ROAS = Revenue Generated from Ad Spend / Total Ad Spend. Can be expressed as a ratio (3.5x) or percentage (350%). Always specify the time window: 30-day ROAS, 90-day ROAS, 12-month ROAS.
At 30 days, 0.5-1.5x is normal (you are still in payback). At 12 months, 2-4x is healthy. Above 4x means you should scale aggressively. Below 1x at 12 months means the channel is unprofitable.
Net revenue (after platform fees) for true profitability analysis. Gross ROAS inflates results by 30-40%. A campaign showing 3x gross ROAS is actually ~2.1x net — a meaningful difference for budget decisions.
Optimize for subscriber quality (not just installs), improve trial-to-paid conversion, reduce churn to extend LTV, and shift budget to channels with highest long-term ROAS. Better onboarding improves ROAS across all channels simultaneously.
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 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.
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