App Revenue & LTV Calculator
Model a subscription app's economics in seconds: installs × paywall conversion × plan price → MRR, ARR and lifetime value, net of Apple's commission, across 15 country markets.
Basic mode splits subscribers equally across ticked plans — switch to Advanced to set your own mix.
Defaults you can trust as starting points: weekly subscribers average ~5 total payments, monthly ~4, yearly ~1.3 (editable in Advanced). Net figures deduct Apple's 15% commission. Estimates, not guarantees.
How the math works
Subscribers = monthly installs × paywall conversion × the market's conversion index. MRR normalizes every plan to a monthly value (weekly × 4.33, yearly ÷ 12) and deducts Apple's commission. LTV per subscriber = plan price × average payments collected before churn, net of commission — the single most useful number for judging what you can pay per install in ads.
LTV per install ties it together: if it's $0.60 and your ads deliver installs at $0.40, you have a business; at $0.90 you have a problem. This is the number performance marketers actually optimize against.
FAQ
How is app LTV calculated?
LTV per subscriber = plan price × average number of payments before churn, minus Apple's commission. Weekly plans typically collect ~5 payments per subscriber, monthly plans ~4, and yearly plans ~1.3 — all editable in the calculator to match your retention data.
What's a typical paywall conversion rate?
For consumer subscription apps, 1-5% of installs converting to a paid subscription is the common range; 3% is a reasonable planning default for a hard paywall with a strong onboarding. Trial-based flows convert higher from trial but add a trial-to-paid step.
How much does Apple take from subscription revenue?
30% standard, or 15% if you're enrolled in the App Store Small Business Program (under $1M/year revenue). After a subscriber's first year, the standard rate also drops to 15%. The calculator lets you toggle both.
Why do the same installs earn less in some countries?
Two effects stack: apps price lower in markets with lower purchasing power (a $9.99 US subscription is often priced at ~$2.50 equivalent in Türkiye), and paywall conversion rates are lower too. The country table models both so you can compare markets realistically.