App Store Connect: iOS Conversion Analysis

Coming up. We're gonna show you how to put a conversion analysis template like this so that you can determine where in the funnel you need to improve. Stay tuned. What is up app nation? It is Steve P young founder of appmasters.com. And in this video, we're gonna really walk through app store connect and really focus in on your subscription revenue. What are those trial activations of those trials? How many. Convert to paying customers.

And we're gonna analyze all that for you. It's something that we started to do for clients right off the jump. When we start working together to see if there are any holes in the app funnel and how we can help out with that. And in our previous video, really break down, what are the conversion rates that you should be seeing the ideal conversion rates that you should be aiming for? So I'll put a card up there for you guys to check that video out if you haven't done.

So, so let's get into app store. Here's my app store connect data. I don't mind sharing you all the revenue numbers. Now, granted, this is not a big part of our business. We're trying to make it a bigger part. And this is our app portfolio right now. And so what you wanna do is log into app store connect, obviously go into sales and trends. Now I personally prefer to you apps use app store connect versus like revenue cat, just because I know this is coming from the source coming from God.

Right? So it's coming from the source. So you wanna go into the sales report first and for. First thing we're gonna do is go into units. So we wanna get the downloads. Right. And I'm just gonna pick out this app, the Moonlight app that I have, and I'm gonna analyze you can go as far back as you want. I think typically six months is good enough, but if you wanna go the whole year to get seasonality in there, that's huge.

So since we're already doing it, you might wanna do the whole year since you're already doing it, but I'm gonna do six months just for this video. So I'm gonna go actually back till October 1st and then. End of March. So we're gonna pick that as a day up here and then I'm gonna select months. All right. And I'm gonna hit download CBS. Cool. So got that. We're gonna put this into a handy dandy spreadsheet as well. This is what, this is the spreadsheet.

We're gonna be start filling out. I'm just gonna go ahead and fill this out for you guys. So opened up the downloads and I'm just gonna fill this in on a month. Cool. So we have that. Let's go back. Let's try to figure out the monthly activation, all that other stuff, the fun stuff, the real handy dandy stuff. All right. So the other thing I wanna do is just to get a sense of the sales too. And I don't have to take that out.

So you go to sales and then you have the date range and you wanna add a filter depending on the app. So I've got multiple apps in our portfolio. I'm gonna put Moonlight right here and I can just see by sales. So, again, not a whole lot of revenue coming in, but heck it's fun for me to test different things with, for you guys and show you these type of videos. If I didn't have an ad account, I couldn't do it. So I've got the sales numbers right here.

I'm gonna copy and paste it. I know you guys can't see it, but I'm gonna do this. And then this is where I'm gonna input it. Total sales from app store connect ACS. Okay. And then I'm just gonna. The reason why I want this in there is when we calculate the new revenue for each month, we wanna just compare it, cuz there's always gonna be old revenue for sales. So we just wanna compare it with what's been happening in the, for the month.

Right. So, okay. Now let's get into the monthly activations. So you wanna next go into events again? I wanna filter off of Moonlight all. Now we wanna look at activations. Activations are when somebody activates a trial. Now, if you don't have a trial, then activations are just somebody paying. So you're just gonna have to know whether your app has a trial or not. My app has a three day trial on the monthly and a seven day on the yearly.

All right. So I'm gonna go into subscriptions and then here's how we're gonna break it down. So we go monthly. Let me change the date range. Real. October. Cool. Apply. All right. Now I'm gonna break it down by monthly and yearly, cuz I wanna get a really good analysis of how each subscription plan is converting. Okay. Cause we want more people on the yearly, but let's see if I'm doing that properly. I'm gonna change this from days to months and then I'm gonna download the monthly first.

So you just tap on the. Then I'm gonna tap on the yearly and then download that. Cool. The next thing we wanna do is now we have activations. How many of those trial activations turn into pain customers? So we're gonna let go of activations. We can keep it on yearly by let go of all the filters. I'm gonna keep it on Moonlight up here, go into our event. Then we're gonna change it to conversions, to standard price. Now that is when somebody goes from a trial to a paying customer, essentially.

So go back to subscriptions since we did monthly and yearly first, we're gonna do the same thing. So we're gonna hit download on that yearly on that. Now we have that data and we're just gonna input it into our handy dandy spreadsheet. Now let me just copy and paste some of these numbers for you. So this is the monthly activation. You just wanna be careful with this, and then we have the yearly activation right here.

I'm gonna move this over. You wanna be good? And just copy and paste. So I'm gonna do all that. So now that I've copy and paste the monthly activation, the monthly trial to subscription the yearly activation, the yearly trial to subscription. I just want to get a sense of real new revenue. Now we can do proceeds if you want. Right. So these are the ones that have paid me. So I'm just gonna do $5. Now I could theoretical do five times.

8.5 0.85, which is just after Apple's take. But for the sake of this recording, I'm just gonna keep it at five, make this into all money and then do. Now, obviously this is a, this is not a true picture of the activation because theoretically, some people could have activated in November, but actually converted it in December. But because we're doing a longer month and we just want to get a general sense of how things are going.

It doesn't really matter for this case, but I wanted, I do wanna point that out that I do know. Okay. So this is $20. So I'm gonna put, whoops here, I'm gonna put this by times 20. And then here, I'm able to just start to see, this is $45 new revenue. Then this is 76. Now I do have a lifetime offer. Okay. So one of the lifetime offers, what I'm gonna do here is go into app store connect now with the lifetime, because it's not a subscription, you're not gonna find it under event.

So you actually need to go under units is the best way to do this. Right? And then you can see I've put in the same dates. I'm gonna change this into months. You can see the lifetime offer right here. Right now, these ad units, when you just have it as units, these could be recurring. So they're like pretty much recurring, right? Like things that are recurring or they're new ones. So they don't differentiate. When you just look under units right here.

You still see the monthly here. You still see the yearly, but obviously if you look at this. Let's just pick monthly, for example, this is 40, this is 5 cent 10, right? For October and November, but here for the activations, there was zero and then four in November. So the numbers don't line up that's because somethings could just be recurring, right. There's recurring revenue happening. So that's what that number is.

So you really want to go into the events for the activations to get that true sense. All right. I'm gonna take that out and I'm put lifetime and then. Download that I'll import the lifetime. And then I'm just gonna give the lifetime revenue, the lifetime revenue. This is $30. Cool. Some people are buying the lifetime and then you can just add up all this for new revenue. Cool. And then here, I'm just comparing, right?

It's like, oh, new revenue. So like $50 is older. I. Here, you know, you got maybe half of it is old revenue. And so the old revenue looks like people are canceling. So you can see that the revenue numbers are going down. And then we still have some old revenue right here. And then here revenue per download. I like to look at new revenue per download. So. It's 19 cents, which means I gotta really increase my conversion rates or my downloads.

Right. One of those things. So next thing we're gonna do is just put some calculations in. We want monthly conversion again, conversion in this case is just the trial activation. So I'm gonna put that as a percentage and then yearly conversion is gonna be one or this let's just do this. Okay. And then I want total. So I'm gonna include my lifetime on this one. So I want the activation plus monthly activation plus yearly activation plus lifetime over downloads.

And then just to make sure the math is right, I'm gonna put a little parentheses in between all the activations. Boom. Then I could copy and paste here. Boom. So total conversion right here. You see it and it's pretty low, right? I wanna be at that 5%. I'm not quite there. So I need Tove very much improve my. Pricing page or the onboarding flow. I need to improve something for this, cuz this is very, very low. Especially in March, we had a very low month.

Okay. Because we've had case study of apps for asking their revenues with just 15 downloads a day. So sometimes it's not so much always a download problem. It is sometimes just a conversion problem. Now that you start increasing your conversions, you can start spending more money. The next thing we want to analyze is the monthly trial to subs. So that's a pretty easy. Trial the sub over activation and then the yearly cuz that's, that was all zero yearly sub over activation.

Boom. These both should be a percentage. And then we're just gonna copy and paste here. So these numbers aren't too bad. And what I missed here and I'll just input, this is the total trial to sub. So again, you can do this, just add. Monthly plus yearly trial to sub over monthly activation plus yearly activation. Boom. Right. This is just a percentage as well. Let's pace, all that. Okay. So this is pretty good positive, but these numbers aren't too bad.

I think as a whole, we can add all this up in here. We wanna be anywhere from 30 to 40%. Don't know what happened here. That was such low. All the monthly activations did not convert. That's a problem on my end, but. We wanna be anywhere from the total 30 to 40% down here. Okay. And then here you can see the true conversion rate in terms of how many subs you're getting per downloads. And that's a pretty easy calculation here too.

So subs over downloads and then here subs over downloads and then total subs.

So that's. Plus do over downloads again, I'm gonna just put some parentheses just to make sure Google sheets doesn't do anything funky for me. These should all be percentages. Now, with all this data, you can do the competitor analysis, check out that video. If you haven't done that. And you can see if your pricing is too high, too low, where you fall on that. Especially if these numbers are low, is it a paywall problem?

Is it a pricing problem? You can really start having the numbers, tell you which direction you can. And I really love doing this. It's one of the things where we get a true picture of how we're performing now. I've just totaled everything up. So the past six months, I've just totaled everything in this column and you can see like the true conversion rate is one point. Eight, which is really bad. I gotta get that into the five range.

That's probably why some of my keywords are not sticking despite the ASO strategy. So this is a problem area right here. This 1.8 trial activation, overall, this trial to sub if you look at these months, you're like, oh, I'm not sure, but if we took a cumulative. Accumulative look at it. You see that it's 35%, which is in the normal range that we typically see. And then lastly, the true conversion rate needs help too.

But if we can get this higher, we can probably get this higher as well. So right here from what I can see, it is the paywall optimization, trying to figure out how I can get this 1.82, 5%. All right guys, that's it. Let me know what you thought. And if you want me to do a deeper dive into app store connect and all the lovely things that it can expose to us, please let me know, because we do this for our clients all the time, but I don't know if it's gonna be beneficial for you.

So if you got questions within app store connect that you're like, Hey, how do I do this? How do I do that? Leave a comment below. I will cover in an upcoming video. And if you wanna learn about how we can help you with your downloads and revenues, well, go check out app masters. Dot com until next time, I'll see you on the next video.