This glossary is for the terms that come up repeatedly in Recurr’s docs, audits, and Migration Reviews.Documentation Index
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Migration terms
App-to-web subscriber migration
Moving existing app-store subscribers from Apple or Google billing onto direct web billing, while keeping the app experience and entitlement access intact.App-store billing
Subscription billing processed through Apple In-App Purchase or Google Play Billing. Recurr often uses this interchangeably with IAP when discussing the existing billing rail.Web billing
Subscription billing processed outside the app stores, usually through Stripe, with subscription access synced back to the app’s entitlement system.Web rails
Shorthand for the infrastructure that supports web subscriptions: checkout, payment processing, subscription state, entitlement sync, billing events, and subscriber communication.Migration wave
A controlled batch of subscribers selected for a migration offer. Waves let the migration scale gradually while measuring conversion, churn, billing health, and support load.Pilot wave
The first small migration wave, usually run against a low-risk cohort and matched IAP holdout. Its job is to prove migration mechanics before broader rollout.Migration rate
The share of targeted subscribers who complete the move from app-store billing to web billing.Migration-year
The first 12 months after a subscriber migrates to web billing. In Recurr’s pricing model, migrated subscribers carry the migration-year fee during this period, then move to the standard ongoing platform fee.Controlled Migration Framework
Recurr’s operating model for migration: pilot first, use matched IAP holdouts, select cohorts deliberately, gate each wave on retention and payback, then scale only when the data supports it.Cohort and measurement terms
Cohort
A group of subscribers selected by shared attributes, such as tenure, plan, renewal window, geo, engagement, lifecycle state, or acquisition source.Cohort selection
Choosing which subscribers enter each pilot or migration wave. Strong cohort selection reduces churn risk and helps identify where migration economics are clearest.Matched IAP holdout
A comparison group kept on app-store billing while a matched group receives the migration offer. The holdout makes churn impact measurable instead of hypothetical.Holdout-relative churn
The churn difference between the migrated cohort and the matched IAP holdout. This is one of the main gates before scaling migration.Contactable subscribers
Subscribers the app can reach through email or another owned channel. Apple private relay can count if email is deliverable.Reachability
How much of the subscriber base can be contacted reliably enough to run migration outreach.Revenue and pricing terms
Migrated revenue
Subscription revenue from subscribers who moved from app-store billing to web billing.Web-billed revenue
All subscription revenue processed through web billing, including migrated subscribers and new subscribers acquired through web checkout.New subscriber rate
The Recurr platform fee for new web-billed subscribers who did not migrate from app-store billing. In the current model, this is the standard 2% platform fee, plus Stripe processing.Migration-year fee
The Recurr fee applied to migrated subscribers during their first 12 months on web billing. In the current model, this is 5% to Recurr, plus Stripe processing.Steady-state fee
The ongoing fee after a migrated subscriber has completed their first 12 months on web billing. In the current model, this is the standard 2% Recurr platform fee, plus Stripe processing.Payment mix
The blend of payment methods, card types, countries, currencies, and transaction sizes that determine actual Stripe processing cost. Payment mix is why two apps can have the same Recurr fee but slightly different all-in web-billing cost.Standard Stripe processing
The public-model payment-cost baseline Recurr uses for audit estimates. Actual processing cost can vary with payment mix, low-ticket monthly plans, international cards, local payment methods, taxes, and currency conversion.Blended store fee
The effective app-store fee rate across Apple and Google after accounting for platform mix and subscription age. For example, iOS year-one subscriptions are usually 30%, while iOS year-two subscriptions and Google subscriptions are usually 15%.Financial terms
Fee exposure
The amount of subscription revenue currently paid to Apple or Google through app-store billing fees.Net recovery
The margin recovered after subtracting web-billing cost from the app-store fee rate. Example: moving from a 30% store fee to an 8% migration-year web cost creates 22 points of net recovery.Cash-flow injection
The one-time working-capital benefit created when migrated revenue shifts from slower app-store settlement to faster web-billing settlement. The public audit models this as 45 days of net migrated annualized revenue (ARR after store fees) pulled forward once. Apple holds gross GMV during settlement but only owes the developer net, so the calculation discounts by the blended store-fee rate.Settlement timing
How long it takes from a subscriber payment to cash landing in the app’s operating account. Web billing generally settles faster than app-store billing.P&L recovery
Recurring margin that reaches the profit and loss statement because billing fees are lower on web rails.Integration terms
Entitlement system
The system that tells the app whether a user has an active subscription. Common examples include RevenueCat, Adapty, or a custom backend.Entitlement sync
Writing web subscription state back into the app’s existing entitlement system so the app continues granting access without changing the in-app experience.Branded checkout
The Recurr-hosted web checkout served on the app’s own subdomain, such assubscribe.yourdomain.com.