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paywall charts (#1062)
* initial version * some improvements * dan's feedbacks * revert the changes in sidebar
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‎docs/dashboard-and-metrics/charts/paywall-abandonment-chart.md

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---
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title: Paywall Abandonment Chart
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slug: paywall-abandonment-chart
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hidden: true
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---
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The Paywall Abandonment chart measures the proportion of paywall impressions that did not lead to an initial conversion within 3 days of the first paywall impression. It provides both an overall abandonment rate and a breakdown into bounces and purchase cancellations.
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This chart is cohorted by the first paywall impression date for each paywall that a customer sees, and is segmented by paywall by default.
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### Available settings
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- Filters: Yes
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- Segments: Yes
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- Selector: Show
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- Paywall Abandonment
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- Paywall Bounce
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- Purchase Cancellation
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### Definitions
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- Bounce: The customer neither purchased nor initiated a purchase within 3 days.
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- Purchase Cancellation: The customer initiated the purchase flow but did not complete payment within 3 days.
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- Abandonment: The sum of all bounces and purchase cancellations.
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### Cohorting and timeframe
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Customers are grouped by the date of their first paywall impression for a given paywall. We evaluate outcomes that occur within the first 3 complete days after that impression to determine bounce, cancellation, or initial conversion. Customers who have an initial conversion within 3 days are not considered abandoned, even if their paid conversion occurs later (e.g., trial converts to paid on day 9), or does not occur at all (e.g., trial does not convert to paid).
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## Calculation
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For each period, we measure:
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1. Paywall Viewers: The count of unique customers who saw the paywall during the cohort period.
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2. Bounced (3 days): Customers who neither purchased nor initiated a purchase within 3 days.
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3. Purchase Cancellations (3 days): Customers who initiated the purchase flow but did not complete it within 3 days.
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4. Total Abandoned (3 days): Bounced + Purchase Cancellations.
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### Formulas
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- Bounce Rate = [Bounced] / [Paywall Viewers]
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- Purchase Cancellation Rate = [Purchase Cancellations] / [Paywall Viewers]
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- Abandonment Rate = [Total Abandoned] / [Paywall Viewers]
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### Incomplete periods
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Because abandonment status is determined over the first 3 days after the paywall impression, very recent periods may be incomplete until the full 3‑day window elapses. Learn more about incomplete periods [here](/dashboard-and-metrics/charts/charts-feature-incomplete-periods).
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## How to use Paywall Abandonment in your business
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- Investigate high bounce rates as potential issues with value proposition, pricing, or clarity of the paywall.
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- Investigate high cancellation rates as potential issues with the purchase flow or payment friction.
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- Segment by audience, platform, and acquisition sources to isolate problem areas and improve your paywall and purchase experience.
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## FAQs
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| Question | Answer |
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| --- | --- |
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| Does a later paid conversion change abandonment? | If a customer had an initial conversion within 3 days, they are not counted as abandoned even if the paid conversion occurs later. If they did not have an initial conversion within 3 days, they are counted as abandoned regardless of later outcomes. |
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| Why might abandonment trends differ from other charts? | This chart cohorts by first paywall impression and evaluates outcomes strictly within a 3‑day window to classify abandonment. |
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‎docs/dashboard-and-metrics/charts/paywall-conversion-chart.md

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---
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title: Paywall Conversion Chart
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slug: paywall-conversion-chart
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hidden: true
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---
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The Paywall Conversion chart measures how effectively your paywalls convert viewers into conversions. It supports multiple conversion types so you can analyze initial conversion, paid conversion, trial starts, and trial conversions.
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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 evaluates initial conversions that occur within 3 days of a customer's first paywall impression. For customers who do convert within that 3‑day window, the chart then attributes downstream outcomes like paid conversion and trial conversion even if those happen later.
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### Available settings
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- Filters: Yes
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- Segments: Yes
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- Selector: Show
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- Initial Conversion
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- Paid Conversion
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- Trial Start Rate
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- Trial Conversion
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### Cohorting
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Customers are grouped by the date of their first paywall impression for a given paywall. Each period therefore represents the cohort of customers who first saw the paywall in that period.
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### 3‑day initial conversion timeframe
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- Initial conversion is measured within the first 3 complete days after the first paywall impression.
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- Paid conversion and trial conversion are attributed to a cohort only if the customer had an initial conversion within those 3 days. Those subsequent outcomes may occur later and are still attributed to the cohort.
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Examples:
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- Day 0: first paywall impression → Day 2: trial start (initial conversion) → Day 9: trial converts to paid → Later renewals. Result: counts as an initial conversion; paid conversion is counted; future revenue contributes to LTV‑related charts.
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- Day 0: first paywall impression → Day 7: trial start (outside 3 days). Result: no initial conversion; the impression is counted as abandoned (see definition in Abandonment chart).
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## Calculation
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For each period, we measure based on the selector:
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1. Paywall Viewers: The count of unique customers who saw the paywall during the cohort period.
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2. Initial Conversions (3 days): The count of customers with any initial conversion (trial start, paid subscription, or one‑time purchase) within 3 days after first seeing the paywall.
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3. Paid Conversions: The count of customers who made a paid conversion that is attributable to an initial conversion within 3 days. This includes direct paid within 3 days or paid from a trial that started within 3 days and converted later.
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4. Trial Starts: The count of customers who started a trial within 3 days after first seeing the paywall.
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5. Trial Conversions: The count of customers who converted to paid from a trial that started within 3 days after first seeing the paywall (the conversion itself may occur later).
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### Formulas
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- Initial Conversion Rate = [Initial Conversions (3 days)] / [Paywall Viewers]
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- Paid Conversion Rate = [Paid Conversions] / [Paywall Viewers]
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- Trial Start Rate = [Trial Starts] / [Paywall Viewers]
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- Trial Conversion Rate = [Trial Conversions] / [Paywall Viewers]
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### Incomplete periods
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Because this chart is cohorted by first paywall impression date and measures a 3‑day initial conversion window, very recent periods may be incomplete until the full 3 days have elapsed. Learn more about incomplete periods [here](/dashboard-and-metrics/charts/charts-feature-incomplete-periods).
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## How to use Paywall Conversion in your business
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- Compare paywalls to understand which designs, messages, or offerings drive higher initial and paid conversions.
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- Segment by key dimensions (e.g., Country, Store, Offering, First seen platform, Ad campaign) to identify where performance differs.
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- Use Trial Start and Trial Conversion to assess the trial path separately from direct paid pathways.
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## FAQs
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| Question | Answer |
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| --- | --- |
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| Why does Paid Conversion include conversions that occur after 3 days? | Paid conversion is attributed only if the customer had an initial conversion within the first 3 days; the paid event itself may occur later (e.g., trial to paid on day 9). |
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| How are one‑time purchases handled? | A one‑time purchase within 3 days counts as an initial conversion and as a paid conversion. |
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| How are refunds handled? | Paid conversions are counts, not revenue. Revenue‑related charts (e.g., Paywall LTV) subtract refunds from revenue. |
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| Why might results differ from other conversion charts? | This chart cohorts by first paywall impression and uses a fixed 3‑day initial conversion window. Other charts may cohort by first seen date or event date, or use different timeframes. |
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‎docs/dashboard-and-metrics/charts/paywall-ltv-chart.md

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---
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title: Paywall LTV Chart
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slug: paywall-ltv-chart
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hidden: true
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---
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The Paywall LTV chart measures the realized lifetime value generated from purchases that derived from an initial conversion within 3 days of a customer's first impression on a given paywall. It lets you view total revenue, revenue net of taxes, or proceeds, and also average LTV per viewer.
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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 within 3 days following the first paywall impression and then continues to attribute all subsequent revenue from those conversions indefinitely.
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### Available settings
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- Filters: Yes
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- Segments: Yes
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- Selector: Revenue Type
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- Revenue
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- Revenue (net of taxes)
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- Proceeds
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### Cohorting
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Customers are grouped by the date of their first paywall impression for a given paywall. Revenue is included only for customers who had an initial conversion within 3 days of that impression. After that gateway, all future revenue from those conversions is included in LTV.
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### Measures
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1. Paywall Viewers: The count of unique customers who saw the paywall during the cohort period.
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2. Initial Conversions (3 days): The count of customers with any initial conversion (trial start, paid subscription, or one‑time purchase) within 3 days after first seeing the paywall.
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3. Realized LTV (Revenue): Total revenue realized from those customers after an initial conversion within 3 days, minus refunds.
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4. Realized LTV (net of taxes): Revenue minus estimated taxes.
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5. Proceeds: Revenue minus estimated taxes and commissions.
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### Calculations
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- Realized LTV per Viewer = [Realized LTV] / [Paywall Viewers]
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- Realized LTV (net of taxes) per Viewer = [Realized LTV (net of taxes)] / [Paywall Viewers]
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- Proceeds per Viewer = [Proceeds] / [Paywall Viewers]
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### Incomplete periods
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Because initial conversions are limited to 3 days following the first impression, very recent cohorts may be incomplete until the 3‑day window elapses. Learn more about incomplete periods [here](/dashboard-and-metrics/charts/charts-feature-incomplete-periods).
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## How to use Paywall LTV in your business
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- Compare realized revenue across paywalls to understand which designs/offerings generate the most value per viewer.
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- Switch revenue type to align closer to bottom‑line estimates (net of taxes or proceeds).
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- Segment by audience or acquisition dimensions to see how LTV varies by country, campaign, or offering.
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## FAQs
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| Question | Answer |
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| --- | --- |
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| Why is revenue included even if paid events happen after 3 days? | Customers must have an initial conversion within 3 days 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). |
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| Does LTV include refunds? | Yes, LTV is reported net of refunds. |
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| 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](/dashboard-and-metrics/taxes-and-commissions). |
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| Why might LTV cohorts differ from other LTV or revenue charts? | This chart cohorts by first paywall impression and requires a 3‑day initial conversion to include downstream revenue, which differs from other cohorting and inclusion rules. |
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