What is App Store Connect
App Store Connect is the platform that Apple provides to app developers to publish and – very important for the ASO and mobile marketing industry – to track their app’s performance on the App Store. As Apple outlines, using the console one can “Easily upload, submit, and manage your apps on the App Store with App Store Connect on the web or on iOS. This suite of tools also lets you view sales reports, access app analytics, invite users to test your apps with TestFlight, and much more.”
Why App Store Connect is Important
The platform is important as it provides developers with access to first party data (trustworthy information about an app’s audience that comes straight from Apple) which shows the real performance of an app. App Store Connect allows devs / marketers to monitor their conversion rates (CVR); it shows the number of impressions an App Store listing receives and the number of installs an app gets from different sources over time. It’s possible to see the different metrics that relate to financial reporting, the technical performance and subscription performance of an app. This is the only access Apple provides that developers can use to better understand the growth of their app.
However, the data is limited. In terms of the referral funnel, it’s not possible to see attribution (the science of attributing a user to its source) at the campaign ad level, just at the source level which is why Mobile Measurement Partners (MMP’s) exist- to bridge the gap between them.