Product update
Duplicate and edit campaign content in one click
Duplicate and Edit now skips the app picker and jumps straight to editing the new copy's content.
Subscription orchestration glossary
Terminology for everything related to the subscriber experience and full-funnel, cross-platform coordination.
A
Accrued revenueBilling & operationsRevenue earned but not yet billed or collected, recognized in the period the service was delivered.On the blogARPPUAnalytics & metricsOn the arpu pageARPPU, average revenue per paying user, is revenue for a period divided by paying subscribers only. It isolates pricing, plan mix, and upgrades from conversion.ARPUAnalytics & metricsARPU, average revenue per user, is subscription revenue for a period divided by the total audience in that period, subscribers and non-subscribers together. It measures how well an entire audience monetizes.ARRAnalytics & metricsOn the mrr pageARR, annual recurring revenue, is the same normalized figure expressed yearly, most often MRR multiplied by 12. It is the reporting unit for businesses whose plans are predominantly annual.AVODMonetization & pricingAd-supported video on demand: free access to the catalog, monetized through advertising.On the blogB
Billing retryBilling & operationsOn the dunning pageBilling retry is the store's automatic re-attempt of a failed subscription charge, run on the store's own schedule for a fixed window before the subscription lapses.C
Cancellation flowRetention & lifecycleA cancellation flow is the sequence a subscriber moves through when they decide to end a subscription, from the moment they look for the cancel option to the confirmation that it is done.Churn rateAnalytics & metricsChurn rate is the share of subscribers who end their subscription during a period, calculated as subscribers lost divided by subscribers at the start of that period.Click to cancelRetention & lifecycleThe FTC rule requiring cancellation to be as simple as the signup that created the subscription.On the blogCohort analysisAnalytics & metricsGrouping subscribers by when they started and tracking how each group retains and spends over time — the lens that separates a durable change from a one-time bump.On the blogCross-platform monetizationMonetization & pricingSelling and managing subscriptions across web, mobile, and CTV as one revenue system rather than three.On the blogCross-sellMonetization & pricingOn the upsell pageA cross-sell offers an existing subscriber a different product alongside the one they hold, rather than a larger version of it.D
DunningBilling & operationsDunning is the sequence of retries and messages that runs after a subscription payment fails, aimed at recovering the charge before access lapses.E
EntitlementPlatforms & channelsAn entitlement is the access a purchase grants. It is the record an app checks to decide whether a subscriber can watch, read, or use something right now.Experience layerStrategyWhere subscribers decide to convert, stay, or leave: the paywalls, flows, and screens that sit between a product and the billing system charging for it. Nami operates this layer so product and marketing can change it without shipping code.Experiment velocityAnalytics & metricsHow many paywall and flow tests a team can run in a period. The rate, not the result.On the blogF
Free trialPaywalls & conversionA time-boxed period of full access before the first charge.On the blogFreemiumStrategyFreemium is a business model that gives a functional version of the product away permanently and charges for a better one, using the free tier as the acquisition channel rather than as a trial.G
Grace periodBilling & operationsA grace period is a window after a subscription payment fails during which the subscriber keeps access while the store retries the charge.GrandfatheringMonetization & pricingGrandfathering is keeping existing subscribers on the price or plan terms they signed up under after those terms change for new subscribers.H
Hard paywallPaywalls & conversionOn the paywall pageA paywall that blocks every piece of content until the subscriber pays. No sampling, no free view count: access begins at purchase.I
Introductory offerPaywalls & conversionAn introductory offer is a discounted or free initial period on a subscription, available only to subscribers who have not bought that product before, after which the plan bills at its standard price.Involuntary churnRetention & lifecycleInvoluntary churn is subscription loss caused by a failed payment rather than a decision to cancel. The subscriber still wants the service; the renewal charge did not go through.L
LTV and CACAnalytics & metricsLifetime value against customer acquisition cost: the ratio that says whether growth pays for itself.On the blogM
Metered paywallPaywalls & conversionOn the paywall pageA paywall that grants a set number of free views in a period, then blocks access until the reader subscribes.MRRAnalytics & metricsMRR, monthly recurring revenue, is the normalized monthly value of all active subscriptions, with annual and other non-monthly plans divided down to their monthly equivalent.O
Offer codes and win-backRetention & lifecycleRedeemable discounts and lapsed-subscriber offers, used to acquire, retain, and re-convert.On the blogOrder to cashBilling & operationsThe end-to-end cycle from a subscriber's order through collection and revenue recognition.On the blogOTT advertisingMonetization & pricingAdvertising delivered inside over-the-top streaming apps, bought and measured on streaming inventory rather than linear TV.On the blogOTT vs CTVPlatforms & channelsOTT is the delivery method, CTV is the device class. The two overlap and are not interchangeable.On the blogP
PaywallPaywalls & conversionThe screen that presents a subscription offer and takes the purchase. In orchestration terms it is a placement in a journey — versioned, targeted, and tested — not a static asset shipped once with the app.Paywall fatiguePaywalls & conversionThe falling response rate when subscribers meet the same paywall too often, across too many apps.On the blogPrice localizationMonetization & pricingPrice localization is setting a subscription's price separately in each market, so the number a subscriber sees reflects local currency, local purchasing power, and local price expectations rather than a converted version of one home-market figure.Promo codePaywalls & conversionA promo code is a redeemable string that grants a subscriber a specific discount or free period, distributed outside the app and applied at purchase or in the store's redemption flow.ProrationBilling & operationsProration is the billing adjustment made when a subscriber changes plans mid-cycle, crediting unused time on the old plan against the cost of the new one.R
Receipt validationPlatforms & channelsVerifying an app store purchase receipt with the store before granting entitlement.On the blogRecurring paymentsBilling & operationsPayments collected automatically on a fixed schedule for the life of a subscription.On the blogS
Server-to-server notificationBilling & operationsA server-to-server notification is a message a store sends directly to a publisher's backend when a subscription's state changes, so the publisher learns about renewals, cancellations, refunds, and billing failures without waiting for the subscriber to open the app.Soft paywallPaywalls & conversionOn the paywall pageA paywall that leaves some content open and asks for payment at the edges, so a reader can sample before deciding.Subscriber journeyRetention & lifecycleThe subscriber journey is the full path a person takes from first impression through first payment and every renewal, upgrade, and lapse after it.Subscription analyticsAnalytics & metricsMeasurement of the events that move recurring revenue — trials, conversions, upgrades, churn — rather than generic pageviews and clicks.On the blogSubscription orchestrationStrategyDesigning, testing, and coordinating every subscriber-facing moment as one connected system across web, mobile, and CTV. The category this glossary maps.On the blogSubscription pauseRetention & lifecycleA subscription pause is a temporary hold that stops billing for a defined period and resumes it automatically, giving a subscriber who wants a break an option other than cancelling.SVODMonetization & pricingSubscription video on demand: catalog access for a recurring fee.On the blogSVOD vs AVODMonetization & pricingThe tradeoff between recurring subscription revenue and ad-supported reach, and the hybrid models sitting between them.On the blogT
Tiered pricingMonetization & pricingSeveral plans at different prices and access levels, so a subscriber picks the level that fits.On the blogTrial conversion rateAnalytics & metricsThe share of free-trial starts that become paid subscriptions.On the blogTVODMonetization & pricingTransactional video on demand: pay per title, as a rental or a purchase, with no recurring plan.On the blogU
UpsellMonetization & pricingAn upsell moves an existing subscriber to a higher-value version of what they already have, most often a more expensive tier or a longer billing period.V
VODMonetization & pricingVideo on demand: content a viewer starts whenever they choose rather than on a broadcast schedule.On the blogW
Web2app funnelPaywalls & conversionAn acquisition path that converts on the web, then hands the subscriber into the app with entitlement intact.On the blogNo terms match your search.
Put high-performing experiences into your funnel
Skip engineering to design, test, and optimize subscription journeys across web, mobile, and CTV.