Manage subscription data

Subscriptions is a powerful tool for subscription-based app marketers. Use the data to better understand the value of your marketing spend and optimize future campaigns. Here are some of the key uses of subscription data:

Measure subscription revenue
Measure new subscriptions, trials, cancellations, and subscription events
Measure conversions from one event to another. Example: Trials to paying subscribers

Subscriptions data is platform-specific. If a user switches from an iOS to an Android device, they are considered as a new user.

You can view your aggregated subscription data in Datascape. To analyze your user-level data, you can set up raw data exports.

Subscription events

You can measure the following subscription events in Adjust.

Event	Event name in callbacks	Description
Activations	`activation`	User activates the subscription product for the first time.
(iOS only) Billing retry	`billing_retry`	Subscription is in billing retry period.
Cancellations	`cancellation`	Transaction is not renewed at the end of the subscription period, because the user unsubscribes or the billing retry renewal fails.
Discounted offers	`discounted_offer`	A new subscription was purchased at a reduced price.
Expirations	`expiration`	A subscription has expired.
Grace periods	`grace_period`	A subscription has entered grace period (if enabled).
(Android only) On Hold	`on_hold`	A subscription has entered account hold.
(Android only) Paused	`paused`	A subscription has been paused.
Price accepted	`price_accepted`	User successfully confirms subscription price change.
(iOS only) Price declined	`price_declined`	User declines subscription price change.
Reactivations	`reactivation`	A user who subscribed through a trial, offer, or subscription, then cancelled it, then reactivated it. (Google Android apps only) When a user unsubscribes and then resubscribes to the same product, Google responds by assigning a new transaction ID. As a result, although we can tell if the event is from the same user or device, we cannot tell if it’s a reactivation event. For this reason, Adjust does not support reactivation events for Google Android apps.
(iOS only) Refunds	`refund`	The transaction for a subscription has been refunded.
Renewals	`renewal`	User successfully renews the subscription.
Renewals from Billing Retry	`renewal_from_billing_retry`	User successfully renews the transaction during a billing retry period.
Revoked	`revoked`	User revokes a subscription before expiration date.
Trial started	`trial_started`	A new free trial has started for a subscription.

Subscription events

Previous version of subscriptions

Subscription event	Description
Activation	User activates/pays for the subscription product for the first time.
First conversion	User does not cancel the subscription when the free trial or the free paid offer ends; converting them into a subscribed user.
Entered billing retry	When a trial has expired and is not cancelled (user did not unsubscribe the product) and if no billing issue happens, the subscription event becomes one of the following: converted_trial, converted_offer, or renewed_subscription.
Renewal	User successfully renews the subscription.
Cancellation	Transaction is not renewed at the end of the subscription period, because the user unsubscribes or the billing retry renewal fails.
Renewal from billing retry	User successfully renews the transaction after a billing issue is resolved.
Reactivation	A user who subscribed through a trial, offer, or subscription, then cancelled it, then reactivated it. (Google Android apps only) When a user unsubscribes and then resubscribes to the same product, Google responds by assigning a new transaction ID. As a result, although we can tell if the event is from the same user or device, we cannot tell if it’s a reactivation event. For this reason, Adjust does not support reactivation events for Google Android apps.

Subscription event subtypes

Previous version of subscriptions

Subscription event	Subscription event subtypes	Description
`activation`	`initial_subscription`	User triggers first (paid) subscription in app
	`initial_trial`	User triggers the first free trial in app
	`initial_offer`	User triggers first (paid) offer in app with a discounted price
`first_conversion`	`converted_trial`	User did not cancel the subscription when the free trial ended, converting them into a subscribed user
`first_conversion`	`converted_offer`	User did not cancel the subscription when the first paid offer ended, converting them to a full-paying subscribed user
`entered_billing_retry`	`trial_in_retry`	Trial expired but renewal wasn't successful due to a billing issue. For instance: the user did not cancel when the free trial period ended, however due to an issue with the payment source they could not be charged
	`offer_in_retry`	Offer expired but renewal wasn't successful due to a billing issue. For instance: the user did not cancel when the offer period ended, however due to an issue with the payment source they could not be charged
	`subscription_in_retry`	Subscription expired but renewal wasn't successful due to a billing issue. For instance: the user did not cancel when the free subscription period ended, however due to an issue with the payment source they could not be charged
`renewal`	`renewed_subscription`	Successful subscription renewal
`cancellation`	`failed_trial`	Trial not renewed at the end of the trial period
	`failed_offer`	The first paid offer was not renewed at the end of the offer period.
	`failed_subscription`	Subscription not renewed at the end of its time period
	`failed_trial_from_retry`	Trial is not converted after the billing retry fails
	`failed_offer_from_retry`	Offer is not converted after the billing retry fails
	`failed_subscription_from_retry`	Subscription not renewed after the billing retry fails
`renewal_from_billing_retry`	`converted_trial_from_retry`	When the billing retry on a trial is successful and the trial is converted
	`converted_offer_from_retry`	When the billing retry on an offer is successful and the offer is converted
	`renewed_subscription_from_retry`	When the billing retry on subscription is successful and the subscription is renewed
`reactivation`	`reactivated_subscription`	A user who subscribed through a trial, offer, or subscription, then cancelled it, then reactivated it.

Datascape reporting

You can view your aggregated subscription data in Datascape.

Tip:

Use the Product ID dimension to break down your data by subscription product. For example, if you have multiple subscription products, such as a free trial, monthly subscription, or yearly subscription, add the Product ID dimension, and other relevant subscription metrics, and analyze your subscription data.

Raw data exports

To ensure you have efficient troubleshooting and deep insights into your data, you can have subscription recording data sent straight to your servers.

Server callbacks - You can send user-level data directly to your servers—seconds after Adjust records the event. If you already have global callbacks set up in AppView, add our subscription placeholders to your existing callback URL. Or, you can set up a single subscription callback for all subscription events.
Cloud storage uploads - You can automatically export your subscription event's raw user data to your cloud storage on an hourly basis. To get set up, add the relevant subscription placeholders to your CSV definition.

Note:

If you already have Amazon S3 or Google Cloud Storage set up in AppView, you automatically receive cloud storage uploads for your subscription events. You still need to add subscription-related placeholders to your CSV definition to see these specific data points.

Subscription placeholders

You can add the following placeholders to your server callbacks and cloud storage uploads:

Placeholder	Description	Example
`{subscription_event_type}`	Grouped, derived from subtype.	`activation` `first_conversion` `renewal`
`{subscription_event_subtype}`	See the subscription event subtypes table for more details. This is available only on the previous version of subscriptions. If you have upgraded to the latest version of subscriptions, do not use this.	`initial_subscription` `failed_trial` `renewed_subscription`
`{subscription_purchased_at}`	Unix timestamp of any valid purchase.	`1571608922`
`{subscription_expiration_time}`	Unix timestamp of the expiration of a valid subscription. The data can be in the past or future.	`1571608922`
`{subscription_cancelled_at}`	Unix timestamp from when the subscription stops being valid. Cannot be later than the expiration_time. If the subscription transaction fails and cannot be resolved, the value returned will be the expiration_time of the failed transaction. No value shows in the expiration_time placeholder.	`1571608922`
`{subscription_transaction_id}`	The value of a valid transaction. Failed transactions return no value. If there is a billing problem, the current transaction ID is returned.	`230000687036600`
`{subscription_original_transaction_id}`	The first transaction ID of the product subscription chain.	`230000687036600`
`{subscription_expired_transaction_id}`	The previous valid transaction ID - if it's the first transaction, this returns an empty value. If it’s a failed transaction, this returns the previous valid transaction ID.	`230000687036600`
`{subscription_environment}`	Which environment the subscription purchase happened in.	`sandbox` `production`
`{subscription_product_id}`	The subscription product type within the app.	`com.product.id`
`{subscription_sales_region}`	The region code of the Apple store account's registered location; Google’s region code is based on the device's physical location.	`us`
`{subscription_store}`	Which store the subscription purchase was triggered from.	`appleappstore` `googleplaystore`