Involuntary Churn Rate = (Subscribers Lost to Billing Failure / Total Active Subscribers at Start) x 100. Involuntary Churn as % of Total Churn = Involuntary Churners / Total Churners x 100. Recovery Opportunity = Involuntary Churners x Potential Recovery Rate x Monthly Revenue.
Involuntary churn accounts for 20-40% of total churn in most subscription apps. The exact percentage depends on your user demographics (younger users have more payment issues), geographic mix (some regions have higher card failure rates), and whether you have recovery mechanisms in place. It is almost always higher than teams expect.
Four key tactics: 1) Enable grace periods on both Apple and Google platforms. 2) Send multi-channel payment failure notifications (push, email, in-app). 3) Provide easy, deep-linked access to payment update settings. 4) Use Botsi's billing event webhooks to trigger recovery campaigns the moment a payment fails. Together, these can recover 50-75% of involuntary churners.
Check the cancellation reason in server-to-server notifications from Apple and Google. Voluntary churn shows as user-initiated cancellation. Involuntary churn shows as billing failure, billing retry period expired, or payment issue. Botsi categorizes these automatically so you can track both types separately in your analytics.
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.
Botsi automatically shows the right price to every user. Stop guessing and start growing.