your-id}.
• Confirm a few things before the switch:
  • you'll re-test your paywalls after switching,
  • you'll re-test your Rules (if any),
  • you have no running A/B tests (old test analytics stay viewable in v2.0),
  • and you understand the upgrade can't be reverted and your current (v1.8) dashboard becomes read-only.

    ❗

    Important note

    If you don't complete experiments and initiate a migration, all the running tests will be completed automatically. Still, we recommend stopping the test yourself.

What changed by area

Account & organizations (NEW)

• Organizations are a new layer between you and your apps. v1.8 had Account Owner + per-app collaborators. v2.0 introduces Organizations — a user can belong to multiple orgs, each with its own apps, team, plan, and billing — ideal for agencies and multi-brand studios that keep every client fully separate.
  • See: Organizations.
• Last-viewed organization opens on login. Multi-org users land in their previous context.
• App switcher sits in the sidebar and is scoped to the active organization — apps in other orgs aren't visible until you switch.

Team & roles

• Roles overhauled. Previously you had Owner / App admin / App member / Marketing manager. v2.0 has org-level roles (Owner / Administrator / User) plus per-app permission templates (Full / Developer / UA manager / Marketing manager / Support manager / Viewer / No access).
  • See: Team and permissions.
• Seats are pooled at the org level. Seat count is now a single org-wide number, not N apps × M teammates.
  • Migrated teammates over the limit are kept. If your unique teammates across all apps exceed your plan's seat limit after migrating, no one is removed and everyone keeps access. You won't be able to invite new members until you're back under the limit (or upgrade your plan); existing members are unaffected. New organizations are capped at their plan's seat count from the start.
• Transfer ownership is self-serve. Org-level Transfer ownership (instant) live in the dashboard without contacting support.
  • See: Transfer ownership.

Billing & Plan features

• Billing moved from Profile settings to org-level Plan and billing. Previous version had Profile Settings → Billing Portal. v2.0 separates personal Profile settings from the org-scoped Plan and billing page.
• LTV Predictions activation is self-serve on Expert+ plans. Previous version required a support ticket; v2.0 has an activation banner on App settings.

Mission Control & monetization setup

• Mission Control is a NEW central area for Targetings, Product Hub, and Users & Audiences.
• Targetings replace the placement-first model. Audiences no longer drive paywall delivery directly — assign them to targetings instead. See the model shift above.
• App remote config is NEW. A JSON config attached to a targeting, delivered to matching users via the SDK, and A/B-testable like a paywall — tweak behavior or copy for a segment without shipping an app update. See Targetings → App remote config. Available on recent SDK versions only.
• Web Placements and Web Paywalls are no longer separate sidebar items. They live in the regular Mission Control Paywalls and Placements lists alongside mobile. Web payment options surface contextually on the paywall when it includes a Stripe / Paddle product. Audience routing for web goes through Targetings, same as mobile.
• Deferred deep links are NEW (Beta). A dedicated Growth-tools feature for web-to-app: run ad campaigns on Facebook, TikTok, or Google, send users to a web landing page, and Apphud attributes the resulting installs back to the campaign — without relying on IDFA, and often at a lower CPA than app-install campaigns. Available on the Expert plan. See Deeplinks.

A/B tests

• Tests run on Targetings, not on a single placement's paywall. A test on a targeting allows to vary the paywalls across all of its placements at once.
• Variation weights are ratios (e.g., 1:1, 2:1) with derived percentages, replacing the percentage inputs, though percentage are still shown.
• Audience inherited from the targeting — no separate audience picker inside test creation.
• One Running test per Targeting. You can save Drafts on a targeting that already has a Running test, but Run is blocked until the existing test completes.
• Manage test users is NEW — pin specific User IDs to specific variations for QA.
• See: Experiments.

Rules

• Rule page restructured into four tabs — Configuration / Push notification / In-app action / Analytics. See Rules.
• Two system rule types pinned at the top — Win back refund requests and Apple retention messaging (the latter coming H2 2026).
• Screens Builder is retired. The standalone Screens page is gone. Previously-defined screens remain selectable on existing rules; new screens can't be designed.
• Figma paywalls work inside Rules. A paywall with a screen (designed in Figma) can be delivered through rules that show an in-app paywall — for example a Win-Back Promo — reusing your Figma design without rebuilding it in a separate editor.
• Web-to-app landing pages are now rule templates — the standalone Web Editor with custom subdomains was replaced by Rule templates (Screen with URL button, Auto-redirect to App Store, Auto-redirect to URL, In-app message screen). Template choice is permanent once a rule is created.

Analytics & Reports

• "Charts" renamed to "Reports" with a new sidebar grouping — Money / Advanced / Subscriptions / Cohorts / Users / Conversions / Events. See Reports.
• Paywall Analytics is its own surface under Mission Control. See Paywall analytics.
• Business Overview is a NEW company-level analytics surface. Build custom dashboards that aggregate metric widgets across all your apps and platforms (iOS / Android / Web) in one view, mixing real-time snapshots metrics with historical ones. Each widget picks its own app(s), metric, period, and filters (platform, country, product, attribution, user properties), with period-over-period comparison, drag-and-drop reordering, ready-made templates. Available to Company Owners and Admins. See Business Overview.
• Overview period comparison. Compare the current period against a chosen prior window — e.g., now vs the previous 30 days, or the last 7 days — with 30 days now available as a period option.
• Nested segments in line charts. Line charts now support a second segment level (nesting), previously available only in bar charts, plus a table-only view segmented by product, country, or install date.
• Analytics API - coming soon. Programmatic access to your analytics data is on the roadmap; we'll send a newsletter and update this page once it's available.

Users & Audiences

• Audiences Sandbox view respects the date range (didn't in previous version).
• New audience filters. Audience filtering in v2.0 gains Payment Provider, Anonymous, and OS Version, plus Install Source and Install Source Identifier (previously available only in Reports). See Users & Audiences → Filters.
• Comparison & exclusion operators on filters. App version and OS version filters now support greater-than / less-than comparisons, not just an exact list, which is very handy to create an audience of users with latest versions included, e.g. "4.2+". Every filter also has an explicit is / is not toggle — so you can exclude a country, product, or channel in one step instead of listing all the others.

Events

• Trial Active / Subscription Active delays are self-serve in App settings → Customizations. Was a support ticket in previous version. See App settings → Customizations.
• Cohort-based event filtering. Choose which date the period applies to (e.g., User first seen at) and combine it with additional filters — measure an event against each cohort's own start date, not just the calendar window. See Events.

App settings (NEW per-app hub)

A single per-app configuration page replaces the scattered settings flow from the previous version. Grid of cards: General / Custom user properties / Push notifications / Localization / Authentication center / Customizations / Mobile platforms (App Store / Google Play / Mi Store) / Web (Payment providers).

• Authentication center is NEW. Manages app-level SDK + S2S API keys in one place — replaces the previous in-Settings API key flow.
  Per-store API keys — each store now has its own key instead of one app-wide key, for more flexibility (manage/rotate/remove stores independently) and better security (isolated keys, no single master key). See App settings → Authentication center.
• Mi Store credentials NEW. Xiaomi Mi Store support added. See Mi Store credentials.
• Customizations NEW. Hosts Trial Active / Subscription Active delay toggles. See App settings → Customizations.

See App settings.

UI & navigation

• Last-viewed organization opens on login.
• App switcher dropdown with Search + New app — apps scoped to active organization.
• "Previous Apphud version" link in the sidebar footer — escape hatch back to v1.8.
• Notifications inbox + sticky top banner + main-page banner — three notification surfaces.

What was removed

• Standalone Web Editor / Screen Builder for landing pages — replaced by Rule templates (see Rules above).
• Web Placements / Web Paywalls as separate sidebar items — merged into Mission Control.
• Standalone "Screens" page for designing new rule screens — Screens Builder retired; existing screens still work on existing rules.
• undefined permission group — unassigned product IDs are now auto-bundled into the Default permission group instead, with a dismissible banner.
• Percentage-based A/B test weights — replaced by ratios.

FAQ

Will my SDK integration break?

No. v2.0 uses the same SDK and the same API contracts. The dashboard layout changed; the runtime didn't.

Where did my placements / paywalls / audiences go?

Same place conceptually — under Mission Control. Placements and paywalls are still independent entities; what changed is that audience routing is now a Targeting layer above them. See Mission Control.

Where are Web Placements and Web Paywalls?

Merged with the regular Paywalls and Placements lists in Mission Control — no separate sidebar items. Web payment options appear contextually on the paywall when it includes a Stripe / Paddle product.

Do my A/B tests keep running?

No. Tests should be stopped before migration, otherwise they will be stopped automatically. New tests need to be created on a targeting (see Experiments), which can vary multiple paywalls across placements at once.

Where did the Web Editor / Landing Page Builder go?

Replaced by Rule templates. To rebuild a web-to-app flow, create a rule from the Auto-redirect to App Store or Screen with URL button template. See Rules.

What happened to my undefined permission group?

Replaced by auto-bundling into the Default permission group. Unassigned product IDs now create one bundle per ID under Default, surfaced via a dismissible "Bundles were automatically created..." banner.

Are role assignments preserved?

Existing teammates keep access. Role names changed (v1.8 App admin / App member / Marketing manager → v2.0 org-level Owner / Administrator / User + per-app permission templates). Review in Team and permissions if you need to re-tune access.

Can I go back to the previous version?

Yes and no — the "Previous Apphud version" link in the sidebar footer takes you to v1.8. You can switch back and forth during the transition period. However 1.8 will remain read only. You won't be able to start an experiment there or add a new rule, or set up a new integration.

How long will v1.8 stay available?

For the duration of the migration period. We'll announce the v1.8 sunset date in advance; until then both versions stay live and your data syncs across them.

Where to start in v2.0

If you're exploring v2.0 for the first time:

1. Read Mission Control — the central concept.
2. Read Targetings — the new audience-routing layer.
3. Skim Organizations and Team and permissions if you have multiple teammates or apps.

For specific changes by area, jump to the section above and follow the doc links.