{"id":278,"count":0,"description":"","link":"https:\/\/tenjin.com\/ru\/glossary\/renewals\/","name":"\u041f\u0440\u043e\u0434\u043b\u0435\u043d\u0438\u0435","slug":"renewals","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<span style=\"font-weight: 400\">\r\nA subscription renewal occurs when an existing paid subscription successfully continues into another billing period through a recurring payment. Renewals help measure subscriber retention and show whether acquired users continue generating revenue after their first paid subscription.\u2028<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><span style=\"font-weight: 400\">What Are Subscription Renewals?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Subscription renewals are successful recurring payments from existing subscribersand they occur<\/span><span style=\"font-weight: 400\">\u00a0after the subscriber's first paid transaction.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A simple subscription lifecycle might look like:<\/span>\r\n<pre>New Subscription \u2192 Renewal \u2192 Renewal \u2192 Renewal \u2192 Cancellation<\/pre>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">The first payment creates a new subscription, but every s<\/span><span style=\"font-weight: 400\">uccessful recurring payment after that is considered a renewal. This distinction matters\u00a0<\/span><span style=\"font-weight: 400\">because subscription value is often created gradually. A subscriber who pays once and leaves produces very different economics from a subscriber who continues paying for a year. <\/span><span style=\"font-weight: 400\">For mobile marketers, renewal behavior can therefore be a stronger signal of acquisition quality than the first conversion alone.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does Tenjin Define Renewals?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">In Tenjin's current iOS Subscription Revenue Reporting, <\/span><b>Renewals<\/b><span style=\"font-weight: 400\"> represents the total count of existing subscriptions that successfully processed a recurring payment within the selected time period.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewals appears 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\">Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancellations<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The count shows how many recurring subscription payments were successfully processed.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue then shows the gross revenue generated by those recurring payments. <\/span><span style=\"font-weight: 400\">This difference between renewal count and renewal value helps marketers understand both subscriber retention and financial performance.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. New Subscriptions<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A New Subscription is the first successful paid subscription activation.\r\n<\/span>A Renewal is a later successful recurring payment from an existing subscriber.\r\n\r\n<span style=\"font-weight: 400\">Imagine a user pays $12 per month for four months. <\/span><span style=\"font-weight: 400\">The lifecycle is:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 1: 1 New Subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 2: 1 Renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 3: 1 Renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 4: 1 Renewal<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The user creates one new paid subscription and three renewals. This information becomes useful becauase it separates acquisition from retentionm. It follows that N<\/span><span style=\"font-weight: 400\">ew Subscriptions tell you whether users become paying subscribers. <\/span><span style=\"font-weight: 400\">Renewals tells you whether they continue paying.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Are Renewals Important for Subscription Apps?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A subscription business can grow new subscriber volume while still having weak long-term economics. <\/span>Imagine an app acquires 1,000 new subscribers every month and while that sounds strong, there are more elements to consider. If for example\u00a0<span style=\"font-weight: 400\">800 of those subscribers leave before or around the first recurring payment, the business must keep replacing a large part of its subscriber base through new acquisition.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewals can show whether the paid relationship continues. Overall, it <\/span><span style=\"font-weight: 400\">can help teams understand a lot about their product and performance:\u00a0<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber retention<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product value<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Pricing fit<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Plan performance<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Revenue durability<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber LTV<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Acquisition quality<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For mobile UA teams, renewals make it possible to judge campaigns after the first conversion event.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Do You Calculate Renewal Rate?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal count is the number of successful recurring payments.\r\n<\/span><span style=\"font-weight: 400\">Renewal rate puts that count in context by comparing successful renewals with subscriptions eligible to renew.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A basic formula is:<\/span>\r\n<pre>Renewal Rate = Successful Renewals \u00f7 Eligible Subscriptions \u00d7 100<\/pre>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">Suppose 500 subscriptions are eligible to renew this 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 rate is:<\/span>\r\n<pre>400 \u00f7 500 \u00d7 100 = 80%<\/pre>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">The exact denominator can depend on how the app treats billing retries, pauses, grace periods, and other states.\r\n<\/span><span style=\"font-weight: 400\">Consistency is more important than forcing one formula across every reporting system.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. Renewal Rate<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals is a count.\r\n<\/span><span style=\"font-weight: 400\">Renewal rate is a percentage.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Consider two campaigns:<\/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\">500 eligible subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">350 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 70%<\/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\">250 eligible subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">200 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 80%<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A produces more renewals in absolute terms.\r\n<\/span><span style=\"font-weight: 400\">Campaign B retains a larger share of eligible subscribers.<\/span>\r\n\r\nBoth metrics are useful in their own way. For example, the count helps explain total volume and revenue opportunity, while the rate <span style=\"font-weight: 400\">helps compare subscriber quality across cohorts of different sizes.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. Subscriber Retention<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal and retention are closely related but not identical.\r\n<\/span>A renewal is a successful billing event, but s<span style=\"font-weight: 400\">ubscriber retention can be measured across a broader time period.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example, a monthly subscription app may look at:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Second renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Percentage of subscribers active after 90 days<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Percentage active after 180 days<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">A subscriber can therefore contribute multiple renewal events while remaining part of one retained subscriber relationship. R<\/span><span style=\"font-weight: 400\">enewal analysis is especially useful because it aligns retention with actual recurring payments.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. Reactivation<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A renewal continues an active subscription, but a<\/span><span style=\"font-weight: 400\">\u00a0reactivation brings a former or inactive subscriber back.<\/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\">A subscriber pays again at the next scheduled billing date: renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A subscriber expires, remains inactive for two months, and then subscribes again: reactivation<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This simple difference matters because continuous retention and customer recovery represent different behaviors. When you mix <\/span><span style=\"font-weight: 400\">reactivations into renewal counts can make subscriber retention look stronger than it actually is.\u00a0<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals and Renewal Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals measures the number of successful recurring payments.\r\n<\/span><span style=\"font-weight: 400\">Renewal Revenue measures their monetary value.<\/span>\r\n\r\nTwo campaigns can have the same number of renewals but generate different revenue. <span style=\"font-weight: 400\">Imagine:<\/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 renewals<\/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: $1,000<\/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\">100 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average renewal value: $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\">While the renewal count is identical, t<\/span><span style=\"font-weight: 400\">he financial impact is not.\r\n<\/span><span style=\"font-weight: 400\">This is why renewal volume should be analyzed alongside plan value and Product ID.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Can an MMP Measure Renewals by Campaign?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">An MMP can connect renewal events with acquisition data. <\/span><span style=\"font-weight: 400\">This allows marketers to compare renewal behavior 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>Campaign A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">500 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">150 first renewals<\/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\">350 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">245 first renewals<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A generates more paying subscribers initially. <\/span><span style=\"font-weight: 400\">Campaign B produces substantially stronger first-renewal behavior. <\/span><span style=\"font-weight: 400\">If the subscribers continue renewing, Campaign B may generate higher LTV despite lower initial volume.<\/span>\r\n<h2><span style=\"font-weight: 400\">Subscription Renewal Example for Mobile UA<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Imagine a meditation app runs two paid campaigns.<\/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\">Spend: $15,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscriptions: 600<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First Renewals: 240<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue after 90 days: $7,200<\/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\">Spend: $15,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscriptions: 450<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First Renewals: 315<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue after 90 days: $12,000<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">If the marketer evaluates only new paid conversions, Campaign A appears stronger. <\/span><span style=\"font-weight: 400\">Once renewal performance is visible, Campaign B shows much stronger long-term subscriber quality. <\/span><span style=\"font-weight: 400\">This is the kind of difference subscription attribution is designed to surface.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why First Renewal Matters<\/span><\/h2>\r\n<span style=\"font-weight: 400\">The first renewal is an important milestone because it confirms that a subscriber continued beyond the initial paid period. <\/span><span style=\"font-weight: 400\">A user can become a new subscriber because of:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">An attractive introductory offer<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A strong ad creative<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A compelling trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A temporary need<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The first renewal provides a deeper indication that the product continued delivering enough value for another payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">However, first renewal should not be treated as the end of retention analysis.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A cohort can renew strongly once and weaken later.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Long-term analysis may include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Second renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate by billing cycle<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue by cohort age<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber LTV<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400\">How Do Billing Failures Affect Renewals?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Not every missed payment represents deliberate churn. <\/span><span style=\"font-weight: 400\">A renewal can fail for many different reasons:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Expired payment method<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Insufficient funds<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Billing error<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Store or payment processing issue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Some failed payments are later recovered. Therefore, its important for mobile teams to decide how to <\/span><span style=\"font-weight: 400\">define whether a recovered payment is counted in the same reporting period and how billing retry or grace-period states affect eligibility. <\/span><span style=\"font-weight: 400\">This is important because voluntary cancellation and involuntary payment failure represent different subscriber behaviors.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Cohort Maturity Matters for Renewal Measurement<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals require time. <\/span><span style=\"font-weight: 400\">A monthly subscriber cannot generate six renewal events in their first month and a<\/span><span style=\"font-weight: 400\">n annual subscriber may not have an opportunity to renew for an entire year.\r\n<\/span><span style=\"font-weight: 400\">This makes cohort maturity central to fair comparison.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Suppose Campaign A was launched six months ago and Campaign B was launched last month. <\/span><span style=\"font-weight: 400\">Campaign A will naturally have more total renewals because its subscribers have had more billing opportunities. <\/span><span style=\"font-weight: 400\">A fairer comparison might evaluate:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewals within 60 days<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue at Day 90<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber LTV at equal cohort age<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400\">How Tenjin Supports Renewal Measurement<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin's current iOS Subscription Revenue Report includes both Renewals and Renewal Revenue alongside trials, first-time paid subscriptions, cancellations, and subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Subscription performance can be analyzed with acquisition dimensions such as campaign, ad network, country, and Product ID. When our native subscription measurement is combined with <\/span><span style=\"font-weight: 400\">RevenueCat and Adapty integrations, it also adds subscription lifecycle events into Tenjin for teams using those platforms.<\/span>\r\n\r\nThis creates a more useful UA question than simply: Which campaign generated the most subscribers? It allows teams to ask: Which campaign generated subscribers who continued paying?\r\n<h2><span style=\"font-weight: 400\">Best Practices for Measuring Renewals<\/span><\/h2>\r\n<b>Separate renewals from new subscriptions.<\/b><span style=\"font-weight: 400\">\r\nAcquisition and retention are different lifecycle stages.<\/span>\r\n\r\n<b>Use renewal rate alongside renewal count.<\/b><span style=\"font-weight: 400\">\r\nLarge cohorts naturally generate more absolute renewal events.<\/span>\r\n\r\n<b>Track Renewal Revenue.<\/b><span style=\"font-weight: 400\">\r\nThe same number of renewals can produce different financial value.<\/span>\r\n\r\n<b>Compare cohorts at the same maturity.<\/b><span style=\"font-weight: 400\">\r\nSubscribers need equal opportunity to reach renewal dates.<\/span>\r\n\r\n<b>Segment by Product ID.<\/b><span style=\"font-weight: 400\">\r\nMonthly and annual subscriptions have different renewal patterns.<\/span>\r\n\r\n<b>Distinguish billing failures from voluntary churn.<\/b><span style=\"font-weight: 400\">\r\nThe underlying causes require different interpretation.<\/span>\r\n\r\n<b>Connect renewals with acquisition source.<\/b><span style=\"font-weight: 400\">\r\nThis helps marketers optimize toward subscribers who continue generating value.<\/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=\"\/glossary\/new-subscriptions\/\"><span style=\"font-weight: 400\">New Subscriptions<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/renewal-revenue\"><span style=\"font-weight: 400\">Renewal Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscriber-ltv\"><span style=\"font-weight: 400\">Subscriber Lifetime Value<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscription-events\"><span style=\"font-weight: 400\">Subscription Events<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscription-reactivation\/\"><span style=\"font-weight: 400\">Subscription Reactivation<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscription-revenue-attribution\/\"><span style=\"font-weight: 400\">Subscription Revenue Attribution<\/span><\/a><\/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 a subscription renewal?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">A subscription renewal occurs when an existing paid subscription successfully continues into another billing period through a recurring payment.<\/span>\r\n<h3><span style=\"font-weight: 400\">Is a renewal the same as a new subscription?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">No. A new subscription is the first paid activation, while renewals are later recurring payments from the existing subscription.<\/span>\r\n<h3><span style=\"font-weight: 400\">How do you calculate renewal rate?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Divide successful renewals by the number of subscriptions eligible to renew, then multiply by 100. The exact formula is: <\/span>\r\n<pre><span style=\"font-weight: 400\">Renewal Rate = Successful Renewals \u00f7 Eligible Subscriptions \u00d7 100\r\n<\/span><\/pre>\r\n<h3><\/h3>\r\n<h3><span style=\"font-weight: 400\">Why are renewals important for mobile marketers?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">They reveal whether acquired subscribers continue paying after the first conversion and therefore help measure retention, revenue, and long-term campaign quality.<\/span>\r\n<h3><span style=\"font-weight: 400\">Can renewals be attributed to an acquisition campaign?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Yes. When subscription events are connected with attribution data, marketers can compare renewal performance across networks, campaigns, creatives, countries, products, and cohorts.<\/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: Definition, Rate &amp; Measurement | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn what renewals are, how renewal rate is calculated, and how mobile marketers measure recurring payments, retention, and revenue by campaign.\" \/>\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\/renewals\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Renewal: Definition, Rate &amp; Measurement | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Learn what renewals are, how renewal rate is calculated, and how mobile marketers measure recurring payments, retention, and revenue by campaign.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tenjin.com\/glossary\/renewals\" \/>\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\\\/renewals\\\/\",\"url\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/renewals\",\"name\":\"Renewal: Definition, Rate & Measurement | Tenjin\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\"},\"description\":\"Learn what renewals are, how renewal rate is calculated, and how mobile marketers measure recurring payments, retention, and revenue by campaign.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/renewals#breadcrumb\"},\"inLanguage\":\"ru-RU\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/renewals#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/tenjin.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Renewals\"}]},{\"@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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Renewals help measure subscriber retention and show whether acquired users continue generating revenue after their first paid subscription.\u2028<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><span style=\"font-weight: 400\">What Are Subscription Renewals?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Subscription renewals are successful recurring payments from existing subscribersand they occur<\/span><span style=\"font-weight: 400\">\u00a0after the subscriber's first paid transaction.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A simple subscription lifecycle might look like:<\/span>\r\n<pre>New Subscription \u2192 Renewal \u2192 Renewal \u2192 Renewal \u2192 Cancellation<\/pre>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">The first payment creates a new subscription, but every s<\/span><span style=\"font-weight: 400\">uccessful recurring payment after that is considered a renewal. This distinction matters\u00a0<\/span><span style=\"font-weight: 400\">because subscription value is often created gradually. A subscriber who pays once and leaves produces very different economics from a subscriber who continues paying for a year. <\/span><span style=\"font-weight: 400\">For mobile marketers, renewal behavior can therefore be a stronger signal of acquisition quality than the first conversion alone.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does Tenjin Define Renewals?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">In Tenjin's current iOS Subscription Revenue Reporting, <\/span><b>Renewals<\/b><span style=\"font-weight: 400\"> represents the total count of existing subscriptions that successfully processed a recurring payment within the selected time period.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewals appears 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\">Renewal Revenue<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancellations<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The count shows how many recurring subscription payments were successfully processed.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewal Revenue then shows the gross revenue generated by those recurring payments. <\/span><span style=\"font-weight: 400\">This difference between renewal count and renewal value helps marketers understand both subscriber retention and financial performance.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. New Subscriptions<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A New Subscription is the first successful paid subscription activation.\r\n<\/span>A Renewal is a later successful recurring payment from an existing subscriber.\r\n\r\n<span style=\"font-weight: 400\">Imagine a user pays $12 per month for four months. <\/span><span style=\"font-weight: 400\">The lifecycle is:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 1: 1 New Subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 2: 1 Renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 3: 1 Renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Month 4: 1 Renewal<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The user creates one new paid subscription and three renewals. This information becomes useful becauase it separates acquisition from retentionm. It follows that N<\/span><span style=\"font-weight: 400\">ew Subscriptions tell you whether users become paying subscribers. <\/span><span style=\"font-weight: 400\">Renewals tells you whether they continue paying.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Are Renewals Important for Subscription Apps?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A subscription business can grow new subscriber volume while still having weak long-term economics. <\/span>Imagine an app acquires 1,000 new subscribers every month and while that sounds strong, there are more elements to consider. If for example\u00a0<span style=\"font-weight: 400\">800 of those subscribers leave before or around the first recurring payment, the business must keep replacing a large part of its subscriber base through new acquisition.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Renewals can show whether the paid relationship continues. Overall, it <\/span><span style=\"font-weight: 400\">can help teams understand a lot about their product and performance:\u00a0<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber retention<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product value<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Pricing fit<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Plan performance<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Revenue durability<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber LTV<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Acquisition quality<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">For mobile UA teams, renewals make it possible to judge campaigns after the first conversion event.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Do You Calculate Renewal Rate?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal count is the number of successful recurring payments.\r\n<\/span><span style=\"font-weight: 400\">Renewal rate puts that count in context by comparing successful renewals with subscriptions eligible to renew.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A basic formula is:<\/span>\r\n<pre>Renewal Rate = Successful Renewals \u00f7 Eligible Subscriptions \u00d7 100<\/pre>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">Suppose 500 subscriptions are eligible to renew this 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 rate is:<\/span>\r\n<pre>400 \u00f7 500 \u00d7 100 = 80%<\/pre>\r\n&nbsp;\r\n\r\n<span style=\"font-weight: 400\">The exact denominator can depend on how the app treats billing retries, pauses, grace periods, and other states.\r\n<\/span><span style=\"font-weight: 400\">Consistency is more important than forcing one formula across every reporting system.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. Renewal Rate<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals is a count.\r\n<\/span><span style=\"font-weight: 400\">Renewal rate is a percentage.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Consider two campaigns:<\/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\">500 eligible subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">350 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 70%<\/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\">250 eligible subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">200 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate: 80%<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A produces more renewals in absolute terms.\r\n<\/span><span style=\"font-weight: 400\">Campaign B retains a larger share of eligible subscribers.<\/span>\r\n\r\nBoth metrics are useful in their own way. For example, the count helps explain total volume and revenue opportunity, while the rate <span style=\"font-weight: 400\">helps compare subscriber quality across cohorts of different sizes.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. Subscriber Retention<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewal and retention are closely related but not identical.\r\n<\/span>A renewal is a successful billing event, but s<span style=\"font-weight: 400\">ubscriber retention can be measured across a broader time period.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example, a monthly subscription app may look at:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Second renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Percentage of subscribers active after 90 days<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Percentage active after 180 days<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">A subscriber can therefore contribute multiple renewal events while remaining part of one retained subscriber relationship. R<\/span><span style=\"font-weight: 400\">enewal analysis is especially useful because it aligns retention with actual recurring payments.<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals vs. Reactivation<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A renewal continues an active subscription, but a<\/span><span style=\"font-weight: 400\">\u00a0reactivation brings a former or inactive subscriber back.<\/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\">A subscriber pays again at the next scheduled billing date: renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A subscriber expires, remains inactive for two months, and then subscribes again: reactivation<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This simple difference matters because continuous retention and customer recovery represent different behaviors. When you mix <\/span><span style=\"font-weight: 400\">reactivations into renewal counts can make subscriber retention look stronger than it actually is.\u00a0<\/span>\r\n<h2><span style=\"font-weight: 400\">Renewals and Renewal Revenue<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals measures the number of successful recurring payments.\r\n<\/span><span style=\"font-weight: 400\">Renewal Revenue measures their monetary value.<\/span>\r\n\r\nTwo campaigns can have the same number of renewals but generate different revenue. <span style=\"font-weight: 400\">Imagine:<\/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 renewals<\/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: $1,000<\/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\">100 renewals<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Average renewal value: $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\">While the renewal count is identical, t<\/span><span style=\"font-weight: 400\">he financial impact is not.\r\n<\/span><span style=\"font-weight: 400\">This is why renewal volume should be analyzed alongside plan value and Product ID.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Can an MMP Measure Renewals by Campaign?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">An MMP can connect renewal events with acquisition data. <\/span><span style=\"font-weight: 400\">This allows marketers to compare renewal behavior 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>Campaign A<\/b>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">500 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">150 first renewals<\/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\">350 New Subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">245 first renewals<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A generates more paying subscribers initially. <\/span><span style=\"font-weight: 400\">Campaign B produces substantially stronger first-renewal behavior. <\/span><span style=\"font-weight: 400\">If the subscribers continue renewing, Campaign B may generate higher LTV despite lower initial volume.<\/span>\r\n<h2><span style=\"font-weight: 400\">Subscription Renewal Example for Mobile UA<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Imagine a meditation app runs two paid campaigns.<\/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\">Spend: $15,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscriptions: 600<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First Renewals: 240<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue after 90 days: $7,200<\/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\">Spend: $15,000<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New Subscriptions: 450<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First Renewals: 315<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue after 90 days: $12,000<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">If the marketer evaluates only new paid conversions, Campaign A appears stronger. <\/span><span style=\"font-weight: 400\">Once renewal performance is visible, Campaign B shows much stronger long-term subscriber quality. <\/span><span style=\"font-weight: 400\">This is the kind of difference subscription attribution is designed to surface.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why First Renewal Matters<\/span><\/h2>\r\n<span style=\"font-weight: 400\">The first renewal is an important milestone because it confirms that a subscriber continued beyond the initial paid period. <\/span><span style=\"font-weight: 400\">A user can become a new subscriber because of:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">An attractive introductory offer<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A strong ad creative<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A compelling trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A temporary need<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The first renewal provides a deeper indication that the product continued delivering enough value for another payment.<\/span>\r\n\r\n<span style=\"font-weight: 400\">However, first renewal should not be treated as the end of retention analysis.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A cohort can renew strongly once and weaken later.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Long-term analysis may include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Second renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal rate by billing cycle<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue by cohort age<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber LTV<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400\">How Do Billing Failures Affect Renewals?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Not every missed payment represents deliberate churn. <\/span><span style=\"font-weight: 400\">A renewal can fail for many different reasons:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Expired payment method<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Insufficient funds<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Billing error<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Store or payment processing issue<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Some failed payments are later recovered. Therefore, its important for mobile teams to decide how to <\/span><span style=\"font-weight: 400\">define whether a recovered payment is counted in the same reporting period and how billing retry or grace-period states affect eligibility. <\/span><span style=\"font-weight: 400\">This is important because voluntary cancellation and involuntary payment failure represent different subscriber behaviors.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Cohort Maturity Matters for Renewal Measurement<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Renewals require time. <\/span><span style=\"font-weight: 400\">A monthly subscriber cannot generate six renewal events in their first month and a<\/span><span style=\"font-weight: 400\">n annual subscriber may not have an opportunity to renew for an entire year.\r\n<\/span><span style=\"font-weight: 400\">This makes cohort maturity central to fair comparison.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Suppose Campaign A was launched six months ago and Campaign B was launched last month. <\/span><span style=\"font-weight: 400\">Campaign A will naturally have more total renewals because its subscribers have had more billing opportunities. <\/span><span style=\"font-weight: 400\">A fairer comparison might evaluate:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">First renewal rate<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewals within 60 days<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renewal Revenue at Day 90<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscriber LTV at equal cohort age<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400\">How Tenjin Supports Renewal Measurement<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin's current iOS Subscription Revenue Report includes both Renewals and Renewal Revenue alongside trials, first-time paid subscriptions, cancellations, and subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Subscription performance can be analyzed with acquisition dimensions such as campaign, ad network, country, and Product ID. When our native subscription measurement is combined with <\/span><span style=\"font-weight: 400\">RevenueCat and Adapty integrations, it also adds subscription lifecycle events into Tenjin for teams using those platforms.<\/span>\r\n\r\nThis creates a more useful UA question than simply: Which campaign generated the most subscribers? It allows teams to ask: Which campaign generated subscribers who continued paying?\r\n<h2><span style=\"font-weight: 400\">Best Practices for Measuring Renewals<\/span><\/h2>\r\n<b>Separate renewals from new subscriptions.<\/b><span style=\"font-weight: 400\">\r\nAcquisition and retention are different lifecycle stages.<\/span>\r\n\r\n<b>Use renewal rate alongside renewal count.<\/b><span style=\"font-weight: 400\">\r\nLarge cohorts naturally generate more absolute renewal events.<\/span>\r\n\r\n<b>Track Renewal Revenue.<\/b><span style=\"font-weight: 400\">\r\nThe same number of renewals can produce different financial value.<\/span>\r\n\r\n<b>Compare cohorts at the same maturity.<\/b><span style=\"font-weight: 400\">\r\nSubscribers need equal opportunity to reach renewal dates.<\/span>\r\n\r\n<b>Segment by Product ID.<\/b><span style=\"font-weight: 400\">\r\nMonthly and annual subscriptions have different renewal patterns.<\/span>\r\n\r\n<b>Distinguish billing failures from voluntary churn.<\/b><span style=\"font-weight: 400\">\r\nThe underlying causes require different interpretation.<\/span>\r\n\r\n<b>Connect renewals with acquisition source.<\/b><span style=\"font-weight: 400\">\r\nThis helps marketers optimize toward subscribers who continue generating value.<\/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=\"\/glossary\/new-subscriptions\/\"><span style=\"font-weight: 400\">New Subscriptions<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/renewal-revenue\"><span style=\"font-weight: 400\">Renewal Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscriber-ltv\"><span style=\"font-weight: 400\">Subscriber Lifetime Value<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscription-events\"><span style=\"font-weight: 400\">Subscription Events<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscription-reactivation\/\"><span style=\"font-weight: 400\">Subscription Reactivation<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"\/glossary\/subscription-revenue-attribution\/\"><span style=\"font-weight: 400\">Subscription Revenue Attribution<\/span><\/a><\/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 a subscription renewal?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">A subscription renewal occurs when an existing paid subscription successfully continues into another billing period through a recurring payment.<\/span>\r\n<h3><span style=\"font-weight: 400\">Is a renewal the same as a new subscription?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">No. A new subscription is the first paid activation, while renewals are later recurring payments from the existing subscription.<\/span>\r\n<h3><span style=\"font-weight: 400\">How do you calculate renewal rate?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Divide successful renewals by the number of subscriptions eligible to renew, then multiply by 100. The exact formula is: <\/span>\r\n<pre><span style=\"font-weight: 400\">Renewal Rate = Successful Renewals \u00f7 Eligible Subscriptions \u00d7 100\r\n<\/span><\/pre>\r\n<h3><\/h3>\r\n<h3><span style=\"font-weight: 400\">Why are renewals important for mobile marketers?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">They reveal whether acquired subscribers continue paying after the first conversion and therefore help measure retention, revenue, and long-term campaign quality.<\/span>\r\n<h3><span style=\"font-weight: 400\">Can renewals be attributed to an acquisition campaign?<\/span><\/h3>\r\n<span style=\"font-weight: 400\">Yes. When subscription events are connected with attribution data, marketers can compare renewal performance across networks, campaigns, creatives, countries, products, and cohorts.<\/span>","_links":{"self":[{"href":"https:\/\/tenjin.com\/ru\/wp-json\/wp\/v2\/glossaries\/278","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=278"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}