Definition
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.
Median Time-to-Purchase = Middle value when sorting all purchase times from install. Average Time-to-Purchase = Sum of all purchase times / Number of purchases.
For apps with onboarding paywalls, median should be under 24 hours. For apps with delayed paywalls, 3-7 days is typical. If median exceeds 14 days, your value proposition or paywall timing likely needs work.
Somewhat. Users who subscribe quickly tend to be higher-intent and often have better retention. Users who take weeks may be more price-sensitive. However, both segments can be valuable — the key is optimizing for each.
Show the paywall during or immediately after onboarding, create urgency (limited-time offers), demonstrate value quickly (let users experience the core feature before the paywall), and reduce decision friction (clear pricing, prominent trial CTA).
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.
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.
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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