Benchmarks only – the numbers the tool uses before you enter anything of your own. Your plans and prices are the one thing it cannot know. Notation: [B] benchmark · [E] estimate · [A] assumption.
What is in here
- Every benchmark the Unit Economics Calculator ships with, dated: 32 distinct inputs across two funnels and the LTV block (24 in the app funnel, 22 in the web funnel), 6 verticals, 6 geos, 18 public sources.
- Each input carries its tag – B benchmark, E estimate, A assumption – and the source it came from. Today that is 11 B, 14 E, 7 A.
- The tables are generated from the calculator's own constants, not typed: a number that changes in the tool changes here, and a number that is not in the tool cannot appear here.
- One run is one dated snapshot, kept alongside the previous ones, so the record of where these benchmarks stood accumulates over time.
Snapshot 2026-09-07 · calculator v1.1
What the calculator shipped with on this date. Download this snapshot as CSV – 126 rows, long format, one row per benchmark.
Table 1. App → app funnel, 10 inputs
| Input | Tag | P25 | Median | P75 | Source |
|---|---|---|---|---|---|
| CPM – base, $ / 1000 impressions Lebesgue country CPMs 2026 · P25/P75 band is our reconstruction | E | per geo – Table 5 | Lebesgue ↗ | ||
| CTR – impression → click Our band for video/UGC install creatives · panels: 0.9–2.4% | E | 1.2% | 1.6% | 2% | Superads ↗ |
| Click → store page In-app browser → deeplink loss · no public data | A | 85% | 90% | 95% | |
| Store CVR (page → install) SplitMetrics (App Store) · AppTweak H1 2024 (Play) · stores not comparable | B | per vertical and store – Table 4 | SplitMetrics ↗ | ||
| Paid-traffic factor – % of the store CVR that paid traffic achieves Paid traffic converts below blended store medians · no public split | A | 70% | 80% | 90% | |
| Install → paywall view (composite: open + onboarding + registration) Superwall 2022: 56% average, ≥85% recommended target | B | 45% | 56% | 85% | Superwall ↗ |
| Paywall view → trial start Derived: RC install→trial ÷ install→paywall · matches RC by construction | E | derived: install→trial ÷ install→paywall | RevenueCat ↗ | ||
| Organic uplift – extra organic installs, % of paid installs TUNE 2017: 1.5 organic per paid · hard-paywall practice 10–40% | E | 10% | 25% | 40% | TUNE ↗ |
| Trial share of new subscriptions (rest buy directly at the paywall) No public benchmark | A | 85% | 90% | 95% | |
| No-trial paywall: direct purchases as a share of the trial-start rate Adapty 2026: no-trial paywall ×0.6 ceiling · A/B practice ×0.3–0.5 | E | ×0.4 of the trial-start rate | Adapty ↗ | ||
Table 2. Web → web funnel, 8 inputs
| Input | Tag | P25 | Median | P75 | Source |
|---|---|---|---|---|---|
| CPM – base (web campaigns), $ / 1000 impressions Triple Whale 2025–26 median $15.06, no geo split · US 45+ health runs $40–100+ | E | per geo – Table 5 | Triple Whale ↗ | ||
| CTR – impression → click (web) Assumption for purchase-optimized web · no quiz-funnel panel exists | A | 0.9% | 1.3% | 1.8% | |
| Click → LP view Link click → LP view loss · no public data · >100% in Ads Manager → enter 100 | A | 90% | 93% | 95% | |
| LP → quiz start web2app practice 30–40% · Interact only measures from quiz start | A | 30% | 38% | 40% | |
| Quiz start → finish Interact 2026: 47–65% by category | B | 50% | 60% | 65% | Interact ↗ |
| Finish → email submit Interact 2026, start→lead ÷ start→finish · no email step? enter 100 | B | 60% | 65% | 75% | Interact ↗ |
| Paywall → initiated checkout Adapty 2026: web paywall ×0.69 of in-app · intro-offer quizzes run above band | A | 5% | 10% | 15% | Adapty ↗ |
| Checkout completion (initiated → paid) Practitioner band · Stripe: Apple Pay +22.3% lift, no absolute rates | E | 25% | 40% | 60% | Stripe ↗ |
Table 3. LTV inputs, 14
| Input | Tag | P25 | Median | P75 | Source |
|---|---|---|---|---|---|
| Monthly retention M1 (share still paying at the 1st renewal) Our band · RC 2026 1st monthly renewal medians 42–61% | E | 50% | 61% | 68% | |
| Monthly retention M6 (anchor) RC SOSA 2026: 14–26% | B | 14% | 20% | 26% | RevenueCat ↗ |
| Monthly retention M12 (anchor) RC SOSA 2026: 6–14% | B | 6% | 10% | 14% | RevenueCat ↗ |
| My 1st monthly renewal Placeholder from RC 2026 medians 42–61% · replace with YOUR number | E | 53% | 57% | 61% | RevenueCat ↗ |
| My 2nd monthly renewal Placeholder from RC SOSA 2026 renewal-by-cycle chart · replace with YOUR number | E | 65% | 71% | 77% | RevenueCat ↗ |
| Yearly renewal at M13 RC 2026: 1st annual renewal 23–40% · price ramp above $50 | B | 22% | 30% | 40% | RevenueCat ↗ |
| Weekly renewal #1 (= my 1st in fit mode) RC 2026: 1st weekly renewal medians 35–58% | B | 35% | 46% | 58% | RevenueCat ↗ |
| Weekly renewal #2 (= my 2nd in fit mode) RC SOSA 2026 renewal-by-cycle chart (report PDF) | E | 67% | 71% | 75% | RevenueCat ↗ |
| Weekly renewal #3+ base RC 2026: 3rd+ weekly renewal 74–91% · our P75 capped at 85% | B | 74% | 80% | 85% | RevenueCat ↗ |
| Weekly survival at week 26 (≈ M6) – tail anchor RC 2026: ~10% still paying at week 26 · least certain number in weekly LTV | E | 10% at week 26, scaled by your first three renewals | RevenueCat ↗ | ||
| Trial → paid RC 2026 by vertical × geo factor × trial length | B | per vertical × geo – Tables 4 and 5 | RevenueCat ↗ | ||
| Refund rate (applied to first payment only) RC SOSA 2026: 2.5–4.7% of first payments | B | per vertical – Table 4 | RevenueCat ↗ | ||
| Upsells & offers – ARPU uplift on top of base subscriptions Default 0 · welcome offers add +10–15% ARPU (Adapty) | E | 0 by default | Adapty ↗ | ||
| VAT/GST included in price (deducted before store split) Default = acquisition geo · see Reference › VAT by country | E | per geo – Table 5 | |||
Table 4. By vertical, P25 – median – P75
| Vertical | Store CVR, App Store | Store CVR, Play | Install → trial | Trial → paid | Tag | Refunds | Plan mix w / m / y, % |
|---|---|---|---|---|---|---|---|
| Health & Fitness | 13% – 18.5% – 24% | 17% – 23.2% – 29% | 5% – 6.9% – 16% | 30% – 37.7% – 51.4% | B | 3.5% | 15 / 24 / 61 |
| Productivity | 7% – 10% – 14% | 9% – 12.5% – 17% | 4% – 5.5% – 10% | 22% – 30% – 42% | E | 4.7% | 35 / 25 / 40 |
| Education | 4.5% – 6.75% – 10% | 23% – 30.4% – 38% | 4.5% – 6.5% – 12% | 25% – 33% – 45% | E | 4% | 30 / 25 / 45 |
| Photo & Video | 6% – 9% – 13% | 8% – 11% – 16% | 4% – 5.5% – 10% | 15% – 22.2% – 33.1% | B | 4.5% | 40 / 25 / 35 |
| Utilities | 7% – 10% – 14% | 9% – 12.5% – 17% | 4.5% – 6.5% – 12% | 22% – 30% – 42% | E | 3% | 50 / 25 / 25 |
| Media & Entertainment | 6% – 8.6% – 12% | 14% – 18.9% – 28.8% | 3% – 4% – 8% | 11.5% – 19.1% – 43.8% | E | 3.5% | 40 / 30 / 30 |
Table 5. By geo, P25 – median – P75 where a band exists
| Geo | CPM app→app, P25 – median – P75 | CPM web→web, P25 – median – P75 | CPI benchmark iOS / Android | Price index | VAT | Install → trial factor | Trial → paid factor |
|---|---|---|---|---|---|---|---|
| North America / T1 EN | $12 – $16 – $23 | $11 – $15.06 – $18 | $6.8 / $3.9 | ×1.0 | 0% | ×1.0 | ×1.0 |
| Western Europe | $7 – $9 – $12 | $8 – $9.5 – $11 | $5.4 / $2.8 | ×1.3 | 21% | ×0.7 | ×0.87 |
| LatAm | $2 – $3 – $5.5 | $2 – $3.2 – $4.5 | – | ×0.6 | 13% | ×0.5 | ×0.62 |
| Turkey | $0.9 – $1.2 – $2 | $0.89 – $2 – $3.41 | – | ×0.29 | 20% | ×0.5 | ×0.65 |
| Gulf (SA/AE/QA) | $10 – $12 – $12.7 | $10 – $12 – $12.7 | – | ×1.35 | 10% | ×0.7 | ×0.65 |
| IN / SEA | $1.4 – $2 – $3.4 | $1.4 – $2 – $3.4 | – | ×0.6 | 12% | ×0.45 | ×0.44 |
Table 6. Sources
| Publisher | URL | Inputs citing it |
|---|---|---|
| Adapty ↗ | https://adapty.io/blog/high-performing-paywall-2026/ | 3 |
| Adapty ↗ | https://adapty.io/blog/app-store-conversion-rate/ | – |
| Adapty ↗ | https://adapty.io/blog/subscription-app-success-2026/ | – |
| UXCam ↗ | https://uxcam.com/blog/product-funnel/ | – |
| Adjust ↗ | https://www.adjust.com/blog/what-is-a-good-conversion-rate/ | – |
| AppTweak ↗ | https://www.apptweak.com/en/aso-blog/average-app-conversion-rate-per-category | – |
| Interact ↗ | https://www.tryinteract.com/blog/quiz-conversion-rate-report/ | 2 |
| Lebesgue ↗ | https://lebesgue.io/facebook-ads/facebook-cpm-by-country | 1 |
| RevenueCat ↗ | https://www.revenuecat.com/state-of-subscription-apps/ | 8 |
| RevenueCat ↗ | https://www.revenuecat.com/blog/engineering/android-paywall-gap | – |
| RevenueCat ↗ | https://www.revenuecat.com/blog/growth/google-play-billing-error-churn-how-to-fix/ | – |
| RevenueCat ↗ | https://www.revenuecat.com/blog/growth/average-subscription-renewal-rates-by-app-category | 4 |
| SplitMetrics ↗ | https://appscreenshotstudio.com/blog/good-app-store-conversion-rate-benchmarks-2026 | 1 |
| Stripe ↗ | https://stripe.com/blog/testing-the-conversion-impact-of-50-plus-global-payment-methods | 1 |
| Superads ↗ | https://www.superads.ai/facebook-ads-costs/ctr-click-through-rate | 1 |
| Superwall ↗ | https://superwall.com/blog/app-monetization-two-important-metrics-you-probably-arent-tracking | 1 |
| TUNE ↗ | https://www.tune.com/blog/paid-organic-measurably-better-together-organic-uplift/ | 1 |
| Triple Whale ↗ | https://www.triplewhale.com/blog/facebook-ads-benchmarks | 1 |
A dash: the source is in the calculator’s source list as a cross-check or background reading, and no input takes its value from it – 7 of 18.