Understand your app
Start with Insights → Overview, then narrow to the report or customer that answers your question. Check the environment, selected apps, date range, and currency before comparing totals. Date-only filters use UTC day boundaries.
Revenue and customer reports
Section titled “Revenue and customer reports”| Question | Page |
|---|---|
| How is the business performing? | Overview, Revenue, Product Performance |
| What is happening with recurring access? | Subscriptions, Trials, Subscription Retention, Churn & Refunds |
| Are new customers converting? | Customer Growth, Paid Conversion, Funnels |
| What is the value of an acquired group? | Cohorts & LTV, Acquisition |
| Which offers and creatives work? | Offer Codes, Paywall Conversion, Campaign Results |
| Which versions are customers using? | Audience & Versions |
| How are Apple campaigns performing? | Apple Ads Advanced, Apple Ads Basic |
| Which registered reports are available? | Reports |
Reports have different source data and refresh behavior. Use the report’s own freshness and coverage information. A missing measurement is not zero, and a recent live transaction may precede an aggregate report refresh.
Audience & Versions counts observed customers in the selected window. Unknown SDK or OS versions mean no usable version observation; they do not establish that an old client is installed. Ever-paid, currently subscribed, and trial counts can overlap.
Investigate one customer
Section titled “Investigate one customer”Use Customers or the global customer search, then open the exact record. Review identity, transactions, subscriptions, entitlements, activity, and usage as needed. Keep technical detail in the JSON/detail viewer.
For access problems, separate three questions: what purchase was verified, what access the server currently grants, and what the affected app reports. A successful restore event alone does not answer all three.
Operations and support
Section titled “Operations and support”- Transactions is the purchase ledger; inspect an exact transaction before interpreting an aggregate discrepancy.
- Auth shows authentication activity; Events shows recorded app activity.
- Support contains customer conversations and their recorded context. Read the exact conversation before replying. AI-generated replies are drafts for review.
- Crash Reports groups native crashes; the representative report supports diagnosis, not proof that every affected device has recovered.
- Billing Operations and Operational Health help investigate provider and processing failures.
- Ask One supports scoped questions; AI Activity makes agent activity reviewable.
See Troubleshooting for a repeatable investigation process.