Subscription metrics calculator for apps
MRR is your monthly plan revenue plus your yearly plan revenue divided by 12; average lifetime is 1 ÷ monthly churn, and LTV is ARPU × lifetime. For example, 200 monthly subscribers at $4.99 and 300 yearly at $39.99 give an MRR of $1,997.75, and at 5% monthly churn each subscriber is worth about $79.91 before Apple's share. Enter your plans, churn and trials to see these numbers, net of Apple's 70% or 85% share, and a 12-month projection.
Plans and subscribers
Leave a plan's price at 0 if you do not offer it. Use the price without tax (the commission calculator shows how to get it).
Churn and growth
Metrics
- MRR (monthly recurring revenue)
- $1,997.75
- Net MRR after Apple's share
- $1,698.09
- ARR (annual run rate)
- $23,973.00
- ARPU per month
- $4.00
- Average lifetime
- 20 months
- LTV (gross)
- $79.91
- LTV (net, after Apple's share)
- $67.92
- New paying subscribers per month
- 40
- Subscribers where growth levels off
- 800
Formulas with your numbers
- MRR = $4.99 × 200 + $39.99 × 300 ÷ 12 = $1,997.75
- ARR = MRR × 12 = $23,973.00
- Net MRR = $1,997.75 × 85% = $1,698.09
- ARPU = MRR ÷ subscribers = $1,997.75 ÷ 500 = 3.9955
- Average lifetime = 1 ÷ monthly churn = 1 ÷ 5% = 20 months
- LTV = ARPU × lifetime = 3.9955 × 20 = $79.91; net LTV = $79.91 × 85% = $67.92
- New paying subscribers = 400 × 10% = 40 a month
- Next month's subscribers = this month × (1 − 5%) + 40
- Growth levels off near 40 ÷ 5% = 800 subscribers
12-month projection
- MRR
- Net MRR
| Month | Subscribers | MRR | Net MRR |
|---|---|---|---|
| Now | 500 | $1,997.75 | $1,698.09 |
| 1 | 515 | $2,057.68 | $1,749.03 |
| 2 | 529 | $2,114.62 | $1,797.43 |
| 3 | 543 | $2,168.71 | $1,843.40 |
| 4 | 556 | $2,220.09 | $1,887.08 |
| 5 | 568 | $2,268.91 | $1,928.57 |
| 6 | 579 | $2,315.28 | $1,967.99 |
| 7 | 590 | $2,359.34 | $2,005.44 |
| 8 | 601 | $2,401.19 | $2,041.01 |
| 9 | 611 | $2,440.95 | $2,074.81 |
| 10 | 620 | $2,478.72 | $2,106.92 |
| 11 | 629 | $2,514.61 | $2,137.42 |
| 12 | 638 | $2,548.70 | $2,166.39 |
Simplifications: one constant churn rate for every plan; new subscribers pick plans in today's mix; trials convert in the month they start; no refunds, no price changes, no taxes beyond Apple's share.
How it works
- •Enter the price and the number of active subscribers for your monthly and yearly plans. Use prices without tax.
- •Enter churn as a monthly % or as a yearly renewal %; a renewal rate r becomes a monthly churn of 1 − r^(1/12).
- •Enter new free trials per month and the share that convert to paid, and pick your share after Apple's commission (85% or 70%, or type one).
- •Read MRR, ARR, net MRR, ARPU, average lifetime and LTV, each with its formula, and a 12-month table and chart where each month is last month × (1 − churn) + new paying subscribers.
What it does and what it cannot do
- •It is a simple model: one constant churn rate for every plan, no refunds, no price changes, and no taxes beyond the proceeds share you choose.
- •New subscribers are assumed to pick plans in the same mix as today, and trials are counted as converting in the month they start.
- •Yearly plans are spread evenly as price ÷ 12 per month. Cash actually arrives once a year, so your bank balance will look lumpier than MRR.
- •Apple's share depends on each subscriber's year of paid service unless you are in the Small Business Program; this tool uses one share for everybody. For the exact split per sale use the App Store commission calculator.
- •Nothing you type leaves your browser.
Questions
- How do I calculate MRR with yearly plans?
- Divide each yearly plan's price by 12 and add it to monthly revenue. 300 yearly subscribers at $39.99 add $999.75 of MRR; with 200 monthly subscribers at $4.99 ($998) the MRR is $1,997.75 and ARR is $23,973.
- How is LTV calculated here?
- LTV = ARPU × average lifetime, and average lifetime = 1 ÷ monthly churn. At an ARPU of $3.9955 and 5% churn the lifetime is 20 months and LTV is $79.91 gross, or $67.92 after an 85% share.
- How do I turn a yearly renewal rate into monthly churn?
- Monthly churn = 1 − renewal^(1/12). A 60% yearly renewal rate is about 4.17% monthly churn. This assumes the same share of subscribers leaves every month.
- Should I use 70% or 85%?
- Apple pays 70% of a subscription price (after tax) in a subscriber's first year of paid service and 85% after that. In the App Store Small Business Program you get 85% from the start. If many subscribers are in their first year, 70% is the safer choice.
- Why does the projection level off?
- Each month you gain new paying subscribers and lose a fixed share of the ones you have. The count settles where the two balance: new subscribers ÷ churn. With 40 new a month and 5% churn that is 800.
- What is ARPU here?
- Average revenue per paying subscriber per month: MRR ÷ active subscribers. Free users and trials are not counted.