# Subscription Analytics > Track MRR, churn, retention, and LTV by cohort in real time — see whether your subscribers actually stick, not just whether they signed up. Source: https://superwall.com/features/subscription-analytics --- Analytics # Subscription Analytics Track MRR, churn, retention, and LTV by cohort in real time — see whether your subscribers actually stick, not just whether they signed up. A conversion is the start of a subscription, not the end of the story. The user who tapped buy today can refund tomorrow, lapse after the trial, or quietly stop auto-renewing in three months — and none of that shows up in a conversion rate. Subscription Analytics tracks the whole life of every subscriber: trials, renewals, churn, refunds, and the recurring revenue they actually generate over time. So you can tell whether your last paywall change grew the business or just inflated a vanity number that leaks back out next quarter. ## The recurring-revenue numbers, calculated for you Superwall reconciles purchase events from the App Store, Play Store, and Stripe into a single source of subscription state, then derives the recurring-revenue metrics from it automatically — no receipt exports, no reconciliation spreadsheet, no events pipeline to maintain ([subscription management](https://superwall.com/docs/dashboard/subscription-management)). The [charts dashboard](https://superwall.com/docs/dashboard/charts) gives you the metrics a subscription business runs on: * **MRR and ARR:** your [monthly](https://superwall.com/docs/dashboard/charts/mrr) and [annual recurring revenue](https://superwall.com/docs/dashboard/charts/arr), so you watch the line that actually compounds — not just today's one-off sales. * **Active subscriptions:** how many paid, unexpired subscribers you have right now, the base that everything else builds on ([active subscriptions](https://superwall.com/docs/dashboard/charts/active-subscriptions)). * **Trials and trial conversion:** new trials started and the share that convert to paying — the front of the funnel that feeds MRR ([new trials](https://superwall.com/docs/dashboard/charts/new-trials), [trial conversion](https://superwall.com/docs/dashboard/charts/trial-conversion)). * **Realized LTV:** net proceeds per new user and per paid user, cohorted by install date, so you know what a subscriber is truly worth over their lifetime ([realized LTV](https://superwall.com/docs/dashboard/charts/realized-ltv-per-paid-user)). ## See where revenue leaks back out Growth gets all the attention, but a subscription business is won or lost on what you keep. Subscription Analytics surfaces the leaks directly: [subscriber churn](https://superwall.com/docs/dashboard/charts/subscriber-churn) per period tells you how many subscriptions are draining away, and [refund rate](https://superwall.com/docs/dashboard/charts/refund-rate), cohorted by purchase date, catches buyers who reversed the sale before it ever became real revenue. Put those next to your conversion wins and a "successful" experiment can look very different. A conversion win can be a retention loss A new paywall can lift sign-ups and still shrink the business if those subscribers churn faster or refund more. That's why churn, refunds, and realized LTV belong next to conversion — read a paywall change on the revenue it keeps, not just the sales it books on day one. ## Cohorts tell you if it actually stuck A blended number averages your best month against your worst and hides the trend. Cohort views fix that. [Subscription retention](https://superwall.com/docs/dashboard/charts/subscription-retention) follows each group of subscribers over time, so you can see whether the cohort that came in after a pricing change holds longer or drops off faster than the one before it. [Cohorted proceeds](https://superwall.com/docs/dashboard/charts/cohorted-proceeds) groups net revenue by install date so you can compare what each cohort is worth months later — the only honest way to judge whether a change to the front of the funnel paid off at the back. [ See cohort retention ](https://superwall.com/docs/dashboard/charts/subscription-retention) ## Slice it the way you actually run the business Every metric is filterable and breakable down by dimension, so "MRR is flat" becomes "MRR is flat because annual renewals in the US dipped while new monthly trials held." Break down by application, placement, or product, set the interval from hourly to monthly, and pick the range you care about. Switch between line, bar, and stacked-area formats, and export any chart to CSV when finance wants the raw numbers ([filtering, breakdowns, and export](https://superwall.com/docs/dashboard/charts)). [ Explore the charts dashboard ](https://superwall.com/docs/dashboard/charts) ## One source of truth for the whole subscriber base Because Superwall already reconciles store and Stripe events into subscription state to power targeting and access gates, your analytics and your entitlements come from the same place — there's no second system to reconcile against. The [overview](https://superwall.com/docs/dashboard/overview-metrics) gives you the headline numbers at a glance, and when you need to go deeper you can [query your raw analytics directly](https://superwall.com/docs/dashboard/guides/query-clickhouse) or stream subscription events to your warehouse and other tools through [webhooks](https://superwall.com/docs/integrations/webhooks). ## What you can do with it * Watch MRR and ARR move in real time instead of waiting for a month-end roll-up. * Catch a churn or refund spike early — before it shows up as a missed revenue target. * Compare retention cohort over cohort to prove a pricing or paywall change actually made subscribers stickier. * Judge experiments on realized LTV, so a cheaper plan that converts more doesn't quietly lower what each user is worth. * Give product, growth, and finance the same live subscription numbers instead of three conflicting exports. ## Get started Subscription Analytics is built into every Superwall account — the charts start filling in as soon as your paywalls are live and purchases flow through. Install the SDK with the [quickstart](https://superwall.com/docs/quickstart), then open the [charts dashboard](https://superwall.com/docs/dashboard/charts) to watch your recurring revenue, churn, and retention take shape. [Start for free](https://superwall.com/sign-up) and measure the whole life of every subscriber, not just the moment they signed up. [ Install with the quickstart ](https://superwall.com/docs/quickstart) ## More features | [ Apple Search Ads Attribution ](https://superwall.com/features/search-ads-attribution) | Connect Apple Search Ads spend to real subscription revenue — see which campaigns and keywords actually drive paying users, and segment paywalls by them. | Analytics | | ------------------------------------------------------------------ | --------------------------------------------------------------------------------------------------------------------------------------------------------- | --------- | | [ Conversion Stats ](https://superwall.com/features/conversion-stats) | See exactly where your funnel leaks — from paywall open to checkout — and which paywall, price, and placement actually converts. | Analytics | | [ Custom User Properties ](https://superwall.com/features/custom-user-properties) | Attach whatever you know about a user, then target paywalls, branch experiments, and personalize copy by it — no app release required. | Analytics | Nothing matches. ## Book a demo Tell us a little about your app and we'll match you with the right person. * A personalized walkthrough of the paywall builder * Guidance on your monetization and pricing strategy * Custom implementation recommendations for your stack * A look at proven paywall templates * Revenue-optimization best practices ### Thanks — opening your calendar If a new tab didn't open, [click here to pick a time](#). Get started ## Build, test, and optimize your paywalls Join 10,000+ apps using Superwall to grow subscription revenue without shipping an app update. [Start for free](https://superwall.com/sign-up) No credit card required