Metric definitions
The formula, unit, source, breakdowns and series support for every RevenueHog metric, including proceeds, MRR, churn rate, trial conversion, ROAS and CAC.
These definitions are the same ones the MCP server returns from rh_meta with topic glossary. All money is USD developer proceeds unless a row says otherwise. Rates are percentages from 0 to 100. Dashboard views are described in Metrics.
Revenue
Source: Apple Sales and Trends daily reports (and connected Stripe and Google Play sources). Reports settle 1 to 3 days late.
| ID | Metric | Unit | Definition | Breakdowns | Series |
|---|---|---|---|---|---|
proceeds | Proceeds | USD | Customer payments in the window after Apple's commission and taxes, converted to USD. | app, country, product | Yes |
gross | Gross | USD | Customer-paid amount in the window before Apple's commission, converted to USD. | app, country, product | Yes |
units | Units | count | Paid units sold in the window. | app, country, product | Yes |
refunds | Refunds | count | Refunded units in the window. | app, country, product | Yes |
Subscription levels
Source: Apple's daily subscription report. Point-in-time values as of the latest snapshot; the report lags 1 to 2 days.
| ID | Metric | Unit | Definition | Breakdowns | Series |
|---|---|---|---|---|---|
mrr | MRR | USD | Sum of every active subscription's price normalized to a monthly rate (annual ÷ 12, weekly × about 4.33). | app | Yes |
arr | ARR | USD | MRR × 12. | app | No |
activeSubs | Active subscribers | count | Active paying subscriptions. Grace period counts as active; billing retry does not. | app | Yes |
trials | Trials | count | Subscribers currently in a free trial. | app | Yes |
arpu | ARPU | USD | MRR ÷ active paying subscribers (equal to ARPPU, since there is no total-user denominator). | app | No |
arppu | ARPPU | USD | MRR ÷ active paying subscribers. | app | No |
Subscription flows
Source: subscription events and server notifications, over the window.
| ID | Metric | Unit | Definition | Breakdowns | Series |
|---|---|---|---|---|---|
newCustomers | New customers | count | Net-new subscription starts: a first paid subscribe plus trial or intro starts. | app | Yes |
newMrr | New MRR | USD | Positive MRR movements: new paid subscriptions and trial-to-paid conversions. | app | No |
churnedMrr | Churned MRR | USD | Magnitude of negative MRR movements (expirations, revocations, refunds), reported as a positive number. | app | No |
churnRate | Churn rate | % | Subscribers lost in the window ÷ active subscribers at the window start. Null for an all-time window or with no snapshot base. | app | No |
renewalRate | Renewal rate | % | Renewals ÷ (renewals + churn) resolved in the window. | app | No |
trialConversion | Trial conversion | % | Trials that converted to paid ÷ trials started, followed as a cohort to its outcome. Intro offers count as trials. | app | No |
Store analytics
Source: App Store Connect analytics reports.
| ID | Metric | Unit | Definition | Breakdowns | Series |
|---|---|---|---|---|---|
impressions | Impressions | count | Appearances in search, browse or referral. | app | Yes |
pageViews | Page views | count | Product page views. | app | Yes |
downloads | Downloads | count | First-time downloads. Updates and redownloads excluded. | app | Yes |
redownloads | Redownloads | count | Reinstalls by users who had the app before. | app | Yes |
sessions | Sessions | count | App sessions. Null when Apple never reported it. | app | Yes |
deletions | Deletions | count | Uninstalls. Null when never reported. | app | Yes |
crashes | Crashes | count | Crashes summed across app versions. | app | Yes |
avgRating | Average rating | stars | Official store rating per app, falling back to the average of mirrored reviews. Totals are weighted by rating count. | app | No |
Ads
Source: Apple Ads. The unsettled current day is excluded; reporting lags about 1 day.
| ID | Metric | Unit | Definition | Breakdowns | Series |
|---|---|---|---|---|---|
adSpend | Ad spend | USD | Apple Ads spend. | app, campaign | Yes |
adImpressions | Ad impressions | count | Times ads were shown. | app, campaign | No |
adTaps | Ad taps | count | Taps on ads. | app, campaign | No |
installs | Installs | count | Installs attributed to Apple Ads. | app, campaign | Yes |
roas | ROAS | ratio | Proceeds ÷ ad spend. 3.0 means three dollars of proceeds per dollar spent. Null when spend is 0. | app, campaign | No |
cac | CAC | USD | Ad spend ÷ new paying customers. Null when either is 0. | app, campaign | No |
payback | Payback period | days | CAC ÷ (monthly proceeds per new paying customer) × 30. Null when spend, proceeds or new customers is 0. | app, campaign | No |
Concepts that are not queryable
LTV (lifetime value): total revenue expected from a customer over the whole relationship. A standard estimate is ARPPU ÷ churn rate; RevenueHog prefers realized cohort revenue where a cohort has enough history.
Conventions
- Windows are whole UTC days and the end date is inclusive.
- A prior-period delta is a fraction of the prior value and is null when the prior value is zero or unknown.
- Null means unknown (no report), which differs from zero.
- Currency conversion uses public daily reference rates.
Related
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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.
FAQ
Short answers to common RevenueHog questions about pricing, data sources, key roles, data freshness, teams, workspaces, the MCP server and deleting data.