The Introductory Price Conversion rate is the number of subscriptions with introductory prices that converted to paid subscriptions divided by the number of subscriptions with introductory prices about to end during a specific month. A subscription with an introductory price converts at the end of its introductory price period, unless a subscriber cancels.
For example, if 10 subscribers signed up for a 1 Month Pay Up Front Introductory Price between January 1 and January 25 and 8 of them converted at the end of their Introductory Price period, then their Pay Up Front conversion rate would be 80%. The Average Pay Up Front conversion rate is simply the averge across the months shown.
Upgrades, downgrades, or crossgrades during an introductory price period are included in conversion rate. Opt-In from Introductory Price is also included.
The Retention Rate is the number of subscription renewal events divided by the number of eligible subscription renewals during a specific month. An auto-renewable subscription renews at the end of its subscription period, unless the subscription is canceled.
For example, if ten 7-day subscriptions were eligible to renew on January 7, 14, 21, and 28 and all ten subscriptions were renewed on January 7, 14, and 21 (but none on January 28), then the renewal rate for January would be 75% (or 30 renewal events divided by 40 eligible renewals). If only 3 subscriptions renewed on January 28, then the renewal rate would be 82.5% (or 33 renewal events divided by 40 eligible renewals). The Average Retention Rate is simply the average across the months shown.
Note that retention rate is based on when a subscription renews and not when it started. In the previous example, each of the 10 subscribers could have started on different dates prior to January, but all were up for renewal at some point that month. Upgrades, downgrades, and crossgrades are included in retention rate. Free trial conversions are not included.
The retention rate shown on the subscription summary page shows the retention rate of the most recently completed calendar month. The subscription retention page shows the retention rate of the past 30 days from the current date.