Apple App Store

Introduction

The apple_app_store dataset is used to understand the acquisition performance for non-desktop products on the Apple App Store along the key metrics and dimensions. Apple’s documentation for all metrics and dimensions can be found in the app store connect reference.

Contents

The apple_app_store dataset contains a collection of aggregated tables by a singular dimension that explains the performance of acquisition activity through the Apple App Store.

The dimensions (saved as individual derived tables) include:

The metrics included in the aggregated tables are:

  • app_units - The number of first-time app purchases made on the App Store using iOS 8 and tvOS 9 or later. Updates, re-downloads, download onto other devices are not counted. Family sharing downloads are included for free apps, but not for paid apps.
  • impressions - The number of times the app was viewed in the Featured, Categories, Top Charts and Search Sections of the App Store. Also includes views of the product page.
  • impressions_unique_device - The number of times the app was viewed in the Featured, Categories, Top Charts and Search Sections of the App Store by unique device. Also includes views of the product page.
  • product_page_views - Number of times the app's product page has been viewed on devices iOS 8 and tvOS 9 or later. Includes both App Store app and store kit API
  • product_page_views_unique_device - Number of times the app's product page has been viewed on devices iOS 8 and tvOS 9 or later by unique device. Includes both App Store app and store kit API
  • active_devices_opt_in - The number of devices with at least one session during the selected period. Only devices with iOS 8 and tvOS 9 or later are included. Data for this metric is “opt-in” - collected only if users have agreed to share their diagnostics and usage information with app developers.
  • active_devices_last_30_days_opt_in - The number of active devices with at least one session during the previous 30 days. Data for this metric is “opt-in” - collected only if users have agreed to share their diagnostics and usage information with app developers.
  • deletions_opt_in - The number of times your app was deleted on devices running iOS 12.3 or tvOS 9 or later. This data includes deletions of the app from the Home Screen and deletions of the app through Manage Storage. Data from resetting or erasing a device's content and settings is not included. Data for this metric is “opt-in” - collected only if users have agreed to share their diagnostics and usage information with app developers.
  • installations_opt_in - The total number of times your app has been installed on devices with iOS 8 or tvOS 9, or later. Re-downloads on the same device, downloads to multiple devices sharing the same Apple ID, and Family Sharing installations are included. Data for this metric is “opt-in” - collected only if users have agreed to share their diagnostics and usage information with app developers.
  • sessions_opt_in - 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. Data for this metric is “opt-in” - collected only if users have agreed to share their diagnostics and usage information with app developers.

Background and Caveats

The data is received from Apple with only one dimension per metric. As a result, we are unable to do multi-dimensional analysis. i.e. we can tell how each storefront is performing but we can’t see how specific platforms or sources are contributing to it.

Accessing the Data

Access the data at moz-fx-data-marketing-prod.apple_app_store

Data Reference

Schema

metrics_by_[dimension] tables
root
    |- date: date
    |- app_name: string
    |- [app_referrer | app_version | campaign | platform | platform_version | region | source | storefront | web_referrer]: string
    |- app_units: integer
    |- impressions: integer
    |- impressions_unique_device: integer
    |- product_page_views: integer
    |- product_page_views_unique_device: integer
    |- active_devices_opt_in: integer
    |- active_devices_last_30_days_opt_in: integer
    |- deletions_opt_in: integer
    |- installations_opt_in: integer
    |- sessions_opt_in: integer

Example Queries

Calculate Apple App Store Activity for a given day by app

SELECT
  date,
  app_name,
  SUM(impressions_unique_device) as unique_device_impressions,
  SUM(product_page_views_unique_device) as unique_device_page_views,
  SUM(app_units) as installs,
  SAFE_DIVIDE(SUM(product_page_views_unique_device), SUM(impressions_unique_device)) as unique_device_page_view_rate,
  SAFE_DIVIDE(SUM(app_units), SUM(product_page_views_unique_device)) as install_rate
FROM
  `moz-fx-data-marketing-prod.apple_app_store.metrics_total`
WHERE
  date = "2020-08-20"
GROUP BY
  date, app_name

link to query on STMO

Calculate Apple App Store Activity for a given day and app by source

SELECT
  date,
  app_name,
  source,
  SUM(impressions_unique_device) as unique_device_impressions,
  SUM(product_page_views_unique_device) as unique_device_page_views,
  SUM(app_units) as installs,
  SAFE_DIVIDE(SUM(product_page_views_unique_device), SUM(impressions_unique_device)) as unique_device_page_view_rate,
  SAFE_DIVIDE(SUM(app_units), SUM(product_page_views_unique_device)) as install_rate
FROM
  `moz-fx-data-marketing-prod.apple_app_store.metrics_by_source`
WHERE
  date = "2020-08-20"
  AND app_name = "Firefox"
GROUP BY
  date, app_name, source

link to query on STMO

Scheduling

The job to retrieve the raw data from the Apple App Store can be found in the app-store-analytics-export repository. The exported results are individual metrics grouped by a single dimension. These exports are initially loaded into the apple_app_store_exported data source. The exports are scheduled in airflow. The job to create the derived tables found in moz-fx-data-marketing-prod.apple_app_store can be found in bigquery-etl under apple_app_store.