Paywall Abandonment Chart
Available in Charts v3 only. This chart isn't listed when Charts v3 isn't enabled.
The Paywall Abandonment chart measures the proportion of paywall impressions that did not lead to an initial conversion on calendar days 0 through 3, where the calendar day of the first paywall impression is day 0. It provides both an overall abandonment rate and a breakdown into bounces and purchase cancellations.
This chart is cohorted by the first paywall impression date for each paywall that a customer sees, and is segmented by paywall by default.
This chart only tracks impressions on RevenueCat Paywalls. Paywalls implemented with custom code are not tracked in this chart.
Available settings
- Filters: Yes
- Segments: Yes
- Selector: Show
- Paywall Abandonment
- Paywall Bounce
- Purchase Cancellation
Definitions
- Bounce: The customer neither purchased nor initiated a purchase on calendar days 0 through 3 after first seeing the paywall.
- Purchase Cancellation: The customer initiated the purchase flow but did not complete payment on calendar days 0 through 3 after first seeing the paywall.
- Abandonment: The sum of all bounces and purchase cancellations.
Cohorting and timeframe
This chart is cohorted by the first paywall impression date for each customer-paywall pair. Each period therefore represents the cohort of customers who first saw the paywall in that period. We evaluate outcomes that occur on calendar days 0 through 3, where the calendar day of the first impression is day 0, to determine bounce, cancellation, or initial conversion. Customers who have an initial conversion during that window are not considered abandoned, even if their paid conversion occurs later (e.g., trial converts to paid on day 9), or does not occur at all (e.g., trial does not convert to paid).
Measures
For each period, we measure:
- Paywall Viewers: The count of unique customers who saw the paywall during the cohort period.
- Bounced (3 days): Customers who neither purchased nor initiated a purchase on calendar days 0 through 3.
- Purchase Cancellations (3 days): Customers who initiated the purchase flow but did not complete it on calendar days 0 through 3.
- Total Abandoned (3 days): Bounced + Purchase Cancellations.
This chart counts unique customer/paywall pairs. Customers who encountered multiple paywalls will get counted multiple times in this chart when segmenting by a dimension other than paywalls, or when looking at total numbers.
Calculations
- Bounce Rate = [Bounced] / [Paywall Viewers]
- Purchase Cancellation Rate = [Purchase Cancellations] / [Paywall Viewers]
- Abandonment Rate = [Total Abandoned] / [Paywall Viewers]
Incomplete periods
Because abandonment status is determined through calendar day 3 after the paywall impression, very recent periods may be incomplete until calendar day 3 has ended for the entire cohort. Learn more about incomplete periods here.
How to use Paywall Abandonment in your business
- Investigate high bounce rates as potential issues with value proposition, pricing, or clarity of the paywall.
- Investigate high cancellation rates as potential issues with the purchase flow or payment friction.
- Segment by audience, platform, and acquisition sources to isolate problem areas and improve your paywall and purchase experience.
FAQs
| Question | Answer |
|---|---|
| Does a later paid conversion change abandonment? | If a customer had an initial conversion on calendar days 0 through 3, they are not counted as abandoned even if the paid conversion occurs later. Otherwise, they are counted as abandoned regardless of later outcomes. |
| Why might abandonment trends differ from other charts? | This chart cohorts by first paywall impression and evaluates outcomes through calendar day 3 to classify abandonment. |