MMP-Tracked Metrics: CPI = Campaign Spend / Attributed Installs. CPA = Campaign Spend / Attributed Actions (trials, subscriptions). ROAS = Attributed Revenue / Campaign Spend. These calculations are done per campaign, per ad set, and per creative for granular optimization.
AppsFlyer is the market leader with the broadest integrations. Adjust is strong for privacy-focused measurement. Branch excels at deep linking alongside attribution. Singular combines MMP and ad analytics. For most subscription apps spending $10K+/month on paid UA, AppsFlyer or Adjust are solid choices. Consider Botsi's integrations when selecting — seamless subscription data flow is critical.
Pricing is typically based on attributed install volume. Most MMPs offer free tiers for small apps (up to 10K installs/month). Paid plans start around $500-2,000/month for growing apps. At scale, enterprise plans can run $5K-20K+/month. The cost is usually 1-3% of your ad spend — a reasonable price for accurate measurement that prevents wasted budget.
Botsi sends subscription events (trial started, subscription purchased, renewed, churned) back to your MMP. The MMP then associates this revenue data with the original install source, giving you a complete picture: 'Users from Campaign X have a $45 LTV and 3.5x ROAS.' This integration is essential for optimizing acquisition spend toward high-value subscribers, not just installs.
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.
The party legally responsible for processing payments, managing refunds, and handling tax compliance on behalf of the app. In most mobile apps, Apple or Google act as the merchant of record, while web-based apps often use Paddle, or similar providers.
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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