Overview
High-level pulse across growth, acquisition, and engagement
MRR + Subscribers
Net Subscriber Growth
Funnel: New Customer → Account → Paying Customer
Tests Started vs Completed
Decision Timeline
Ad Spend
Per-channel efficiency, budget signals, and install attribution
Google Ads
Spend by Trade
CPI by Trade
ROAS by Trade
Tap-to-Install Rate
Tap-Through Rate
Apple Search Ads
Spend by Trade
CPI by Trade
ROAS by Trade
Tap-to-Install Rate
Tap-Through Rate
Engagement
User activity, growth, and study patterns
Accounts Created
Weekly Active Users
Tests Started vs Completed
Tests per WAU
Retention & Depth
DAU / WAU Stickiness
Week-1 Activation Rate
Retention Cohorts
Subscriber Engagement
Cancellation Rate
Engagement Distribution (% of WAUs)
Revenue
MRR, subscriber growth, and unit economics
Blended MRR by Tier
Net Subscriber Growth
Subscribers by Tier
Paid Conversion Rate
Churn Rate by Tier
Churned by Tier
Management P&L
Time-of-sale contribution margins. Revenue = RevenueCat bookings when sold (not cash deposits); platform fee = verified 15%; ad spend matched to the period spent.
Net Revenue = in-period bookings net of platform fees — not MRR.
Revenue here is total bookings, not ad-attributed, so it does not reconcile to pulse ROAS.
pLTV is churn-predicted; the LTV:CAC tiles are part-modeled, the P&L above is all cash-actual.
App Store
Ratings, reviews, and customer health
Rating Trend
Review Volume
Metrics Glossary
How every number on this dashboard is calculated