Refund rate
Refund rate is the share of purchases that were paid back to the buyer.
Also called Refunds.
In plain words
2 of Fern's 140 purchases this month were refunded.
How Apparent would say it about Fern, an example app in the live demo.
How it's worked out
Refunded purchases ÷ purchases in the period.
Good to know
On the App Store, Apple decides refunds; people ask Apple, not you. On Google Play, people can ask Google within a short window after buying, and you can refund orders yourself in the Play Console.
A rising refund rate usually means people felt surprised: a trial that turned into a charge they didn't expect, or a feature that didn't do what the page said.
Where the number comes from
App Store Connect and Google Play sales reports; RevenueCat.