// Glossary
App Store revenue terms, defined.
The vocabulary used across RevenueHog's guides, docs and dashboards. Each term has its own page: the definition, how it behaves in practice, and the mistakes that quietly corrupt a revenue number.
- MRR (monthly recurring revenue) →The value of all active subscriptions normalized to one month.
- ARR (annual recurring revenue) →MRR × 12: the yearly run-rate of the current subscription base.
- MTR (monthly tracked revenue) →A billing metric used by RevenueCat: the revenue flowing through their platform in a month.
- Proceeds →What's left of the customer price after Apple's commission.
- S2S (server-to-server notifications) →Apple's App Store Server Notifications: one HTTPS POST per in-app purchase event.
- JWS (JSON Web Signature) →The signed token format Apple uses for every Server Notification.
- signedPayload →The single field in a V2 Server Notification's body: the JWS containing the whole event.
- Grace period →A window after a failed renewal charge during which the subscriber keeps access.
- Billing retry →The state after a failed renewal where Apple keeps retrying and the subscription can still recover.
- Intro offer →A discounted first period for new subscribers, in three different shapes.
- Small Business Program →Apple's reduced-commission program: 85% of the customer price instead of 70%.
- App Attest →Apple's device attestation service, used instead of an API key in the RevenueHog SDK.
- Attribution →Linking App Store purchases to your own user IDs.
- Trial conversion →The moment a free-trial subscriber makes their first real payment.
- Churn →Subscribers leaving: expirations, refunds, and billing failures that never recover.
Missing a term you expected? The guides and docs go deeper than any glossary entry can.