Net Revenue per Channel = Gross Revenue x (1 - MoR Fee %). App Store: $100,000 x 0.70 = $70,000 net. Web (Paddle): $25,000 x 0.92 = $23,000 net. Effective MoR cost = (Gross Revenue - Net Revenue) / Gross Revenue x 100.
The MoR handles: payment processing, refund management, sales tax/VAT collection and remittance, receipt generation, fraud prevention, and legal liability for the transaction. When Apple is your MoR, they handle all of this. When you use Stripe or Paddle for web subscriptions, they can serve as your MoR so you do not have to manage tax compliance in 190+ countries yourself.
For digital goods on iOS, Apple is the required MoR. On Android, Google is the default, though alternative billing is now available in some regions (EU, Japan, India). For web-based subscriptions, you choose your MoR — popular options are Paddle, Stripe (with tax add-ons), and Chargebee. Many apps use multiple MoRs: Apple for App Store, Paddle for web.
Often yes, especially if you can drive traffic to a web checkout. The savings are significant: keeping 92-95% of revenue (web) vs 70-85% (App Store). However, the App Store has higher conversion rates due to seamless Apple ID billing. The best strategy is offering both channels and letting users choose, while promoting web subscriptions in out-of-app contexts (email, social media, website).
The number of unique users who engage with the app at least once in a 30-day period. MAU is a top-level engagement metric and often serves as the denominator in conversion rate or retention analysis.
A metric that measures how often users return to the app by comparing Daily Active Users (DAU) to Monthly Active Users (MAU). A higher ratio (closer to 1.0) indicates stronger user stickiness and habitual usage. The usage patterns of your users will change based on the category and type of app. For example, social media and gaming apps expect a much higher MAU/DAU ratio. Apps that only make sense to use once a week or a few times a month shouldn't measure themselves the same as a game.
A third-party tool - like Appsflyer, Branch, or Adjust - that attributes installs, measures campaign performance, and tracks in-app behavior across paid and organic channels. MMPs can be helpful for understanding CAC, LTV, and ROI in a privacy-compliant manner.
The predictable revenue generated from active subscribers on a monthly basis. MRR is a key metric for assessing growth, financial health, and the impact of marketing or retention initiatives in subscription-based apps.
Describes apps or services that support user access and subscription syncing across multiple operating systems (e.g., iOS, Android, web). Multi-platform support improves user flexibility, increases perceived value, and helps reduce churn.
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