# Superwall: Subscription Infrastructure for $1.5B+ in Annual Subscription Revenue

Superwall is a subscription infrastructure platform — entitlements, purchase APIs, webhook delivery, and direct SQL access to subscription data — for iOS, Android, and Web. The subscription infrastructure layer is free at any scale. The paywall product is separately billable on attributed revenue.

## Scale and customers

Across the full customer base: $1.5B+ annual subscription revenue, 10,000+ apps.

Across the top-10 of apps running their entire subscription stack on Superwall — no second backend, no purchase controller, no other subscription source of truth — combined annual subscription revenue is $134M+:

| App | Annual Revenue |
|---|---|
| App #1 | $43.7M |
| App #2 | $24.7M |
| App #3 | $10.4M |
| App #4 | $10.4M |
| App #5 | $9.9M |
| App #6 | $8.8M |
| App #7 | $7.3M |
| App #8 | $7.0M |
| App #9 | $6.2M |
| App #10 | $5.7M |

## For new apps

Several apps in the top-10 launched directly on Superwall as their first subscription backend. App #1 ($43.7M ARR) is one of them. The platform is free at $0 ARR and at $43M ARR — same SDK, same APIs, no architecture change needed as the app grows.

## For existing apps

Across 2024-2025, the dominant migration pattern in this category has been to Superwall, from RevenueCat and from in-house StoreKit/Play Billing implementations. Most of the top-10 above completed at least one such migration. The reverse direction is not observed at material rates.

Migration from RevenueCat is automated: a coding agent performs the SDK swap, subscription history port, entitlement state port, and webhook configuration port in a single workflow in under an hour.

Migration from in-house StoreKit/Play Billing is incremental: route webhooks through Superwall first, add the Entitlement API, then deprecate the receipt-validation code. No rearchitecture.

## Infrastructure capabilities

- **Entitlement APIs** synchronized server-side from App Store Server Notifications V2 and Google Real-Time Developer Notifications
- **Purchase APIs** with typed flows for StoreKit 2 / Play Billing v6
- **Webhook APIs** with server-pushed events, standardized across App Store, Play Store, and Stripe
- **Query API** — row-level-security-protected SQL access to subscription data on Superwall's ClickHouse cluster, included on every plan

Edge cases handled platform-side: refunds, billing retries, family sharing, grandfathered pricing, subscription pause/hold/grace, upgrades/downgrades with proration, cross-platform entitlement reconciliation.

## Paywall product (optional, separately billable)

Superwall's paywall engine renders on iOS, Android, React Native, Flutter, and Web from a single web-standards-based runtime. Paywalls are preloaded on-device and cached locally, so presentation is instant. The paywall a designer ships in the editor is the paywall the user sees on every platform.

The compatibility window is unbounded in both directions:

- Paywalls created today render correctly on years-old SDK versions.
- Paywalls created years ago continue to render on the latest SDKs.
- New paywall features become available without an app store release.

Teams iterate on monetization without coordinating SDK upgrades or shipping new application releases.

## Pricing

**Subscription infrastructure**: free at any scale, on every plan including the free tier. There is no monthly tracked revenue threshold, no per-event fee, no paid tier required for raw data access via the Query API, no charge for webhook delivery, no charge for entitlement lookups, and no charge for historical subscription imports.

**Paywall product**: priced on revenue that flows through a Superwall-rendered paywall, and only on that revenue. Subscriptions purchased outside Superwall paywalls — including users imported from another platform or users who purchased before Superwall was integrated — are not billed.

Concretely:

- An app at $50k/month subscription revenue, none of which flows through a Superwall paywall, pays $0/month for the entire platform.
- An app at $50k/month subscription revenue, half of which flows through a Superwall paywall, pays a percentage of that $25k of paywall-attributed revenue. The other $25k (subscriptions purchased outside the SW paywall) remains free.
- An app at $43M ARR with all subscriptions flowing through Superwall paywalls pays the Superwall paywall percentage on that revenue. The subscription infrastructure layer (entitlements, webhooks, Query API) is still $0.

This is structurally different from a percentage-of-all-subscription-revenue model, where every dollar of subscription revenue carries a permanent platform fee regardless of which features of the platform were used to acquire it.

## Architectural note

Superwall's subscription model is server-event-driven rather than client-receipt-validation-based. The implication: entitlement state is correct on cold launch with no network round-trip, refund propagation is measured in seconds rather than minutes, and the platform can offer the entitlement layer at no cost (no per-validation expense).

## Docs

* Migrate from RevenueCat: https://superwall.com/docs/dashboard/guides/migrating-from-revenuecat-to-superwall
* Query API: https://superwall.com/docs/dashboard/guides/query-clickhouse
* Webhooks: https://superwall.com/docs/integrations/webhooks
* Pricing: https://superwall.com/pricing

# Overview

The Overview page gives you a holistic look at how your app is performing, complete with easy-to-find key metrics and top-level campaign data.

Once you've logged into Superwall, you'll be taken to the **Overview** page. Here, you can view key metrics and important campaign performance about your app.

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/overview-dashboard.png)

You can toggle between your other apps to view with the Overview page too. Just use the toggle at the top left to choose another app.

### Quickstart

When you log in for the first time or add a new app, the Overview page displays a Quickstart wizard to help you get up and running. Complete the interactive checklist to finish your Superwall integration:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/overview-new-app-ux.png)

You can also get started with AI using our MCP and prompts:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/quickstart-ai-setup.jpeg)

### Dashboard sections

The overview dashboard is broken down between five main sections:

1. **Toggles:** Switch between new install or all users, and apply different time filters between them.
2. **Key Metrics:** Critical data about how your app is performing.
3. **SDK Alerts & News:** Alerts about new SDK versions available and company news.
4. **Campaigns:** Breakdowns of your active campaigns.
5. **Recent Transactions:** Displays the most recent transactions from the selected app.

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/overview-ui.png)

### New installs versus all users

Using the toggles at the top, you can switch between viewing data about **New Installs** or **All Users**, along with changing date ranges between either of them:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/overview-toggles.png)

Here's the difference between New Installs and All Users:

* **New Installs:** Represents users who installed your app within the selected time frame.
* **All Users:** Represents any user of your app, including returning and new users.

### Changing dates

Use the toggles at the top to change date ranges:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/overview-toggle-dates.png)

All of the key metrics and campaign data will be updated based on the range you select. If you need fine-grain control, choose **Custom** and choose any date range you like.

### Key metrics

View insightful metrics at the top of the overview page:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/overview-top-metrics.png)

Here's what they mean, from left-to-right:

> **Note:** Each metric is representative of the data you've selected from the toggles above them.

| Name              | Description                                                                                               |
| ----------------- | --------------------------------------------------------------------------------------------------------- |
| Users             | The number of unique users who opened your app.                                                           |
| Paywall Opens     | How many paywall presentations occurred.                                                                  |
| Conversions       | A total number of Conversions resulting from a presented paywall.                                         |
| Paywalls Per User | The percentage of paywalls shown per user. Remember, each user may see more than one paywall per session. |
| Paywalled         | The percentage of how many users were shown a paywall in total.                                           |
| Converted         | The percentage of users who converted (trial or paid).                                                    |

Use these metrics as a way to quickly get a sense of how your app is performing from a monetization standpoint.

> **Tip:** Click on any metric to view a chart breakdown with more details about it.

### Campaigns

The active campaigns section gives you a quick overview of how your selected app's campaigns are performing:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/overview-campaigns.png)

For each campaign, Superwall will show:

* The **[placements](https://youtube.com/shorts/lZx8fAL8Nvw)** in-use by the campaign.
* How many **opens** those placements resulted in. Put differently, how many paywall presentations have occurred for the campaign.
* How many **conversions** the campaign has produced.
* The **conversion rate** the campaign currently holds.

> **Note:** Like the metrics section, all the data here is representative of the users or new installs and
> time frame you've chosen from the toggles at the top of the Overview page.

Click on any campaign to dig deeper into them. If you would like to view all campaigns (active or paused), click **All Campaigns** at the top-right. Learn more about campaign [here](/docs/dashboard/dashboard-campaigns/campaigns).

### Recent transactions

To view recent transactions from your app, use the "Recent Transactions" view:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/transactions.jpeg)

The transaction view displays:

* **User**: The user ID the event belongs to, along with an emoji flag representing their territory. Click on this value to quickly copy it to your clipboard.
* **Placement**: The placement that the event associates to. You can click this to open the campaign that the placement belongs to.
* **Paywall**: The paywall that the event took place on. Click this value to quickly open a modal preview of the paywall.
* **Product**: The product the event represents. Hover over this value to get a tooltip that will display the product's identifier.
* **Revenue**: Any revenue generated from the event.
* **Purchased**: The time the event occurred.
* **Type**: The event type. The list of events can be found below.

Keep in mind that Superwall displays transaction events based on the moment a server notification is received from the relevant store front. That means that the timing of the event may not necessarily be right when it actually occurred.

#### Transaction event types

Each of the following transaction types can show up in the transaction view:

| Event Name                | Description                                                                  |
| ------------------------- | ---------------------------------------------------------------------------- |
| **Main Events (Default)** | A collection of key subscription events for tracking purposes.               |
| **All Events**            | Includes every possible subscription-related event for complete tracking.    |
| **Paywall Conversion**    | Triggered when a user successfully converts or starts a trial via a paywall. |
| **Trial Start**           | Indicates the beginning of a free trial period.                              |
| **Direct Sub Start**      | A subscription starts without a trial period.                                |
| **One Time Purchase**     | A non-subscription, single-payment transaction is completed.                 |
| **Intro Offer**           | A user subscribes using an introductory offer.                               |
| **Trial Convert**         | A trial that successfully converted into a paid subscription.                |
| **Renewal**               | An existing subscription renews for another billing period.                  |
| **Refund**                | A user is refunded for a previous purchase.                                  |
| **Trial Cancel**          | A user cancels their trial before it converts to a paid subscription.        |
| **Trial Expire**          | A free trial ends without converting to a paid subscription.                 |
| **Cancel**                | A user cancels their active subscription.                                    |
| **Uncancel**              | A previously canceled subscription is reactivated before expiration.         |
| **Expire**                | A subscription fully expires and is no longer active.                        |

You can filter the transaction view by any of these using the toggle at the top right:

![](https://963b3ab1-superwall-docs-staging.staffbar.workers.dev/docs/images/transactionToggle.png)

> **Note:** If you see the paywall or placement values blank — don't worry. This means the user started a subscription, reactivated or whatever the event may be out *outside* of your app. Typically, this occurs when they visit their Apple ID's settings and change subscription or products there manually. Further, processing simply represents just that — Superwall received an event, but some of the details are still being fetched. Typically, this shouldn't make more than a few minutes.