Subscription Metrics (MRR & Churn)

The Subscription Metrics endpoint returns the SaaS metrics App Store Connect doesn’t show out of the box: monthly recurring revenue (MRR), ARR, ARPU, churn rate, trial conversion rate, and the daily event counts (new, canceled, refunded, reactivated, expired) behind them. We compute these from Apple’s SUBSCRIPTION and SUBSCRIPTION_EVENT reports, normalize all proceeds to a monthly basis, and convert every currency to USD using historical exchange rates — so a yearly subscription priced in EUR contributes the right MRR amount on the day it was sold.

Requires connected ASC account. Connect your App Store Connect API key and Vendor Number in appeeky.com → Settings → Integrations. Subscription reports refresh daily and right after you connect.

Pro feature — requires Indie plan or higher.

Get Subscription Metrics

GET /v1/connect/metrics/subscriptions

Returns headline totals, per-app breakdown, and a daily time series for the requested window.

Query parameters

Name	Type	Default	Description
`from`	string	30 days ago	Start date `YYYY-MM-DD`.
`to`	string	today	End date `YYYY-MM-DD`.
`appId`	string	—	Filter to one App Store Connect app ID. Omit to roll up across all your apps (MRR is summed, churn is paying-subscriber-weighted).

curl "https://api.appeeky.com/v1/connect/metrics/subscriptions?from=2026-03-25&to=2026-04-24" \
  -H "X-API-Key: apk_your_key_here"

const params = new URLSearchParams({
  from: "2026-03-25",
  to: "2026-04-24",
  appId: "6759740679",
});
const res = await fetch(
  `https://api.appeeky.com/v1/connect/metrics/subscriptions?${params}`,
  { headers: { "X-API-Key": process.env.APEEKY_KEY } }
);
const { data } = await res.json();

Response (200 OK):

{
  "data": {
    "from": "2026-03-25",
    "to": "2026-04-24",
    "appId": null,

    "totals": {
      "mrr_usd": 12480.55,
      "mrr_delta_pct": 0.0832,
      "arr_usd": 149766.60,
      "paying_subscribers": 1842,
      "arpu_usd": 6.7755,
      "avg_churn_rate": 0.041200,
      "trial_conversion_rate": 0.3620,
      "new_subscriptions": 612,
      "canceled_subscriptions": 487,
      "refunded_subscriptions": 19,
      "trial_starts": 2280,
      "trial_conversions": 825,
      "expired_subscriptions": 102
    },

    "apps": [
      {
        "appId": "6759740679",
        "appName": "Voice Tape Record",
        "iconUrl": "https://is1-ssl.mzstatic.com/image/.../icon.png",
        "mrr_usd": 8920.30,
        "arpu_usd": 7.1240,
        "paying_subscribers": 1252,
        "churn_rate": 0.038500,
        "new_subscriptions_30d": 410,
        "canceled_subscriptions_30d": 318,
        "trial_conversions_30d": 562
      },
      {
        "appId": "6757361049",
        "appName": "NewSub: App Developer Alerts",
        "iconUrl": "https://is1-ssl.mzstatic.com/image/.../icon.png",
        "mrr_usd": 3560.25,
        "arpu_usd": 6.0312,
        "paying_subscribers": 590,
        "churn_rate": 0.046800,
        "new_subscriptions_30d": 202,
        "canceled_subscriptions_30d": 169,
        "trial_conversions_30d": 263
      }
    ],

    "series": [
      {
        "metric_date": "2026-03-25",
        "mrr_usd": 11521.40,
        "arpu_usd": 6.6210,
        "paying_subscribers": 1740,
        "new_subscriptions": 18,
        "canceled_subscriptions": 14,
        "refunded_subscriptions": 0,
        "reactivated_subscriptions": 2,
        "trial_starts": 72,
        "trial_conversions": 24,
        "expired_subscriptions": 4,
        "billing_retries": 5,
        "churn_rate": 0.041800
      }
    ]
  }
}

Field reference

`totals`

Headline numbers across the requested window.

Field	Description
`mrr_usd`	Monthly Recurring Revenue for the most recent day in the window, in USD. Yearly subs are normalized to `proceeds / 12`, weekly to `proceeds × 4.345`, etc. Includes only paying subscribers (introductory $0 offers contribute 0).
`mrr_delta_pct`	Relative change in MRR vs the first day of the window. `0.0832` = +8.32%.
`arr_usd`	Annual Run Rate — `mrr_usd × 12`.
`paying_subscribers`	Active paying subscribers on the most recent day. Excludes free trials.
`arpu_usd`	Average Revenue Per User — `mrr_usd / paying_subscribers`.
`avg_churn_rate`	Weighted average churn over the window (weighted by `paying_subscribers` so a tiny app with 100% churn doesn’t dominate the rate). `0.0412` = 4.12% monthly churn.
`trial_conversion_rate`	`trial_conversions / trial_starts` over the window. `0.3620` = 36.2% of trials become paying subs.
`new_subscriptions`, `canceled_subscriptions`, `refunded_subscriptions`, `trial_starts`, `trial_conversions`, `expired_subscriptions`	Cumulative event counts in the window.

`apps`

One row per app, sorted by mrr_usd descending. Each row is the latest day’s snapshot for that app, with 30-day rolling event counts. Includes the app’s name and icon so dashboards don’t need a second round-trip per app.

`series`

Daily time series ready for charting. When appId is omitted, MRR and event counts are summed across apps, and churn is paying-subscriber-weighted (not a simple mean — same logic as totals.avg_churn_rate).

Field	Description
`metric_date`	ISO date `YYYY-MM-DD`.
`mrr_usd`	MRR for that day.
`arpu_usd`	`mrr_usd / paying_subscribers` for that day.
`paying_subscribers`	Active paying subscribers on that day.
`new_subscriptions`	New paying subs that day.
`canceled_subscriptions`	Cancellations (including auto-renew off).
`refunded_subscriptions`	Apple-issued refunds.
`reactivated_subscriptions`	Lapsed users who came back.
`trial_starts`	New free-trial starts.
`trial_conversions`	Trials that converted to paying.
`expired_subscriptions`	Subscriptions that lapsed without renewing.
`billing_retries`	Renewals Apple is retrying after a payment failure.
`churn_rate`	`canceled_subscriptions / paying_subscribers_yesterday`, rounded to 6 decimals.

How the numbers are computed

MRR — monthly normalization and FX

We download Apple’s daily SUBSCRIPTION report. For each row, we:

Skip rows with Active Standard Price Subscriptions = 0 (the user is in a free trial or intro offer).
Normalize Developer Proceeds to a monthly basis using the subscription duration:
- 1 week → × 4.345
- 1 month → × 1
- 2 months → ÷ 2
- 3 months → ÷ 3
- 6 months → ÷ 6
- 1 year → ÷ 12
Convert the result from the customer’s currency to USD using the historical exchange rate for that day (Frankfurter, ECB-sourced). A subscription sold in EUR on April 1st is converted at April 1st’s rate, not today’s.
Sum across all active subs for that app and date.

This means a yearly

59.99 subscription contributes ~

5/mo to MRR, not $59.99 — exactly how RevenueCat and ChartMogul model it.

Churn — paying-subscriber-weighted

For each (app, date) we compute:

churn_rate = canceled_subscriptions[date] / paying_subscribers[date - 1]

When you query without appId, churn across apps is weighted by paying subscribers, not averaged:

weighted_churn = Σ (paying_subscribers[app] × churn_rate[app]) / Σ paying_subscribers[app]

A 10-user app with 100% churn next to a 10,000-user app with 5% churn produces a weighted churn near 5%, which reflects business reality.

Trial conversion rate

trial_conversion_rate = Σ trial_conversions / Σ trial_starts   (over the window)

Note: a trial that started in March and converted in April will appear as trial_starts in March and trial_conversions in April. Over a long enough window the ratio converges to the true conversion rate; over a short window it can read above 100% if a backlog of older trials converts (this is normal).

Event categories

We map Apple’s free-text event strings to consistent categories:

Apple event	Mapped to
`Subscribe`, `Renew`	`new_subscriptions`
`Cancel`, `Auto-Renew Off`	`canceled_subscriptions`
`Refund`	`refunded_subscriptions`
`Reactivate`	`reactivated_subscriptions`
`Subscribe with Trial`, `Free Trial Started`	`trial_starts`
`Convert to Paid Subscription`	`trial_conversions`
`Subscription Expired`	`expired_subscriptions`
`Billing Retry`	`billing_retries`

Unknown event strings are logged and ignored — they won’t break aggregation.

MCP Tool

This endpoint is exposed as an MCP tool so AI assistants can analyze revenue health on your behalf:

Tool	Description
`asc_subscription_metrics`	MRR / ARR / ARPU / churn / trial conversion + daily series

Example prompt:

Show me MRR and churn trend for the last 90 days for app 6759740679,
then explain whether the recent MRR growth is driven by new subscribers
or lower churn.

Common Workflows

Daily revenue dashboard

JavaScript

const res = await fetch(
  "https://api.appeeky.com/v1/connect/metrics/subscriptions",
  { headers: { "X-API-Key": process.env.APEEKY_KEY } }
);
const { data } = await res.json();

console.log(`MRR: $${data.totals.mrr_usd}`);
console.log(`Δ MRR: ${(data.totals.mrr_delta_pct * 100).toFixed(1)}%`);
console.log(`Churn: ${(data.totals.avg_churn_rate * 100).toFixed(2)}%`);
console.log(`Trial → Paid: ${(data.totals.trial_conversion_rate * 100).toFixed(1)}%`);

// Render the daily MRR series in your chart of choice
const points = data.series.map((d) => ({ x: d.metric_date, y: d.mrr_usd }));

Identify your highest-churn app

JavaScript

const { data } = await fetch(
  "https://api.appeeky.com/v1/connect/metrics/subscriptions",
  { headers: { "X-API-Key": process.env.APEEKY_KEY } }
).then((r) => r.json());

const worst = data.apps
  .filter((a) => a.paying_subscribers > 50)
  .sort((a, b) => b.churn_rate - a.churn_rate)[0];

console.log(
  `${worst.appName} has ${(worst.churn_rate * 100).toFixed(2)}% monthly churn`
);

Error Codes

Status	Code	When
401	`INVALID_API_KEY`	Invalid or inactive API key
403	`PRO_FEATURE`	Free plan — upgrade to Indie or higher
404	`USER_NOT_FOUND`	User not in system (connect ASC first)
429	`RATE_LIMIT_EXCEEDED`	Not enough credits
500	`METRICS_ERROR`	Database or sync error

Limits & Caveats

Data is computed from Apple’s daily reports, which are typically available 1–2 days after the day they cover. Today’s date will usually have no data; yesterday’s may be partial.
MRR uses developer proceeds (post-Apple-cut), not list price. This matches what hits your bank account.
Churn is computed from cancellation events, not from comparing subscriber counts day-over-day. This avoids skew from new subscribers added the same day.
Refunds reduce revenue but are reported separately; they do not subtract from mrr_usd directly. For “net MRR after refunds”, subtract refunded_subscriptions × ARPU from mrr_usd.
Backfill on first connect covers the last 30 days.

Getting Started

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Reference

Get Subscription Metrics

Query parameters

Field reference

`totals`

`apps`

`series`

How the numbers are computed

MCP Tool

Common Workflows

Daily revenue dashboard

Identify your highest-churn app

Error Codes

Limits & Caveats

​Get Subscription Metrics

​Query parameters

​Field reference

​totals

​apps

​series

​How the numbers are computed

​MCP Tool

​Common Workflows

​Daily revenue dashboard

​Identify your highest-churn app

​Error Codes

​Limits & Caveats

Get Subscription Metrics

Query parameters

Field reference

`totals`

`apps`

`series`

How the numbers are computed

MCP Tool

Common Workflows

Daily revenue dashboard

Identify your highest-churn app

Error Codes

Limits & Caveats