Contents
Introduction
The latest release of App Store Connect’s API 3.4 heralds a groundbreaking transformation in data accessibility, specifically within the Analytics domain. In this exploration, we’ll delve into the significant improvements brought about by this update, fundamentally altering our approach to comprehending and leveraging app data. As we embark on this journey, a key question arises: How will these changes impact ASO tool providers and MMPs?
Unveiling New Dimensions with App Store Connect API 3.4
With the 3.4 Update, the API no longer confines itself to the “Trends” category but extends its reach into the comprehensive realm of “Analytics.” This expansion unfolds a wealth of information, going beyond the basics provided in previous iterations.
Now, the API offers insights into how users engage with your app on the App Store. From understanding user visits to your product page, the types of taps, keywords influencing discovery, to analyzing which screenshots users find compelling – the possibilities are extensive. Dive into the duration users spend on the product page pre-installation and gauge user interaction with your app’s description.
This API update marks a significant leap forward in enabling detailed and accurate data tracking, ultimately fostering precise app growth reporting. The implications for App Growth Marketing plans are substantial, urging us to explore innovative ways to leverage this newfound wealth of information.
Understanding the Transformative Changes
To appreciate the significance of the update, it’s essential to grasp the existing data landscape within the App Store Connect. The platform offers two detailed data analysis reports:
- Trends Report: Provides information on app installations, downloads, updates, and purchase details, offering analysis capabilities based on country, category, and device.
- Analytics: Furnishes detailed information on app exposure, product page views, conversion rates, downloads, and in-app active states.
The limitation was evident in the API’s previous iteration, which only allowed the extraction of some information from the Trends Report. The latest announcement from Apple extends API functionality to a broader spectrum of App Store Connect data, including Analytics.
The 3.4 Update opens avenues to a wealth of data in “Analytics” tab related to user engagement, such as:
- App Store Engagement: how how users interact with your app on the App Store
- App Store Commerce: how many times people download, pre-order, cancel, your app on the App Store, as well as the total revenue generated by your apps on the app store
- App Usage: how users engage with your App Clips, details on the number of times users install and delete your apps, how often people open your App Store apps, and the average session duration, even how people use CarPlay in your app!
- Framework Usage: how people interact with your app and how your app uses APIs
- Performance: how your app performs and how users interact with specific features
Full list of App Store Connect API Analytics Reports can be found here.
Why Does It Matter?
APIs facilitate interactions and communication between various apps and programs. For marketers, utilizing API functionalities, such as diverse features provided by third-party marketing tools or comprehensive dashboards, is crucial for analyzing data efficiently.
- Comprehensive Data Visualization: Managing data from both the App Store and Google Play Store is a challenge for app service providers. With varying market shares across countries, it becomes essential to consolidate data from both platforms for a comprehensive analysis.The solution lies in creating dashboards based on APIs, enabling businesses to analyze overall performance conveniently.
- Selective Permissions: The recent announcement suggests a shift toward empowering administrators to manage and analyze app data effectively, rather than providing data to all app marketers and growth hackers through third-party platforms.
Conclusion: A Threat or An Opportunity?
With the advent of the App Store Connect API 3.4 update and its expanded scope of analytics, a new era of competition is poised to emerge among App Store Optimization (ASO) tools and Mobile Measurement Partners (MMPs). These key players in the app ecosystem are now presented with a golden opportunity to leverage the newly available metrics to create top-to-bottom tier funnels, ultimately shaping the future landscape of app marketing and user acquisition strategies.
