Definition
Promotions with a clear expiration (e.g "48-hour offer") designed to create urgency and drive faster decision-making. These are often delivered through paywalls, lifecycle campaigns, or triggered messaging tied to in-app behavior.
24-72 hours for most offers. Under 24 hours feels too aggressive. Over 72 hours loses urgency. For seasonal campaigns, 1-2 weeks works. Test different windows.
Yes — apps with visible countdowns see 15-30% higher conversion on timed offers. Place the timer prominently near the CTA button.
Show timed offers only to specific segments (paywall dismissers, churned users) rather than all users. Never repeat the same offer to the same user. Make the offer feel exclusive and one-time.
Payment processing handled outside of Apple or Google's in-app purchase systems. Commonly via payment platforms like Stripe, Paddle, or PayPal. Often used for web subscriptions or Android apps distributed outside the Play Store, allowing greater pricing control and lower platform fees.
The amount of time between a user installing the app and starting their first subscription. A key metric for measuring the effectiveness of onboarding, paywall timing, and perceived value delivery.
A user's decision to allow or deny tracking (e.g., through Apple's App Tracking Transparency prompt). Consent status affects how well apps can attribute installs, personalize messaging, and optimize acquisition across marketing channels.
The percentage of users who begin a free trial and subsequently convert to a paid subscription. This is one of the most important metrics for subscription apps with trials, reflecting onboarding success, feature adoption, and value communication.
Users who begin a trial but do not convert to a paid plan. These users represent a valuable segment for win-back campaigns, exit surveys, or follow-up offers aimed at understanding and closing conversion gaps.
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