Appfigures

Appfigures is an app analytics and reporting platform that consolidates data from multiple app stores — including Apple App Store, Google Play, and others — into one place. It tracks sales, revenue, subscriptions, ratings, and ad performance for mobile apps. Connecting it to Coupler.io lets you pull that data into your preferred destination for analysis, reporting, or AI-assisted insights.

Why connect Appfigures to Coupler.io?

• Centralize your app metrics — combine sales, revenue, subscription, and ad spend data in one dashboard

• Automate reporting — schedule regular data refreshes so your reports are always up to date

• Blend with other sources — join Appfigures revenue data with ad spend from other platforms to calculate true ROI

• Use AI destinations — send your app data to ChatGPT, Claude, Gemini, or other AI tools for trend analysis and recommendations

Prerequisites

Before connecting, make sure you have:

• An active Appfigures account with at least one app linked

• Your Appfigures API key — available in your account's developer settings

• The apps you want to report on already connected to Appfigures

Quick start

Start with the Reports revenues or Reports sales entity — these give you the most immediately useful data for understanding app performance.

How to connect

1

Create a new data flow in Coupler.io. Log in to your Coupler.io account, go to the Data Flows section, and click Add data flow.

2

Select Appfigures as your source. Search for "Appfigures" in the source list and select it.

3

Enter your API key. In Appfigures, go to Account Settings → API and copy your personal API key. Paste it into the API key field in Coupler.io.

4

Choose an entity. Select the data entity you want to pull — for example, Reports sales, Reports revenues, or Reports subscriptions. See the table below for a full list.

5

Choose your destination. Select where you want to send the data — Google Sheets, Excel, BigQuery, Looker Studio, or an AI destination like ChatGPT, Claude, Gemini, Cursor, Perplexity, or OpenClaw.

6

Run the data flow. Click Run to execute a manual run and verify your data loads correctly.

Appfigures data overview

Appfigures gives you access to a broad range of mobile app analytics — from downloads and revenue to subscription lifecycle data and ad performance. This article covers what each entity contains and how to use the data effectively.

Entities at a glance

Entity	What it contains
Reports sales	Download and install counts by app, store, country, or date
Reports revenues	Revenue figures from paid downloads, in-app purchases, and subscriptions
Reports subscriptions	Subscription events: new, renewed, cancelled, reactivated
Reports ads	Ad impressions, clicks, and engagement metrics
Reports adspends	Ad cost data by network, product, country, or date
Reports ratings	Star ratings and review counts per app and store
Statuses	Current processing status of your connected store accounts
Usages	App usage and engagement activity
Data categories	Category taxonomy used across app stores
Products mine searches	Search results for your products within Appfigures
Users	User accounts associated with your Appfigures organization

Metrics and dimensions

Sales metrics

Metric	Description
Downloads	Total number of app downloads in the period
Updates	Number of app updates installed
Re-downloads	Previously purchased apps downloaded again
Returns	Refunded or returned purchases

Revenue metrics

Metric	Description
Revenue	Gross revenue from all sources
Proceeds	Net revenue after store fees
In-app purchases	Revenue from one-time in-app purchases
Subscription revenue	Revenue attributed to subscription products

Subscription metrics

Metric	Description
New subscriptions	First-time subscriber starts
Renewals	Successful recurring subscription payments
Cancellations	Subscriptions cancelled by users
Reactivations	Lapsed subscribers who restarted
Active subscribers	Total currently active subscriptions

Advertising metrics

Metric	Description
Impressions	Number of times ads were shown
Clicks	Number of clicks on ads
Ad spend	Total cost of advertising campaigns
CPM	Cost per thousand impressions
CPC	Cost per click

Rating dimensions

Dimension	Description
Average rating	Mean star rating for the app
Rating count	Total number of ratings received
Review count	Number of written reviews
Store	App store where the rating was submitted
Country	Country where the rating originated

Grouping dimensions (available via Group by parameter)

Dimension	Description
Product	Group data by individual app
Country	Break down data by country
Date	Segment data over time
Network	Separate data by ad network

Common metric combinations

• Revenue + Ad spend — Use the Aggregate transformation to calculate ROAS (return on ad spend) by joining Reports revenues and Reports adspends

• Downloads + Revenue — Combine sales and revenue reports to compute average revenue per download

• Subscriptions + Ratings — Spot correlations between rating drops and subscription cancellations

• Ad impressions + Clicks — Track click-through rate trends over time from Reports ads

Use cases by role

App Marketers

• Track download and install trends by country to prioritize market investment

• Monitor ad spend vs. revenue to optimize campaign budgets

• Use Coupler.io's Append transformation to combine data from multiple apps or store accounts in a single sheet

• Send reports ads data to ChatGPT or Claude to get AI-generated campaign recommendations

Product Managers

• Track subscription lifecycle events (new, renewals, cancellations) to understand retention

• Monitor rating trends after major releases to catch user sentiment shifts early

• Use the date grouping to build week-over-week or month-over-month performance dashboards in Looker Studio or BigQuery

Finance Teams

• Pull Reports revenues broken down by country to support financial reconciliation

• Combine proceeds and ad spend data using the Join transformation to calculate net margin per app

• Schedule automated refreshes to keep revenue dashboards current without manual exports

Platform-specific notes

• The search_store parameter defaults to apple — remember to change this if you primarily use Google Play or another store

• Group by defaults to product — if you want time-series data, change this to date

• The Statuses entity is useful for debugging — it shows whether Appfigures has successfully synced data from each connected store

• Some metrics (like reactivations) may not be available for all store types

• Revenue figures in Appfigures are typically reported in USD regardless of the originating currency

Appfigures common issues

Connection issues

My API key is rejected when I try to connect

Double-check that you're copying the full API key from Appfigures → Account Settings → API. Make sure there are no trailing spaces or line breaks. If you recently regenerated your key, update it in your Coupler.io data flow as well — the old key is immediately invalidated.

The data flow connects but returns no rows

This usually means your start date is set too far in the future, or Appfigures hasn't synced recent data from the store yet. Try moving the start date back a few days using the date picker. Also check the Statuses entity to confirm your store accounts are syncing correctly.

Missing data

I'm missing data for one of my apps

Confirm that the app is properly linked in your Appfigures account — go to Appfigures and check under Apps. If a store account has a sync error, the Statuses entity in Coupler.io will reflect this. Re-authenticating the store connection in Appfigures often resolves it.

Google Play data isn't showing up, only Apple data

The search_store parameter defaults to apple. To retrieve Google Play data, set the parameter value to google in your data flow's advanced settings.

Subscription data shows zeros for some periods

Appfigures subscription data can have a processing lag — typically 24–72 hours behind real time. If you're querying very recent dates, wait a day and re-run. Also confirm your app uses Apple or Google's subscription billing, as third-party billing systems are not tracked.

Permission errors

I get a "403 Forbidden" error

This means your API key doesn't have the required permissions. In Appfigures, check that your account role has access to the entities you're requesting. Some data (like ad spend) may require elevated permissions or a specific Appfigures plan tier.

Data discrepancies

Revenue in Coupler.io doesn't match what I see in App Store Connect

Appfigures reports proceeds (revenue after store fees) separately from gross revenue. Make sure you're comparing the right metric. There can also be a 1–2 day reporting delay from Apple, so recent totals may differ until the store finalizes its numbers.

Download counts differ between Reports sales and the app store dashboard

This can happen if the group_by parameter is set to a dimension that causes double-counting (for example, grouping by both product and country). Try grouping only by date to get a simple total, then compare.

Rate limits

My data flow fails with a rate limit error

Appfigures enforces API rate limits based on your plan. If you're pulling multiple entities in the same data flow across long date ranges, try splitting them into separate data flows. Reducing the date range per run also helps stay within limits.

Appfigures FAQ

Where do I find my Appfigures API key?

Log in to Appfigures, go to Account Settings, and select the API tab. Your personal API key is listed there. If you don't see an API tab, your account may not have developer access enabled — contact Appfigures support to request it.

Can I pull data from multiple app stores in one data flow?

Each data flow instance is tied to one search_store value (e.g., apple or google). To combine data from multiple stores, create a separate data flow for each store and use Coupler.io's Append transformation to merge them into a single destination.

Can I track multiple apps at once?

Yes — Appfigures aggregates data across all apps in your account by default. Use the group_by: product setting (the default) to see data broken down by individual app. If you want a single total across all apps, switch to grouping by date or country.

Why does my revenue data look different from App Store Connect?

There are two common reasons: (1) Appfigures separates proceeds (after store fees) from gross revenue — make sure you're using the right metric. (2) Apple finalizes reporting data with a 24–72 hour delay, so very recent figures may not match yet. See the Data Overview article for a breakdown of revenue metrics.

Can I use Appfigures data with AI tools?

Yes. Coupler.io supports AI destinations including ChatGPT, Claude, Gemini, Cursor, Perplexity, and OpenClaw. You can send your Appfigures reports directly to these tools to get AI-generated insights, trend summaries, or recommendations based on your app performance data.

What's the difference between Reports ads and Reports adspends?

Reports ads contains performance metrics — impressions, clicks, and engagement. Reports adspends contains cost data — how much you spent on each campaign. To calculate metrics like CPC or ROAS, you'll want to join both entities using Coupler.io's Join transformation.

How far back can I pull historical data?

The date range depends on your Appfigures plan and the data available from each store. Use the date picker to set a start date as far back as you need — but note that very large date ranges combined with daily grouping can slow down the data flow or trigger rate limits. Start with a 90-day window and expand from there.

Can I schedule automatic data refreshes?

Yes, once your data flow completes a successful manual run, you can set up a schedule to refresh data automatically. For more on timing and frequency, see the Best Practices article.

For a full breakdown of available metrics and dimensions, see the Data Overview article. For help with errors or missing data, check Common Issues.