Revenue Chart
This page describes Charts v3.
This chart is also available in our legacy Charts v2. See Charts v2 and v3 differences.
The Revenue chart displays the total revenue generated during a given period, minus refunds and downward subscription payment adjustments recorded during that period. The chart includes revenue from subscription and non-subscription purchases, as well as ad revenue.
All revenue from a new paid subscription or renewal is credited to the period the transaction occurred in, so unlike normalized views like MRR, revenue may experience more significant period-over-period fluctuations depending on your mix of subscription durations being started or renewed.
Measures​
The Revenue chart provides both the revenue that was generated in a given period, as well as the count of revenue-generating transactions in that period, so that you can compare them to understand why your business is trending the way it is.
Revenue type​
The Revenue chart allows you to select and visualize three different revenue definitions:
- Revenue: The total revenue generated in a given period, minus refunds and downward subscription payment adjustments recorded in that period (regardless of the period of the original transaction).
- Revenue (net of taxes): Revenue generated in a given period (as defined above), minus our estimate of revenue deducted from the stores for taxes (e.g. VAT, DST, etc).
- Proceeds: Revenue generated in a given period (as defined above), minus our estimate of revenue deducted from the stores for taxes and commission.
Proceeds reflect RevenueCat's estimate of what you will earn from the stores for the revenue you generated, but keep in mind that the App Store's payment schedule is based on Apple's Fiscal Calendar, which does not align with calendar months. Learn more here.
Ad revenue is always reported as the revenue reported by the SDK, taxes and commissions are not estimated.
In addition, to learn more about how RevenueCat estimates taxes and commissions deducted from the stores, click here.
Transaction type​
The Revenue chart can be filtered or segmented by transaction type to measure the count of transactions and volume of revenue coming from different transaction types:
- New: The first paid transaction on a new subscription, including direct paid starts and trial-to-paid conversions. All one-time purchases and non-renewing subscriptions are also considered "new". A subscription started after a customer previously churned from a paid subscription is classified as a Resubscription, not New.
- Renewal: Any transaction on a subscription that had a previous paid transaction is classified as "Renewal". In addition to paid subscription renewals, this may include accepted promotional offers, etc.
- Resubscription: A "resubscription" is the first paid transaction of a subscription of a customer that previously churned from a paid subscription.
- Product change: A "product change" is the first transaction after a customer changed the product they were subscribed to.
- Ads: All revenue coming from ads.
Available settings​
- Filters: Yes
- Segments: Yes
- Revenue Type: Yes
How to use Revenue in your business​
Revenue is best used as a health metric for operating your business.
- To get a higher-level view of how your business is trending, try switching to a monthly resolution and looking at the last 12 months to see your growth trajectory. (Explore here)
- Focus on the mix of new & renewal revenue to understand where your growth is coming from, or segment by dimensions like Project how different products within your business are growing over time.
- Switch to Proceeds to better estimate how your bottom line performance is trending for a given calendar month.
Calculation​
For each period, we measure:
- Transactions: The count of revenue generating purchase transactions in a given period.
- Revenue: The total revenue generated in a given period, minus refunds and downward subscription payment adjustments recorded in that period.
Formulas​
- [Revenue] - [Taxes] = Revenue (net of taxes)
- [Revenue] - ([Store Commission / Fees] + [Taxes]) = Proceeds
Or, to instead get the amounts deducted for each purpose:
- [Revenue] - [Revenue (net of taxes)] = Amount deducted for taxes
- [Revenue (net of taxes)] - [Proceeds] = Amount deducted for store commission & fees
FAQs​
| Question | Answer |
|---|---|
| How are refunds incorporated into revenue? | When we see a refund processed by a store, how it affects revenue depends on your charts version. In Charts v3, we deduct the refund from the period in which the refund was processed, so it reduces revenue in the period the refund occurred and does not retroactively change prior periods. The chart also subtracts downward adjustments recorded when the final amount for a subscription period is lower than previously reported. In Charts v2, we used to deduct the refund from the period in which the original transaction occurred, so a refund retroactively reduced the revenue of an earlier period (the one the purchase was made in). To build a custom view of revenue & refunds, consider integrating our Scheduled Data Exports, or checking the refund rate chart or refunds chart. |
| How are purchases using Offer Codes accounted for in revenue? | Due to limitations in available information, accurate revenue tracking is not yet supported on initial purchases made with Offer Codes, and those purchases will be set to $0. Revenue from subsequent renewals will be tracked normally. Learn more here. |
| How are product price changes accounted for in revenue? | Once we detect a product price change in a specific country or currency, we’ll begin applying it to new subscribers immediately. We expect that existing subscribers are grandfathered in at the current price, and therefore revenue reporting will be inaccurate if that is not the case. We recommend creating a new product instead of changing the price on an existing product. Learn more here. |
| What exchange rates are used when converting to USD? | We convert transactions to USD using the exchange rate of the purchased currency on the day of purchase. This may differ from how other sources handle exchange rates. For example, Apple's Sales and Trends reports use a rolling average of the previous month's exchange rates, while their payments to developers are exchanged at or near the time of payment. More info. |
| Why are Proceeds less than $0 for a period? | Proceeds may be less than $0 for a period if that period contains Stripe transactions that were low enough prices where Stripe's fee for that transaction exceeded its revenue, resulting in negative proceeds for that transaction. If the negative Proceeds for a period exceed the positive Proceeds from other transactions, the period's Proceeds will be negative. |
| How can I display my revenue in currencies other than USD? | By default the RevenueCat Dashboard is set to use USD as the display currency, but this can be modified through Account Settings to view your data in other supported currencies. To learn more, click here. |