> For the complete documentation index, see [llms.txt](https://docs.coupler.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.coupler.io/sources/category/marketing/appfigures/data-overview.md).

# 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

{% tabs %}
{% tab title="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
  {% endtab %}

{% tab title="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
  {% endtab %}

{% tab title="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
  {% endtab %}
  {% endtabs %}

## 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


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