Analysis journal

Field notes on app revenue

Practical notes on cohort maturity, net revenue definitions, retention curves and lifetime value decisions.

These articles are written for product, finance and growth leads who need to inspect the assumptions beneath an app revenue claim.

When is a revenue cohort mature enough to compare?

A practical way to match cohort age to the payback or retention decision in front of you.

Why store fees, tax, refunds, chargebacks and currency rules belong beside every app lifetime value claim.

How acquisition source, plan term, market and cohort age can turn a tidy average into a poor spending limit.