Glossary
Definitions of the App Store revenue and subscription terms used in RevenueHog, from MRR, ARR and proceeds to grace period, billing retry and App Attest.
Terms as RevenueHog uses them. For the exact formula behind each metric, see Metric definitions.
Revenue
MRR (monthly recurring revenue)
The value of all active subscriptions normalized to one month: an annual plan counts as its price ÷ 12, a weekly plan as its price × 52 ÷ 12, and free trials count as $0. App Store Connect does not show an MRR number; computing one from Apple's reports means handling annual normalization, trials, grace periods and currency. RevenueHog keeps grace-period subscribers in MRR and leaves billing-retry subscribers out.
ARR (annual recurring revenue)
MRR × 12: the yearly run rate of the current subscription base. It projects today's level forward and is not a prediction of what the next twelve months will earn, since churn and growth both move it.
MTR (monthly tracked revenue)
A billing metric used by RevenueCat: the total revenue flowing through their platform in a month, which their pricing takes a percentage of past a free threshold. It measures what a tool sees, not what you recur: a one-time purchase spike raises MTR without touching MRR. RevenueHog does not use MTR.
Proceeds
What is left of the customer price after Apple's commission: 70% at the standard rate, 85% for Small Business Program members and for subscriptions past one year of paid service. Apple's daily reports state proceeds per unit; payout reports remain the source of truth. RevenueHog reports proceeds in USD.
Gross
What the customer paid, before Apple's commission, converted to USD.
ARPU and ARPPU
Average revenue per user and per paying user. RevenueHog computes both as MRR divided by active paying subscribers, so they are equal today.
Small Business Program
Apple's reduced-commission program: enrolled developers who earned up to $1M in proceeds the prior calendar year keep 85% instead of 70%. Apple's daily reports already state proceeds at the member's actual rate, so report-derived numbers need no adjustment; the share only matters when estimating proceeds from a customer price, as the live feed does. See Settings reference.
Subscriptions
Intro offer
A discounted first period for new subscribers: free trial, pay-as-you-go (a discounted price per period), or pay-up-front (one discounted payment covering several periods). Only the free-trial shape is $0. Apple's subscription event report does not separate free trials from paid intro offers, so RevenueHog's trial funnel counts intro-offer starts.
Trial conversion
The moment a free-trial subscriber makes their first real payment: the transition from $0 to paying, and the first time they count toward MRR. The conversion rate is conversions ÷ trial starts.
Grace period
An optional window after a failed renewal charge during which the subscriber keeps full access while Apple retries billing. Grace-period subscribers stay in the paying base: they have not churned.
Billing retry
The state after a renewal charge fails and any grace period ends: access has lapsed, but Apple keeps retrying and the subscription can recover without user action. RevenueHog treats it as churn risk (the RISK badge), not churn.
Churn
Subscribers leaving: expirations after a cancellation, refunds, and failed billing that never recovers, counted over a window. A billing retry is not churn yet, and a trial canceled before paying is shown as CANCEL rather than lost revenue.
Family Sharing
A purchase shared with family members. The shared copies are someone else's sale, so RevenueHog badges them FAMILY instead of BUY.
Notifications and attribution
S2S (server-to-server notifications)
Apple's App Store Server Notifications: HTTPS POSTs Apple sends to a URL you configure, one per subscription lifecycle event. Version 2 delivers each event as a signed JWS. Apple allows exactly one production URL per app, which is why RevenueHog offers forwarding.
JWS (JSON Web Signature)
A signed token format: three base64url segments (header, payload, signature). Apple signs every server notification as a JWS with a certificate chain ending at Apple's root CA, so a receiver can prove the event came from Apple.
signedPayload
The single field in a version 2 notification's JSON body: the JWS containing the whole event. Because the signature covers this exact string, forwarding works only if the body is relayed verbatim. RevenueHog forwards Apple's exact bytes.
Consumption request
A notification Apple sends when a customer asks for a refund, inviting you to state a preference. Shown as RFRQ. See Settings reference.
Attribution
Linking purchases to your own user IDs. Apple's notifications identify subscribers only by transaction IDs, so purchases start as anonymous customers; an optional identify and attribute call from an SDK upgrades them to real users. See Attribution.
App Attest
Apple's device attestation service. The optional RevenueHog SDK uses it instead of an API key: Apple signs a statement that the caller is your genuine app on a real device, and RevenueHog matches it to your workspace through the App Store Connect data it already has. No key to copy, nothing secret in your binary.
Vendor number
The account number Apple files your sales and financial reports under. Without it RevenueHog can import apps but not revenue.
RevenueHog terms
Workspace
The organization that owns apps, credentials, data and members. See Workspaces.
Auto-wire
Pointing Apple's server-notification URLs at RevenueHog automatically when a new app is discovered, keeping any existing URL as a forwarding endpoint.
Capability matrix
The per-feature AVAILABLE, MISSING or UNKNOWN readout of what your App Store Connect key's role unlocks.
Measure and dimension
In the MCP server, a measure is a metric (such as mrr) and a dimension is how it is broken down (such as app). See MCP tools.
MCP token
A personal access token (rh_mcp_...) for MCP clients. See MCP server.
Feedback API key
A server-to-server key (rh_live_... or rh_test_...) for posting feedback without the SDK. See API keys.
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Reference
Reference material for RevenueHog, covering the glossary, event types and feed badges, metric formulas, common questions, troubleshooting and the changelog.
Event types and badges
Every event badge RevenueHog shows in the feed, timelines and push alerts, its color and money effect, and which Apple notifications and events map to it.