Appdeck
FleetGotchaFernwehReps

MRR

$5.9K5.4%

vs last month

Active subs

9975.4%

vs last month

Trial → paid

52%

Churn

7.0%5.5%

vs last month

What to improve

Ranked from your metrics — most urgent first

A

Health score

95/100

A·Healthy
Paywall reach100
Paywall → purchase100
Retention (churn)73
Trial conversion100
D30 retention100
Stickiness100
AI margin100

  • Churn is eating revenue

    Top priority

    Add a cancel-flow save offer and target the stale-subscriber reminder toggle at drop-off cohorts.

  • Revenue is trending down

    Cross-check against churn and paywall reach above — a downward run usually starts at one of them.

  • United Kingdom converts below the rest

    Tailor onboarding/pricing for United Kingdom — localized pricing or a platform-specific flow often closes a gap this size.

  • Churn concentrates on Android

    Dig into why Android users leave — a cohort this far above baseline usually shares one fixable pain point.

Unit economics

What each subscriber is worth

Subscriber LTV

$85.23

~14 mo lifetime

ARPPU

$5.97

per paying sub / mo

ARPU

$0.70

per active user / 30d

AI cost share

6%

of revenue

Trends

Momentum over the last six months

MRR

5.4%

$5.9K

Users

5.4%

14.1K

Churn

5.5%

7.0%

Paywall reach

0.4%

75.1%

Activation & retention

Where new users convert, and how the active base sticks

Onboarding → paywall funnel

75.1% reach paywall/ 75% aim
TARGET 75%
  1. Opened app5,722 · 100%
  2. Started onboarding5,367 · 94%

    ↓ 16.1% drop-off

  3. Completed onboarding4,501 · 79%

    ↓ 4.5% drop-off

  4. Reached paywall4,297 · 75%

    ↓ 82.1% drop-off

  5. Purchased769 · 13%
Paywall → purchase17.9%

Users & engagement

DAU

2.3K

WAU

4.5K

MAU

7.7K

New users

947

Stickiness

29%

DAU / MAU

Retention

Day 142%
Day 722%
Day 3013%

Revenue

Subscription revenue and how it breaks down

Last 30 days

$5.4K

This month

$3.7K

New subs (30d)

206

Churned (30d)

70

By plan

Segments

Where churn and conversion concentrate

Coloured vs blended baseline (churn 7.0% · conv. 52%) — worse / better.

PlatformUsersChurnConv.
iOS · iPhone10K6.3%57%
iPadOS2.5K7.3%52%
Android1.6K11.9%38%
PlanUsersChurnConv.
Monthly59810.5%—
Annual3193.6%—
Lifetime800.0%—
CountryUsersChurnConv.
United States4.8K7.2%55%
Netherlands2.3K6.8%56%
United Kingdom1.7K8.7%34%
Germany1.3K9.2%56%

Audience & growth

Who's using it, and where the top of funnel stands

Audience

Countries

  • United States34%
  • Netherlands16%
  • United Kingdom12%
  • Germany9%
  • Other29%

Devices

iPhone10K
iPad2.5K
Android1.6K

OS

iOS 188.2K
iOS 173.8K
Android 151.4K
Other705
Website views (30d)51,153

Growth

Waitlist signups

5,587

Registered users

14,104

AI costs

Model spend against the value it supports

Spend (30d)

$324.8

Tokens (30d)

50.8M

Cost / user

—

needs per-user data

By model

Custom metrics

Specific to Gotcha

Total catches

305.6K

22 / user

Animals scanned

507.1K

36 / user