# 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

# Facebook Pixel

Track browser-side paywall and checkout events from Superwall web paywalls with Facebook Pixel. This integration injects Meta's client-side Pixel script and maps Web2App events to Pixel events.

Use the Facebook Pixel integration to send browser-side events from Superwall
web paywalls to Meta. This integration injects the standard Pixel script into
the page and maps Web2App events to Meta Pixel events such as `ViewContent`,
`InitiateCheckout`, and `Purchase`.

> **Note:** If you need server-side subscription lifecycle events such as
> renewals, cancellations, expirations, or refunds, use
> [Meta Conversion API](/docs/integrations/meta-conversion-api) instead. That
> integration is separate from Facebook Pixel.

In the **Web2App** integrations area, you can connect Facebook Pixel in
Superwall:

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

## How this integration works

Superwall exposes Facebook Pixel as a Web2App browser integration. When the
integration is enabled:

* Superwall injects Meta's `fbq` bootstrap script into the page
* The Pixel is initialized with your `pixelId`
* A `PageView` event is sent when the script loads
* Supported paywall and checkout events are forwarded to `fbq`

This is browser-side tracking for web paywalls. It does not forward
subscription lifecycle events from webhooks, and it does not use Meta's
Conversion API.

## Set up in Superwall

Set this up from the dashboard UI rather than by editing a config object.

1. Open your app in Superwall.
2. Go to **Integrations**.
3. Open the **Web2App** integrations area.
4. Add or open **Facebook Pixel**.
5. Enter your **Pixel ID**.
6. Leave **Enabled** on if you want the integration to start sending events
   immediately.
7. Click **Save Integration**.

If the integration already exists, the same screen is used in **Edit
Integration** mode.

### Fields shown in the dashboard

| UI field   | Required | What to enter                                   |
| ---------- | -------- | ----------------------------------------------- |
| `Pixel ID` | Yes      | Your Facebook Pixel ID from Meta Events Manager |
| `Enabled`  | No       | Turn the integration on or off                  |

Superwall stores the underlying Web2App integration config for you. You do not
need to manually write `integrationId` or `config.pixelId` in the dashboard.

## Getting your Pixel ID

You only need the Pixel ID for this integration.

1. Go to [Meta Events Manager](https://business.facebook.com/events_manager).
2. Select your Pixel from **Data Sources**.
3. Copy the Pixel ID shown at the top of the page.

## Script bootstrap

When the integration loads, Superwall injects Meta's standard client-side
script into the page:

```html
<script>
  fbq("init", "123456789012345");
  fbq("track", "PageView");
</script>
```

Superwall also adds Meta's `noscript` image fallback for the same Pixel ID.

## Event mapping

The browser integration maps Web2App events to Pixel events as follows:

| Superwall browser event    | Meta Pixel event                         | Notes                                                                         |
| -------------------------- | ---------------------------------------- | ----------------------------------------------------------------------------- |
| `paywall_open`             | `ViewContent`                            | Includes `content_name`, `content_id`, and `content_type: "paywall"`          |
| `transaction_start`        | `InitiateCheckout`                       | Includes `content_ids` and `content_type: "product"`                          |
| `transaction_complete`     | `Purchase`                               | Includes `transaction_id`, `content_ids`, and optional `value` and `currency` |
| `paywall_close`            | `trackCustom("PaywallClosed")`           | Custom event with `paywall_id`                                                |
| `manageLink_click`         | `trackCustom("ManageLinkClick")`         | Custom event with subscription fields                                         |
| `activateDeviceLink_click` | `trackCustom("ActivateDeviceLinkClick")` | Custom event with subscription fields                                         |

## Event payload details

Each mapped event sends a small payload based on the browser event data.

### `paywall_open` -> `ViewContent`

```json
{
  "content_name": "Main paywall",
  "content_id": "paywall_123",
  "content_type": "paywall"
}
```

### `transaction_start` -> `InitiateCheckout`

```json
{
  "content_ids": ["com.app.premium.monthly"],
  "content_type": "product"
}
```

### `transaction_complete` -> `Purchase`

```json
{
  "transaction_id": "txn_123",
  "content_ids": ["com.app.premium.monthly"],
  "content_type": "product",
  "value": 9.99,
  "currency": "USD"
}
```

The `value` and `currency` fields are only included when they are present in
the browser event payload.

### `paywall_close` -> `PaywallClosed`

```json
{
  "paywall_id": "paywall_123"
}
```

### `manageLink_click` -> `ManageLinkClick`

```json
{
  "subscription_name": "Premium Monthly",
  "subscription_status": "active",
  "redemption_code": "ABC123",
  "provider": "stripe"
}
```

### `activateDeviceLink_click` -> `ActivateDeviceLinkClick`

```json
{
  "subscription_name": "Premium Monthly",
  "redemption_code": "ABC123"
}
```

## Facebook Pixel vs. Meta Conversion API

These integrations are related, but they solve different problems.

| Integration         | Tracking mode | Best for                                          | Does it send renewals, cancellations, and refunds? |
| ------------------- | ------------- | ------------------------------------------------- | -------------------------------------------------- |
| Facebook Pixel      | Browser-side  | Web paywall interactions and checkout flow events | No                                                 |
| Meta Conversion API | Server-side   | Subscription lifecycle and revenue webhook events | Yes                                                |

Use Facebook Pixel when you want client-side behavioral signals from web
paywalls. Use [Meta Conversion API](/docs/integrations/meta-conversion-api)
when you need server-side revenue and subscription lifecycle events.

## Testing the integration

Validate the browser-side integration before relying on it in campaigns.

1. Enable the Facebook Pixel integration with your Pixel ID.
2. Open a web paywall that uses the integration.
3. Confirm `PageView` appears in Meta Events Manager.
4. Trigger paywall and checkout events.
5. Verify `ViewContent`, `InitiateCheckout`, `Purchase`, and any custom events
   appear as expected.

You can also confirm that `fbq` is loaded in the browser and inspect network
requests to Meta while exercising the paywall flow.

## Common use cases

### Track paywall impressions

Use `ViewContent` from `paywall_open` to measure paywall views and build
remarketing audiences around paywall engagement.

### Track checkout starts

Use `InitiateCheckout` from `transaction_start` to see where users begin the
purchase flow but do not complete it.

### Track completed purchases in the browser

Use `Purchase` from `transaction_complete` to capture client-side checkout
completion on web paywalls.

### Track manage-subscription interactions

Use `ManageLinkClick` and `ActivateDeviceLinkClick` to understand how users
interact with account and device-link flows.

## Troubleshooting

### Events are not appearing in Meta

**Possible causes:**

* The Pixel ID is incorrect
* The browser integration is not enabled
* The page did not load the injected `fbq` script
* The paywall flow did not emit the expected browser event

**Solutions:**

1. Verify the Pixel ID in Meta Events Manager.
2. Confirm the integration is enabled for the web paywall flow.
3. Check that `fbq` is available in the page.
4. Inspect the browser console and network requests during the flow.

### `Purchase` is missing value or currency

**Possible causes:**

* The `transaction_complete` event did not include those fields

**Solutions:**

* Verify the browser event payload includes `value` and `currency`.
* If you need more complete revenue lifecycle reporting, use
  [Meta Conversion API](/docs/integrations/meta-conversion-api).

### You need renewals, cancellations, or refunds

Facebook Pixel does not send those lifecycle events in this integration.

Use [Meta Conversion API](/docs/integrations/meta-conversion-api) for that
server-side workflow.

## Additional resources

* [Meta Events Manager](https://business.facebook.com/events_manager)
* [Meta Pixel documentation](https://developers.facebook.com/docs/meta-pixel/)
* [Meta Conversion API](/docs/integrations/meta-conversion-api) for
  server-side subscription lifecycle tracking