Subscription analytics

Subscription analytics provide insights into how many listeners are engaging with your free trials, converting to paid subscribers, and more.

Access subscription analytics

Creators with at least one active subscription and the Admin, Finance, or Legal role can log in to Apple Podcasts Connect, click the Analytics tab, and instantly view top-level subscription statistics. Click the subscription name to view more detailed insights and subscription trends.

Additional reports are available in Apple Podcasts Connect. From the Analytics tab, scroll below your list of shows to view other available reports. Learn more about subscription reports.

Overview

There are several charts highlighting important key performance indicators. You can update the reporting time period by adjusting the date selector. To get deeper insights on a metric, click the chart to view detailed trend data.

Free Trial Subscriptions: The number of free trial subscriptions you have as of the last day of the reporting period selected. If you choose reporting periods of different lengths but the same end date, the number will remain the same as it reflects a snapshot of the same end date.

Paid Subscriptions: The number of paid subscriptions you have as of the last day of the reporting period selected. If you choose reporting periods of different lengths but the same end date, the number will remain the same as it reflects a snapshot of the same end date.

Proceeds: Estimated proceeds earned for a specific show during the reporting period selected.

Free Trials Started: The number of trial subscriptions that were activated during the reporting period.

New Paid Subscriptions: The number of full price subscriptions that started during the reporting period. This includes conversions from free trials, reactivations from canceled subscriptions, and new subscriptions that went directly to paid without a free trial.

Conversion Rate: The percentage of users who successfully convert to a paid subscription after a free trial. This metric is calculated by dividing the sum of successful conversions from a free trial by the sum of conversion attempts from a free trial. Successful conversions include users who:

• Convert to a paid subscription from a free trial
• Renew from billing retry after a free trial
  
• Change from a monthly to yearly plan or vice versa from billing retry after a free trial
  
• Renew from grace period after a free trial
  

Conversion attempts include:

• Successful conversions
• Free trial cancellations
  
• Free trial cancellations after billing retry
  
• Free trial cancellations after grace period. Learn more about subscription grace periods and billing retry.
  

Subscription Status: A percentage breakdown of subscriptions by status and duration. The top three statuses are listed, and any remaining statuses are rolled into Other. Click the graph to view a comprehensive list of statuses and trend data.

• Paid Subscription: A subscription that is in good billing standing. Subscriber has access to service.
• Free Trial: A free trial subscription during entitlement period. Subscriber has access to service.
  
• Grace Period From Paid Subscription: The 28-day period in which Apple attempts to renew a paid subscription. Subscriber has access to service.
  
• Grace Period From Free Trial: The 28-day period in which Apple attempts to convert a trial subscription to a paid subscription. Subscriber has access to service.
  
• Billing Retry From Paid Subscription: The 32-day period following the grace period in which Apple attempts to renew a paid subscription. Subscriber does not have access to service.
  
• Billing Retry From Free Trial: The 32-day period following the grace period in which Apple attempts to convert a trial subscription to a paid subscription. Subscriber does not have access to service.
  

Learn more about subscription grace periods and billing retry

Top Countries/Regions: Highlights the top four subscriptions by country.

Trends

Trends provide a more detailed view of a metric over time. You can view trends in active subscriptions, conversion rates, conversion events, sales, proceeds, subscription units, and subscription events. Then, apply filters such as subscription status and country/region. Using the date selector, view counts for the previous period, current period, and the percentage change between them.

Metrics

Active Subscriptions: The total number of subscriptions currently active. Subscriptions are active during the time a customer has a paid subscription or free trial.

Conversion Rate: The percentage of users who successfully convert to a paid subscription after a free trial.

Conversion Events: A subset of Subscription Events that are used to calculate the conversion rate.

Sales: The total amount billed to subscribers, in U.S. dollars. Note that sales totals aren’t the same as proceeds.

Proceeds: The estimated amount of proceeds you will receive from your sales. This is the Customer Price minus applicable taxes and Apple’s commission, per Schedule 2 of your Apple Podcasters Program Agreement. For actual proceeds based on closed transactions, visit Payments and Financial Reports.

Subscription Units: The total number of subscription purchases, renewals, and reactivations, excluding free trials. Refunds are removed from the total. For example, if a customer purchases a subscription and then renews, two units are counted. If a refund is issued for the renewal, the total is reduced by one.

Subscription Events: The number of events that occurred, such as renewals and cancellations.

Dimensions

Country/Region: List of countries and regions where your subscription podcast is available.

Conversion Status

• Success Conversion: A free trial that converted to a paid subscription at the end of the free entitlement period.
• Failed Conversion: A free trial that resulted in a cancellation of the subscription at the end of the free entitlement period.
  

Subscription Duration

• Monthly: Subscribers on a monthly renewal plan.
• Yearly: Subscribers on an annual renewal plan.
  

Subscription Status

• Paid Subscription: A subscription that is in good billing standing. Subscriber has access to service.
• Free Trial: A free trial subscription during the entitlement period. Subscriber has access to service.
  
• Grace Period From Paid Subscription: The 28-day period in which Apple attempts to renew a paid subscription. Subscriber has access to service.
  
• Grace Period From Free Trial: The 28-day period in which Apple attempts to convert a trial subscription to a paid subscription. Subscriber has access to service.
  
• Billing Retry From Paid Subscription: The 32-day period following grace period in which Apple attempts to renew a paid subscription. Subscriber does not have access to service.
  
• Billing Retry From Free Trial: The 32-day period following grace period in which Apple attempts to convert a trial subscription to a paid subscription. Subscriber does not have access to service.
  

Proceed Rate

• First Year: Proceeds to creators are calculated at 70% during a subscriber’s first year.
• After One Year: Proceeds to creators are calculated at 85% after a subscriber’s first year.
  

Start Type

• Free Trial Starts: The number of trial subscriptions that were activated during the reporting period.
• New Paid Subscriptions: The number of full price subscriptions that started during the reporting period.
  

Event Type

• Renewals
• Activations
• Cancellations
• Conversions to Standard Price
• Enter Grace Period
• Renewals From Grace Period
• Reactivations
• Enter Billing Retry
• Renewals From Billing Retry
• Refunds

Conversion Type

• Cancellation From Billing Retry
• Cancellation From Free Trial
  
• Cancellation From Grace Period
  
• Crossgrade From Billing Retry After Free Trial. This includes transitions to different subscription plans such as going from a monthly to an annual subscription.
  
• Crossgrade From Free Trial. This includes transitions to different subscription plans such as going from a monthly to an annual subscription.
  
• Paid Subscription From Free Trial
  
• Renewal From Billing Retry After Free Trial
  
• Renewal From Grace Period After Free Trial
  

Understanding your subscription data

Why don’t my proceeds match my financial reports?

Calculations between these metrics varies by report. As a result, direct comparisons cannot be made across reports:

• Proceeds are based in USD and on calendar week, calendar month, last 60 days, or all-time.
• Financial reports are based in local currency by fiscal month. Learn more about payments and financial reports.
• Subscription reports are in local currency and based on a daily, weekly, or monthly schedule. Learn more about subscription reports.

How many subscribers do I currently have?

To calculate the number of users who have access to your subscription service, add the number of free trial subscriptions and the number of paid subscriptions.

How did my subscriptions perform last month?

To view your subscription performance from a previous time period, use the date selector in the upper-right corner.