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Overview

The App Analytics skill helps you establish a comprehensive analytics strategy, set up meaningful tracking, interpret performance data, and make data-driven decisions for your app.

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When to Use This Skill

Use this skill when you need help with:
  • Setting up analytics tools and event tracking
  • Understanding App Store Connect analytics
  • Interpreting performance metrics and KPIs
  • Building analytics dashboards
  • Tracking funnels and user journeys
  • Setting up attribution for paid campaigns
  • Creating a tracking plan
  • Making sense of your app’s performance data
For A/B testing metrics, see A/B Test Store Listing. For retention-specific metrics, see Retention Optimization.
ToolPurposeCostPriority
App Store ConnectStore metrics, downloads, conversionFreeMust have
Firebase AnalyticsIn-app events, funnels, audiencesFreeMust have
Mixpanel / AmplitudeProduct analytics, cohorts, funnelsFree tierRecommended
RevenueCatSubscription analytics, paywall testingFree tierIf subscriptions
Adjust / AppsFlyerAttribution, UA measurementPaidIf running ads
CrashlyticsCrash reporting, stabilityFreeMust have
Start with App Store Connect and Firebase Analytics (both free). Add specialized tools as your needs grow.

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App Store Connect Analytics

App Store Connect provides essential metrics for free:

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Acquisition Metrics

MetricWhat It Tells You
ImpressionsHow many times your app appeared in search/browse
Product Page ViewsHow many users visited your product page
App UnitsFirst-time downloads
Conversion RateProduct Page Views → Downloads
Source TypesWhere traffic comes from (search, browse, web, app referral)

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Engagement Metrics

MetricWhat It Tells You
SessionsApp opens
Active DevicesUnique devices using the app
RetentionDay 1, Day 7, Day 28 retention rates
Crash RateCrashes per session

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Revenue Metrics

MetricWhat It Tells You
ProceedsRevenue after Apple’s cut
Paying UsersNumber of users who made a purchase
Revenue per UserAverage revenue across all users

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Key Metrics Framework

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Acquisition Metrics

Tap-Through Rate

Taps / Impressions - Measures icon + title effectiveness

Conversion Rate

Downloads / Page Views - Product page effectiveness

CPI (Cost Per Install)

Ad Spend / Installs - Efficiency of paid UA

Organic Percentage

Organic / Total Installs - Health of organic growth

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Engagement Metrics

MetricFormulaWhat It MeansTarget
DAUDaily Active UsersDaily engagementVaries by app
MAUMonthly Active UsersMonthly reachVaries by app
DAU/MAUDAU / MAUStickiness>20% is good
Sessions/UserTotal Sessions / DAUEngagement depth>2 sessions/day
Session LengthAvg time per sessionValue deliveryVaries by app type

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Retention Metrics

MetricFormulaBenchmark
Day 1Users Day 1 / Installs25-40%
Day 7Users Day 7 / Installs10-20%
Day 30Users Day 30 / Installs5-10%
Churn RateLost Users / Start UsersLess than 5% monthly (subscriptions)

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Revenue Metrics

Total Revenue / All Users - Measures overall monetization efficiency
Revenue / Paying Users - Should be 3-10x ARPU
ARPU × Average Lifetime - Total value of a user over their lifetime
Conversions / Trial Starts - Paywall effectiveness (Target: 40-60%)
Subscription revenue - Indicates business health
Lost MRR / Start MRR - Revenue retention rate

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Event Tracking Plan

A comprehensive tracking plan ensures you capture the right data:

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Core Events (Minimum Tracking)

// Track user journey through onboarding
onboarding_started
onboarding_step_completed (step_name, step_number)
onboarding_completed
onboarding_skipped

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Event Naming Conventions

1

Use snake_case

Consistent lowercase with underscores
2

Follow [object]_[action] format

Examples: photo_saved, workout_completed, message_sent
3

Be specific but not granular

Avoid both overly vague and overly detailed events
4

Include relevant properties

Add context but never PII (personally identifiable information)
5

Keep consistent across platforms

Use identical naming for iOS and Android

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Dashboard Setup

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Executive Dashboard (Weekly)

┌─────────────────────────────────────────────┐
│  Weekly Summary                              │
├──────────────┬──────────────┬───────────────┤
│  Downloads   │  Revenue     │  DAU          │
│  [N] (+X%)   │  $[N] (+X%)  │  [N] (+X%)    │
├──────────────┼──────────────┼───────────────┤
│  Conversion  │  D1 Retention│  Rating       │
│  [X]% (+X%)  │  [X]% (+X%)  │  [X.X] ★      │
└──────────────┴──────────────┴───────────────┘

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Funnel Dashboard (Daily)

1

Impressions

Total visibility in App Store
2

Product Page Views

Users who tapped to see your page
3

Downloads

Users who installed
4

Activation

Users who completed onboarding
5

Purchase

Users who converted to paid
Track conversion rates at each step to identify drop-off points.

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Cohort Dashboard (Monthly)

Analyze retention curves segmented by:
  • Install date cohort
  • Acquisition source
  • Country/region
  • Subscription plan
  • User segment

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Example Output

When you use this skill, you’ll receive an analytics audit and recommendations: 
Analytics Audit:

Current State:
- Tools in use: App Store Connect, Firebase
- Events tracked: 8 core events
- Key gaps: No paywall tracking, missing feature usage events

Recommendations:
1. Add paywall_viewed and purchase funnel events (HIGH PRIORITY)
2. Set up weekly executive dashboard in Firebase
3. Implement cohort retention tracking by source
4. Add Mixpanel for advanced funnel analysis

Tracking Plan:

Event: paywall_viewed
When it fires: User sees any paywall screen
Properties: source (onboarding/feature_gate/settings), variant_id
Tool: Firebase Analytics

Event: trial_started
When it fires: User begins free trial
Properties: plan_type (monthly/annual), price_point, source
Tool: Firebase + RevenueCat

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Metric Interpretation

The skill helps you understand what your data means:

Benchmark Comparison

How your metrics compare to industry standards

Trend Analysis

What patterns indicate about app health

Actionable Insights

Specific actions to take based on the data

Segment Analysis

Performance differences across user groups

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