Engagement 01 · Complete audit
Subscription Revenue & Trial Conversion Audit
A reconciled view of trial starts, paid conversion, renewals, refunds and net revenue—translated into a practical decision brief.
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Who this audit is for
This engagement suits a mobile app team with live subscriptions and enough billing history to compare cohorts, but no settled answer to questions such as: Is trial conversion really falling? Which offer produces durable revenue? Where do store proceeds diverge from our event reporting?
The work is led by a senior analyst and normally involves product, growth, data and finance stakeholders. It is a consulting engagement, not access to a reporting product.
What is included
- A measurement map covering trial eligibility, starts, cancellations, paid conversion, billing retries, grace periods, refunds and renewals.
- Reconciliation of product events, subscription-provider records and App Store or Google Play proceeds at an agreed level of materiality.
- Cohort analysis by start week, offer, trial length, plan duration, acquisition source, platform and priority market where sample sizes support it.
- Gross and net revenue views, including fees, refunds and taxes where the supplied exports allow them to be separated.
- A decision brief that distinguishes findings, limitations and recommended tests.
- A 90-minute readout workshop and one follow-up question round within ten working days.
What is not included
We do not rebuild production tracking, operate paid acquisition, design paywall screens or provide legal/tax accounting advice. Implementation can be scoped separately only after the evidence review.
How the engagement runs
- Scope and access. We agree the business decision, date range, sources, security route and responsible contacts.
- Definition review. Existing metric definitions and event lineage are checked before any conversion rate is accepted.
- Reconciliation. Counts and proceeds are compared across sources; unresolved gaps are documented rather than silently adjusted.
- Cohort analysis. Trial and paid outcomes are separated by offer and start period, with denominators stated plainly.
- Working review. Your team checks context around launches, pricing changes, outages and campaign shifts.
- Decision readout. Findings arrive as an accessible written brief, supporting tables and a live discussion.
Data needed and preparation
Typical inputs are CSV exports or governed warehouse views for subscription events, offer metadata, store financial reports and acquisition attribution. Before work begins, remove direct identifiers that are not required. We accept pseudonymous customer or device keys; names, email addresses and payment details should not be supplied.
At least three renewal cycles are helpful for monthly plans. Annual-plan retention cannot be inferred from a few months of data, and we will state that constraint prominently.
Delivery and fee
Work is delivered remotely from Manchester over four to six weeks. Fees start at £8,400 + VAT for one app, two platforms and up to 18 months of history. Additional markets, materially inconsistent sources or complex offer migrations are quoted after scoping. A 40% deposit reserves the start date; the balance is due on delivery of the draft brief.