Definition
The percentage of users who install the app and ultimately start a paid subscription. This is a key funnel metric for evaluating onboarding effectiveness, paywall performance, and the overall value proposition.
Install-to-Subscribe Rate = (New Paid Subscribers / Total New Installs) x 100. For a specific time window: 60-Day Install-to-Subscribe = Subscribers within 60 Days of Install / Installs in Cohort x 100. Revenue per Install = Install-to-Subscribe Rate x Average Revenue per Subscriber.
For apps with free trials, 5-15% is typical for the best performers. For hard paywall apps, 15-30% is possible. For freemium apps without trials, 2-5% is common. The benchmark depends heavily on your monetization model, app category, and traffic quality. Focus on your own trend line — even small improvements compound significantly.
Most conversions happen within the first 24-48 hours or not at all. Apps with onboarding paywalls see 60-70% of total conversions on day 0. Apps with trials see a spike at trial end. After 30 days, the probability of an un-subscribed user converting drops below 5%. This is why first-session experience is so critical.
Optimize each step: reduce onboarding drop-off (fewer steps, faster value), improve paywall conversion (better copy, pricing anchoring, social proof), offer appropriate trials (7-day works for most), and ensure your ad creative sets accurate expectations. A mismatch between ad promise and app reality is the number one killer of install-to-subscribe rates.
A native message displayed within the app interface (e.g., banners, modals, full screens) used to guide user actions - such as starting a trial, updating payment info, or exploring premium content. IAMs complement push notifications for mid-session engagement.
A transaction made within the app to unlock content, features, or virtual goods. For subscription apps, IAPs can be used for one-time purchases alongside recurring plans, and must comply with Apple and Google's platform rules for digital goods.
The process of determining which marketing source or campaign drove an app install. Accurate attribution is needed for measuring CAC, optimizing performance marketing, and analyzing subscriber LTV by channel.
A user's status, tracked by the app store, that determines whether they qualify for introductory pricing. On iOS, eligibility is typically limited to one offer per subscription group per Apple ID, meaning churned users may not qualify again.
A discounted subscription offer available only to first-time subscribers for a limited time (e.g., $0.99 for the first month). It's used to lower entry barriers and increase trial-to-paid conversions, and is governed by platform-specific rules on eligibility.
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