Engagement Rate = (Users Who Performed Target Action / Total Active Users) x 100. Or more granularly: Average Engagement Score = Sum of Weighted Actions / Total Users. For example: (Sessions x 1 + Features Used x 2 + Content Created x 5) / Total Users.
Identify the core action that delivers value — for a meditation app it might be ‘minutes meditated,’ for a language app ‘lessons completed,’ for a fitness app ‘workouts logged.’ Then correlate different engagement levels with retention and conversion rates to find your magic number (e.g., ‘3 sessions per week = high retention’).
They are strongly correlated but not identical. Engagement measures what users do; retention measures whether they stay. High engagement almost always leads to high retention, but the reverse is not guaranteed — some users stay subscribed out of inertia without engaging. The goal is to drive genuine engagement that reinforces the value of the subscription.
Create daily use cases (streaks, daily content, reminders), use push notifications to drive return visits, gamify the experience with progress tracking and achievements, personalize content recommendations, and reduce friction in the core user experience. The most effective engagement drivers make your app part of the user’s daily routine rather than an occasional tool.
The rules — often enforced by Apple or Google — that determine whether a user qualifies for specific offers such as introductory pricing or free trials. These are typically based on the user’s subscription history within a subscription group or platform account.
The process of collecting a user’s email address during or before account creation. Email capture enables lifecycle communication across channels like onboarding emails, upgrade prompts, and win-back campaigns — and is particularly important when a user does not convert immediately.
The specific features, content, or access levels a user is granted based on their subscription status. Entitlements are typically managed through server-side systems like StoreKit, or Botsi, and are essential for maintaining access across platforms and devices.
Trackable in-app user actions such as app open, paywall view, subscription start, cancellation, or feature use. Events are the building blocks of behavioral analytics and are helpful for measuring funnel performance, targeting lifecycle messaging, and powering experimentation.
The systems and methodologies used to run A/B or multivariate tests on key subscription elements — such as pricing, onboarding, messaging, and paywalls. A strong experimentation framework supports continuous optimization of conversion and retention through rigorous data collection and analysis.
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