Understand Download Report metrics and sources
Refer to this page to understand the metrics and source breakdowns shown in Download Report. Download Report combines data from connected sources, so some metrics may only appear when the required integration is complete.
Download metrics
Download Report includes metrics for total, organic, paid, and Apple Ads download performance.
Apple Ads Download
Apple Ads Download shows installs attributed to Apple Ads tap-through installs.
Calculation: Apple Ads Download = Apple Ads Tap-through Installs
Availability: This metric is available when Apple Ads is integrated.
App Store Organic Download
App Store Organic Download shows App Store downloads from Search and Browse after Apple Ads downloads are removed.
Calculation: App Store Organic Download = App Store Download from Search + Browse - Apple Ads Download
Availability: This metric depends on App Store Connect data and Apple Ads download data.
App Store Paid Download
App Store Paid Download shows the difference between total App Store downloads and organic App Store downloads.
Calculation: App Store Paid Download = App Store Total Download - App Store Organic Download
Availability: This metric depends on App Store Connect data and Apple Ads download data.
App Store Total Download
App Store Total Download shows all downloads from available App Store sources.
These sources can include:
- Search
- Browse
- App Referrer
- Web Referrer
- App Clip
- Institutional Purchase
- Unavailable
Note: This metric is available when App Store Connect is integrated.
Source breakdowns
The Source Details panel shows which sources contribute to your downloads.
Use source breakdowns to understand where downloads are coming from and how each source contributes to your total performance.
Search shows downloads that come from users finding your app through store search.
Browse shows downloads that come from users discovering your app while browsing the store.
App Referrer shows downloads that come through referrals from apps.
Web Referrer shows downloads that come through referrals from the web.
App Clip shows downloads connected to App Clip activity.
Event Notification shows downloads connected to event notifications.
Institutional Purchase shows downloads connected to institutional purchases.
Unavailable shows downloads where the source is not available.
How integrations affect available data
Download Report changes based on which integrations are connected.
|
Connected integrations |
What you can see |
|
Only Apple Ads |
You’ll be prompted to connect App Store Connect first. |
|
Only App Store Connect |
You can access the dashboard, but Apple Ads columns show N/A. |
|
App Store Connect and Apple Ads |
You can access the dashboard and view Apple Ads download data. |
|
Google Play Console |
You can view Google Play Store download data. |
Note: Apple Ads integration is optional, but it is needed to view Apple Ads downloads and paid download data.
Related links
- About Download Report
- View, compare, and export download data in Download Report
- Fix access or missing data in Download Report
- How to integrate your App Store Connect account for Analytics & Performance reports
- How to integrate your Google Play Console account for Analytics & Performance reports
- Apple Ads Integration
Need more help?
If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat!