When Apple announced iTunes Connect App Analytics at WWDC last June, app marketers were ecstatic. Never has there been a transparency into the type of data Apple had said they’ll expose, the type of data that can give a clearer picture into the conversion funnel. What followed, however, was complete silence. I had a number of conversations with developers in the months after, all who wondered what was going on with the service.
One of the advantages of working at a well-known company is beta access to certain features. iTunes Connect App Analytics was one of those. But that access didn’t come until February. I wasn’t surprised to receive access then. My thought was Apple would have to release the service before next month’s WWDC — no way they were letting it go unreleased one year later. (An NDA precluded me from writing about iTC Analytics earlier.)
It wasn’t until May that I received beta access for Winery Passport and my other personal apps, and about a week later iTunes Connect App Analytics was released to the public. I’ve been digging into the data for a while now and the services is working exactly as was described last June.
The insight of listing views is invaluable — conversion on Winery Passport and Brewery Passport are actually much higher than I expected. Now you’ll be able to measure if that app preview or new app icon made a difference in conversion: page views / downloads.
The referral source is also fascinating for my personal apps, which don’t use any campaign tracking because I don’t spend on marketing right now. To see the source of leads opened my eyes to which review sites and partners I should be relying on more heavily.
Here’s my advice from an App Store optimization standpoint: Use the data wisely. Apple’s search algorithm is a closely guarded secret, but this data gives us insight into what could be (and most is) considered. It will only be a matter of time before App Annie and other services start ingesting the data to paint a clearer picture on the App Store ecosystem — ex. what does ranking #1 for the keyword “winery” really mean.
iTunes Connect App Analytics is still in beta, but is available to all developers registered with their program. There is no SDK required to receive the data. Log in to your iTunes Connect dashboard and click on the proper icon (see above).
What are your thoughts on iTunes Connect Analytics? Let us know in the comments below.