Subscriptions

Review subscription movement, trials, renewals, and cancellations.

Follow the Subscriber Lifecycle

Subscriptions helps you understand how people move from trying your app to paying, renewing, or leaving. It separates the current subscriber picture from the events that happened during a chosen period.

That difference really matters. Your active subscriber total answers "How many do I have now?" Starts and cancellations help explain how that total has been changing.

Read the Current Picture

The summary shows active subscriptions, with paid subscribers, trials, and subscriptions at risk where those figures are available.

At Risk includes billing retry and grace-period subscriptions. Those describe payment-related states, so they aren't the same as people who deliberately chose to cancel.

The reports need App Store Connect access and your vendor number. If the view is missing data, check Settings and the reporting notices before reading too much into an empty section.

Explore Activity Over Time

Choose a date range to look at starts, renewals, cancellations, and other reported events. The chart shows movement across that period, while the change figure summarizes starts minus cancellations.

Read the event breakdown and cancellation reasons for more context. Where the reports include it, subscription duration before cancellation can help you understand whether people bail soon after trying the app or much later.

The product breakdown comes in useful if you offer different plans. A monthly subscription and an annual subscription can contribute differently, even if a combined total looks steady.

Decide What to Investigate

If trials rise but paid subscriptions don't follow, look at what people experience during the trial and how the offer is explained. If cancellations rise after an update, investigate the experience before blaming the price.

These are questions to explore, not conclusions the chart can prove by itself. Compare the same dates in Revenue Details, and record changes so you can look back at them later.

Use Refresh to bring in the latest available reports. For price changes, the Purchasing Power Parity workflow includes the relevant pricing and schedule checks.