If your app is on the App Store, you naturally want to know how it's performing, not just against your direct competitors, but also compared to other apps within the same category or apps in your region. Previously, this was largely limited to the App Store's top charts or a handful of third party App Analytics tools like AppRadar and AppFigures. You've guessed it, that's now changed. Last week, Apple expanded its App Analytics tool (within App Store Connect) with a very welcome addition: Peer Group Benchmarks. This gives you the ability to compare your own app against "peers," meaning similar apps. This is extremely valuable when creating Apple Search Ads campaigns.
Where can I see my app's performance?
Log in to your own App Store Connect account. Switch to Analytics in the top menu, then click on "Benchmarks." Here you'll see your app's performance compared to other apps.
What data will I see?
Below is an overview of BabyManager for a random week. It's worth knowing that data is currently only available on a weekly basis. Going forward, Apple is expected to add month over month and even year over year filters as more data becomes available.
You'll get an overview of:
Conversion Rate
Total downloads divided by all impressions.
Proceeds per Paying User
Revenue per paying user.
Crash Rate
Number of crashes divided by total number of sessions.
Retention
Percentage of users who opened the app again after 1, 7, and 28 days.
What variables can I use to compare apps?
App Store Category
In App Store Connect, you get insight into your app's performance compared to other apps in the category it's listed under, for example "Health & Fitness apps" or "Medical apps." Apple does note that this is based on aggregated big data, and no conclusions can be drawn about individual iOS apps.
App Store Business Model
You'll also get insight into apps with the same business model. The available business models are free, freemium, paid, paymium, and subscription. Apps with in app purchases are considered freemium or paymium. Apps with a download cost are considered paid or paymium. To be classified under the subscription business model, a freemium or paymium app must generate at least 50% of its revenue from auto renewable subscriptions.
App Store Download Volume
Within this category, you get insight into your app's performance compared to other apps with a similar download volume. This can be further filtered into peer groups with low, average, or high download volume. Apps are placed in these groups based on the number of first time downloads and re-downloads they receive, relative to the rest of the apps in the peer group.
Measuring Is Knowing
In App Marketing, data analysis is an essential part of growth, but the next step is the most important one: taking action. With smart App Store Optimization, you can optimize your App Store listing to drive a higher conversion rate. Is your Crash Rate above average? Reach out to your developer. Xcode and Crashlytics can give you deeper insight into what's causing the crashes.
Looking for similar information for your app in the Google Play Store? Good news, Google already offers a similar feature.
Want to know more? Stop by and see our App Marketers in Utrecht. The coffee's on us :)
