{"id":263,"count":0,"description":"","link":"https:\/\/tenjin.com\/ru\/glossary\/renewal-revenue\/","name":"Renewal Revenue","slug":"renewal-revenue","taxonomy":"glossaries","parent":0,"meta":{"status":["1"],"order":["0"],"glossary_term_description":["<div style=\"border: 1px solid #e5e5e5;padding: 16px;border-radius: 8px;background: #fafafa\">\r\n\r\n<b>Definition:<\/b>\r\n\r\n<span style=\"font-weight: 400\">Renewal revenue is the revenue generated when an existing paid subscription successfully processes another recurring payment. It represents value created after the subscriber's first paid transaction and helps measure retention, recurring revenue, and long-term subscriber quality.\u2028<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><span style=\"font-weight: 400\">What is Renewal Revenue?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal revenue is generated when an existing subscriber continues paying for another subscription period. It is a number that represents the value created after a subscriber's first transaction.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The first successful paid transaction creates new subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">All later successful recurring payments is what makes up the renewal revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For a $10 monthly subscription, the lifecycle might look like:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 1: $10 New Subscription Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 2: $10 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 3: $10 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 4: $10 Renewal Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">After four paid periods, the subscriber has generated $40 in total subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Only $30 of that total is renewal revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This distinction matters because the first payment shows that the acquisition was converted once. Renewal revenue shows whether the subscriber continued generating value.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does Tenjin Define Renewal Revenue?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">In Tenjin's current iOS Subscription Revenue Reporting, the metric is documented as <\/span><b>Renewals Revenue<\/b><span style=\"font-weight: 400\"> and represents the total gross revenue generated from recurring subscription payments within the selected time period.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In marketing discussion, the shorter term <\/span><b>Renewal Revenue<\/b><span style=\"font-weight: 400\"> is often easier to use and understand.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin reports renewal revenue alongside:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Trials<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancellations<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">All Subscriptions Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This makes it possible to compare recurring revenue with both the initial subscriber conversion and the acquisition source that generated it.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Do You Calculate Renewal Revenue?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A basic calculation is:<\/span>\r\n<pre><b>Renewal Revenue = Sum of Successful Recurring Subscription Payments During the Period<\/b><\/pre>\r\n<span style=\"font-weight: 400\">Imagine 500 existing subscribers are due to renew a $12 monthly subscription.<\/span>\r\n\r\n<span style=\"font-weight: 400\">During the month:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">400 renew successfully<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 do not renew<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Renewal Revenue is:<\/span>\r\n\r\n<span style=\"font-weight: 400\">400 \u00d7 $12 = <\/span><b>$4,800<\/b>\r\n\r\n<span style=\"font-weight: 400\">If different subscribers are on different plans, the calculation adds the actual value of each successful recurring payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">300 monthly renewals at $10 = $3,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">50 annual renewals at $80 = $4,000<\/span><\/li>\r\n<\/ul>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">Total Renewal Revenue = <\/span><b>$7,000<\/b>\r\n\r\n<span style=\"font-weight: 400\">The number of renewals and the revenue generated by them should therefore be tracked separately.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. New Subscription Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">New Subscription Revenue comes from first-time paid subscription transactions.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue comes from later recurring payments.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Consider two campaigns that each generate $10,000 in New Subscription Revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">After six months:<\/span>\r\n\r\n<b>Campaign A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: $10,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $6,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $16,000<\/span><\/li>\r\n<\/ul>\r\n<b>Campaign B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: $10,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $18,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $28,000<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The campaigns look identical at the first payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue reveals a major difference in long-term subscriber quality.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This is why subscription UA cannot be evaluated using first-payment revenue alone.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. Renewals<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals is a count.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue is a monetary value.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Imagine two cohorts each produce 100 renewal events.<\/span>\r\n\r\n<b>Cohort A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average payment: $10<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $1,000<\/span><\/li>\r\n<\/ul>\r\n<b>Cohort B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average payment: $40<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $4,000<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The count is the same. <\/span><span style=\"font-weight: 400\">\r\n<\/span><span style=\"font-weight: 400\">The value is very different.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This is the reason why marketers should use both renewal volume and renewal revenue when comparing subscriber cohorts.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. Renewal Rate<\/span><\/h2>\r\nWhat is the difference between renewal revenue and the renewal rate? Although they sound similar, these terms measure different things. The <strong>renewal<\/strong><b> rate <\/b><span style=\"font-weight: 400\">measures the percentage of eligible subscriptions that renew successfully. But as we've discussed, the <strong>r<\/strong><\/span><b>enewal revenue<\/b><span style=\"font-weight: 400\"> measures the financial value of those successful recurring payments.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n\r\n<b>Campaign A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 eligible subscribers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">80 renew<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 80%<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average renewal value: $10<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $800<\/span><\/li>\r\n<\/ul>\r\n<b>Campaign B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 eligible subscribers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">60 renew<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 60%<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average renewal value: $25<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $1,500<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A has stronger renewal retention.\r\n<\/span><span style=\"font-weight: 400\">Campaign B generates more renewal revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">However, neither metric tells the entire story alone. To get a complete picture of the results, <\/span><span style=\"font-weight: 400\">interpretation depends on subscriber count, plan value, acquisition cost, and long-term LTV.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. MRR<\/span><\/h2>\r\n<span style=\"font-weight: 400\">What is the difference between renewal revenue and monthly recurring revenue? The distinction is quite clear, since renewal revenue is transaction-based, while m<\/span><span style=\"font-weight: 400\">onthly recurring revenue, or MRR, comes from normalized data.<\/span>\r\n\r\n<span style=\"font-weight: 400\">An annual subscriber paying $120 may contribute $10 in MRR every month while the subscription remains active.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The subscriber generates a $120 renewal transaction only when the annual plan successfully renews.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This means:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">MRR describes normalized recurring value<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue records successful recurring payments<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For campaign-level attribution, renewal transactions are often more directly actionable because they represent realized revenue that can be connected to the subscriber's acquisition source.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. All Subscriptions Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">All Subscriptions Revenue combines first-time and recurring subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In Tenjin's reporting model:<\/span>\r\n<pre><b>All Subscriptions Revenue = New Subscription Revenue + Renewal Revenue<\/b><\/pre>\r\n<span style=\"font-weight: 400\">Suppose a campaign produces:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$12,000 New Subscription Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$20,000 Renewal Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">All Subscriptions Revenue is $32,000.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The total shows overall subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The split shows that most of the value came from existing subscribers continuing to pay.<\/span>\r\n\r\n<span style=\"font-weight: 400\">That distinction can influence how marketers interpret growth.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why is Renewal Revenue Important for Subscription Apps?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal revenue is one of the clearest financial signals that a subscription business is retaining value after acquisition.<\/span>\r\n\r\n<span style=\"font-weight: 400\">New subscriptions can be influenced by:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Introductory offers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Free trials<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Aggressive creative<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Discounts<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Strong initial demand<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Renewal revenue requires the paid relationship to continue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">That makes it useful for evaluating whether subscribers remain valuable beyond their first payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A business that depends only on new subscription revenue must continuously replace churned subscribers.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A business with strong renewal revenue can generate more value from the subscriber base it has already acquired.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does Renewal Revenue Affect Subscriber LTV?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Every successful recurring payment increases realized subscriber lifetime value.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Imagine two subscribers on the same $15 monthly plan.<\/span>\r\n\r\n<b>Subscriber A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Initial payment: $15<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">One renewal: $15<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total revenue: $30<\/span><\/li>\r\n<\/ul>\r\n<b>Subscriber B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Initial payment: $15<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Eleven renewals: $165<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total revenue: $180<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Both counted as one New Subscription.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Their realized LTV differs by $150.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue creates that difference.<\/span>\r\n\r\n<span style=\"font-weight: 400\">At campaign level, this is why long-term subscriber LTV can produce a very different ranking of acquisition sources from new subscriber volume.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Can an MMP Measure Renewal Revenue by Acquisition Source?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">An <a href=\"https:\/\/tenjin.com\/glossary\/mobile-measurement-partner-mmp\/\">MMP<\/a> connects recurring subscription revenue with attribution data.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This allows renewal revenue to be analyzed by:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Ad network<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Campaign<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Creative<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Country<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Platform<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product ID<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Acquisition cohort<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n\r\n<b>Network A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Spend: $20,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">600 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$10,000 Renewal Revenue at Day 90<\/span><\/li>\r\n<\/ul>\r\n<b>Network B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Spend: $20,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">400 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$18,000 Renewal Revenue at Day 90<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Network A generates more initial subscribers.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Network B generates substantially more recurring revenue from fewer subscribers.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Without renewal attribution, the UA team may favor Network A based on early conversion volume.<\/span>\r\n\r\n<span style=\"font-weight: 400\">With renewal revenue connected to acquisition source, Network B's long-term value becomes visible.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue and Product ID<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Different subscription products can create very different renewal patterns. For instance, a<\/span><span style=\"font-weight: 400\">\u00a0monthly plan may renew frequently at a lower price. <\/span><span style=\"font-weight: 400\">However, an annual plan may renew less often but generate a much larger payment when it does.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin's current subscription reporting includes Product ID as a reporting dimension.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This can help marketers compare:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which plans generate the most renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which plans generate the most renewal revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which campaigns acquire each plan type<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which products produce higher subscriber LTV<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For example, a campaign focused on annual-plan subscribers may show very little renewal revenue during the first several months because those users have not reached their annual renewal date yet.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Product cadence therefore needs to be considered when interpreting performance.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Cohort Maturity Is Critical for Renewal Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal Revenue is highly dependent on time. <\/span><span style=\"font-weight: 400\">A cohort acquired last month has had very few opportunities to renew, while a <\/span><span style=\"font-weight: 400\">cohort acquired one year ago may have generated many recurring payments.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Comparing total renewal revenue between those cohorts directly would be misleading. <\/span><span style=\"font-weight: 400\">A fairer approach is to compare them at equal maturity points.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 30 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 60 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 90 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 180 Renewal Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This is especially important when campaigns launched at different times.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Without cohort maturity, older campaigns can look stronger simply because their subscribers have existed longer.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue and Subscription ROAS<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal revenue can materially change campaign ROAS over time.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Suppose a campaign spends $10,000.<\/span>\r\n\r\n<span style=\"font-weight: 400\">At Day 30:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: $7,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $1,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $8,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">ROAS: 80%<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">At Day 180:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: still $7,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cumulative Renewal Revenue: $9,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $16,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">ROAS: 160%<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The campaign looked below break-even early.<\/span>\r\n\r\n<span style=\"font-weight: 400\">As subscribers renewed, the economics changed.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This is why subscription campaigns often need longer measurement windows than campaigns optimized around immediate one-time purchases.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Tenjin Supports Renewal Revenue Measurement<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin's current iOS Subscription Revenue Report connects renewal revenue with acquisition reporting.<\/span>\r\n\r\n<span style=\"font-weight: 400\">It allows subscription metrics to be analyzed with dimensions such as campaign, ad network, country, and Product ID.<\/span>\r\n\r\n<span style=\"font-weight: 400\">RevenueCat and Adapty integrations are also supported for teams using those subscription platforms.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The broader goal is to move beyond a simple paid-conversion count.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A subscription marketer needs to know whether the users acquired by a campaign continue generating revenue later.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue provides one of the clearest answers to that question.<\/span>\r\n<h2><span style=\"font-weight: 400\">Best Practices for Measuring Renewal Revenue<\/span><\/h2>\r\n<b>Separate first payments from recurring payments.<\/b><span style=\"font-weight: 400\">\r\nNew and renewal revenue describe different stages of the lifecycle.<\/span>\r\n\r\n<b>Track renewal count and revenue together.<\/b><span style=\"font-weight: 400\">\r\nThe same number of renewals can generate different financial value.<\/span>\r\n\r\n<b>Compare cohorts at equal maturity.<\/b><span style=\"font-weight: 400\">\r\nOlder subscribers have had more opportunities to generate recurring payments.<\/span>\r\n\r\n<b>Segment by Product ID.<\/b><span style=\"font-weight: 400\">\r\nBilling cadence and plan price affect renewal patterns.<\/span>\r\n\r\n<b>Connect renewal revenue with acquisition spend.<\/b><span style=\"font-weight: 400\">\r\nThis helps evaluate long-term ROAS.<\/span>\r\n\r\n<b>Account for refunds and revenue definitions consistently.<\/b><span style=\"font-weight: 400\">\r\nGross revenue and net proceeds are not interchangeable.<\/span>\r\n\r\n<b>Use subscriber LTV alongside renewal revenue.<\/b><span style=\"font-weight: 400\">\r\nAggregate revenue and value per subscriber answer different questions.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><span style=\"font-weight: 400\">Related Terms<\/span><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/all-subscriptions-revenue\"><span style=\"font-weight: 400\">All Subscriptions Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/recurring-revenue\"><span style=\"font-weight: 400\">Recurring Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/new-subscription-revenue\"><span style=\"font-weight: 400\">New Subscription Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/renewals\"><span style=\"font-weight: 400\">Renewals<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/subscriber-ltv\"><span style=\"font-weight: 400\">Subscriber Lifetime Value<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/subscrtiber-revenue-attribution\"><span style=\"font-weight: 400\">Subscription Revenue Attribution<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><span class=\"s1\"><a href=\"https:\/\/tenjin.com\/glossary\/mobile-measurement-partner-mmp\/\"><span class=\"s2\">Mobile Measurement Partner (MMP)<\/span><\/a><\/span><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2><span style=\"font-weight: 400\">Frequently Asked Questions<\/span><\/h2>\r\n<h3><span style=\"font-weight: 400\">What is Renewal Revenue?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Renewal Revenue is revenue generated when an existing paid subscription successfully processes another recurring payment.<\/span>\r\n<h3><span style=\"font-weight: 400\">Is the first subscription payment Renewal Revenue?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">No. The first paid transaction is New Subscription Revenue. Later successful recurring payments are Renewal Revenue.<\/span>\r\n<h3><span style=\"font-weight: 400\">What is the difference between Renewals and Renewal Revenue?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Renewals counts successful recurring payments. Renewal Revenue measures the financial value generated by those payments.<\/span>\r\n<h3><span style=\"font-weight: 400\">Is Renewal Revenue the same as MRR?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">No. Renewal Revenue records actual recurring subscription transactions, while MRR normalizes active recurring value into a monthly amount.<\/span>\r\n<h3><span style=\"font-weight: 400\">Can Renewal Revenue be attributed to a campaign?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Yes. When subscription revenue is connected with attribution data, marketers can compare renewal value by network, campaign, creative, country, Product ID, and acquisition cohort.<\/span>"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Renewal Revenue: Definition, Calculation &amp; Examples | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn what renewal revenue is, how it differs from new subscription revenue and MRR, and how to measure recurring payments by acquisition source.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tenjin.com\/glossary\/renewal-revenue\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Renewal Revenue: Definition, Calculation &amp; Examples | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Learn what renewal revenue is, how it differs from new subscription revenue and MRR, and how to measure recurring payments by acquisition source.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tenjin.com\/glossary\/renewal-revenue\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@TenjinMMP\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"CollectionPage\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/glossary\\\/renewal-revenue\\\/\",\"url\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/renewal-revenue\\\/\",\"name\":\"Renewal Revenue: Definition, Calculation & Examples | Tenjin\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\"},\"description\":\"Learn what renewal revenue is, how it differs from new subscription revenue and MRR, and how to measure recurring payments by acquisition source.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/renewal-revenue\\\/#breadcrumb\"},\"inLanguage\":\"ru-RU\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/renewal-revenue\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/tenjin.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Renewal Revenue\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\",\"url\":\"https:\\\/\\\/tenjin.com\\\/\",\"name\":\"Tenjin\",\"description\":\"Growth Made Simple\",\"publisher\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#organization\"},\"alternateName\":\"Tenjin - 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It represents value created after the subscriber's first paid transaction and helps measure retention, recurring revenue, and long-term subscriber quality.\u2028<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><span style=\"font-weight: 400\">What is Renewal Revenue?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal revenue is generated when an existing subscriber continues paying for another subscription period. It is a number that represents the value created after a subscriber's first transaction.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The first successful paid transaction creates new subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">All later successful recurring payments is what makes up the renewal revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For a $10 monthly subscription, the lifecycle might look like:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 1: $10 New Subscription Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 2: $10 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 3: $10 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 4: $10 Renewal Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">After four paid periods, the subscriber has generated $40 in total subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Only $30 of that total is renewal revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This distinction matters because the first payment shows that the acquisition was converted once. Renewal revenue shows whether the subscriber continued generating value.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does Tenjin Define Renewal Revenue?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">In Tenjin's current iOS Subscription Revenue Reporting, the metric is documented as <\/span><b>Renewals Revenue<\/b><span style=\"font-weight: 400\"> and represents the total gross revenue generated from recurring subscription payments within the selected time period.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In marketing discussion, the shorter term <\/span><b>Renewal Revenue<\/b><span style=\"font-weight: 400\"> is often easier to use and understand.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin reports renewal revenue alongside:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Trials<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancellations<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">All Subscriptions Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This makes it possible to compare recurring revenue with both the initial subscriber conversion and the acquisition source that generated it.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Do You Calculate Renewal Revenue?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A basic calculation is:<\/span>\r\n<pre><b>Renewal Revenue = Sum of Successful Recurring Subscription Payments During the Period<\/b><\/pre>\r\n<span style=\"font-weight: 400\">Imagine 500 existing subscribers are due to renew a $12 monthly subscription.<\/span>\r\n\r\n<span style=\"font-weight: 400\">During the month:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">400 renew successfully<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 do not renew<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Renewal Revenue is:<\/span>\r\n\r\n<span style=\"font-weight: 400\">400 \u00d7 $12 = <\/span><b>$4,800<\/b>\r\n\r\n<span style=\"font-weight: 400\">If different subscribers are on different plans, the calculation adds the actual value of each successful recurring payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">300 monthly renewals at $10 = $3,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">50 annual renewals at $80 = $4,000<\/span><\/li>\r\n<\/ul>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">Total Renewal Revenue = <\/span><b>$7,000<\/b>\r\n\r\n<span style=\"font-weight: 400\">The number of renewals and the revenue generated by them should therefore be tracked separately.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. New Subscription Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">New Subscription Revenue comes from first-time paid subscription transactions.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue comes from later recurring payments.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Consider two campaigns that each generate $10,000 in New Subscription Revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">After six months:<\/span>\r\n\r\n<b>Campaign A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: $10,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $6,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $16,000<\/span><\/li>\r\n<\/ul>\r\n<b>Campaign B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: $10,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $18,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $28,000<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The campaigns look identical at the first payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue reveals a major difference in long-term subscriber quality.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This is why subscription UA cannot be evaluated using first-payment revenue alone.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. Renewals<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals is a count.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue is a monetary value.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Imagine two cohorts each produce 100 renewal events.<\/span>\r\n\r\n<b>Cohort A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average payment: $10<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $1,000<\/span><\/li>\r\n<\/ul>\r\n<b>Cohort B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average payment: $40<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $4,000<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The count is the same. <\/span><span style=\"font-weight: 400\">\r\n<\/span><span style=\"font-weight: 400\">The value is very different.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This is the reason why marketers should use both renewal volume and renewal revenue when comparing subscriber cohorts.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. Renewal Rate<\/span><\/h2>\r\nWhat is the difference between renewal revenue and the renewal rate? Although they sound similar, these terms measure different things. The <strong>renewal<\/strong><b> rate <\/b><span style=\"font-weight: 400\">measures the percentage of eligible subscriptions that renew successfully. But as we've discussed, the <strong>r<\/strong><\/span><b>enewal revenue<\/b><span style=\"font-weight: 400\"> measures the financial value of those successful recurring payments.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n\r\n<b>Campaign A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 eligible subscribers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">80 renew<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 80%<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average renewal value: $10<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $800<\/span><\/li>\r\n<\/ul>\r\n<b>Campaign B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">100 eligible subscribers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">60 renew<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 60%<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average renewal value: $25<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $1,500<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A has stronger renewal retention.\r\n<\/span><span style=\"font-weight: 400\">Campaign B generates more renewal revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">However, neither metric tells the entire story alone. To get a complete picture of the results, <\/span><span style=\"font-weight: 400\">interpretation depends on subscriber count, plan value, acquisition cost, and long-term LTV.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. MRR<\/span><\/h2>\r\n<span style=\"font-weight: 400\">What is the difference between renewal revenue and monthly recurring revenue? The distinction is quite clear, since renewal revenue is transaction-based, while m<\/span><span style=\"font-weight: 400\">onthly recurring revenue, or MRR, comes from normalized data.<\/span>\r\n\r\n<span style=\"font-weight: 400\">An annual subscriber paying $120 may contribute $10 in MRR every month while the subscription remains active.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The subscriber generates a $120 renewal transaction only when the annual plan successfully renews.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This means:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">MRR describes normalized recurring value<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue records successful recurring payments<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For campaign-level attribution, renewal transactions are often more directly actionable because they represent realized revenue that can be connected to the subscriber's acquisition source.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue vs. All Subscriptions Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">All Subscriptions Revenue combines first-time and recurring subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In Tenjin's reporting model:<\/span>\r\n<pre><b>All Subscriptions Revenue = New Subscription Revenue + Renewal Revenue<\/b><\/pre>\r\n<span style=\"font-weight: 400\">Suppose a campaign produces:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$12,000 New Subscription Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$20,000 Renewal Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">All Subscriptions Revenue is $32,000.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The total shows overall subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The split shows that most of the value came from existing subscribers continuing to pay.<\/span>\r\n\r\n<span style=\"font-weight: 400\">That distinction can influence how marketers interpret growth.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why is Renewal Revenue Important for Subscription Apps?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal revenue is one of the clearest financial signals that a subscription business is retaining value after acquisition.<\/span>\r\n\r\n<span style=\"font-weight: 400\">New subscriptions can be influenced by:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Introductory offers<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Free trials<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Aggressive creative<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Discounts<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Strong initial demand<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Renewal revenue requires the paid relationship to continue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">That makes it useful for evaluating whether subscribers remain valuable beyond their first payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A business that depends only on new subscription revenue must continuously replace churned subscribers.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A business with strong renewal revenue can generate more value from the subscriber base it has already acquired.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does Renewal Revenue Affect Subscriber LTV?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Every successful recurring payment increases realized subscriber lifetime value.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Imagine two subscribers on the same $15 monthly plan.<\/span>\r\n\r\n<b>Subscriber A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Initial payment: $15<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">One renewal: $15<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total revenue: $30<\/span><\/li>\r\n<\/ul>\r\n<b>Subscriber B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Initial payment: $15<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Eleven renewals: $165<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total revenue: $180<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Both counted as one New Subscription.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Their realized LTV differs by $150.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue creates that difference.<\/span>\r\n\r\n<span style=\"font-weight: 400\">At campaign level, this is why long-term subscriber LTV can produce a very different ranking of acquisition sources from new subscriber volume.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Can an MMP Measure Renewal Revenue by Acquisition Source?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">An <a href=\"https:\/\/tenjin.com\/glossary\/mobile-measurement-partner-mmp\/\">MMP<\/a> connects recurring subscription revenue with attribution data.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This allows renewal revenue to be analyzed by:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Ad network<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Campaign<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Creative<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Country<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Platform<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product ID<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Acquisition cohort<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n\r\n<b>Network A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Spend: $20,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">600 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$10,000 Renewal Revenue at Day 90<\/span><\/li>\r\n<\/ul>\r\n<b>Network B<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Spend: $20,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">400 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">$18,000 Renewal Revenue at Day 90<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Network A generates more initial subscribers.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Network B generates substantially more recurring revenue from fewer subscribers.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Without renewal attribution, the UA team may favor Network A based on early conversion volume.<\/span>\r\n\r\n<span style=\"font-weight: 400\">With renewal revenue connected to acquisition source, Network B's long-term value becomes visible.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue and Product ID<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Different subscription products can create very different renewal patterns. For instance, a<\/span><span style=\"font-weight: 400\">\u00a0monthly plan may renew frequently at a lower price. <\/span><span style=\"font-weight: 400\">However, an annual plan may renew less often but generate a much larger payment when it does.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin's current subscription reporting includes Product ID as a reporting dimension.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This can help marketers compare:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which plans generate the most renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which plans generate the most renewal revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which campaigns acquire each plan type<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which products produce higher subscriber LTV<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For example, a campaign focused on annual-plan subscribers may show very little renewal revenue during the first several months because those users have not reached their annual renewal date yet.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Product cadence therefore needs to be considered when interpreting performance.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Cohort Maturity Is Critical for Renewal Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal Revenue is highly dependent on time. <\/span><span style=\"font-weight: 400\">A cohort acquired last month has had very few opportunities to renew, while a <\/span><span style=\"font-weight: 400\">cohort acquired one year ago may have generated many recurring payments.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Comparing total renewal revenue between those cohorts directly would be misleading. <\/span><span style=\"font-weight: 400\">A fairer approach is to compare them at equal maturity points.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 30 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 60 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 90 Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Day 180 Renewal Revenue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This is especially important when campaigns launched at different times.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Without cohort maturity, older campaigns can look stronger simply because their subscribers have existed longer.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewal Revenue and Subscription ROAS<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal revenue can materially change campaign ROAS over time.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Suppose a campaign spends $10,000.<\/span>\r\n\r\n<span style=\"font-weight: 400\">At Day 30:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: $7,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue: $1,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $8,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">ROAS: 80%<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">At Day 180:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscription Revenue: still $7,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cumulative Renewal Revenue: $9,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Total subscription revenue: $16,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">ROAS: 160%<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The campaign looked below break-even early.<\/span>\r\n\r\n<span style=\"font-weight: 400\">As subscribers renewed, the economics changed.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This is why subscription campaigns often need longer measurement windows than campaigns optimized around immediate one-time purchases.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Tenjin Supports Renewal Revenue Measurement<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin's current iOS Subscription Revenue Report connects renewal revenue with acquisition reporting.<\/span>\r\n\r\n<span style=\"font-weight: 400\">It allows subscription metrics to be analyzed with dimensions such as campaign, ad network, country, and Product ID.<\/span>\r\n\r\n<span style=\"font-weight: 400\">RevenueCat and Adapty integrations are also supported for teams using those subscription platforms.<\/span>\r\n\r\n<span style=\"font-weight: 400\">The broader goal is to move beyond a simple paid-conversion count.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A subscription marketer needs to know whether the users acquired by a campaign continue generating revenue later.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue provides one of the clearest answers to that question.<\/span>\r\n<h2><span style=\"font-weight: 400\">Best Practices for Measuring Renewal Revenue<\/span><\/h2>\r\n<b>Separate first payments from recurring payments.<\/b><span style=\"font-weight: 400\">\r\nNew and renewal revenue describe different stages of the lifecycle.<\/span>\r\n\r\n<b>Track renewal count and revenue together.<\/b><span style=\"font-weight: 400\">\r\nThe same number of renewals can generate different financial value.<\/span>\r\n\r\n<b>Compare cohorts at equal maturity.<\/b><span style=\"font-weight: 400\">\r\nOlder subscribers have had more opportunities to generate recurring payments.<\/span>\r\n\r\n<b>Segment by Product ID.<\/b><span style=\"font-weight: 400\">\r\nBilling cadence and plan price affect renewal patterns.<\/span>\r\n\r\n<b>Connect renewal revenue with acquisition spend.<\/b><span style=\"font-weight: 400\">\r\nThis helps evaluate long-term ROAS.<\/span>\r\n\r\n<b>Account for refunds and revenue definitions consistently.<\/b><span style=\"font-weight: 400\">\r\nGross revenue and net proceeds are not interchangeable.<\/span>\r\n\r\n<b>Use subscriber LTV alongside renewal revenue.<\/b><span style=\"font-weight: 400\">\r\nAggregate revenue and value per subscriber answer different questions.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><span style=\"font-weight: 400\">Related Terms<\/span><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/all-subscriptions-revenue\"><span style=\"font-weight: 400\">All Subscriptions Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/recurring-revenue\"><span style=\"font-weight: 400\">Recurring Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/new-subscription-revenue\"><span style=\"font-weight: 400\">New Subscription Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/renewals\"><span style=\"font-weight: 400\">Renewals<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/subscriber-ltv\"><span style=\"font-weight: 400\">Subscriber Lifetime Value<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/subscrtiber-revenue-attribution\"><span style=\"font-weight: 400\">Subscription Revenue Attribution<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><span class=\"s1\"><a href=\"https:\/\/tenjin.com\/glossary\/mobile-measurement-partner-mmp\/\"><span class=\"s2\">Mobile Measurement Partner (MMP)<\/span><\/a><\/span><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2><span style=\"font-weight: 400\">Frequently Asked Questions<\/span><\/h2>\r\n<h3><span style=\"font-weight: 400\">What is Renewal Revenue?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Renewal Revenue is revenue generated when an existing paid subscription successfully processes another recurring payment.<\/span>\r\n<h3><span style=\"font-weight: 400\">Is the first subscription payment Renewal Revenue?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">No. The first paid transaction is New Subscription Revenue. Later successful recurring payments are Renewal Revenue.<\/span>\r\n<h3><span style=\"font-weight: 400\">What is the difference between Renewals and Renewal Revenue?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Renewals counts successful recurring payments. Renewal Revenue measures the financial value generated by those payments.<\/span>\r\n<h3><span style=\"font-weight: 400\">Is Renewal Revenue the same as MRR?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">No. Renewal Revenue records actual recurring subscription transactions, while MRR normalizes active recurring value into a monthly amount.<\/span>\r\n<h3><span style=\"font-weight: 400\">Can Renewal Revenue be attributed to a campaign?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Yes. When subscription revenue is connected with attribution data, marketers can compare renewal value by network, campaign, creative, country, Product ID, and acquisition cohort.<\/span>","_links":{"self":[{"href":"https:\/\/tenjin.com\/ru\/wp-json\/wp\/v2\/glossaries\/263","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/ru\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/ru\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/ru\/wp-json\/wp\/v2\/docs?glossaries=263"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}