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Guides
Practical guides to subscription retention: cancellation reasons, restore purchases, and payment recovery.
App Engagement Strategy for Consumer Apps
A useful app engagement strategy starts with the action that represents value, then builds a measured path from first use to repeat behavior.
Neil Agarwal
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ARPPU: Average Revenue Per Paying User
ARPPU measures the revenue generated by paying users over a stated period or cohort window. The denominator and time window matter as much as the formula.
Neil Agarwal
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Revenue Churn vs Customer Churn
Revenue churn shows how much recurring revenue left. Customer churn shows how many customers left. Use both to find the part of a subscription business that needs attention.
Neil Agarwal
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App Store Conversion Rate: How to Read It
App Store conversion rate turns product-page impressions into a focused acquisition signal. Learn Apple's definition, where the number can mislead, and how to make a useful next test.
Neil Agarwal
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Apple Fiscal Calendar 2026: App Store Dates
Apple's fiscal calendar does not line up with calendar months. Use this 2026 App Store reference to label financial reports, compare periods, and avoid a quiet reporting mismatch.
Neil Agarwal
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Custom Product Pages: A Practical Guide
Custom Product Pages give an App Store campaign or audience a page that matches why it clicked. Learn what can change, how review works, and how to measure the route without confusing it with a test.
Neil Agarwal
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How to Increase App Retention
A practical way to improve app retention: find the first broken return path, fix the customer moment behind it, and measure the same cohort again.
Neil Agarwal
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Mobile Paywall Screens: Patterns Worth Testing
Paywall screens make the value, plans, and next action visible at the moment someone decides. Use these patterns as hypotheses, not templates.
Neil Agarwal
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pLTV: Predicted Lifetime Value for Mobile Apps
pLTV estimates what a new user or cohort may be worth before their revenue has fully arrived. Here is how to use that forecast without confusing it with observed LTV.
Neil Agarwal
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Mobile App User Acquisition: A Practical Strategy
Mobile app user acquisition is the work of finding customers who reach a useful moment and keep returning, not simply buying the cheapest installs.
Neil Agarwal
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Paddle vs Stripe: A Practical Comparison
Paddle and Stripe can support digital-product payments, but the decision starts with who is merchant of record and which checkout, tax, and billing work the business keeps.
Neil Agarwal
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Push Notification Best Practices for App Teams
Push notification best practices begin with a useful customer moment, then match permission, urgency, expiry, and measurement to that moment.
Neil Agarwal
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App Review Management: A Practical Operating Guide
App review management is the work of reading, routing, and replying to App Store and Google Play feedback. This guide gives app teams a small operating loop that protects customer privacy and gets recurring issues to the right owner.
Neil Agarwal
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Google Play Promo Codes: A Guide for App Teams
Google Play promo codes can give customers a paid app, a one-time product, or a subscription trial. This guide explains the code types, setup, redemption, and the access checks an app team needs.
Neil Agarwal
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Rating Prompts: When Mobile Apps Should Ask
A rating prompt should arrive after a customer has received value, not at the first possible tap. Learn how native App Store and Google Play review prompts work, when to request one, and what to avoid.
Neil Agarwal
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CAC Payback Period
CAC payback period shows how many months a paid acquisition cohort needs to return the cost assigned to it. The calculation only works when CAC, proceeds, margin, and cohort timing use the same rules.
Neil Agarwal
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Customer Lifetime Value Calculator
A customer lifetime value calculator starts with a defined cohort, revenue basis, and time window. Use it to calculate realized value before you forecast what a subscriber may be worth.
Neil Agarwal
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How to Reduce Churn
To reduce churn, split voluntary cancellations from failed renewals first. Then route each state to the product, plan, billing, or win-back work that fits it.
Neil Agarwal
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App Monetization: A Guide for Mobile App Teams
App monetization starts with the value a customer pays for, then matches that promise to a revenue model, store rules, and the signals a team needs after checkout.
Neil Agarwal
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Gross vs Net Retention: A Guide for App Teams
Gross vs net retention shows whether upgrades are adding to a healthy subscriber base or covering the revenue that already leaked out of it.
Neil Agarwal
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Mobile App Analytics: A Guide for App Teams
Mobile app analytics joins store, product, subscription, and support signals so an app team can explain a change instead of merely reporting it.
Neil Agarwal
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Churn Analysis: A Guide for App and Subscription Teams
Churn analysis explains why subscribers leave instead of reporting a single churn number. It separates voluntary cancels from failed payments, then segments the loss by cohort, plan, and lifecycle stage.
Neil Agarwal
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In-App Purchase Apps: What They Are and How App Teams Monetize Them
An in-app purchase app earns revenue by selling digital content, features, or access inside the app itself. This guide covers the app categories that monetize this way, the purchase models behind them, and what teams should track.
Neil Agarwal
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Net Retention Rate: A Guide for App and Subscription Teams
Net retention rate shows whether a cohort of subscribers is worth more over time after upgrades, downgrades, and churn. This guide covers the formula, a worked illustration, and what app teams should track.
Neil Agarwal
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What Are In-App Purchases? A Guide for App Teams
In-app purchases let an app sell digital content, features, and subscriptions inside the store's payment system. The purchase type shapes the entitlement, the customer journey, and the signals your team needs to watch.
Neil Agarwal
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Failed Payment Recovery for Subscription Apps: Reduce Involuntary Churn
A failed renewal is not always a cancellation. Separate involuntary churn, classify declines, and measure recovery against Apple's grace period and 60-day retry window.
Neil Agarwal
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Subscription Cancellation Reasons: What They Mean and What to Do Next
A cancellation reason is a starting point. Map Apple's report labels, then pair your survey answers with behavior so each pattern has an owner and a next action.
Neil Agarwal
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What Does Restore Purchase Mean? A Guide for Subscription App Teams
Restore Purchase asks the store to refresh past transactions and unlock access the customer already paid for. It does not charge again, and it is not failed-payment recovery.
Neil Agarwal
Start with the leak you can actually recover.
Cancellations and failed payments need different owners. Point Refix at one. It watches that metric in Slack and waits for you before anything ships.