App Store Connect Analytics Help
Metric definitions
Metrics are the quantitative measurements that help you understand how your app is performing across the user journey—from discovery to download to long-term engagement. They provide the data you need to evaluate your app's health and make informed decisions about your strategy.
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App Store metrics: Measure how users discover your app, including impressions, product page views, and conversion rate, helping you understand the effectiveness of your App Store presence.
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Downloads metrics: Measure first-time downloads, redownloads, and total downloads, showing how your acquisition efforts translate into installs.
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Sales metrics: Capture revenue performance, including proceeds, In-App Purchases, paying users, and refund data.
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Usage metrics: Reveal how users engage with your app after downloading, including installations, sessions, active devices, crashes, and deletions.
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In-App Event metrics: Measure the performance of your In-App Events on the App Store, including event impressions, page views, and user actions like reminders and notification taps.
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Subscription metrics: Provide a comprehensive view of your subscription business, including subscriber state, lifecycle events like trial starts and renewals, and key rates like conversion and monthly recurring revenue.
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App Clip metrics: Measure how users discover and engage with your App Clip, including card views, installations, sessions, and crashes.
Some metrics are only available if certain app features are enabled—for example, subscription metrics require auto-renewable subscriptions, and In-App Event metrics only appear after your app receives five first-time downloads from at least one In-App Event. Usage data is based on users who have opted in to share their analytics with you.
You can filter each metric by various dimensions to dig deeper into your data—for example, viewing downloads by territory or narrowing your view to a specific device type. Learn more about filters and dimensions.
App Store metrics
Available once you have at least five first-time downloads or pre-orders for your app.
|
Metric |
Definition |
|---|---|
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Impressions |
The number of times your app was viewed on the Today, Games, Apps, and Search tabs of the App Store for more than one second. Includes product page views. |
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Impressions (Unique Devices) |
The number of unique devices that have viewed your app on the Today, Games, Apps, and Search tabs of the App Store. Includes unique product page views. |
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Conversion Rate |
Total downloads and pre-orders divided by unique device impressions. When a user pre-orders an app, it counts towards your conversion rate. It is not counted again when it downloads to their device. |
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Product Page Views |
The total number of times your App Store product page was viewed. Includes when apps use StoreKit to load your product page. |
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Product Page Views (Unique Devices) |
The number of unique devices that have viewed your App Store product page. Includes when apps use StoreKit to load your product page. |
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Pre-Orders |
The total number of pre-orders placed, minus cancelations. |
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Updates |
The total number of app updates. Includes auto-updates. |
Downloads metrics
Available once you have at least five first-time downloads for your app.
|
Metric |
Definition |
|---|---|
|
First Time Downloads |
The number of first-time downloads on devices with iOS, macOS, tvOS, or visionOS. |
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Redownloads |
The total number of redownloads of your app on the App Store. Does not include auto-updates or device restores. Counted when a customer clicks the redownload button. |
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Total Downloads |
The sum of First Time Downloads and Redownloads. |
Sales metrics
Available for apps with In-App Purchases, subscriptions, and paid apps.
|
Metric |
Definition |
|---|---|
|
In-App Purchases |
The number of In-App Purchases on devices running a minimum of iOS 8, macOS 10.14.1, tvOS 9, or visionOS 1. Introductory price subscriptions and subscription renewals are included in this metric. Restored In-App Purchases, whether on the same or different device, are not counted. |
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Proceeds |
The estimated amount of proceeds you will receive from your sales on the App Store. This is the customer price minus applicable taxes and Apple's commission, per Schedule 2 of the Paid Apps Agreement. |
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Sales |
The total amount billed to customers for purchasing apps, app bundles, and In-App Purchases on the App Store. Taxes are only included in the sales if those taxes were included in the product price. Note that sales totals are not the same as your proceeds. Locate your payments in Payments and Financial Reports on App Store Connect if you have the Admin or Finance roles. |
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Paying Users |
The number of unique users, based on Apple Account, that paid for an app or an In-App Purchase on the App Store. |
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Refunded Proceeds |
Total proceeds that have been refunded during the selected reporting period. |
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Refunded Sales |
Total sales that have been refunded during the selected reporting period. |
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Refunded Purchases |
Total number of purchases that have been refunded during the selected reporting period. |
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Proceeds Refund Rate |
The percent of proceeds that have been refunded during the selected reporting period. |
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Sales Refund Rate |
The percent of sales that have been refunded during the selected reporting period. |
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Purchase Refund Rate |
The percent of purchases that have been refunded during the selected reporting period. |
Usage metrics
Available when you have at least five active devices within the selected date range. Usage data totals are based on App Store users who opt-in to share their data with you.
|
Metric |
Definition |
|---|---|
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Installations |
The total number of times your app has been installed on devices running a minimum of iOS 8, macOS 11, tvOS 9, or visionOS 1. Redownloads on the same device, downloads to multiple devices sharing the same Apple Account, and Family Sharing installations are included. Only completed installations are counted. Failed or incomplete installations are not included. |
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Sessions |
The number of times the app has been used for at least two seconds. If the app is in the background and is later used again, that counts as another session. |
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Active Devices |
The number of devices with at least one session during the selected period. Based on devices running a minimum of iOS 8, macOS 11, tvOS 9, or visionOS 1. |
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Active in Last 30 Days |
The number of active devices with at least one session during the previous 30 days. |
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Crashes |
The total number of crashes on devices running a minimum of iOS 8, macOS 11, tvOS 9, or visionOS 1. Get detailed crash logs and crash reports in Xcode, such as unique totals for each type of crash and how many users experienced it. Learn more about acquiring crash reports. |
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Deletions |
The number of times your app was deleted on devices running a minimum of iOS 12.3, macOS 11, tvOS 9, or visionOS 1. This data includes deletions of the app from the Home Screen and deletions of the app through Manage Storage. Data from resetting or erasing a device's content and settings is not included. |
In-App Event metrics
Available only if your app has received five first-time downloads from at least one In-App Event. Otherwise, this data won't appear.
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Metric |
Definition |
|---|---|
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Event Impressions |
The total number of times your In-App Event was viewed on the App Store and Apple Games. Includes event detail page views and event card views. |
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Event Impressions (Unique) |
The number of unique devices that viewed your In-App Event on the App Store and Apple Games. Includes event detail page views and event card views. |
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Event Page Views |
The total number of times your In-App Event details page was viewed on the App Store and Apple Games. |
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Event Page Views (Unique) |
The total number of devices that viewed your In-App Event details page on the App Store and Apple Games. |
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App Opens |
The number of times users opened your app by clicking on a link from your In-App Event card. |
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Reminders |
The number of times users tapped on the reminder button to request a notification when your app begins. Canceled reminders are subtracted from the total. |
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Notification Taps |
The number of times users tapped on a notification that your In-App Event is about to start. |
Subscription states
Available once your app has sold at least one subscription, unless otherwise noted in the Feature adoption column.
|
Metric |
Definition |
Grouping |
Feature adoption |
|---|---|---|---|
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Active Plans (All) |
The total number of active subscriptions, including free trials, paid offers, and paid subscriptions. Does not include plans in billing retry or grace period. |
Active Plans |
N/A |
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Subscription Offers (All) |
The number of active free trials and paid offers. |
Subscription Offers |
Subscription Offer |
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Free Trials |
Number of active subscriptions in a free trial state. |
Subscription Offers |
Free Trials |
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Paid Offers |
Number of active subscriptions in a paid offer state. |
Subscription Offers |
Paid Offers |
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Paid Plans (All) |
The number of active full-price, preserved-price, and contingent-price subscriptions. |
Paid Plans |
N/A |
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Full Price |
Number of active subscriptions paying the full subscription price. |
Paid Plans |
N/A |
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Preserved Price |
Number of active subscriptions paying a preserved price. |
Paid Plans |
Preserved Price |
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Contingent Price |
Number of active subscriptions paying a contingent price. |
Paid Plans |
Contingent Price |
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Billing Issue (All) |
Number of active subscriptions that failed to renew because of a billing issue, and Apple is attempting to recover the payment. |
Billing Issue |
N/A |
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Grace Period |
Number of active subscriptions with a billing issue in a billing grace period. |
Billing Issue |
Grace Period |
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Billing Retry |
Number of active subscriptions with a billing issue, and not in a billing grace period. |
Billing Issue |
N/A |
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Churned (All) |
Number of inactive subscriptions. Only subscriptions that churned within the last two years are reported. |
Churned |
N/A |
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Voluntary Churn |
Number of inactive subscriptions that churned because the user chose to cancel. |
Churned |
N/A |
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Involuntary Churn |
Number of inactive subscriptions that churned because of a billing issue and Apple was not able to recover the payment within the 60 day retry window. |
Churned |
N/A |
Subscription events
Available once your app has sold at least one subscription, unless otherwise noted in the Feature adoption column.
|
Metric |
Definition |
Grouping |
Feature adoption |
|---|---|---|---|
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Offer Starts (All) |
The number of offers that began. |
Offer Starts |
Subscription Offer |
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Free Trial Start |
Number of plans beginning a free trial period. |
Offer Starts |
Free Trials |
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Paid Offer Start |
Number of plans beginning a paid offer period. |
Offer Starts |
Paid Offers |
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Offer Renewals (All) |
Number of offers that renewed to the next period. |
Offer Renewals |
Subscription Offer |
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Free Trial Renewals |
Number of free trials that renewed to the next period. |
Offer Renewals |
Free Trials |
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Paid Offer Renewals |
Number of paid offers that renewed to the next period. |
Offer Renewals |
Paid Offers |
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Paid Subscriptions from Offers (All) |
Number of offers that converted into full price subscriptions. |
Paid Subscriptions from Offers |
Free Trials |
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Full Price from Free Trial |
Number of free trials that converted into full price subscriptions. |
Paid Subscriptions from Offers |
Free Trial |
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Contingent Price from Free Trial |
Number of free trials that converted into contingent price subscriptions. |
Paid Subscriptions from Offers |
Free Trials and Contingent Price |
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Full Price from Paid Offer |
Number of paid offers that converted into full price subscriptions. |
Paid Subscriptions from Offers |
Paid Offers |
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Contingent Price from Paid Offer |
Number of paid offers that converted into contingent price subscriptions. |
Paid Subscriptions from Offers |
Paid Offer and Contingent Price |
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Paid Subscription Starts (All) |
The number of new paid subscriptions that began. |
Paid Subscription Starts |
N/A |
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Full Price Subscription Start |
Number of new subscriptions that began at full price. |
Paid Subscription Starts |
N/A |
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Contingent Price Subscription Start |
Number of new subscriptions that began at a contingent price. |
Paid Subscription Starts |
Contingent Price |
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Renewals (All) |
The number of paid subscriptions that renewed. |
Renewals |
N/A |
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Full Price Renewals |
Number of full price subscriptions that renewed at full price. |
Renewals |
N/A |
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Preserved Price Renewals |
Number of preserved price subscriptions that renewed at a preserved price. |
Renewals |
Preserved Price |
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Contingent Price Renewals |
Number of contingent price subscriptions that renewed at a contingent price. |
Renewals |
Contingent Price |
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Contingent Price Renewal from Full Price |
Number of renewals that changed to contingent price from full price. |
Renewals |
Contingent Price |
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Contingent Price Renewal from Preserved Price |
Number of renewals that changed to contingent price from preserved price. |
Renewals |
Contingent Price and Preserved Price |
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Full Price Renewal from Contingent Price |
Number of renewals that changed to full price from contingent price. |
Renewals |
Contingent Price |
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Preserved Price Renewal from Contingent Price |
Number of renewals that changed to preserved price from contingent price. |
Renewals |
Contingent Price and Preserved Price |
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Preserved Price Renewal from Full Price |
Number of renewals that changed to preserved price from full price. |
Renewals |
Preserved Price |
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Full Price Renewal from Preserved Price |
Number of renewals that changed to full price from preserved price. |
Renewals |
Preserved Price |
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Entered Billing Issue (All) |
The number of subscriptions that entered a billing issue state. |
Entered Billing Issue |
N/A |
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Entered Grace Period from Full Price |
Number of full-price subscriptions that entered a grace period after a failed renewal. |
Entered Billing Issue |
Grace Period |
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Entered Grace Period from Contingent Price |
Number of contingent-price subscriptions that entered a grace period after a failed renewal. |
Entered Billing Issue |
Grace Period and Contingent Price |
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Entered Grace Period from Preserved Price |
Number of preserved-price subscriptions that entered a grace period after a failed renewal. |
Entered Billing Issue |
Grace Period and Preserved Price |
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Entered Grace Period from Free Trial |
Number of free trials that entered a grace period due to failed billing. |
Entered Billing Issue |
Grace Period and Free Trial |
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Entered Grace Period from Paid Offer |
Number of paid offers that entered a grace period due to failed billing. |
Entered Billing Issue |
Grace Period and Paid Offer |
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Entered Billing Retry from Full Price |
Number of full-price subscriptions that entered billing retry after a failed renewal. |
Entered Billing Issue |
N/A |
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Entered Billing Retry from Contingent Price |
Number of contingent-price subscriptions that entered billing retry after a failed renewal. |
Entered Billing Issue |
Contingent Price |
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Entered Billing Retry from Preserved Price |
Number of preserved-price subscriptions that entered billing retry after a failed renewal. |
Entered Billing Issue |
Preserved Price |
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Entered Billing Retry from Free Trial |
Number of free trial conversions that entered billing retry after failed billing. |
Entered Billing Issue |
Free Trial |
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Entered Billing Retry from Paid Offer |
Number of paid offers that entered billing retry after a failed renewal. |
Entered Billing Issue |
Paid Offer |
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Entered Billing Retry from Grace Period (All) |
Number of subscriptions that moved from grace period into billing retry. |
Entered Billing Retry from Grace Period |
Grace Period |
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Recoveries from Billing Issue (All) |
The number of subscriptions that recovered from a billing issue. |
Recoveries from Billing Issue |
N/A |
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Full Price Recoveries from Grace Period |
Number of subscriptions that recovered from grace period and renewed at full price. |
Recoveries from Billing Issue |
Grace Period |
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Contingent Price Recoveries from Grace Period |
Number of subscriptions that recovered from grace period and renewed at contingent price. |
Recoveries from Billing Issue |
Contingent Price and Grace Period |
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Preserved Price Recoveries from Grace Period |
Number of subscriptions that recovered from grace period and renewed at preserved price. |
Recoveries from Billing Issue |
Preserved Price and Grace Period |
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Paid Offer Recoveries from Grace Period |
Number of subscriptions that recovered from grace period into a paid offer period. |
Recoveries from Billing Issue |
Paid Offer and Grace Period |
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Full Price Recoveries from Billing Retry |
Number of subscriptions that recovered from billing retry and renewed at full price. |
Recoveries from Billing Issue |
N/A |
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Contingent Price Recoveries from Billing Retry |
Number of subscriptions that recovered from billing retry and renewed at contingent price. |
Recoveries from Billing Issue |
Contingent Price |
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Preserved Price Recoveries from Billing Retry |
Number of subscriptions that recovered from billing retry and renewed at preserved price. |
Recoveries from Billing Issue |
Preserved Price |
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Paid Offer Recoveries from Billing Retry |
Number of subscriptions that recovered from billing retry into a paid offer period. |
Recoveries from Billing Issue |
Paid Offer |
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Involuntary Churns (All) |
The number of subscriptions that churned due to billing issues. |
Involuntary Churns |
N/A |
|
Involuntary Churns from Free Trials |
Number of free trial subscriptions that ended due to payment failure. |
Involuntary Churns |
Free Trial |
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Involuntary Churns from Paid Offers |
Number of paid offer subscriptions that ended due to payment failure. |
Involuntary Churns |
Paid Offer |
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Involuntary Churns from Full Price |
Number of full-price subscriptions that ended due to payment failure. |
Involuntary Churns |
N/A |
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Involuntary Churns from Contingent Price |
Number of contingent-price subscriptions that ended due to payment failure. |
Involuntary Churns |
Contingent Price |
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Involuntary Churns from Preserved Price |
Number of preserved-price subscriptions that ended due to payment failure. |
Involuntary Churns |
Preserved Price |
|
Voluntary Churns (All) |
The number of subscriptions that churned due to user cancellation. |
Voluntary Churns |
N/A |
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Voluntary Churns from Free Trials |
Number of free trial subscriptions that ended by user cancellation. |
Voluntary Churns |
Free Trial |
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Voluntary Churns from Paid Offers |
Number of paid offer subscriptions that ended by user cancellation. |
Voluntary Churns |
Paid Offer |
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Refunds from Paid Offers |
Number of paid-offer plans that were refunded. |
Voluntary Churns |
Paid Offer |
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Voluntary Churns from Full Price |
Number of full-price subscriptions that ended by user cancellation. |
Voluntary Churns |
N/A |
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Voluntary Churns from Contingent Price |
Number of contingent price subscriptions that ended by user cancellation. |
Voluntary Churns |
Contingent Price |
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Voluntary Churns from Preserved Price |
Number of preserved price subscriptions that ended by user cancellation. |
Voluntary Churns |
Preserved Price |
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Refunds from Full Price |
Number of full-price transactions that were refunded. |
Voluntary Churns |
N/A |
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Refunds from Contingent Price |
Number of contingent-price transactions that were refunded. |
Voluntary Churns |
Contingent Price |
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Refunds from Preserved Price |
Number of preserved-price transactions that were refunded. |
Voluntary Churns |
Preserved Price |
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Exits (All) |
The number of full-paid plans and offers that ended because a different full-paid plan or offer began. |
Exits |
N/A |
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Plan Changes |
Number of plans where the user chose to upgrade, crossgrade, or downgrade to a different plan. |
Exits |
N/A |
|
Offer to Offer |
The number of offers that changed to a different offer. |
Exits |
Subscription Offer |
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Offers from Paid |
The number of existing paid subscriptions that changed to an offer. |
Exits |
Subscription Offer |
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Extensions (All) |
The total number of subscriptions that were provided with a renewal extension. |
Extensions |
N/A |
|
Free Trial Extensions |
The number of free trials that were provided with a renewal extension. |
Extensions |
Free Trial |
|
Paid Offer Extensions |
The number of paid offers that were provided with a renewal extension. |
Extensions |
Paid Offer |
|
Contingent Price Extensions |
The number of contingent price subscriptions that were provided with a renewal extension. |
Extensions |
Contingent Price |
|
Preserved Price Extensions |
The number of preserved price subscriptions that were provided with a renewal extension. |
Extensions |
Preserved Price |
Subscription rates
Available once your app has sold at least one subscription, unless otherwise noted in the Feature adoption column.
|
Metric |
Definition |
Feature adoption |
|---|---|---|
|
Conversion Rate (All) |
The percentage of completed offers that converted to a paid subscription. |
Subscription Offer |
|
Trial to Paid Conversion |
The percentage of completed trial offers that converted to a paid subscription. |
Subscription Offer and Free Trial Offers |
|
Paid Offer to Paid Conversion |
The percentage of completed paid offers that converted to a paid subscription. |
Subscription Offer and Paid Offers |
|
Monthly Recurring Revenue |
The amount of revenue earned from active paid subscriptions, normalized to a monthly timeframe. |
N/A |
App Clip metrics
Available when you have at least five App Clip active devices within the selected date range. App Clip totals are based on App Store users who opt-in to share their data with you.
|
Metric |
Definition |
|---|---|
|
App Clip Card Views |
The number of times a card for this App Clip has been invoked by a device on iOS 14 or later. |
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App Clip Card Views (Unique) |
The unique number of devices that invoked a card for this App Clip on iOS 14 or later. |
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App Clip Installations |
The number of times an App Clip has been installed on a device. An App Clip installation occurs when a user taps the Open button on an App Clip Card. Once an App Clip is installed on a user's device, it will remain installed for a period of seven days. If the same user installs the app a second time after the seven-day period has ended, a second installation will be counted. |
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App Clip Sessions |
The number of times the App Clip has been used for at least one second. |
|
App Clip Active Devices |
The unique number of devices with at least one App Clip session. |
|
App Clip Crashes |
The total number of times the App Clip has crashed. |