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Benchmarks

Peer group benchmarks

Peer group benchmarks help you understand how your app's performance compares to similar apps on the App Store. This helps put your performance into context, and shows whether your results are typical, above average, or lagging behind peers with comparable characteristics.

Benchmarks are especially useful when you're prioritizing improvements, or setting realistic goals. They help answer questions like: Is this retention rate good? Is our conversion rate competitive? Are crashes unusually high for apps like ours?

What peer group benchmarks measure

Benchmarks compare your app's metrics against aggregated performance data from a peer group of similar apps. Depending on your app type and eligibility, benchmarks may be available for metrics such as:

Metric

Definition

Conversion Rate

Total downloads and pre-orders divided by unique device impressions. When a user pre-orders an app, it counts towards the conversion rate. It's not counted again when the app downloads to their device.

Day 1 Retention

The percentage of active devices that installed the app in the selected week and opened the app 1 day after install.

Day 7 Retention

The percentage of active devices that installed the app in the selected week and opened the app 7 days after install.

Day 28 Retention

The percentage of active devices that installed the app in the selected week and opened the app 28 days after install.

Crash Rate

Crashes divided by total sessions.

Proceeds per Paying User

Total proceeds (including In-App Purchases) divided by paying users.

Day 35 Download to Paid Conversion

The percentage of first-time downloads or redownloads that were followed by an In-App Purchase within 35 days of download.

Day 35 Proceeds per Download

The average amount of proceeds generated within 35 days of download or redownload during the specified time period.

Each benchmark represents a distribution of performance across the peer group, allowing you to see where your app falls relative to others.

Benchmarks are designed to provide directional insight, not an exact ranking. They’re best used to understand relative performance rather than to draw precise competitive conclusions.

Privacy and data availability

Peer group benchmark values are only used to provide you with relevant comparisons that help you improve your apps. When creating peer group values, we use a technique called differential privacy, which is the gold standard for ensuring that individual values within a group remain private. Every week, we ensure that each peer group has at least a certain number of apps before it’s released, and we add a certain amount of noise to each data point to provide an extra layer of protection. Apple’s own apps are also included where the customer journey is directly comparable to help create a full and complete picture of performance for a particular category, business model, and download volume tier.

Peer group benchmarks are based off App Store, app usage, and transaction data from devices running a minimum of iOS 8, macOS 11, or tvOS 9. Peer group benchmarks only use app usage data from users who’ve agreed to share their app analytics with app developers.

View app benchmark data

  1. In Apps, select the app you want to view.

  2. Click the Analytics tab.

  3. In the sidebar, click Benchmarks.

  4. View the Benchmarks dashboard to compare your app’s performance across a variety of metrics. Available benchmark metrics include download conversion rate, proceeds per paying user, crash rate, and retention metrics. In each metric widget, you can view how your app compares to your peer group’s 25th, 50th, and 75th percentile values.

    By default, peer groups for your app's primary App Store category and business model are displayed, showing data from the most recent week benchmarks are available. To view peer groups for subcategories or secondary categories, click the peer group name. To view data for apps in all categories using the same business model as yours, select All Categories.

    If your assigned peer group is too small to display a benchmark, select a different group using the category menu. Keep in mind that if your app is a free app, a benchmark for proceeds per paying user won’t display.

  5. Click View Trends next to any of the performance metrics to open a detailed view containing a graph that illustrates your app’s performance over time. You can view a more granular peer group by further refining the data by app download volume.

    The detailed view opens with the last 26 weeks displayed by default. Click the date picker to select a different date range.

  6. Next to Compare To, select a peer group percentile to compare your app against a different percentile value. This returns a dotted line on the graph to illustrate the performance of your peer group's apps compared to yours.