# Superwall: Subscription Infrastructure for iOS, Android, and Web

Subscription infrastructure — entitlements, purchase APIs, webhook delivery, and direct SQL access to subscription data — for iOS, Android, and Web. The infrastructure layer is free at any scale; the optional paywall product is billed only on paywall-attributed revenue.

## Pricing

- **Infrastructure: free at any scale, every plan.** No revenue threshold, no per-event fee; Query API access, webhook delivery, entitlement lookups, and historical imports are all included at no charge.
- **Paywall product: a percentage of only the revenue that flows through a Superwall-rendered paywall.** Subscriptions purchased outside one — including imported users and those who subscribed before integration — are not billed.

Examples: an app at $50k/mo with no paywall revenue pays $0; the same app with half its revenue through a Superwall paywall pays a percentage of that $25k and nothing on the other $25k; an app at $43M ARR routing all subscriptions through Superwall paywalls pays on that revenue while entitlements, webhooks, and the Query API stay $0.

## Scale

$1.5B+ annual subscription revenue across 10,000+ apps. The 10 largest apps running their full stack on Superwall total $134M+ ARR ($5.7M–$43.7M each). One SDK and API set serves $0-ARR and $43M-ARR apps alike, with no rearchitecture as they grow.

## Infrastructure capabilities

- **Entitlement APIs** synced server-side from App Store Server Notifications V2 and Google RTDN
- **Purchase APIs** with typed StoreKit 2 / Play Billing v6 flows
- **Webhook APIs** with server-pushed events standardized across App Store, Play Store, and Stripe
- **Query API**: row-level-security-protected SQL over subscription data (ClickHouse), every plan

Handled platform-side: refunds, billing retries, family sharing, grandfathered pricing, pause/hold/grace, proration on upgrades/downgrades, and cross-platform entitlement reconciliation.

## Migration

Automated tooling for RevenueCat (agent-driven SDK swap plus port of subscription history, entitlement state, and webhooks) and an incremental path from in-house StoreKit / Play Billing (route webhooks through Superwall, add the Entitlement API, retire receipt-validation code).

## Paywall product (optional, separately billable)

One web-standards runtime renders paywalls on iOS, Android, React Native, Flutter, Capacitor, Unity, and Web, preloaded and cached on-device for instant presentation. Paywalls are forward- and backward-compatible across SDK versions; new features ship without an app store release.

## Architecture

Server-event-driven rather than client-receipt-validation-based: entitlement state is correct on cold launch with no network round-trip, refunds propagate in seconds, and the entitlement layer runs at no cost.

## 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

# Customer.io

The Customer.io integration sends subscription lifecycle events from Superwall to Customer.io's Data Pipelines API. This enables you to trigger targeted messaging campaigns, build user segments based on subscription behavior, and track the complete customer journey from trial to paid subscriber.

In the **Communication** section within **Integrations**, you can connect your Customer.io account to Superwall:

![](https://2a2314a4-superwall-docs.staffbar.workers.dev/docs/images/integrations-customer-io.jpeg)

## Features

* **Real-time Event Tracking**: Subscription events are sent immediately to Customer.io as they occur
* **Multi-Region Support**: Choose between US and EU data residency to comply with data regulations
* **Flexible Revenue Reporting**: Report either gross revenue or net proceeds after store fees
* **Sandbox Environment Support**: Separate API key for testing without polluting production data
* **Anonymous User Handling**: Configurable behavior for users without an identified app user ID
* **Custom Event Names**: Remap default event names to match your existing Customer.io conventions
* **Automatic User Identification**: Smart routing between `userId` and `anonymousId` based on user state

## Configuration

### Required Settings

| Field             | Description                                          | Example                     |
| ----------------- | ---------------------------------------------------- | --------------------------- |
| `integration_id`  | Must be set to `"customerio"`                        | `"customerio"`              |
| `region`          | Data residency region for your Customer.io workspace | `"US"` or `"EU"`            |
| `api_key`         | Pipelines API key from your HTTP source              | `"abc123def456..."`         |
| `sales_reporting` | Whether to report gross Revenue or net Proceeds      | `"Revenue"` or `"Proceeds"` |

### Optional Settings

| Field                     | Description                                            | Default                       |
| ------------------------- | ------------------------------------------------------ | ----------------------------- |
| `sandbox_api_key`         | Separate Pipelines API key for sandbox/test events     | None (sandbox events skipped) |
| `anonymous_user_behavior` | How to handle events from users without an app user ID | `"send"`                      |
| `eventNameMappings`       | Custom mapping to rename default event names           | None                          |

### Example Configuration

```json
{
  "integration_id": "customerio",
  "region": "US",
  "api_key": "your-pipelines-api-key",
  "sales_reporting": "Revenue",
  "sandbox_api_key": "your-sandbox-pipelines-api-key",
  "anonymous_user_behavior": "send",
  "eventNameMappings": {
    "sw_trial_start": "trial_started",
    "sw_subscription_start": "subscription_started",
    "sw_renewal": "subscription_renewed"
  }
}
```

## Getting Your API Key

The Customer.io integration uses the **Pipelines API** (part of Customer.io Data Pipelines), not the Track API. To get your API key:

1. Log in to your Customer.io account
2. Navigate to **Data Pipelines** in the left sidebar
3. Go to **Sources**
4. Click **Add Source** and select **HTTP**
5. Name your source (e.g., "Superwall Events")
6. Copy the **API Key** displayed after creation

**Important**: The Pipelines API key is different from the Track API credentials (Site ID + API Key). Make sure you're using the correct key from Data Pipelines.

## Event Mapping

Superwall subscription events are transformed into Customer.io events based on the event type and subscription period. All events are prefixed with `sw_` by default.

### Trial Events

| Superwall Event    | Condition            | Customer.io Event      |
| ------------------ | -------------------- | ---------------------- |
| `INITIAL_PURCHASE` | `periodType = Trial` | `sw_trial_start`       |
| `CANCELLATION`     | `periodType = Trial` | `sw_trial_cancelled`   |
| `UNCANCELLATION`   | `periodType = Trial` | `sw_trial_uncancelled` |
| `EXPIRATION`       | `periodType = Trial` | `sw_trial_expired`     |
| `RENEWAL`          | `periodType = Trial` | `sw_trial_converted`   |

### Intro Offer Events

| Superwall Event    | Condition            | Customer.io Event            |
| ------------------ | -------------------- | ---------------------------- |
| `INITIAL_PURCHASE` | `periodType = Intro` | `sw_intro_offer_start`       |
| `CANCELLATION`     | `periodType = Intro` | `sw_intro_offer_cancelled`   |
| `UNCANCELLATION`   | `periodType = Intro` | `sw_intro_offer_uncancelled` |
| `EXPIRATION`       | `periodType = Intro` | `sw_intro_offer_expired`     |
| `RENEWAL`          | `periodType = Intro` | `sw_intro_offer_converted`   |

### Subscription Events

| Superwall Event    | Condition                  | Customer.io Event             |
| ------------------ | -------------------------- | ----------------------------- |
| `INITIAL_PURCHASE` | `periodType = Normal`      | `sw_subscription_start`       |
| `RENEWAL`          | `periodType = Normal`      | `sw_renewal`                  |
| `RENEWAL`          | `isTrialConversion = true` | `sw_trial_converted`          |
| `CANCELLATION`     | `periodType = Normal`      | `sw_subscription_cancelled`   |
| `UNCANCELLATION`   | `periodType = Normal`      | `sw_subscription_uncancelled` |
| `EXPIRATION`       | `periodType = Normal`      | `sw_subscription_expired`     |

### Other Events

| Superwall Event            | Customer.io Event          |
| -------------------------- | -------------------------- |
| `PRODUCT_CHANGE`           | `sw_product_change`        |
| `BILLING_ISSUE`            | `sw_billing_issue`         |
| `SUBSCRIPTION_PAUSED`      | `sw_subscription_paused`   |
| `NON_RENEWING_PURCHASE`    | `sw_non_renewing_purchase` |
| Any event with `price < 0` | `sw_refund`                |

## Event Properties

Each event sent to Customer.io includes comprehensive properties from the original Superwall event, plus additional formatted fields for revenue tracking.

### Standard Properties

All events include the complete Superwall event data:

| Property                | Description                         | Example                     |
| ----------------------- | ----------------------------------- | --------------------------- |
| `id`                    | Unique event identifier             | `"evt_abc123"`              |
| `productId`             | The subscription product ID         | `"com.app.premium.monthly"` |
| `store`                 | App store (APP\_STORE, PLAY\_STORE) | `"APP_STORE"`               |
| `environment`           | Production or Sandbox               | `"Production"`              |
| `countryCode`           | User's country code                 | `"US"`                      |
| `currencyCode`          | Transaction currency                | `"USD"`                     |
| `originalAppUserId`     | Your app's user identifier          | `"user_12345"`              |
| `originalTransactionId` | Store's original transaction ID     | `"1000000123456789"`        |
| `transactionId`         | Current transaction ID              | `"1000000987654321"`        |
| `purchasedAt`           | Purchase timestamp (ms)             | `1705312200000`             |
| `expirationAt`          | Subscription expiration (ms)        | `1707990600000`             |
| `periodType`            | Trial, Intro, or Normal             | `"Normal"`                  |
| `isTrialConversion`     | Whether this converts a trial       | `true`                      |
| `isFamilyShare`         | Family sharing purchase             | `false`                     |
| `bundleId`              | App bundle identifier               | `"com.example.app"`         |

### Revenue Properties

When the event has a non-zero price, these additional properties are included:

| Property          | Description                               | Example                     |
| ----------------- | ----------------------------------------- | --------------------------- |
| `price`           | Amount based on `sales_reporting` setting | `9.99`                      |
| `currency`        | Currency code                             | `"USD"`                     |
| `product_id`      | Product identifier                        | `"com.app.premium.monthly"` |
| `subscription_id` | Original transaction ID                   | `"1000000123456789"`        |
| `offer_code`      | Promotional offer code (if present)       | `"SUMMER2024"`              |

### Revenue vs Proceeds

The `sales_reporting` setting controls which amount is sent:

* **Revenue**: The full price charged to the customer (e.g., $9.99)
* **Proceeds**: The amount after store fees are deducted (e.g., $8.49 after Apple's 15-30% commission)

## User Identification

Customer.io uses either `userId` or `anonymousId` to identify users. The integration automatically selects the appropriate identifier based on user state.

### Known Users

For users with an `originalAppUserId` set in Superwall:

```json
{
  "userId": "user_12345",
  "event": "sw_subscription_start",
  "properties": { ... },
  "timestamp": "2024-01-15T10:30:00.000Z"
}
```

### Anonymous Users

For users without an `originalAppUserId`, the behavior depends on `anonymous_user_behavior`:

**When set to `"send"` (default)**:

* Events are sent with an `anonymousId` constructed from the store and transaction ID
* Format: `$STORE_NAME:originalTransactionId`

```json
{
  "anonymousId": "$APP_STORE:1000000123456789",
  "event": "sw_subscription_start",
  "properties": { ... },
  "timestamp": "2024-01-15T10:30:00.000Z"
}
```

**When set to `"dontSend"`**:

* Events from anonymous users are skipped entirely
* Useful if you only want to track identified users

## Sandbox Handling

The integration supports separate handling for sandbox (test) events:

### With Sandbox API Key Configured

When `sandbox_api_key` is provided:

* Production events use the main `api_key`
* Sandbox events use the `sandbox_api_key`
* Both are sent to Customer.io but can be routed to different destinations

### Without Sandbox API Key

When `sandbox_api_key` is not provided:

* Production events are sent normally
* Sandbox events are **skipped entirely**
* This prevents test data from polluting your production Customer.io workspace

## Data Residency

Customer.io offers data residency in two regions. The integration automatically routes to the correct endpoint:

| Region | API Endpoint                          |
| ------ | ------------------------------------- |
| US     | `https://cdp.customer.io/v1/track`    |
| EU     | `https://cdp-eu.customer.io/v1/track` |

Choose the region that matches your Customer.io workspace configuration. Using the wrong region will result in authentication errors.

## Custom Event Names

Use `eventNameMappings` to rename default event names to match your existing Customer.io conventions:

```json
{
  "eventNameMappings": {
    "sw_trial_start": "Started Free Trial",
    "sw_subscription_start": "Subscribed",
    "sw_renewal": "Subscription Renewed",
    "sw_subscription_cancelled": "Subscription Cancelled",
    "sw_refund": "Refund Processed"
  }
}
```

Only events you specify in the mapping are renamed. All other events keep their default `sw_` prefixed names.

## Testing the Integration

### 1\. Validate Credentials

The integration validates credentials by sending a test event to Customer.io. If the API key is invalid or the region is incorrect, you'll receive an authentication error.

### 2\. Verify in Customer.io

After sending test events:

1. Go to **Data Pipelines** → **Sources** → your HTTP source
2. Click on **Events** to see incoming events
3. Verify event names and properties match expectations

### 3\. Test Scenarios

Verify these scenarios work correctly:

* [ ] Production event with known user (should use `userId`)
* [ ] Production event with anonymous user (should use `anonymousId` or skip)
* [ ] Sandbox event with sandbox API key (should send to Customer.io)
* [ ] Sandbox event without sandbox API key (should be skipped)
* [ ] Event with custom name mapping (should use remapped name)
* [ ] Revenue event (should include `price`, `currency`, `product_id`)
* [ ] Non-revenue event like cancellation (should not include revenue properties)

## Best Practices

1. **Use separate sandbox credentials**: Configure a `sandbox_api_key` to keep test data separate from production, or leave it blank to skip sandbox events entirely.

2. **Choose the right sales reporting**: Use "Revenue" for customer-facing metrics and "Proceeds" for financial reporting that accounts for store fees.

3. **Handle anonymous users thoughtfully**: If your app requires login, use `"dontSend"` to avoid cluttering Customer.io with unidentifiable users.

4. **Keep event names consistent**: If you have existing events in Customer.io, use `eventNameMappings` to maintain naming consistency across your data.

5. **Verify your region**: Ensure your `region` setting matches your Customer.io workspace location to avoid authentication failures.

6. **Test with sandbox first**: Always test your integration configuration with sandbox events before going live with production data.

## Common Use Cases

### Win-Back Campaigns

Trigger automated campaigns when users cancel:

1. Listen for `sw_subscription_cancelled` events
2. Create a segment of recently cancelled users
3. Send a series of win-back emails with special offers

### Trial Conversion Optimization

Improve trial-to-paid conversion:

1. Track `sw_trial_start` to begin a nurture sequence
2. Send educational content about premium features
3. Trigger a special offer before trial expiration
4. Track `sw_trial_converted` to measure success

### Churn Prevention

Identify and engage at-risk subscribers:

1. Monitor `sw_billing_issue` events
2. Send immediate notification to update payment method
3. Follow up with helpful support content
4. Track resolution with subsequent `sw_renewal` events

### Revenue Analytics

Build comprehensive revenue reporting:

1. Segment users by subscription status
2. Track lifetime value using revenue properties
3. Analyze conversion rates by cohort
4. Measure impact of promotional offers via `offer_code`

## Troubleshooting

### Events Not Appearing in Customer.io

**Possible causes:**

* Incorrect API key (make sure you're using Pipelines API key, not Track API)
* Wrong region selected (US vs EU mismatch)
* Sandbox events without sandbox API key configured (events are skipped)
* Anonymous users with `dontSend` behavior (events are skipped)

**Solution:** Verify your API key is from Data Pipelines → Sources → HTTP, and check that your region matches your workspace.

### Authentication Errors

**Possible causes:**

* Using Track API credentials instead of Pipelines API key
* Region mismatch between configuration and Customer.io workspace
* API key has been revoked or regenerated

**Solution:** Generate a new HTTP source in Data Pipelines and use the fresh API key.

### Missing Revenue Properties

**Possible causes:**

* Event has zero price (cancellations, expirations)
* Refund events (price is negative, still included but as negative value)

**Solution:** Revenue properties (`price`, `currency`, `product_id`, `subscription_id`) are only added when the price is non-zero. This is expected behavior.

### Wrong Event Names

**Possible causes:**

* Event name mappings not configured
* Typo in mapping configuration

**Solution:** Check your `eventNameMappings` configuration. Keys should be the default event names (e.g., `sw_trial_start`), and values should be your desired custom names.

## Rate Limits

Customer.io's Pipelines API has generous rate limits suitable for high-volume event ingestion:

* **Requests**: 500 requests per second per source
* **Payload size**: 32KB per request

The integration sends one event per webhook, well within these limits. If you experience rate limiting, contact Customer.io support to increase your limits.

## API Reference

### Endpoint

```
POST https://cdp.customer.io/v1/track      (US region)
POST https://cdp-eu.customer.io/v1/track   (EU region)
```

### Authentication

Basic Authentication with the Pipelines API key as username and empty password:

```
Authorization: Basic base64(api_key:)
```

### Request Format

```json
{
  "userId": "user_12345",
  "event": "sw_subscription_start",
  "timestamp": "2024-01-15T10:30:00.000Z",
  "properties": {
    "productId": "com.app.premium.monthly",
    "price": 9.99,
    "currency": "USD",
    "store": "APP_STORE",
    "environment": "Production",
    ...
  }
}
```

### Response

Success: `200 OK` with empty body or acknowledgment

Errors:

* `401 Unauthorized`: Invalid API key or wrong region
* `400 Bad Request`: Malformed request body
* `429 Too Many Requests`: Rate limit exceeded