Using Demand Score

Demand Score helps you understand how likely each user is to convert, so you can target the right people with the right offers. To view it, click Demand Score in the sidebar:

What is Demand Score?

Demand Score is a number from 1 to 100 assigned to each user by Superwall on every app open. A higher score means the user is more likely to convert. It's generated using several signals and data points, though no first-party user attributes are used.

Some signals used include device model, OS version, device age, App Store country, connection type, number of app opens, and paywall views. The model is trained on hundreds of millions of real-world data points across the Superwall network. You can use demand score a few different ways:

• View interactive charts that show how conversion rate, volume, and trial outcomes vary across demand score buckets.
• Break down performance by placement and country to see where your offerings resonate and where they don't.
• Generate an AI-powered analysis that highlights key patterns in your data and recommends experiments to run.
• Filter campaign audiences using demandScore to target users based on their likelihood to convert.
• Launch experiments directly from the Demand Score page to create high-intent audiences with one click.

Data thresholds

If your app is new, doesn't have enough paywall activity yet, or enough data processed, the Demand Score page will display empty results:

This happens when Superwall hasn't observed enough user sessions to generate reliable demand scores for your app. The model needs a baseline of app opens and paywall views across your user base before it can assign scores.

No action is needed on your end. As users interact with your app and encounter paywalls, Superwall will automatically begin assigning demand scores and the charts will populate.

Coverage

At the top of the Demand Score page, the Coverage card shows what percentage of your recent paywall viewers have been assigned a demand score:

Coverage is color-coded to help you quickly assess data reliability:

Selecting a date range

Use the date range selector in the top-right corner to adjust the time window for all charts and breakdowns on the page. Options include Last 7 days, Last 30 days, Last 90 days, and Last 180 days:

All sections on the page (coverage, charts, breakdowns, and AI analysis) update to reflect the selected range.

Using Demand Score for targeting

The demandScore attribute (a number from 1 to 100) is available as an audience filter in campaigns. Rather than using fixed tiers, use the charts on this page to understand where natural breakpoints exist in your own data, then create custom score ranges that match your app's audience.

For example, if the Conversion Rate chart shows a clear jump at score 70, you might target 70–100 as your "high intent" range. Every app's distribution is different, so let your data guide the ranges you choose.

For details on setting up demand score filters, see Using Demand Score in Campaigns.