Paywall LTV Chart
Available in Charts v3 only. This chart isn't listed when Charts v3 isn't enabled.
The Paywall LTV chart measures the realized lifetime value generated from purchases that derived from an initial conversion on calendar days 0 through 3, where the calendar day of a customer's first impression on a given paywall is day 0. It lets you view total revenue, revenue net of taxes, or proceeds, and also average LTV per viewer.
This chart is cohorted by the first paywall impression date for each paywall that a customer sees, and is segmented by paywall by default. It tracks revenue from initial conversions that occurred on calendar days 0 through 3 and then continues to attribute all subsequent revenue from those conversions indefinitely.
This chart only tracks impressions and conversions from RevenueCat Paywalls. Paywalls implemented with custom code are not tracked in this chart.
Available settings
- Filters: Yes
- Segments: Yes
- Selector: Revenue Type
- Revenue
- Revenue (net of taxes)
- Proceeds
Cohorting
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.
Revenue is included only for customers who had an initial conversion on calendar days 0 through 3 after that impression. After that gateway, all future revenue from those conversions is included in LTV.
Measures
- Paywall Viewers: The count of unique customers who saw the paywall during the cohort period.
- Initial Conversions (3 days): The count of customers with any initial conversion (trial start, paid subscription, or one‑time purchase) on calendar days 0 through 3 after first seeing the paywall.
- Realized LTV (Revenue): Total revenue realized from those customers after an initial conversion on calendar days 0 through 3, minus refunds.
- Realized LTV (net of taxes): Revenue minus estimated taxes.
- Proceeds: Revenue minus estimated taxes and commissions.
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
- Realized LTV per Viewer = [Realized LTV] / [Paywall Viewers]
- Realized LTV (net of taxes) per Viewer = [Realized LTV (net of taxes)] / [Paywall Viewers]
- Proceeds per Viewer = [Proceeds] / [Paywall Viewers]
Incomplete periods
Because initial conversions are limited to calendar days 0 through 3 following the first impression, very recent cohorts may be incomplete until calendar day 3 has ended for the entire cohort. Learn more about incomplete periods here.
How to use Paywall LTV in your business
- Compare realized revenue across paywalls to understand which designs/offerings generate the most value per viewer.
- Switch revenue type to align closer to bottom‑line estimates (net of taxes or proceeds).
- Segment by audience or acquisition dimensions to see how LTV varies by country, campaign, or offering.
FAQs
| Question | Answer |
|---|---|
| Why is revenue included even if paid events happen after calendar day 3? | Customers must have an initial conversion on calendar days 0 through 3 to be included; all subsequent paid events are then attributed to LTV, even if they occur later (e.g., trial to paid on day 9, renewals on day 39/69). |
| Does LTV include refunds? | Yes, LTV is reported net of refunds. |
| What’s the difference between Revenue, Revenue (net of taxes), and Proceeds? | Revenue is gross revenue; Revenue (net of taxes) subtracts estimated taxes; Proceeds subtracts both estimated taxes and commissions. See Taxes and commissions. |
| Why might LTV cohorts differ from other LTV or revenue charts? | This chart cohorts by first paywall impression and requires an initial conversion on calendar days 0 through 3 to include downstream revenue, which differs from other cohorting and inclusion rules. |