Incipia blog

iTunes Connect App Analytics Update: App Store Impressions

Gabe Kwakyi | June 15, 2016

itunes connect app analytics dashboard

Learn about iTunes Connect's new App Analytics impression and product page view data and stay up-to-date on the latest trends in app store optimization by bookmarking our ASO posts page.

*Updated 11/30/16

There's more news from Apple!

This time, Apple is adding a new data point to the iTunes Connect App Analytics update by breaking out app store impressions (app preview) from product page (app listing) views

An app store impression occurs when people see a preview of your app listing, such as after searching a keyword below:

app store impression

A product page view occurs when a user actually clicks into your app page, such as Spotify's app page, here:

product page

Starting in May, 2016, app developers and marketers will start to see app store impressions and product page views in the iTunes connect dashboard; the former will always be higher than the latter due to product page vies being counted, by definition, as impressions.

Additionally, here are some definitions of different important app analytics terms, per Apple's App Analytics documentation.

  • Impressions:
    • The number of times your app was viewed on the App Store for more than one second. This includes search results, Featured, Explore, Top Charts and app Product Page Views. Apps listed in Updates in the App Store app are not included.
  • Product Page View:
    • The number of times your app’s App Store page has been viewed on a device using iOS 8 and tvOS 9 or later.
  • App Units:
    • The number of first-time app purchases (which includes both paid and free apps) made on the App Store using iOS 8 and tvOS 9 or later. App updates, downloads from the same Apple ID onto other devices, and redownloads to the same device are not counted. Family Sharing downloads are included for free apps, but not for paid apps.
  • App Installations:
    • The total number of times your app has been installed on an iOS device with iOS 8 and tvOS 9 or later. Redownloads on the same device, downloads to multiple devices sharing the same Apple ID, and Family Sharing installations are included. App updates aren’t counted. Totals are based on app users who agree to share their data with you.
  • In-App Purchases:
    • The number of first-time purchases of an In-App Purchase on a device using iOS 8 and tvOS 9 or later. Restored In-App Purchases, whether on the same or on a different device, are not counted.
  • 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. Totals are based on app users who agree to share their data with you.

Here are some good things to keep in mind when looking at iTunes Connect app analytics data:

  • App units are first time downloads, while installations are all downloads, including updating to the newest app version.
  • This change was made partly in order to support the launch of Apple search ads (to provide more visibility into keyword searches) and to increase the perceived value of Apple’s upcoming ads by showing the visibility impact of keyword searches. It's also possible that Apple will use this data point to create the ability to attribute “view-through” installs like Google and Facebook.
  • While direct URL clicks to your app’s store page do produce a new app store search impression, you should still use product page views to analyze your external marketing efforts, because app impressions can include app views not influenced by your external marketing efforts, like category views.
  • Unfortunately, it is still impossible to distinguish how many impressions, product page views or app units came only from keyword searches (branded or non-branded), category views or features.
    • Hopefully, though, this continued improvement in transparency in App Analytics plus the new App Store Search Ads means that we will likely soon see keyword-attributed impressions/installs/revenue in the iTunes Connect dashboard. Finally!
  • Because impressions are influenced by searches (but not product page views), you can now measure the effectiveness of your app preview elements (title, current star rating and number of ratings, first two screenshots, icon and developer name) at being able to turn an app impression into a product page view. Just be aware that Apple does count direct product page views in the app impressions statistic.
  • Based on the fact that A) Apple's documentation calls an impression (any time your app was viewed) and B) Apple's documentation does not make any reference to a de-duplication of product page views in impressions, it's likely that product page views are double counted as both PPVs and impressions.

That's all for now, folks! Be sure to bookmark our blog, sign up to our email newsletter for new post updates and reach out if you're interested in working with us.

Stay up-to-date on the latest trends in app store optimization by bookmarking our ASO posts page.

Incipia is a mobile app development and marketing agency that builds and markets apps for companies, with a specialty in high-quality, stable app development and keyword-based marketing strategy, such as App Store Optimization and Apple Search Ads. For blog/video or speaking requests, business or press inquiries please contact us or send an inquiry to hello@incipia.co.