Intro Offer Revenue Impact = (Intro Conversion Rate x Intro Price x Users) + (Intro Users x Renewal Rate x Full Price x Remaining Months). For example: (2,400 x $0.99) + (2,400 x 62% x $12.99 x 11) = $2,376 + $212,773 = $215,149 first-year revenue from the intro cohort.
Apple supports three types: Free Trial (full access for X days, then auto-renews at full price), Pay As You Go (reduced price for X billing periods, then full price), and Pay Up Front (one-time reduced payment for an extended period). You can only use one type per subscription group, and each Apple ID gets one intro offer per group.
The most common intro offers are: free 7-day trial (best for user acquisition), $0.99 for the first month (good for revenue + conversion balance), and 50% off the first period (good for higher-priced subscriptions). Test different approaches — the winner depends on your price point, audience, and how much value you can demonstrate during the intro period.
Yes, typically 15-25% higher churn at first renewal. Users attracted by low prices are more price-sensitive. However, the higher volume of subscribers usually more than compensates. To improve retention after the intro period, focus on driving engagement during the discounted phase so users perceive full-price value before the first renewal at standard pricing.
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.
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.
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.
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