Analyze App Analytics Across Countries in App Intelligence
With our App Intelligence add-on you can now easily keep track of all of your app’s metrics in one place. All you have to do is connect your iTunes and Google account with AppTweak and create a report in App Intelligence including the apps and countries that you want to monitor.
Once you enter your report you’ll see two new sections in the side menu : my Apple Apps & my Google apps. Let’s explore what’s hiding behind each of these titles!
My Apple Apps : your App Store Connect metrics simplified
In the screenshot above, I can see an overview of my apps’ performance on iOS. This view is a summary of the main KPIs that define an app’s health : App Units, Impressions, Product Page Views as well as the conversion rates. For each of these metrics we will show an overall figure, a split by channel and the three top countries.
If we look at this particular example, we can see that the selected app had 1.12M App Units in the last 30 days. Most of these downloads come from Germany, the UK and Italy. App Store Search and App Store Browse are the best sources.
We can also see that app units have considerably decreased in Germany and in the UK. To understand what movements happened in the past months we can go to the section “App Units” from the menu and take a closer look at the app units history.
On the Apple App Store, download velocity is a very important parameter when it comes to ranking apps. To make sure that your app reaches and remains at the top of the charts or search results, you’ll have to keep the app units high.
In order to grasp what events might have caused the decrease of app units in Germany and the UK, we will view the app units by country and select the right app in the filters.
In the graph above, we can see that the app units have been slowly decreasing since mid February and then all countries suddenly dropped at the end of March.
Another way to look at the data could be by comparing the apps in the report to see if they followed the same trend.
In the example below, we can see that app n°1’s impressions dropped around mid March. The health measures that were taken in several european countries against Covid-19 are the most probable cause of this drop.
In addition, we can observe that the impressions had two boosts : one around February 10th and another one around March 8th. An increase of impressions could be the result of a featuring in the tab Today, Apps or Games of the App Store, it could also come from an intensive advertising campaign (Facebook Ads, Apple Search Ads, Web, App Referrer…) or an event external to the App Store like seasonality, politics, sports, weather, etc. which may affect the app’s industry.
As we can see in the stacked chart, the first boost came from App Store Browse and the second one came from App Store Search. The other sources remained stable.
Finally, the country view suggests that the first peak mostly affected the United Kingdom. Besides, something happened in Germany which might have led to a higher number of users searching for the app 1 on the App Store.
Product Page Views
While we saw that impressions were unusually high in the UK and Germany, this increase didn’t translate in a higher number of Product Page Views in both countries.
Although more users saw the app 1 on March 8th, very few of them actually clicked on the app to see its product page or download the app. This gap between high impressions and low page views leads to a low click-through rate.
Let’s move on to the “Conversion” section to see what insights we can get from there.
On iOS, we can compute three different conversions :
The first one that we call “click-through rate” is actually the ratio of users that saw the app in the App Store and clicked on the app to view the product page.
The second one is the “conversion rate” between users that view the product page and actually clicked on “GET” to download the app.
The last one is the “install rate”. Basically it measures the number of users that viewed the app and downloaded the app either by using the shortcut directly in the apps list or by passing through the product page.
If we go back to the previous example, we can see here that the install rate of app 2 is higher than the install rate of app 1. Nonetheless, App 1 had a very nice growth in the past weeks and is almost at the same level as app 2.
Actually it’s not really a surprise to see these rates go up for app 1 as we saw that impressions have been dropping while other parameters such as page views and app units have remained stable. This means that less users are viewing the app but the ones that do are more likely to download it!
My Google Apps : all of your Google Play Console KPIs in one place
As we move on to the Android apps, we can notice that the metrics that we use to measure the health of the app are slightly different on Google. While Apple keeps track of the app’s impressions and product page views when users are browsing through the store, Google only looks at the users that visited the store listing page. Therefore we won’t compute three different conversion rates but just one : the number of store listing visitors that clicked on “Install” for the first time.
On the Play Store, retention is a key element of the ranking algorithm : the higher the retention rate the higher the visibility of your app in the store (including search results, featurings, similar apps…). That’s why in the Google performance dashboard we added a whole section dedicated to retention.
If we zoom on the number of installers of both apps, we can see that on Google Play no country is really ahead of the others. The installs are very irregular and don’t follow a linear pattern.
To help us interpret this graph we used the recap table below the graph :
Italy, France and Germany have the highest average daily installers and total installers over the past 3 months. Although Ireland has the lowest average installs, it’s the country with the biggest progression compared to the last quarter of 2019.
Store Listing Visitors
Store Listing Visitors of App 2 had a sudden increase in early March. To understand whether this increase was organic or coming from a paid acquisition campaign, we looked at the store listing visitors by channel.
While this view allows us to immediately say that the increase was organic, we can’t be sure if the increase was worldwide or if it affected specific geographic locations. Unlike on App Store Connect, Google Play Console doesn’t allow users to view the installers and store listing visitors by channel and by country at the same time. Naturally, this limitation from Google is also reflected in our performance dashboard.
As we mentioned above, computing the conversion rate on Google Play is more straightforward compared to iOS. Basically we look at the number of users that installed the app for the first time among the number of users that visited the store listing page.
For app 2, the Netherlands, Belgium and Italy have the best conversion rates. When comparing channels, the organic conversion rate is usually higher than the conversion rate from paid acquisition channels. That’s because when a user searches for an app he has the intention to download it. While when a user gets an ad for an app, he might click on the ad to see what the app is about but doesn’t really have the intention to download it.
Finally, in the “Retention” section you’ll find your apps’ retention slope. In this graph, we will show you the percentage of users that kept the app on at least one of their devices after 1, 7, 15 and 30 days among all the users that downloaded the app initially.
For app 1, the percentage of retained users drops pretty fast in the first week but then slows down at 15 and 30 days. For app 2, on the other hand, the slope is more flat in the first 15 days and then drops much faster. Overall, app 2’s retention rate is higher than app 1.
Now that you have seen what’s hiding behind all these new tabs it’s time to see how your app is doing. Integrate your iTunes Connect and Google Play Console account with AppTweak and discover App Intelligence’s hidden potential! Follow the steps on how to integrate your Apple and Google accounts.
We hope you are as excited as we are about this new feature. We believe this is going to help a lot of people that need to regularly report on their apps’ metrics in many countries. If this is your case, we’d love for you to try the new App Intelligence performance dashboard and give us your feedback!