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All Subscriptions Revenue

< 1 min read

Definition:

All subscriptions revenue refers to the combined revenue generated by new subscription payments and subscription renewals within a given reporting period. It unites other metrics New Subscription Revenue and Renewal Revenue for a more complete picture. 


Formula: 

All Subscriptions Revenue = New Subscription Revenue + Renewal Revenue

 

What is All Subscriptions Revenue?

All subscriptions revenue is a metric that gives a complete view of the revenue generated across two major stages of the paid subscription lifecycle: the subscriber's first paid transaction and all later successful subscription renewals. In Tenjin's Subscription Revenue Report the formula is:

All Subscriptions Revenue = New Subscription Revenue + Renewal Revenue

 

A user could install an app, start a trial, become a paying subscriber, and renew several times.  New subscription revenue alone ignores much of that user's eventual value. All subscriptions revenue is a total that combines the first payment and later recurring payments. Please note that All Subscriptions Revenue is a Tenjin reporting label rather than a universal accounting term used identically across every subscription platform. Other tools may use terms such as total subscription revenue instead of All Subscription Revenue. They represent the same thing. 

For example a mobile fitness app reports during one month a New Subscription Revenue: $18,000 and Renewal Revenue: $32,000. The All Subscriptions Revenue would be $50,000, which answers how much subscription value new and renewing subscribers generated across a period of time. It's useful when broken down into different dimensions: $50,000 could be segmented by campaign, ad network, country, platform, product id, or acquisition cohort. These breakdowns help with campaign analysis. 

 

All Subscriptions Revenue vs. New Subscription Revenue

New Subscription Revenue measures revenue from first-time paid subscription transactions. All Subscriptions Revenue includes that first-payment revenue plus revenue generated by later renewals. Imagine two users on a $10 monthly plan.

Subscriber A

  • First payment: $10
  • No renewals
  • New Subscription Revenue: $10
  • All Subscriptions Revenue: $10

Subscriber B

  • First payment: $10
  • Five renewals: $50
  • New Subscription Revenue: $10
  • All Subscriptions Revenue: $60

Both users initially count as one new subscriber and generate the same initial revenue. In either case, the long-term subscription value becomes very different. Measuring only new subscription revenue can understate the quality of acquisition sources that generate strong renewals.

All Subscriptions Revenue vs. Renewal Revenue

Renewal Revenue measures successful recurring payments after the first paid transaction. All Subscriptions Revenue includes both the initial payment and those renewals.

For example:

  • New Subscription Revenue: $5,000
  • Renewal Revenue: $12,000
  • All Subscriptions Revenue: $17,000

Renewal Revenue is especially useful for understanding retention and recurring value. All Subscriptions Revenue is useful when the marketer wants the broader total. They need to be used together and are not interchangeable. 

How is All Subscriptions Revenue Useful?

Subscription acquisition can look very different depending on the point in the lifecycle being measured. In Tenjin, subscription reporting sits alongside attribution and user acquisition data, allowing subscription outcomes to be analyzed using campaign dimensions. It can answer: 

  • Which campaigns generate the most total subscription revenue?
  • Which networks generate strong first payments but weak renewals?
  • Which creatives attract subscribers with higher long-term value?
  • Which countries produce the highest subscription revenue relative to spend?
  • Which subscription products generate the strongest revenue by campaign?

Without attribution, all subscriptions revenue is a total. With attribution, it becomes a way to compare acquisition quality.

All Subscriptions Revenue and Product ID

Subscription apps often offer multiple products or plans. A plan type can renew weekly, monthly, annually, or have different properties such as premium tiers or special offers. This is why Tenjin's iOS Subscription Revenue Reporting includes Product ID as a reporting dimension. It allows for teams to compare how individual subscription products contribute to revenue.

Monthly Plan

  • New Subscription Revenue: $10,000
  • Renewal Revenue: $15,000
  • All Subscriptions Revenue: $25,000

Annual Plan

  • New Subscription Revenue: $18,000
  • Renewal Revenue: $8,000
  • All Subscriptions Revenue: $26,000

The totals are similar, but the revenue composition is very different. These structures influence how marketers strategize and evaluate plan mix, campaign targeting, and cohort maturity.

All Subscriptions Revenue and Cohort Maturity

All subscriptions revenue grows as subscribers have more opportunities to renew. A cohort acquired last week may contain mostly new subscription revenue. A different cohort acquired six months ago may contain a much larger share of renewal revenue. These two cohorts should not be compared using total subscription revenue unless they have had a similar timeline. For example:

30-day-old cohort

  • New Subscription Revenue: $10,000
  • Renewal Revenue: $2,000
  • Total: $12,000

180-day-old cohort

  • New Subscription Revenue: $10,000
  • Renewal Revenue: $18,000
  • Total: $28,000

The older cohort appears much more valuable, but part of the difference is simply time. A fairer comparison would evaluate both cohorts at Day 30, Day 90, or another common maturity point.

How Tenjin Measures Subscription Revenue

Tenjin's current iOS Subscription Revenue Reporting is in open beta and includes:

  • New Trials
  • New Subscriptions
  • New Subscription Revenue
  • Renewals
  • Renewal Revenue
  • Cancellations
  • All Subscriptions Revenue

The reporting can be broken down by campaign, ad network, country, Product ID, and other supported dimensions. RevenueCat and Adapty integrations are also supported for teams that use those platforms to manage subscription infrastructure and want to connect subscription events with acquisition data in Tenjin. Subscription revenue when it is connected to the campaign that acquired the subscriber becomes actionable.

Best Practices for Measuring All Subscriptions Revenue

Keep new and renewal revenue separate.
The total is useful, but the components explain where the value comes from.

Compare cohorts at similar maturity.
Older subscriber cohorts have had more opportunities to generate renewals.

Analyze revenue by acquisition source.
A blended total can hide large differences between campaigns.

Use Product ID where relevant.
Plan types can explain why two campaigns generate different revenue patterns.

Compare revenue with acquisition spend.
Total revenue does not show profitability on its own.

Use LTV alongside total revenue.
A large campaign may generate more total revenue while producing less value per subscriber.

Related Terms

Frequently Asked Questions

What is All Subscriptions Revenue?

All Subscriptions Revenue is the combined value of new subscription revenue and renewal revenue. In Tenjin, it provides a total view of subscription revenue generated across first payments and renewals.

How is All Subscriptions Revenue calculated?

In Tenjin's subscription reporting, All Subscriptions Revenue equals New Subscription Revenue plus Renewal Revenue.

Is All Subscriptions Revenue the same as MRR?

No. All Subscriptions Revenue represents subscription revenue transactions, while MRR is a normalized monthly recurring-revenue metric.

Why should marketers separate new and renewal revenue?

Separating them shows whether revenue growth is coming from acquiring new subscribers or retaining existing ones through renewals.

Can All Subscriptions Revenue be measured by campaign?

Yes. In Tenjin's subscription reporting, subscription revenue can be analyzed alongside acquisition dimensions such as campaign, ad network, country, and Product ID.