Reference

Sales and Trends metrics and dimensions

Sales and Trends estimates the USD amount of sales and proceeds on the App Store based on a rolling average of the previous month's exchange rates. Learn more.

Metrics

Term

Definition

Page

Active Paid Subscriptions

The total number of auto-renewable subscriptions currently active, including paid subscription offers and introductory offers. Excluding Free Trials and marketing opt-ins. Subscriptions are active during the period for which the customer has paid without cancellation.

Subscriptions

Auto-renewable Subscriptions

A product that allows users to purchase dynamic content for a set period. This type of subscription renews automatically unless canceled by the user. For example, monthly subscriptions for an app offering streaming services.

Subscriptions

Introductory Offer

A period during which the subscription is provided at discounted price or at no cost, after which it is automatically renewed, unless the subscriber cancels. Introductory Pricing types include: Pay Up Front, Pay As You Go, and Free Trials.

Subscriptions

In-App Purchases

The number of in-app purchases. Restored purchases aren't counted.

Sales

Marketing Opt-In

The action taken by a subscriber to elect to share personal information. This applies to Magazines & Newspapers apps that use Newsstand Kit and offer auto-renewable In-App Purchase subscriptions.

Subscriptions

Non-Renewing Subscriptions

A product that allows users to purchase a service and use it for a limited duration. The content of this in-app purchase can be static. This type of subscription does not renew automatically. For example, a one year subscription to a catalog of archived articles.

Subscriptions

Pre-Orders

The total number of pre-orders placed, minus cancellations.

Sales

Proceeds (Developer Proceeds)

The estimated amount of proceeds you will receive from your sales. This is the Customer Price minus applicable taxes and Apple’s commission, per Schedule 2 of your Paid Applications agreement. For actual proceeds based on closed transactions, visit Payments and Financial Reports.

Sales

Sales

The total amount billed to customers for purchasing apps, app bundles, and In-App Purchases. Taxes are only included in the sales if those taxes were included in the App Store price. Note that sales totals aren't the same as your proceeds.

Sales

Subscription Sales

The total amount billed to subscribers, in U.S. dollars. Taxes are only included in sales if those taxes were included in the App Store price. Note that sales totals aren't the same as your proceeds.

Subscriptions

Subscription Units

The total number of subscription purchases, renewals, and reactivations. Excludes free trials. Includes paid subscriptions with introductory pricing. Refunds subtract from the total. For example, if a customer purchases a subscription and then renews, two units are counted. If a refund is issued for the renewal, the total is reduced by one.

Subscriptions

App and Bundle Units

The number of first-time purchases of your app or bundle. An app unit or bundle unit is counted when a customer taps the ‘Buy’ or ‘Get’ button for the first time. App updates, downloads from the same Apple ID onto other devices, and redownloads to the same device aren't counted. Family Sharing downloads are included for free apps, but not for paid apps.

Sales

In-app purchases

The number of in-app purchases, including consumables, non-consumables, auto-renewable subscriptions, and non-renewable subscriptions. In-app purchases restored by users aren't counted. For more information, visit in-app purchase types.

Sales

Dimensions and Filters

Term

Definition

Page

App

The app, by name or Apple ID.

Filter by app to see data for its associated auto-renewable subscriptions.

Subscriptions

Cancellation reasons

The reason why the subscription was canceled. Visit Cancellation reasons.

Subscription State

Category

The App Store category of your app, for example Games, or Food & Drink.

Sales

Client

A dimension that indicates where the purchase happened. Values include: App Store (for iOS, iPadOS, tvOS, and visionOS), App Store for iMessage, and News (Apple News).

Sales

Complete My Bundle (CMB)

The action taken by a customer to purchase the remaining apps in a bundle beyond those already purchased.

Sales

Content

The app or in-app purchase, by name or Apple ID.

Filter by app to see data for the app, excluding associated in-app purchases. Or, filter by one or more in-app purchases.

Sales

Content Type

The content type of your app. This includes App, App Bundle, and In-App Purchases for iOS apps, iPadOS apps, Mac apps, tvOS apps, and visionOS apps.

Sales

Current State

The state your subscription is in. For example, introductory offer, promotional offer, billing retry, etc.

Subscription State

Device

The device on which your app was downloaded. Values include: iPhone, iPad, iPod touch, Desktop, Apple TV, or Apple Vision.

Note: iOS compatible apps can be purchased through iTunes on older devices.

Sales

Event Type

The type of subscription event. For a complete list of subscription events by type, visit Subscription events.

Subscription Event

Parent App

The app, by name or Apple ID.

Filter by parent app to see data for the app and its associated in-app purchases.

Sales

Preserved Pricing

Whether or not the subscription has preserved pricing enabled. Can be either Preserved Price or Non-Preserved Price. For more information, visit Manage pricing for auto-renewable subscriptions

Subscription State, Subscription Event

Promotional Offer

The promotional offer reference name used in App Store Connect when setting up the offer.

Note: Promotional offers are surfaced in Sales and Trends once a transaction is associated with the offer.

Subscription State, Subscription Event

Store Currency

The currency of the App Store on which your app was purchased.

Note: When filtering by store currency, the sales reflected only represent purchases made in that currency. The figures are not your total sales converted into the selected currency.

Sales

Subscription

One of your app’s auto-renewable subscription offerings.

Filter by one or more auto-renewable subscriptions.

Subscriptions

Duration

Duration of the auto-renewable subscription: 3, Days, 1 Week, 2 Weeks, 1 Month, 2 Months, 3 Months, 6 Months, or 1 Year.

Filter by subscription duration to see data for subscriptions with that duration.

Subscriptions

Territory

The App Store country or region in which purchases were made, based on the customer’s billing address.

Sales, Subscriptions

Transaction Type

The transaction type of the download. Values include: Free, Paid, Redownload, Refund, and Updates. Paid indicates transactions with payment by the customer. Free indicates free transactions, including free trial transactions.

Sales

Version

The version of your app displayed on the App Store.

Sales

Performances Rates and Ratios

Term

Definition

Page

Retention Rate

The number of subscriptions that renewed during a specific period, divided by the number of subscriptions that were up for renewal during the same period. Upgrades, downgrades, and crossgrades do not count as a subscription renewal. Average retention rate is the average of these rates across the last 12 months.

Subscription Summary

Introductory Offer Conversion Rate

The number of introductory offer subscriptions that converted to a standard price divided by the number of introductory offer subscriptions that ended in the past 30 days.

Subscription Retention

Promotional Offer Conversion Rate

The number of Promotional Offer subscriptions that converted to a standard price divided by the number of Promotional Offer subscriptions that ended in the past 30 days.

Subscription Retention