{"id":267,"count":0,"description":"","link":"https:\/\/tenjin.com\/tr\/glossary\/subscription-event\/","name":"Subscription Event","slug":"subscription-event","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 event is a measurable action or status change that occurs during a subscriber's lifecycle. Common subscription events include trial starts, new subscriptions, renewals, cancellations, expirations, refunds, upgrades, downgrades, and payment recoveries.<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><span style=\"font-weight: 400\">What Is a Subscription Event?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A subscription lifecycle can generate multiple measurable events over time. Unlike a one-time purchase, a subscription relationship can include trials, payments, renewals, cancellations, billing changes, and expiration.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A subscriber might:<\/span>\r\n<ol>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Start a free trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Convert to a paid subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renew several times<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Change subscription plans<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancel automatic renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Allow the subscription to expire<\/span><\/li>\r\n<\/ol>\r\n<span style=\"font-weight: 400\">Each stage can create a separate subscription event.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tracking these events allows product and marketing teams to understand how subscribers move through the lifecycle rather than measuring only the first payment.<\/span>\r\n<h2><span style=\"font-weight: 400\">What Are the Most Common Subscription Lifecycle Events?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Common events include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Trial started<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Trial converted<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription renewed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription cancelled<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription reactivated<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription expired<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Payment failed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Payment recovered<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Refund issued<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription upgraded<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription downgraded<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The exact terminology can vary depending on the app store, billing system, or subscription platform. What matters most is using consistent definitions of e<\/span><span style=\"font-weight: 400\">vents,so the same lifecycle action is measured the same way across reporting systems.<\/span>\r\n<h2><span style=\"font-weight: 400\">Subscription Events &amp; Mobile Attribution\u00a0<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Subscription events become particularly valuable when they are connected with acquisition data. <\/span><span style=\"font-weight: 400\">Imagine a user who installs a fitness app through Campaign A. <\/span><span style=\"font-weight: 400\">The user then:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Starts a trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Converts to a $20 subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renews twice<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancels after three months<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">If only the install is attributed, the marketer sees one conversion.<\/span><span style=\"font-weight: 400\">If the subscription events are connected to the acquisition source, the marketer can see that Campaign A ultimately generated a paying subscriber and $60 in subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Across thousands of users, this makes it possible to compare subscriber quality between networks, campaigns, creatives, and countries.<\/span>\r\n<h2><span style=\"font-weight: 400\">Subscription Event vs. In-App Event<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A subscription event is a type of post-install event specifically related to the subscription lifecycle.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A general in-app event might include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Registration<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Tutorial completion<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Level completed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product viewed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Search performed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Item added to cart<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Subscription events focus on recurring access, billing, and subscriber status.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This distinction is useful because subscription apps often need to optimize around deeper events such as renewals rather than only common engagement events.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Should Marketers Track the Full Subscription Lifecycle?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A high number of new subscriptions can look positive while hiding poor long-term performance.<\/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\">500 new subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">150 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\">250 renewals<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A wins on initial conversions, while Campaign B produces much stronger subscriber retention.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tracking renewal and cancellation events therefore provides a more complete view of acquisition quality.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does an MMP Track Subscription Events?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">When subscription data is connected with attribution data, an MMP can analyze subscription events using dimensions such as:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/ad-network\/\"><span style=\"font-weight: 400\">Network<\/span><\/a><\/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\">Acquisition date<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription product<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This turns subscription tracking into a user acquisition measurement layer rather than a standalone billing report.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example, a marketer can compare whether one campaign generates more trial starts while another produces subscribers who renew for longer and generate more revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This makes it possible to answer questions such as:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which campaigns generate the most trial starts?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which channels produce the best trial-to-paid conversion?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which creatives generate subscribers who renew?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Where are cancellation rates highest?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which acquisition cohorts generate the most revenue?<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400\">Best Practices for Tracking Subscription Events<\/span><\/h2>\r\n<b>Define events precisely.<\/b><span style=\"font-weight: 400\">\r\nCancellation and expiration should not mean the same thing.<\/span>\r\n\r\n<b>Include product information.<\/b><span style=\"font-weight: 400\">\r\nSubscription Product ID and plan duration can explain performance differences.<\/span>\r\n\r\n<b>Track events over time.<\/b><span style=\"font-weight: 400\">\r\nSubscription value often accumulates well after installation.<\/span>\r\n\r\n&nbsp;\r\n\r\n<b>Deduplicate events.<\/b><span style=\"font-weight: 400\">\r\nDuplicate renewal events can inflate reported revenue.<\/span>\r\n\r\n&nbsp;\r\n\r\n<b>Connect events with acquisition data.<\/b><span style=\"font-weight: 400\">\r\nThis turns lifecycle reporting into actionable user acquisition insights.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Related Terms<\/strong><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/new-trials\/\"><span style=\"font-weight: 400\">New Trials<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/install\/\">Install<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/renewal-revenue\/\"><span style=\"font-weight: 400\">Renewal Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/subscription-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\/subscription-cancellation\/\"><span style=\"font-weight: 400\">Subscription Cancellation<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/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><strong>Frequently Asked Questions<\/strong><\/h2>\r\n<h4><span style=\"font-weight: 400\">What is a subscription event?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">A subscription event is a measurable action or status change in the subscription lifecycle, such as a trial start, renewal, cancellation, or expiration.<\/span>\r\n<h4><span style=\"font-weight: 400\">Is a subscription renewal an event?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. A successful recurring subscription payment is typically recorded as a renewal event.<\/span>\r\n<h4><span style=\"font-weight: 400\">Is subscription cancellation the same as expiration?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">No. Cancellation generally turns off future renewal, while expiration occurs when the subscriber's access period actually ends.<\/span>\r\n<h4><span style=\"font-weight: 400\">Why should marketers track subscription events?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">They help marketers measure trials, conversions, renewals, churn, revenue, and subscriber value across the full subscription lifecycle.<\/span>\r\n<h4><span style=\"font-weight: 400\">Can subscription events be connected to acquisition campaigns?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. Connecting subscription events with attribution data allows marketers to compare lifecycle performance by acquisition source.<\/span>"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Subscription Event | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn what a subscription event is, how subscription lifecycle events are tracked, and how MMPs measure trials, renewals, cancellations, and revenue.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Subscription Event | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Learn what a subscription event is, how subscription lifecycle events are tracked, and how MMPs measure trials, renewals, cancellations, and revenue.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tenjin.com\/glossary\/subscription-event\" \/>\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\\\/subscription-event\\\/\",\"url\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/subscription-event\",\"name\":\"Subscription Event | Tenjin\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\"},\"description\":\"Learn what a subscription event is, how subscription lifecycle events are tracked, and how MMPs measure trials, renewals, cancellations, and revenue.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/subscription-event#breadcrumb\"},\"inLanguage\":\"tr\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.tenjin.com\\\/glossary\\\/subscription-event#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/tenjin.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Subscription Event\"}]},{\"@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 - Mobile Measurement Partner\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/tenjin.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"tr\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#organization\",\"name\":\"Tenjin\",\"url\":\"https:\\\/\\\/tenjin.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"tr\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/images.webp\",\"contentUrl\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/images.webp\",\"width\":429,\"height\":117,\"caption\":\"Tenjin\"},\"image\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/TenjinMMP\",\"https:\\\/\\\/www.youtube.com\\\/@TenjinMMP\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/tenjin\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Subscription Event | Tenjin","description":"Learn what a subscription event is, how subscription lifecycle events are tracked, and how MMPs measure trials, renewals, cancellations, and revenue.","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"tr_TR","og_type":"article","og_title":"Subscription Event | Tenjin","og_description":"Learn what a subscription event is, how subscription lifecycle events are tracked, and how MMPs measure trials, renewals, cancellations, and revenue.","og_url":"https:\/\/www.tenjin.com\/glossary\/subscription-event","og_site_name":"Tenjin","twitter_card":"summary_large_image","twitter_site":"@TenjinMMP","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"CollectionPage","@id":"https:\/\/tenjin.com\/glossary\/subscription-event\/","url":"https:\/\/www.tenjin.com\/glossary\/subscription-event","name":"Subscription Event | Tenjin","isPartOf":{"@id":"https:\/\/tenjin.com\/#website"},"description":"Learn what a subscription event is, how subscription lifecycle events are tracked, and how MMPs measure trials, renewals, cancellations, and revenue.","breadcrumb":{"@id":"https:\/\/www.tenjin.com\/glossary\/subscription-event#breadcrumb"},"inLanguage":"tr"},{"@type":"BreadcrumbList","@id":"https:\/\/www.tenjin.com\/glossary\/subscription-event#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/tenjin.com\/"},{"@type":"ListItem","position":2,"name":"Subscription Event"}]},{"@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 - Mobile Measurement Partner","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/tenjin.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"tr"},{"@type":"Organization","@id":"https:\/\/tenjin.com\/#organization","name":"Tenjin","url":"https:\/\/tenjin.com\/","logo":{"@type":"ImageObject","inLanguage":"tr","@id":"https:\/\/tenjin.com\/#\/schema\/logo\/image\/","url":"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/04\/images.webp","contentUrl":"https:\/\/tenjin.com\/wp-content\/uploads\/2026\/04\/images.webp","width":429,"height":117,"caption":"Tenjin"},"image":{"@id":"https:\/\/tenjin.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/TenjinMMP","https:\/\/www.youtube.com\/@TenjinMMP","https:\/\/www.linkedin.com\/company\/tenjin"]}]}},"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 event is a measurable action or status change that occurs during a subscriber's lifecycle. Common subscription events include trial starts, new subscriptions, renewals, cancellations, expirations, refunds, upgrades, downgrades, and payment recoveries.<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><span style=\"font-weight: 400\">What Is a Subscription Event?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A subscription lifecycle can generate multiple measurable events over time. Unlike a one-time purchase, a subscription relationship can include trials, payments, renewals, cancellations, billing changes, and expiration.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A subscriber might:<\/span>\r\n<ol>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Start a free trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Convert to a paid subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renew several times<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Change subscription plans<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancel automatic renewal<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Allow the subscription to expire<\/span><\/li>\r\n<\/ol>\r\n<span style=\"font-weight: 400\">Each stage can create a separate subscription event.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tracking these events allows product and marketing teams to understand how subscribers move through the lifecycle rather than measuring only the first payment.<\/span>\r\n<h2><span style=\"font-weight: 400\">What Are the Most Common Subscription Lifecycle Events?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Common events include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Trial started<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Trial converted<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription renewed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription cancelled<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription reactivated<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription expired<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Payment failed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Payment recovered<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Refund issued<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription upgraded<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription downgraded<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The exact terminology can vary depending on the app store, billing system, or subscription platform. What matters most is using consistent definitions of e<\/span><span style=\"font-weight: 400\">vents,so the same lifecycle action is measured the same way across reporting systems.<\/span>\r\n<h2><span style=\"font-weight: 400\">Subscription Events &amp; Mobile Attribution\u00a0<\/span><\/h2>\r\n<span style=\"font-weight: 400\">Subscription events become particularly valuable when they are connected with acquisition data. <\/span><span style=\"font-weight: 400\">Imagine a user who installs a fitness app through Campaign A. <\/span><span style=\"font-weight: 400\">The user then:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Starts a trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Converts to a $20 subscription<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Renews twice<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cancels after three months<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">If only the install is attributed, the marketer sees one conversion.<\/span><span style=\"font-weight: 400\">If the subscription events are connected to the acquisition source, the marketer can see that Campaign A ultimately generated a paying subscriber and $60 in subscription revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Across thousands of users, this makes it possible to compare subscriber quality between networks, campaigns, creatives, and countries.<\/span>\r\n<h2><span style=\"font-weight: 400\">Subscription Event vs. In-App Event<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A subscription event is a type of post-install event specifically related to the subscription lifecycle.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A general in-app event might include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Registration<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Tutorial completion<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Level completed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product viewed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Search performed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Item added to cart<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Subscription events focus on recurring access, billing, and subscriber status.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This distinction is useful because subscription apps often need to optimize around deeper events such as renewals rather than only common engagement events.<\/span>\r\n<h2><span style=\"font-weight: 400\">Why Should Marketers Track the Full Subscription Lifecycle?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">A high number of new subscriptions can look positive while hiding poor long-term performance.<\/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\">500 new subscriptions<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">150 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\">250 renewals<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Campaign A wins on initial conversions, while Campaign B produces much stronger subscriber retention.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tracking renewal and cancellation events therefore provides a more complete view of acquisition quality.<\/span>\r\n<h2><span style=\"font-weight: 400\">How Does an MMP Track Subscription Events?<\/span><\/h2>\r\n<span style=\"font-weight: 400\">When subscription data is connected with attribution data, an MMP can analyze subscription events using dimensions such as:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/ad-network\/\"><span style=\"font-weight: 400\">Network<\/span><\/a><\/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\">Acquisition date<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Subscription product<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This turns subscription tracking into a user acquisition measurement layer rather than a standalone billing report.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example, a marketer can compare whether one campaign generates more trial starts while another produces subscribers who renew for longer and generate more revenue.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This makes it possible to answer questions such as:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which campaigns generate the most trial starts?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which channels produce the best trial-to-paid conversion?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which creatives generate subscribers who renew?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Where are cancellation rates highest?<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Which acquisition cohorts generate the most revenue?<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400\">Best Practices for Tracking Subscription Events<\/span><\/h2>\r\n<b>Define events precisely.<\/b><span style=\"font-weight: 400\">\r\nCancellation and expiration should not mean the same thing.<\/span>\r\n\r\n<b>Include product information.<\/b><span style=\"font-weight: 400\">\r\nSubscription Product ID and plan duration can explain performance differences.<\/span>\r\n\r\n<b>Track events over time.<\/b><span style=\"font-weight: 400\">\r\nSubscription value often accumulates well after installation.<\/span>\r\n\r\n&nbsp;\r\n\r\n<b>Deduplicate events.<\/b><span style=\"font-weight: 400\">\r\nDuplicate renewal events can inflate reported revenue.<\/span>\r\n\r\n&nbsp;\r\n\r\n<b>Connect events with acquisition data.<\/b><span style=\"font-weight: 400\">\r\nThis turns lifecycle reporting into actionable user acquisition insights.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><strong>Related Terms<\/strong><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/new-trials\/\"><span style=\"font-weight: 400\">New Trials<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/install\/\">Install<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/renewal-revenue\/\"><span style=\"font-weight: 400\">Renewal Revenue<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/subscription-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\/subscription-cancellation\/\"><span style=\"font-weight: 400\">Subscription Cancellation<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/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><strong>Frequently Asked Questions<\/strong><\/h2>\r\n<h4><span style=\"font-weight: 400\">What is a subscription event?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">A subscription event is a measurable action or status change in the subscription lifecycle, such as a trial start, renewal, cancellation, or expiration.<\/span>\r\n<h4><span style=\"font-weight: 400\">Is a subscription renewal an event?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. A successful recurring subscription payment is typically recorded as a renewal event.<\/span>\r\n<h4><span style=\"font-weight: 400\">Is subscription cancellation the same as expiration?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">No. Cancellation generally turns off future renewal, while expiration occurs when the subscriber's access period actually ends.<\/span>\r\n<h4><span style=\"font-weight: 400\">Why should marketers track subscription events?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">They help marketers measure trials, conversions, renewals, churn, revenue, and subscriber value across the full subscription lifecycle.<\/span>\r\n<h4><span style=\"font-weight: 400\">Can subscription events be connected to acquisition campaigns?<\/span><\/h4>\r\n<span style=\"font-weight: 400\">Yes. Connecting subscription events with attribution data allows marketers to compare lifecycle performance by acquisition source.<\/span>","_links":{"self":[{"href":"https:\/\/tenjin.com\/tr\/wp-json\/wp\/v2\/glossaries\/267","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/tr\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/tr\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/tr\/wp-json\/wp\/v2\/docs?glossaries=267"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}