The In-App Events tool gives you a real-time view of how apps are using event promotions on the App Store to engage users and increase visibility. Whether you're benchmarking your own campaigns or exploring how competitors are using events to feature updates, promotions, or limited-time content, this dashboard offers a clear and interactive overview.
You’ll find two main tabs here: Category Events and App Events. Each provides a different layer of insight depending on whether you want to explore events across a category or drill down into a specific app's timeline.
Category Events
When you first land on the Category Events tab, you’ll see a grid of live, ended, and available events for the selected category and country. This view lets you understand how other apps in your vertical (such as Health & Fitness) are leveraging Apple’s in-app event slots.
At the top, you can filter by:
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Country
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Date range
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Category (e.g., Games, Lifestyle, Health & Fitness)
If you’re tracking trends, this view is useful for seeing what types of promotions are most common, whether it’s Special Events, Challenges, Premieres, or Major Updates.
Each event card includes:
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A visual banner (just like what’s seen on the App Store)
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The event type and time frame
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The app name and category
You can click on the event to view the messaging and timeframe details.
By scanning multiple rows of events, you can easily identify creative themes, timing strategies, and recurring campaigns used by leading apps.
App Events
The App Events tab filters everything down to the selected app only. It provides a focused timeline of live, ended, and available events for your and selected competitors' apps.
This is where you can monitor:
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How frequently your competitor runs events
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Which creative assets and themes they’re using
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The event types they choose most often (e.g., Special Event vs. Major Update)
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How consistent they are with seasonal or monthly initiatives
Keep in mind!
If you're seeing a message that says "In-App Events are exclusively available for iOS apps", it means you're currently viewing the dashboard with Google Play Store selected as your platform.
To access Apple’s in-app event data, switch the platform to the App Store from the top-left selector. Once you do, the page will reload to show all App Store event activity.
Whether you’re launching your first in-app event or refining your approach, this tool supports you in a few key ways:
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Track competitor frequency and themes: Understand how often others in your category are featured and what messages resonate.
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Align with seasonal moments: Identify which events tie to calendar-based initiatives like Valentine’s Day or Mental Health Awareness Month.
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Preview what’s coming: Use the Available Events view to prepare early reactions, app updates, or competitive responses.
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Spot underutilized gaps: If your category is quiet during certain months, you might find an opportunity to stand out.
Final tip
To get the most out of the In-App Events tool, try combining it with Category Rankings and Featured Apps. These tools together can show you not only who’s promoting what, but whether those promotions are actually helping boost rank and visibility.
Need help interpreting event frequency or want guidance on structuring your own event calendar? Reach out via live chat—we’re always here to help.