# 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

# Understanding Experiment Results

To view the results of any paywall experiment that's running, **click** the **Results** tab in the campaign details view:

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaigns-exp-results.jpeg)

There are three main sections: **Paywalls**, **Placements**, and **Graphs (defaults to Proceeds Per User)**. Each section has a toggle at the top right to change associated metrics.

### Paywalls

Here, you'll see each paywall being used (or that was used) in an experiment. Superwall will show you metrics such as proceeds, users and much more. There are several metric to explore, and you can hover over any of them to get more details about what each metric represents:

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaigns-exp-hover.png)

> **Note:** Subscription lifecycle events (i.e. renewals, cancellations, etc) are matched to paywall
> conversions using unique identifiers provided by the platform at checkout and via webhook events.

You can also filter results per paywall. Click the checkbox next to one to have the results page only show data for that specific paywall:

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaigns-exp-filter-paywall.png)

### Placements

Here, you can get a detailed breakdown of each placement associated with the campaign. This helps you form a clear picture of what features or actions are leading to conversions.

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaigns-exp-placements.png)

### Graphs

Finally, the last section has several graphs to explore campaign performance. It defaults to Proceeds Per User.

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaigns-exp-graphs.png)

### Setting up revenue tracking

Before any metrics based on revenue will display, you need to set up revenue tracking. To set up revenue tracking:

1. **Click** on **Settings** in the dashboard.
2. **Click** on **Revenue Tracking**.
3. Use the guides to follow any of the revenue tracking methods. For more details, check out our [docs](/docs/dashboard/dashboard-settings/overview-settings-revenue-tracking).

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaign-exp-rev-tracking.png)

If you don't have revenue tracking setup, you will see a banner on your dashboard:

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaigns-exp-rev-track-cta.png)

### A note on conversions, trial starts, and subscription starts

Each experiment will notably report **conversions**, **trials starts** and **subscription starts**. In some cases, it may seem like these numbers don't match up quite how you'd expect. That could be due to a few different reasons:

1. **Reporting methods:** Conversions are an *SDK reported* event, while trial and subscription starts are *server reported* events. Sometimes, the server events might be a little behind on their reporting — whereas SDK events are usually instantaneous.
2. **Understanding Resubscriptions and Cancellations:** When someone resubscribes or restarts a paused subscription through a paywall, it *won't* be considered a new trial or a new subscription start. However, it *will* be counted as a **conversion**. As such, any revenue generated will be linked to that paywall. If they later decide to cancel the subscription, the cancellation will also be linked to the same paywall.
3. **Attribution:** And finally, attribution can sometimes be a complicated metric to track. If something doesn't look right on your end, please feel free to reach out to us and we'll always export your data so you can exactly where our numbers are coming from.

### Confidence intervals

Use confidence intervals to gauge how each paywall is performing against the other ones in your experiments. Hover over a specific metric to view the confience interval (i.e. Conversion Rate, Proceeds Per User, etc.):

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaign-exp-interval.png)

Keep in mind that these intervals represent the percentage of users converted, it doesn't take into account revenue. Put differently, paywall A could have a higher conversion rate, but with a much cheaper offering than paywall B. Paywall B could still be making more money, but at a lower conversion rate with the higher-priced product.

For more on confidence intervals, check out our in-depth [blog post](https://superwall.com/blog/confidence-intervals-in-experiment-readouts).

### Identifiers and cohorting with 3rd party analytics

If you scroll to the end of the experiment results table, you'll find some useful identifiers which you can use to interface with third-party tools you may be using:

![](https://json-ld-superwall-docs-staging.staffbar.workers.dev/docs/images/campaign-exp-cohorting.png)

1. **Experiment id:** The identifier of the experiment that the paywall is a part of.
2. **Variant id:** The identifier representing the variant the paywall represented in the experiment.
3. **Paywall id:** The identifier for the paywall in the experiment, which associates back to the variant.

To learn more about interfacing with 3rd party analytics, check out this [doc](/docs/sdk/guides/3rd-party-analytics/cohorting-in-3rd-party-tools).