# What Share Of Paywall CTAs Are Dismiss Buttons?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=2679
Tags: paywall, monetization, ux-patterns, mobile, upsell
HTML: https://www.lazyweb.com/research/what-share-of-paywall-ctas-are-dismiss-buttons
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**Answer.** Among 2,679 role-labeled paywall CTAs tracked by Lazyweb Research, 196 (7.3%) are dismiss-role buttons, spanning 64 companies [1]. Dismiss is the rarest labeled role behind primary (1,886), unknown (1,727) and secondary (597) [1]. Because 39% of all CTAs are role='unknown', 7.3% is a lower bound on true dismiss prevalence [1].

> Just 7.3% of role-labeled paywall CTAs (196 of 2,679) are dismiss buttons — Lazyweb Research, July 2026.

## The finding

Of 2,679 role-labeled paywall CTAs, only 196 (7.3%) carry the dismiss role, across 64 companies [1]. Dismiss is the least common labeled role. Purchase-driving primary CTAs dominate at 1,886, and secondary CTAs (plan toggles, alternate offers) reach 597 [1].

## Role distribution

| CTA role | Rows | Share of labeled |
|---|---|---|
| Primary | 1,886 | 70.4% |
| Secondary | 597 | 22.3% |
| Dismiss | 196 | 7.3% |

Shares are of the 2,679 labeled rows; a further 1,727 rows are role='unknown' and excluded from the denominator [1]. Always cite the labeled denominator when quoting dismiss prevalence [1].

## How to apply it and caveats

A dedicated dismiss button is a deliberate design choice most teams skip — fewer than one in thirteen labeled CTAs is one [1]. If you add one, the top texts are 'not now' (56), 'no thanks' (41), and, notably, 'cancel' (40) and 'maybe later' (26) among the 196 dismiss-role CTAs [2]. Caveat: 7.3% is a floor because 39% of CTAs are unlabeled; some dismiss buttons hide in that bucket [1].

## The numbers

| Stat | Computed from |
| --- | --- |
| 196 dismiss of 2,679 labeled CTAs (7.3%), 64 companies; primary 1,886, secondary 597, unknown 1,727 | dismiss_ctas_among_labeled + cta_role_distribution |
| dismiss-role top texts: not now 56, no thanks 41, cancel 40, maybe later 26, dismiss 15, skip 10 | dismiss_copy_leaderboard (dismiss-role subset) |

## Methodology

Role-based figures use the 2,679 role-labeled CTA rows out of 4,406 total. Dismiss prevalence is a lower bound because role='unknown' covers 39% of CTAs. July 2026.

## Sources & citations

- [1] Lazyweb Research analysis of 2,679 role-labeled paywall CTAs (mobile app corpus, 252 companies), July 2026. Dismiss prevalence is a lower bound; 39% of the 4,406 total CTA rows are role='unknown'.
- [2] Lazyweb Research analysis of 196 dismiss-role paywall CTAs (mobile app corpus, 64 companies), July 2026. Top dismiss-role CTA texts by frequency.

## Related questions

- [What Percent Of Paywalls Have A Visible Dismiss Option?](https://www.lazyweb.com/research/what-percent-of-paywalls-have-a-visible-dismiss-option)
- [What Is The Most Common Dismiss Button Copy On Paywalls?](https://www.lazyweb.com/research/what-is-the-most-common-dismiss-button-copy-on-paywalls)
- [How Do Apps Let Users Exit The Paywall — X Button, 'Maybe Later', Or Not At All?](https://www.lazyweb.com/research/how-do-apps-let-users-exit-the-paywall)