# 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

# Adjust

The Adjust integration automatically sends Superwall subscription and payment events to Adjust via the server-to-server (S2S) event API. Configure per-platform app tokens, map individual event tokens, and track subscription lifecycle events with device-level attribution.

In the **Analytics** section within **Integrations**, you can connect your Adjust account to Superwall.

## Features

* **Per-Platform Configuration**: Separate app tokens and S2S security tokens for iOS and Android
* **Per-Event Token Mapping**: Configure an individual Adjust event token for each of the 14 subscription event types. Leave a token blank to skip that event.
* **Revenue Tracking**: Automatic revenue attribution for purchase and renewal events
* **S2S Event API**: Events sent server-to-server to `https://s2s.adjust.com/event`
* **Device Identification**: Supports Adjust device ID, IDFA, IDFV, GPS advertising ID, and Google App Set ID
* **Callback Parameters**: Product ID, transaction ID, and offer code sent as JSON with each event
* **Meta AEM Parameters**: Optional IP address, device name, OS version, and ATT status for Meta attribution
* **Sandbox Support**: Sandbox events are forwarded with `environment: "sandbox"`

## Configuration

Adjust requires separate credentials for iOS and Android. You can configure one or both platforms.

### Platform settings

| Field               | Platform | Description                                                                                                           |
| ------------------- | -------- | --------------------------------------------------------------------------------------------------------------------- |
| `app_token_ios`     | iOS      | Adjust app token for your iOS app. If iOS and Android share the same Adjust app, enter the same value in both fields. |
| `app_token_android` | Android  | Adjust app token for your Android app.                                                                                |
| `s2s_token_ios`     | iOS      | Optional S2S security token from Adjust Dashboard > Settings > S2S Security.                                          |
| `s2s_token_android` | Android  | Optional S2S security token for Android.                                                                              |
| `sales_reporting`   | All      | Revenue reporting mode: `"Revenue"` (gross) or `"Proceeds"` (net after store fees).                                   |

### Event tokens

Each event type has its own token field. Create the corresponding event in Adjust's AppView, then paste the 6-character token here. Leave blank to skip that event type.

| Field                             | Event                     | Triggered when                                                        |
| --------------------------------- | ------------------------- | --------------------------------------------------------------------- |
| `event_token_trial_start`         | Trial Start               | `initial_purchase` with TRIAL period                                  |
| `event_token_direct_sub_start`    | Direct Subscription Start | `initial_purchase` with NORMAL or INTRO period                        |
| `event_token_trial_convert`       | Trial Convert             | `renewal` with `isTrialConversion = true`                             |
| `event_token_renewal`             | Renewal                   | `renewal` (not a trial conversion)                                    |
| `event_token_trial_cancel`        | Trial Cancel              | `cancellation` with TRIAL period                                      |
| `event_token_cancel`              | Cancel                    | `cancellation` with NORMAL or INTRO period                            |
| `event_token_uncancel`            | Uncancel                  | `uncancellation`                                                      |
| `event_token_billing_issue`       | Billing Issue             | `billing_issue`                                                       |
| `event_token_product_change`      | Product Change            | `product_change`                                                      |
| `event_token_subscription_paused` | Subscription Paused       | `subscription_paused`                                                 |
| `event_token_one_time_purchase`   | One-Time Purchase         | `non_renewing_purchase`                                               |
| `event_token_trial_expire`        | Trial Expire              | `expiration` with TRIAL period                                        |
| `event_token_expire`              | Expire                    | `expiration` with NORMAL or INTRO period                              |
| `event_token_refund`              | Refund                    | Any event with `price < 0` (takes precedence over all other mappings) |

### Example configuration

```json
{
  "app_token_ios": "your_ios_app_token",
  "app_token_android": "your_android_app_token",
  "s2s_token_ios": "your_ios_s2s_token",
  "s2s_token_android": "your_android_s2s_token",
  "sales_reporting": "Revenue",
  "event_token_trial_start": "abc123",
  "event_token_direct_sub_start": "def456",
  "event_token_trial_convert": "ghi789",
  "event_token_renewal": "jkl012",
  "event_token_cancel": "mno345",
  "event_token_refund": "pqr678"
}
```

## SDK Setup

The Adjust integration requires the Adjust device ID to be set in Superwall so that events can be attributed to the correct device. Set this as early as possible after the Adjust SDK initializes.

### Setting the Adjust device ID

**iOS (Swift):**

```swift
import Adjust

// After Adjust SDK initializes
if let adid = Adjust.adid() {
    Superwall.shared.setIntegrationAttributes([
        .adjustId: adid
    ])
}
```

**Android (Kotlin):**

```kotlin
import com.adjust.sdk.Adjust

// After Adjust SDK initializes
Adjust.getAdid()?.let { adid ->
    Superwall.instance.setIntegrationAttributes(mapOf(
        IntegrationAttribute.ADJUST_ID to adid
    ))
}
```

**Flutter (Dart):**

```dart
import 'package:adjust_sdk/adjust.dart';

// After Adjust SDK initializes
final adid = await Adjust.getAdid();
if (adid != null) {
  await Superwall.shared.setIntegrationAttributes({
    IntegrationAttribute.adjustId: adid,
  });
}
```

### Setting additional device identifiers

For richer attribution data, pass platform-specific advertising identifiers via `setUserAttributes`:

**iOS (Swift):**

```swift
import AdSupport
import AppTrackingTransparency

// After ATT consent is granted
let idfa = ASIdentifierManager.shared().advertisingIdentifier.uuidString
let idfv = UIDevice.current.identifierForVendor?.uuidString

var attrs: [String: String] = [:]
if idfa != "00000000-0000-0000-0000-000000000000" {
    attrs["idfa"] = idfa
}
if let idfv {
    attrs["idfv"] = idfv
}
Superwall.shared.setUserAttributes(attrs)
```

**Android (Kotlin):**

```kotlin
import com.google.android.gms.ads.identifier.AdvertisingIdClient

// On a background thread
val adInfo = AdvertisingIdClient.getAdvertisingIdInfo(context)
if (!adInfo.isLimitAdTrackingEnabled) {
    Superwall.instance.setUserAttributes(mapOf(
        "advertisingId" to adInfo.id
    ))
}
```

### What happens without it

If no device identifiers are found in `userAttributes`, the event is **skipped** and not sent to Adjust. At least one of the following must be present: `adjustAdid` (or `adjustId`), `idfa`, `idfv`, `advertisingId`, `gps_adid`, or `google_app_set_id`.

## Event Mapping

Superwall events are mapped to 14 discrete Adjust event types. INTRO and NORMAL periods are treated identically. Refund detection (`price < 0`) takes precedence over all other mappings.

| Superwall Event         | Condition                   | Adjust Event          | Revenue? |
| ----------------------- | --------------------------- | --------------------- | -------- |
| `initial_purchase`      | TRIAL period                | `trial_start`         | No       |
| `initial_purchase`      | NORMAL or INTRO period      | `direct_sub_start`    | Yes      |
| `renewal`               | `isTrialConversion` = true  | `trial_convert`       | Yes      |
| `renewal`               | `isTrialConversion` = false | `renewal`             | Yes      |
| `cancellation`          | TRIAL period                | `trial_cancel`        | No       |
| `cancellation`          | NORMAL or INTRO period      | `cancel`              | No       |
| `uncancellation`        | any                         | `uncancel`            | No       |
| `billing_issue`         | any                         | `billing_issue`       | No       |
| `product_change`        | any                         | `product_change`      | No       |
| `subscription_paused`   | any                         | `subscription_paused` | No       |
| `non_renewing_purchase` | any                         | `one_time_purchase`   | Yes      |
| `expiration`            | TRIAL period                | `trial_expire`        | No       |
| `expiration`            | NORMAL or INTRO period      | `expire`              | No       |
| Any event               | `price < 0`                 | `refund`              | No       |

Each Adjust event type corresponds to the `event_token_*` field in your configuration. If no token is configured for an event type, that event is skipped.

## Callback Parameters

Every Adjust event includes a `callback_params` field containing a JSON-encoded string with:

| Parameter        | Description                     | Always present? |
| ---------------- | ------------------------------- | --------------- |
| `product_id`     | The product identifier          | Yes             |
| `transaction_id` | The transaction identifier      | Yes             |
| `offer_code`     | The promotional offer code used | Only if present |

## Revenue Tracking

Revenue is only included for these event types:

* `direct_sub_start`
* `trial_convert`
* `renewal`
* `one_time_purchase`

All other events (cancellations, expirations, billing issues, refunds) do not carry revenue data.

### Revenue calculation

| Setting      | Formula                                         | Description                             |
| ------------ | ----------------------------------------------- | --------------------------------------- |
| `"Revenue"`  | `priceInPurchasedCurrency`                      | Gross revenue in the purchased currency |
| `"Proceeds"` | `priceInPurchasedCurrency * takehomePercentage` | Net revenue after store fees            |

Revenue is omitted when the calculated amount is below 0.001. The currency code from the transaction is sent alongside the revenue value.

## Device Identification

Adjust uses device-level identifiers for attribution. The integration reads these from `userAttributes` on the Superwall event:

| User attribute                | Adjust parameter    | Platform |
| ----------------------------- | ------------------- | -------- |
| `adjustAdid` or `adjustId`    | `adid`              | All      |
| `idfa`                        | `idfa`              | iOS      |
| `idfv`                        | `idfv`              | iOS      |
| `advertisingId` or `gps_adid` | `gps_adid`          | Android  |
| `google_app_set_id`           | `google_app_set_id` | Android  |

`adjustAdid` is the preferred attribute name. The legacy `adjustId` name is also accepted for backward compatibility. Any one device identifier is sufficient for the event to be sent.

### Meta AEM parameters

When present in `userAttributes`, these additional parameters are forwarded to support Meta's Aggregated Event Measurement:

| User attribute | Adjust parameter | Platform        |
| -------------- | ---------------- | --------------- |
| `ip_address`   | `ip_address`     | All (IPv4 only) |
| `device_name`  | `device_name`    | All             |
| `os_version`   | `os_version`     | All             |
| `attStatus`    | `att_status`     | iOS only        |

## Platform Support

The integration determines the platform from the `store` field on each event:

| Store        | Platform | Supported? |
| ------------ | -------- | ---------- |
| `APP_STORE`  | iOS      | Yes        |
| `PLAY_STORE` | Android  | Yes        |
| `STRIPE`     | —        | Skipped    |
| `PADDLE`     | —        | Skipped    |

Stripe and Paddle events do not identify the originating app platform, so they cannot be attributed in Adjust and are skipped.

## Sandbox Handling

Sandbox events **are** sent to Adjust. The `environment` field on the S2S request is set to `"sandbox"` for sandbox events and `"production"` for production events. Adjust uses this field to distinguish test data from real data.

## Testing the Integration

### 1\. Validate credentials

When you save the integration, Superwall sends a test event to verify that your app tokens and S2S tokens are valid. If no event tokens are configured yet, credentials are still accepted.

### 2\. Trigger test events

* **iOS**: Use TestFlight with a sandbox Apple ID. Note that StoreKit Configuration files do not generate App Store Server Notifications, so webhooks and downstream integrations will not fire.
* **Android**: Use license test accounts to perform purchases.

### 3\. Verify in Adjust

Check the Adjust dashboard:

1. **Event Log**: Confirm events are arriving with the correct event token
2. **Callback Data**: Verify callback parameters contain the expected `product_id` and `transaction_id`
3. **Revenue**: Confirm revenue amounts and currency codes for purchase events
4. **Device Attribution**: Ensure events are attributed to the correct device via `adid`

## Best Practices

1. **Set the Adjust device ID early**: Call `setIntegrationAttributes` with the Adjust ID as soon as the Adjust SDK initializes. Events without any device identifier are skipped.
2. **Pass advertising identifiers**: Include `idfa`/`idfv` (iOS) or `advertisingId` (Android) via `setUserAttributes` for richer attribution.
3. **Configure S2S security**: Set the per-platform S2S tokens to authenticate requests and prevent spoofed events.
4. **Only configure tokens you need**: Leave event tokens blank for event types you don't want to track. This keeps your Adjust event log focused.
5. **Be consistent with revenue reporting**: Choose Revenue or Proceeds and keep the same setting across all your analytics integrations.
6. **Monitor for opted-out devices**: Adjust returns HTTP 451 when a device has opted out of tracking. These events are skipped automatically.

## Troubleshooting

### Events not appearing

1. **Check device identifiers**: At least one of `adjustAdid`/`adjustId`, `idfa`, `idfv`, `advertisingId`, `gps_adid`, or `google_app_set_id` must be set in user attributes.
2. **Check event token**: The specific event type must have a token configured (e.g., `event_token_trial_start`). Events without tokens are skipped.
3. **Check app token**: The per-platform app token (`app_token_ios` or `app_token_android`) must be set for the event's platform.
4. **Check store**: Only `APP_STORE` (iOS) and `PLAY_STORE` (Android) events are supported. Stripe and Paddle events are skipped.
5. **Check for 451 responses**: The device may have opted out of tracking. Adjust returns HTTP 451 in this case and the event is skipped.

### Revenue not tracking

1. **Check event type**: Only `direct_sub_start`, `trial_convert`, `renewal`, and `one_time_purchase` carry revenue.
2. **Check amount**: Revenue must be >= 0.001 to be included.
3. **Check sales reporting**: Verify your Revenue vs Proceeds setting.
4. **Refunds**: Refund events (`price < 0`) do not include revenue data in the Adjust request.

### Device attribution issues

1. **Check attribute name**: Use `adjustAdid` (preferred) or `adjustId` in user attributes.
2. **Check platform identifiers**: Verify `idfa`/`idfv` (iOS) or `advertisingId`/`gps_adid` (Android) are being passed.
3. **Check platform detection**: `APP_STORE` maps to iOS, `PLAY_STORE` maps to Android.

### S2S API errors

* **App token not found (404)**: The app token is not recognized by Adjust. Verify it matches your app in the Adjust dashboard.
* **Authentication failure (401/403)**: If using S2S tokens, verify they match the tokens in Adjust Dashboard > Settings > S2S Security.
* **Device opted out (451)**: The device has opted out of tracking. This is not an error — the event is skipped.