Discover how users find and interact with your app or game using analytics in App Store Connect. Use these insights to process refunds effectively. Find your app and grow your business on the App Store.
What’s New
- Access 100+ new metrics to track monetization and subscription performance of your in-app purchases and offers.
- New cohort features let you analyze user behavior by attributes like download date, source, offer, or start date. For example, after launching in a new region, see how quickly those users make purchases compared to users in other regions.
- Peer group benchmarks now include download-to-paid conversion and proceeds per download, so you can compare your app with others.
- Export new subscription reports via the Analytics Reports API for offline analysis or integration with your data systems.
- Apply up to seven filters to your metrics for deeper insights.
User Acquisition
Discover how people find and download your apps and games. Improve your marketing by leveraging this information. Access acquisition data for iOS, iPadOS, macOS, tvOS, and VisionOS apps.
App Downloads
To see your app or game’s total downloads, check Total downloads in the Overview section of Analytics. This includes new and repeat installs. Break down the data by territory, device, and source for more detail.
On the Sources page in the Acquisition section, view downloads by browsing, referral, or search. Assess how effective each channel is.
Conversion Rate
Your conversion rate shows how often people download your app after seeing it on the app store. It’s calculated by dividing total downloads (both first-time and re-downloads) by unique impressions, which count daily app icon views. For example, if your app icon has 100 unique impressions and 50 downloads in a day, your conversion rate is 50%.
Measure and track your performance over time, and view conversion rates by source type to identify which sources work best. Filter by a specific source for more details. Use this data to assess how changes to your product page, like a new app icon, affect your conversion rate. Compare your conversion rate to similar apps or games with peer group benchmarks, and make improvements as needed. Apply app store features, including:
- Monitor your published in-app events to assess engagement and identify top performers.
- Review each custom product page to evaluate its effectiveness in driving downloads and re-downloads.
- Compare how different versions of your product page perform and decide whether to implement changes to your main page based on data.
Campaign Performance
Add campaign links to your marketing channels social media, email, ads, or cross-promotion to track effectiveness. These direct users to your app’s product page. Create unique links for each variant to track what drives downloads. Apply successful elements to custom pages or tests. For campaign details, check conversion rates and filter by campaign.
Pre-orders
Before releasing your app, offer it as a pre-order on the App Store so users can order early and have it automatically download to their devices when it becomes available. Analytics tracks the number of pre-orders; after release, view the downloads and sales from pre-orders.
User Participation
Track user activity by monitoring active devices, sessions, retention, and source across Apple platforms. Data only includes users who come to the U. Consented to share diagnostics and usage information.
Active Devices and Sessions
Use active devices and sessions to measure app usage. Filter or view by:
- Filter by campaign to pinpoint which campaigns attract the most engaged users.
- View by territory to assess regional engagement. If sessions per device are low, consider localization, onboarding clarity, or regional preferences.
- Filter by device to determine which types, such as iPhone, yield higher engagement. Use these insights to prioritize platform optimization.
Retention Rate
Track your retention rate to see the percentage of devices continuing to use your app after download. If retention is low, improve onboarding to boost understanding. Filter by app version to determine whether updates improve daily retention.
- Filter by source type or campaign to see how retention rates vary by acquisition channel or campaign.
Monetization And Business Performance
Track daily app and in-app purchase performance across Apple platforms. Monetization is tracked when transactions begin in the App Store, Apple Games app, or your app. iMessage apps and sticker packs are included with iOS.
In-App Purchases
The App Store provides a powerful commerce system to offer your digital goods, content, and services worldwide. Your overview page summarizes in-app purchase data, including revenue, paying users, and sales, based on the selected time frame across your app, the App Store, and the Games app. You can get additional insights by viewing or filtering this data. For example:
- Measure the growth of a newly launched in-app purchase by territory to understand where users have made the most purchases.
- Filter by name to evaluate the performance of specific in-app purchases.
Sales
View total sales for in-app purchases and bundles under sales metrics in USD, using last month’s rolling-average exchange rates, with refunds included. Sales are logged when transactions start, not when billing completes.
The sales section provides total sales for your chosen time frame and the percent change from the previous period. A daily graph is included. Filter or view by different categories for details like…
- View by territory to see which areas generate the most sales over time. For instance, if a particular region shows higher sales, consider whether local marketing efforts, pricing strategies, or culturally relevant features are contributing to this trend. Click a new territory to view a sales summary and compare it with the previous period. You can also filter by territory and pick specific regions for more details.
Proceeds Per Paying User
A paying user is someone with a unique Apple account who has paid for your app, game, or in‑app purchase, and the proceeds per paying user reflect that. Select the ‘Proceeds ‘metric in the Metrics tab and compare it to the number of paying users. Look for changes in this data across several app versions to see whether the updates have affected user spending. You can also filter this data by different categories for more insight. For example:
- View proceeds per paying user by territory to identify regions with the highest spending. Target these territories for further growth.s.
- Filter by source type to find which sources attract the most paying users.
Take Action on Insights from Peer Group Benchmarks
Peer group benchmarks use data from all apps on the App Store to provide accurate, privacy-focused comparisons across categories, business models, and download volumes. You can see how your app performs compared to similar apps on key metrics, such as conversion rate, retention, crash rate, and average proceeds per paying user. These benchmarks are shown weekly and use the same definitions as app metrics in Analytics.
How Peer Groups Are Created
Peer groups use several attributes to match your app with relevant benchmarks, including:
- App Store category view benchmarks for each app store category you belong to, as long as there are enough apps within that peer group to ensure individual app performance is kept protected. Only apps in the same app store category are grouped within a peer group. So your app will not be included in a category you haven’t selected. You can view which app store categories your app is included in by reviewing your app information in App Store Connect.
- Apps are grouped by business model. In-app purchase apps are freemium or premium; paid apps are considered paid or premium. Subscription business models require freemium or premium apps with at least 50% revenue from subscriptions.
- App store download volume. Apps with lower weekly download volumes are grouped into low, medium, or high.
Improve Your Performance
If you want to improve a specific metric, you can use tools in App Store Connect, like product page optimization, custom product pages, and TestFlight. Here are some options to try:
Conversion Rate
Conversion rate is the percentage of people who download your app after seeing it in the app store. For example, if 100 people view your app and 25 download it, your conversion rate is 25%. A higher rate means you gain users more efficiently. To improve this, you might…
- Set up a product page optimization test. This helps you see which app icons, screenshots, and previews work best. For example, try changing your app icon’s style or color to see if it increases conversions—show or gameplay feature.
- Improve your localization. Make sure your product page and app experience are well localized so they adapt to a variety of cultures and languages. You might prioritize your localization efforts in regions where your app has proven popular.
Monetization Performance
Analytics gives you three monetization benchmarks to help you measure your business performance: conversion to paying users, average proceeds per paying user, and revenue by source or group. These data show where you are strong and where you can improve. If your results are below average, you might
- Identify the top groups and sources driving Day 35 proceeds, and prioritize them for marketing.
- Show the value of in-app purchases if your D35 download-to-paid rate is low and you offer subscriptions or consumable purchases. Consider offering a free trial or a free item during onboarding. This helps users see the value of paid items and may encourage them to purchase.
- If proceeds per paying user lag behind peers, adjust in-app purchase prices or test regional subscription pricing in app analytics.
Crash Rate
Crash rate is defined as the average number of crashes per session during a selected period. For example, if your app has 10 crashes and 100 sessions, your crash rate is 10%. A lower crash rate indicates better app stability. To improve this, you can
- Review crash and deletion data in analytics by platform, app version, and OS to find causes. Use Xcode crash logs for details.
- Use TestFlight to gather useful feedback and identify issues before launch. Invite up to 10,000 testers via email or public link.
User Retention
Retention rate is defined as the percentage of users who return to use your app over a specific period. It is calculated by dividing the number of devices that opened your app after downloading it by the total number of devices that downloaded it on the same day and used it in the last 30 days. For example, if 100 devices downloaded your app on May 1 and 20 are still active on May 8, your day 7 retention rate is 20%.
- Offer in-app events. Use in-app events to highlight new and current updates in your app or game. These events appear on the App Store and the Games app, helping new users find your app, keeping current users informed, and bringing back previous users.
- Review your onboarding to ensure it clearly shows users how to use your app and its value.
Final Proceeds in Payments and Financial Reports
You can view your total monthly proceeds, total units sold, and payment details by territory. Proceeds are paid in your bank account’s currency. To get this information as a monthly report, click the Create Reports button or automate it with the App Store Connect API or Reporter.
You will see the total estimated proceeds at the top of the page until payment is sent to your bank. After the transfer, you will see the total proceeds, which shows the final amount paid for each region and reporting period. The amount you receive may change due to exchange rates and any withholding tax applied at the time of payment.
Data Privacy
At Apple, we build data privacy protections into each of our products and services, including analytics in App Store Connect. App Usage and App Clip Metrics only use data from users who have agreed to share their diagnostics and usage information to protect privacy. Some sources, such as app referrals, web referrals, and campaign links, require a minimum amount of data to appear in analytics. These protections apply throughout analytics, including subscription and cohort views. Peer group benchmarks use differential privacy, the gold standard for protecting individual data. Benchmarks are only derived from data from users who have agreed to share their analytics. When needed, Apple’s own apps may be included in benchmarks to give a more complete view of performance for a business category, business model, or download volume tier.
Source: Measuring app performance
