{"id":276,"count":0,"description":"","link":"https:\/\/tenjin.com\/tr\/glossary\/new-subscriptions\/","name":"New Subscriptions","slug":"new-subscriptions","taxonomy":"glossaries","parent":0,"meta":{"status":["1"],"order":["0"],"glossary_term_description":["
\r\n\r\nDefinition:<\/b>\r\n\r\nNew Subscriptions is a subscription metric that counts first-time paid subscriptions activated during a selected reporting period. It shows how many acquired users move into a paying subscriber relationship for the first time.\r\n<\/span>\r\n\r\n<\/div>\r\n \r\n

What Are New Subscriptions?<\/h3>\r\n

A new subscription begins when a user completes their first successful paid subscription transaction for a subscription product. This is a major step in the subscriber lifecycle because it marks the point where an acquired user becomes a paying subscriber.<\/p>\r\n

A typical subscription journey might look like:<\/p>\r\n\r\n

Install \u2192 Trial \u2192 New Subscription \u2192 Renewal \u2192 Cancellation or Expiration<\/pre>\r\n
<\/p>\r\n
Not every user follows this exact path. Some users subscribe immediately without a trial. Others start a trial but never convert to paid. The New Subscriptions metric focuses specifically on the first paid activation. It does not count later recurring payments as new subscriptions. Later payments tied to the subscription cycle are considered renewals.<\/p>\r\n\r\n
New Subscriptions vs. New Trials<\/h3>\r\n
New Trials measure trial starts. New Subscriptions measure first-time paid subscription activations.<\/p>\r\n
Example: A mobile fitness app generates 2,000 New Trials and then 600 New Subscriptions. Only a fraction of the trial group becomes paid. If all 600 paid subscribers came from the trial population, a simplified trial-to-paid conversion rate would be 30%.<\/p>\r\n
Some users may also subscribe without a trial, so teams should understand how their reporting system defines conversion paths. For user acquisition, the key point is that a trial start is not the same as revenue. New Subscriptions is a deeper conversion event.<\/p>\r\n\r\n
New Subscriptions vs. Renewals<\/h3>\r\n
New Subscriptions counts the first paid subscription activation. Renewals count existing subscriptions that successfully process another recurring payment.<\/p>\r\n
Consider a user who pays $10 per month for four months. The lifecycle includes one New Subscription in the first month and three subsequent renewals. This separation helps teams understand whether growth is coming from acquiring more new paying users or from retaining existing subscribers.<\/p>\r\n\r\n
How Do You Calculate Subscription Conversion Rate?<\/h3>\r\n
Subscription conversion rate can be defined in different ways depending on the funnel stage used as the denominator.<\/p>\r\n
A common formula:<\/p>\r\n\r\n
Subscription Conversion Rate = New Paid Subscriptions \u00f7 Acquired Users \u00d7 100<\/pre>\r\n
Example: A campaign generates 5,000 installs and 250 New Subscriptions.<\/p>\r\n\r\n
250 \u00f7 5,000 \u00d7 100 = 5% install-to-subscription conversion rate<\/pre>\r\n
<\/p>\r\n
Another team may calculate trial-to-paid conversion instead:<\/p>\r\n\r\n
500 New Subscriptions \u00f7 1,500 New Trials \u00d7 100 = 33.3% trial-to-paid conversion<\/pre>\r\n
<\/p>\r\n
Both calculations are useful, but they answer different questions. Before calculating, teams should define the denominator clearly when discussing subscription conversion rate.<\/p>\r\n\r\n
New Subscriptions and Subscriber Acquisition Cost<\/h3>\r\n
New Subscriptions is also the denominator for a useful acquisition-efficiency metric: subscriber acquisition cost.<\/p>\r\n
The formula:<\/p>\r\n\r\n
Subscriber Acquisition Cost = Acquisition Spend \u00f7 New Paying Subscribers<\/pre>\r\n
<\/p>\r\n
Example: A campaign spends $15,000 and generates 500 New Subscriptions.<\/p>\r\n\r\n
$15,000 \u00f7 500 = $30 per new subscriber<\/pre>\r\n
<\/p>\r\n
That number becomes more meaningful when compared with subscriber LTV. If the average subscriber eventually generates $80, a $30 acquisition cost may support profitable growth. If the average subscriber generates only $20, the acquisition economics are much weaker.<\/p>\r\n\r\n
Measure New Subscriptions by Campaign<\/h3>\r\n
An MMP connects the first paid subscription event with acquisition information. This allows marketers to compare New Subscriptions by dimensions such as network, campaign, creative, country, platform, Product ID, and acquisition cohorts.<\/p>\r\n
These breakdowns reveal the shape of acquisition and make it possible to connect spend and sources directly to paid conversions.<\/p>\r\n\r\n
New Subscriptions and New Subscription Revenue<\/h3>\r\n
New Subscriptions is a count. New Subscription Revenue is a monetary value. Two campaigns can generate the same number of new subscribers but very different revenue.<\/p>\r\n
Example:<\/p>\r\n\r\n