Migration terms
Store-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. (Previously called “app-to-web subscriber migration”; renamed 2026-06-03 to avoid market vocabulary collision with in-app web billing implementations.)App-store billing
Subscription billing processed through Apple In-App Purchase (IAP) or Google Play Billing. Across these docs, app-store billing is the term used for this 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, run against a stratified sample spanning the cohort axes and a matched store-billing 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, the migration performance fee lands across this period; after it ends, the subscriber pays only the recurring platform fee + Stripe processing.Controlled Migration Framework
Recurr’s four-stage operating model: Audit quantifies the opportunity, Pilot validates against a matched store-billing holdout, Migrate rolls out wave-by-wave gated on retention and payback, Compound layers new web acquisition onto the migrated base. Each stage gates the next.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 store-billing 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 store-billing 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.Mobile measurement platform (MMP)
The third-party platform that ingests conversion events for mobile attribution — AppsFlyer, Adjust, Branch, Singular, and others. Recurr emits the standard conversion events MMPs expect, server-side, so attribution survives post-ATT. Wired during onboarding.Lifecycle motions
Lifecycle motions
The category of recurring conversion programs running on Recurr’s web rails — re-engagement of dormant subs, annual upgrades, cancel deflections, winbacks. Each motion fires server-side from Recurr’s events layer and is billed under performance pricing where a conversion event applies.Re-engagement
A motion targeting dormant subscribers — paying subs who stopped engaging with the app. Runs under the platform fee; no performance pricing applies because re-engagement targets a resident subscriber, not a conversion event.Annual nudge
A motion converting monthly subscribers to annual plans. Timed against tenure, usage signals, and renewal proximity. Performance pricing applies at the conversion event.Cancel deflection
A pre-cancel save flow that fires when a subscriber initiates cancellation. Captures the cancellation reason via exit survey and offers a relevant retention path — plan switch, pause, time-bounded discount, or genuine acceptance. Performance pricing applies at retention. Currently on Recurr’s roadmap waitlist.Winback
A motion re-acquiring churned subscribers through targeted offers personalised against the exit survey, original churn reason, and tenure profile. Performance pricing applies at the winback conversion.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.Recurr platform fee
The recurring fee Recurr takes on web-billed subscription revenue. 3.5% flat, no Y1 step-up, no tier. Deducted at settlement through Stripe. Applies to every web-billed dollar — both migrated subscribers and new web subscribers acquired post-migration.Migration performance fee
2.5% per subscriber migrated, tied to the Migration Program (not the recurring platform fee). Lands across the first 12 months of each migrated subscriber’s web billing. New web subscribers who weren’t migrated don’t pay this — it’s specific to subscribers moved off store rails. See Performance pricing below for the broader umbrella mechanic.Performance pricing
The umbrella mechanic Recurr uses to charge on subscriber conversions across the Migration Program and lifecycle motions. Earned at the conversion event itself; deducted at settlement across the 12 months that follow. Per-subscriber churn voids the unpaid balance on that subscriber. Rate per motion: 2.5% migration, 10% lifecycle motions (set in the MSA).Void on churn
The settlement-time mechanic that voids the unpaid performance-fee balance on a subscriber when that subscriber churns within the 12-month performance window. Aligns Recurr’s earn-out with subscriber retention rather than conversion-event count.Steady-state cost
Recurr’s recurring cost on a migrated subscriber after their first 12 months on web — so after the migration performance fee tail ends. 3.5% platform fee on web-billed subscription revenue. Stripe processing is separate (standard rates pass through, vary by region and per-transaction flat fee).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 your total web-billing cost (Recurr platform fee + migration performance fee in Y1 + your country-specific Stripe processing) from the app-store fee rate. Concrete dollars depend on your Stripe rate, ARPU (which sets the per-transaction flat-fee impact), and subscriber mix — see the Migration Audit for your specific number, or where the recovery comes from for a worked example.Cash-flow release
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.