Learn which Apple App Analytics metrics you should know for your app

Silke Glauninger
Jul 26, 2017 · 5 min read

Update: iTunes Connect App Analytics got new data points, which means, you can now break down app-based key metrics to source types like App Store Search or App Store Browsing. Read more about this in our new blog post.

In 2015, Apple released the Apple App Analytics. The tool measures the performance of your app regarding engagement, campaigns, impressions, sales, downloads, etc. The idea is to show you how people are finding your app, track and measure campaigns, to check the retention of users and also to provide more relevant information that can help you with a marketing plan for your app. To use the platform is simple, you just need to have the Admin, Finance or Sales role in iTunes Connect.



When you start using App Analytics, you might bump into some concepts and definitions that are really important for you to know their meanings to come up with a perfect marketing plan for your app. So here is a compact overview of what you can find on iTunes Connect App Analytics and what it means.

If you want a compact explanation of all available app metrics at a glance, download the free App Store Analytics Cheat Sheet.

Download the Free Cheat Sheet

App Analytics Overview & Key Metrics

Page Views is about the app store product page views App Units is the number of times, your app was downloaded for the first time Sales is the sum of purchasing apps, app bundles and in-app purchases Sessions is basically the number of times, your app has been used for at least 2 seconds. If the app is in the background and only used later, it counts as a new session; Active devices is about the number of devices that had at least one active session in that period; In this section, you can also check the best performance per country;

App Analytics app-based Metrics

App Analytics Sources Tab

App Analytics Retention Section

App Analytics Key Performance Indicators

  • Find out your overall Conversion Rate: How many impressions vs. installs do you get? If your conversion rate is too low, you should think about polishing your app store appearance.
  • Get to know the Conversion Rate per Campaign: calculate the conversion rate of each campaign and see which marketing activity converted users and which didn’t.
  • Consider your App Store Optimization value: by regarding the total reached installs, website units and campaign units, you will find out the organic download share. Keep organic installs as high as possible by doing App Store Optimization.

Last, but not least we have prepared some useful tips for you to cope with app-based metrics for efficient analyses.

  • Know where the data comes from;
  • Understand which data is relevant;
  • Chose the time period wisely to compare data;
  • Be aware of the time zone when comparing data from different sources.
  • Use tools like App Radar ASO Tool for more insights

Find out more about App Radar here.

App Radar Behind the Scenes

Startup Life: Check out what is happening behind the scenes of App Radar

Silke Glauninger

Written by

Always looking for new spots to explore and innovative ideas 🚀 Product Management | Marketing | Startup

App Radar Behind the Scenes

Startup Life: Check out what is happening behind the scenes of App Radar

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