Definition
The continuation of a subscription after a billing period ends, either manually or through auto-renew. Renewals are a core component of recurring revenue and serve as key milestones in a user's lifecycle.
Renewal Rate = Successfully Renewed / Eligible for Renewal x 100. First Renewal Rate is typically 70-85%. Subsequent renewals: 85-95%.
Users are still evaluating whether the subscription is worth it. After 2-3 renewals, the subscription becomes habitual and renewals stabilize at 90%+. Focus your engagement efforts on the first billing cycle to get users past this critical threshold.
Drive engagement during the current billing cycle, send a value-reinforcement message before renewal, fix billing failures with dunning, and make the subscription feel indispensable through habit-building features.
Apple and Google attempt to charge the user within 24 hours before the end of the current billing period. If the charge fails, the platform enters a retry period. You receive server-to-server notifications about renewal status through Botsi.
A backend mechanism that limits how often users can trigger certain subscription-related actions (e.g., restore, trial start, promo redemptions) within a set time frame. This helps prevent abuse, fraud, and system overload.
When a previously churned or lapsed subscriber returns and resumes their subscription. Reactivations are a part of lifecycle marketing and often driven by email/push campaigns, pricing incentives, or product improvements.
Revenue generated on a consistent, repeatable basis through subscription renewals. Recurring revenue is the foundation of subscription businesses and a key metric for forecasting, valuation, and capital efficiency.
The percentage of in-app purchases or subscriptions that are refunded due to user dissatisfaction or platform policy. High refund rates can signal poor value perception, billing issues, or onboarding problems and may impact platform standing or reported revenue.
The percentage of subscribers who successfully renew at the end of their billing cycle. High renewal rates are indicative of strong product-market fit, perceived value, and customer satisfaction.
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