iTunes Connect
 Sales and Trends in AppStore. Quick Manual for Beginners

April 17, 2014

This is a quick manual for iTunes Connect sales statistic. It is based on an official Apple’s guide and focused on the main information that you as a product owner would be interested in a first place.

Sales and Trends on iTunes Connect allows you to:

  • View sales within a selected time period;
  • Group your sales data (for example, by territory);
  • Filter sales by one or more values (for example, by content title and transaction type).

Top content

Top Content Page shows sales information for all of your applications if you have many in your account. Tab “Units” shows the number of downloads of your app, tab “Proceeds” – your sales statistic.

The graph displays your data according to your chosen date range, group, and filters. To download the data currently displayed by the graph, or copy it to the clipboard, click the download button in the upper right of the graph.

Use filters to create customized sales views. For example, you can view just the sales of a specific app within a specific territory.

To build a graph for a specific application select “Content” and start typing it’s name. If you have only one app in your account you don’t need to apply this filter. To return to the default view, click Clear All.

Choose any time period in the Date section. You can click a predefined period (for example, Last 7 Days) or enter a date range.

To save your current chosen date range, group, and filter selections, click Save next to Untitled Report. You can later choose your saved views from the Top Content menu.

Below the graph, bar charts display sales by territory and category.

Click any bar in the charts to add that territory or category to your filters.

The table at the end of the page displays total sales, revenue, or pre-orders, based on the chosen date range, group, and filters.

Click any row in the table to add the corresponding value to your filters. This will also update the table content to display subgroups automatically. For example, if you group by territory and click the Europe row, the table displays sales, revenue, or pre-orders for all European App Store territories.

You can group your sales data by various criteria. For example, to view sales across multiple territories, choose By Territory.

To return to the default view, click Clear All.

You can also choose a period with the date slider below the main graph: drag the left and right handles to set the beginning and end dates. You can then click and drag the specified time window forward and backward in time, if desired.

The number below the tab name represents the total sales for the current period in the date selector. You can also view the percentage of change between a selected period and the one before it. For example, the units from this week will be compared to the units from last week.


Download your Sales and Trends reports by choosing Reports from the Top Content menu. If you have more than one contract, choose the vendor for each of your contracts.

To download a report, choose a vendor, report period, and date. Reports are delivered in the ZIP file format and contain tab-delimited text. You can open it in Excel for more convenien analysis.

Reports are only available at certain times and only retained for certain periods.

Reports should be downloaded regularly for your records.

  • Daily reports include data for the previous day in the selected territory and are retained for 30 days.
  • Weekly reports include data starting on Monday and ending on Sunday of the previous week. Weekly reports are available on Mondays and retained for 26 weeks.
  • Monthly reports are available five days after the month’s end date and are retained for 12 months.
  • Yearly reports are available six days after the year’s end date and are retained indefinitely.
  • All reports are generally available by 9:00 a.m. Pacific Time (PT). Apple does not store or regenerate the data after these periods have expired. For more information on the definition of day and week, see Appendix C.

To monitor your refund rate, the Sales and Trends reports show refunds by product. Refund transactions have a negative unit value.

To find out what each column represents, see official Apple’s guide – Appendix A and Appendix B.