Playbook
Show the Right Price and Paywall to Every User with Demand Score
Superwall's Demand Score gives every user a 1-100 likelihood-to-convert value, so you can match the right price, trial, and paywall to the right person from the dashboard with no app release.
Most subscription apps ship one paywall to everyone — Demand Score lets you match the right price, trial, and screen to each user's real intent.
Why it matters
A single paywall forces a compromise. Price it high and you lose the users who needed a softer first step. Price it low and you leave money on the table with users who would have paid full price for the annual plan. Growth teams want to test price points, trials, and offers per segment, but doing it inside the app usually means an engineering queue and a new build.
Demand Score turns intent into something you can target. It scores each user from 1 to 100 on every app open, then exposes that score as an audience filter you can act on without shipping anything.
What you can do with Superwall
Score every user by intent. Superwall assigns each user a 1-100 Demand Score on every app open, where a higher score means a higher likelihood to convert.
Target the right offer to the right user. Use the demandScore attribute as a filter in your campaign audiences — premium pricing for high-intent users, softer offers for everyone else.
Launch experiments in one click. Start a targeted experiment straight from the Demand Score page, which creates a high-intent audience for you (e.g. demandScore >= 80), ready to configure.
Read your own data. Use interactive charts and breakdowns of conversion rate, volume, and trial outcomes to find natural breakpoints in your audience.
Get AI-recommended experiments. Generate an AI-powered analysis that highlights patterns and suggests two to three concrete experiments to run next.
Do it without an app release. Changes happen in the dashboard, so growth and marketing teams can move without waiting on engineering.
How it works
Superwall scores each user. On every app open, Superwall assigns a Demand Score from 1 to 100. It uses device-level signals — device model, OS version, device age, App Store country, connection type, number of app opens, and paywall views — and is trained on hundreds of millions of real-world data points across the Superwall network. It uses no first-party user attributes, so it works out of the box with nothing to configure in the SDK.
You find your breakpoints. Use the Conversion Rate, volume, and trial-outcome charts to see where conversion jumps in your own data, and check the Coverage card to confirm enough of your viewers have been scored.
You target by score. Add a demandScore filter to a campaign audience — for example demandScore >= 65 for high intent — optionally combined with country, platform, or app version.
You test and refine. Run parallel experiments per score range — a direct annual-pricing paywall for high intent, a trial-first paywall for lower intent — and compare conversion rates across segments.
Proof from customers
Across customer and prospect calls, the strongest demand is for paywall A/B testing and experimentation (the top signal), with price testing and optimization and international/segment pricing also ranking high. Teams consistently say the same thing: they want to test offers and pricing quickly, without shipping a build or waiting on an engineering queue. Demand Score speaks directly to that — it adds an intent dimension to segmentation and, because it relies on device-level signals rather than user attributes, requires no SDK work to start.
Viewing Demand Score insights is available on all plans. Using demandScore to target audiences in campaigns requires the Scale plan. Demand Score is currently in beta.
Use cases
Premium pricing for high-intent users. Show your highest-scoring users your strongest paywall — premium pricing, annual plans emphasized, minimal distractions — and let your best offer do the work.
Softer paths for lower intent. For lower-scoring users, delay the paywall, extend the trial, or use introductory pricing so they can see value before committing.
Fix mismatched placements. When a placement shows high demand but low conversion, target it with a demand-score-filtered audience and test a different offer.
Sharpen international pricing. Compare intent vs. performance with the Breakdown by Country view to find markets that need localized pricing or copy.
Get started
Open the Demand Score page in your dashboard to view your insights — it works out of the box with no SDK changes. When you're ready to act, follow Using Demand Score in Campaigns to build your first audience, or sign up at superwall.com to get started.