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

Finance Teams

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