Customers & LTV.

RevenueHog builds customers with zero SDK data: every Apple originalTransactionId(the identifier Apple keeps stable across a subscription's whole life) becomes one customer. Their timeline is the verified server-notification events on that transaction: trial start, conversion, renewals, refunds, churn.

SDK-less customers get a stable, privacy-preserving identity derived by hashing the transaction id: the same subscriber always resolves to the same handle (e.g. customer_8f3c2a) without storing anything extra. Their attribution reads "organic / app store", because that's all Apple's data can honestly say.

Lifetime value is the net USD across the customer's money events: purchases, renewals and trial conversions add; refunds subtract. Trial starts contribute $0. Amounts come from each signed transaction's own price and currency, converted with daily ECB rates (see the metrics methodology).

Status follows the latest event on the customer's timeline: churnedwhen the last word was a churn event or refund, or when the latest transaction's own expiry has passed; trial while the latest transaction is an unexpired free trial; otherwise active.

One deliberate rule: the cancelled-trials metric option does not change customer status. A trial user who turned auto-renew off is still entitled and still in their trial. Their status stays "trial" until it actually lapses. That option is about metric counts, not a person's state.

The optional SDKs (Swift, React Native, Kotlin) add exactly one thing: identify + attribute calls that link transactions to your user ids. When a transaction is attributed, its anonymous customer upgrades to a real profile: your user id, device model, OS version, locale, and any custom attributes you attach. Purchases reported before login (under a persisted anonymous id) re-attribute automatically after identify.

Everything else on this page works without them. Endpoint and payload details live in the SDK reference.