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Migration looks like an email-and-checkout campaign on the surface. The detail that matters is in the safeguards underneath — the things that go wrong if no one’s watching for them.

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The eight

Subscribers who signed up via Apple anonymous ID, Google Play, or anonymous OAuth may be unreachable through email. For those segments, an in-app email collection prompt — framed around account recovery, not migration — closes the gap. Collected emails roll into later waves; the migration doesn’t wait on them to begin.
Apple Subscription Offers and Google Play promotional codes can fire when a subscriber attempts to cancel. Where they interfere with migration, the recommendation is to pause or adjust those offers during migration windows. The customer controls store configuration; Recurr sequences around the resulting behavior.
Annual and monthly cohorts run different conversion mechanics on the web checkout — calibrated per app during pilot onboarding. The specifics get scoped against your cohort mix and pricing model.
The web subscription is activated before the subscriber is instructed to cancel their app-store subscription. The framework then monitors for possible overlap where store auto-renewal persists. Flagged subscribers receive cancellation guidance and support follow-up; refunds stay with the app team’s policy and the store’s process.
Apple Sign In and Google Sign In are first-class on the web checkout. Subscribers continue with the same identity provider they used in-app — no “create a password” wall, no email/password form, no drop-off at the auth step.
Subscribers mid-trial or on intro pricing don’t lose their offer when migrated. The framework maps the store’s offer state — remaining trial days, intro price duration — to the equivalent web pricing. The economic relationship is preserved exactly.
A real-time dashboard across pilot and migration waves shows emails sent, opens, clicks, conversions, drop-off stages, and churn delta vs the matched holdout. Signals are visible the same day they happen — wave gating decisions run on live data, not end-of-week reports.
Migrated revenue books at higher net per subscriber by design. Like-for-like analytics hold the fee mix constant — so growth teams can isolate genuine churn and conversion changes from the fee-reduction accounting effect that would otherwise masquerade as a performance lift.

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What this list isn’t

It isn’t an exhaustive operational runbook. The full migration runbook lives inside the paid pilot, where the operational detail is calibrated to your specific app, store mix, cohort distribution, and stack. What’s on this page is the shape of what gets handled — every customer needs all eight, and every customer’s specific implementation looks slightly different. Apple App Store compliance →