Four new subscription reports bring App Store auto-renewable subscription lifecycle events and active/churned subscriber counts into Improvado, including the new Billing Frequency and Billing Period dimensions.
- Updated
- September 2, 2026
- Affected
- App Store Subscription Event Standard App Store Subscription Event Detailed App Store Subscription State Standard App Store Subscription State Detailed
- What to do
- No action required. Add any of the four subscription reports to your Apple App Store extraction to start receiving subscription data; your existing Apple App Store reports are unchanged.
Apple's App Store Connect Analytics overhaul added subscription reporting to the Analytics Reports API. Improvado now offers four reports built on it, alongside the Apple App Store reports you already run. Nothing has been renamed, removed or migrated — these are additional report types you can choose to add.
What you get
- Subscription Event reports give you one row per subscription lifecycle event: free trial and paid subscription starts, renewals, plan changes, cancellations, billing retries and reactivations. Each row carries the event group and event name, so you can separate a voluntary cancellation from an involuntary one caused by a billing issue.
- Subscription State reports give you a daily snapshot of where your subscribers are: active on free trial, active at full price, in a billing retry, in a grace period, or churned voluntarily or involuntarily.
- Billing Frequency and Billing Period are new subscription dimensions available on all four reports, so monthly and annual plans can be reported separately without inferring the plan from its name.
- Offer and plan-change context. Offer type, name, duration, pricing and vanity code sit next to the event, along with the previous subscription for upgrades and downgrades and the churn tenure for cancellations.
- Acquisition context. App download source, page type, original purchase device and territory, so subscription outcomes can be attributed back to how the app was discovered.
Standard and Detailed
Each report comes in a Standard and a Detailed variant, matching the pattern already used by the App Store Purchases and Downloads reports. The Detailed variant adds the referrer that led to the download, the App Analytics campaign token, and the product page title.
Apple generates the Detailed variants only for apps above its activity threshold, which protects the privacy of small user counts. If your app is below that threshold, the Detailed reports will return no rows while the Standard reports continue to deliver data — this is Apple's behaviour, not an extraction problem. Start with the Standard reports if you are unsure.
Availability of history
Apple starts generating these reports from the point the app is enrolled in the Analytics Reports API, so history does not extend back indefinitely. Expect the earliest available day to be later than for your other App Store reports, and check the first successful run before building a dashboard that assumes a longer window.