analytics-interpretation

What this skill does

# Analytics Interpretation

Interpret your app's metrics, diagnose problems, and make data-driven decisions. Works with App Store Connect data, third-party analytics, or raw numbers the user provides.

## When This Skill Activates

Use this skill when the user:
- Wants to understand their app metrics or analytics
- Asks about retention, LTV, ARPU, or churn
- Wants to know if their metrics are good or bad
- Needs help interpreting App Store Connect analytics
- Wants a data-driven growth plan
- Asks "what should I focus on to grow?"
- Has metrics data and wants to know what it means

## Process

### Step 1: Gather Context

Ask the user via AskUserQuestion:

1. **App type and monetization model**
   - Free with ads, freemium, subscription, paid upfront, or hybrid?
2. **Current metrics they have access to**
   - App Store Connect? Third-party analytics (Mixpanel, Firebase, Amplitude)?
3. **Specific numbers they can share**
   - Downloads, DAU/MAU, retention, revenue, conversion rates?
4. **What they want to know**
   - "Are my metrics good?" / "What should I fix?" / "Should I keep going?"

### Step 2: Identify Key Metrics by App Type

Different monetization models have different north star metrics.

#### Free with Ads
| Metric | Why It Matters |
|--------|---------------|
| DAU/MAU | More daily users = more ad impressions |
| Session length | Longer sessions = more ad views |
| Sessions per day | More sessions = more revenue opportunities |
| Ad impressions/revenue | Direct revenue driver |
| D1/D7/D30 retention | Users must come back for ads to work |

#### Freemium (One-Time Unlock)
| Metric | Why It Matters |
|--------|---------------|
| Conversion rate (free → paid) | Primary revenue driver |
| Time to conversion | How long before users see enough value |
| Feature adoption | Which features drive upgrades |
| Revenue per download | Overall monetization efficiency |
| D7 retention (free users) | Must retain long enough to convert |

#### Subscription
| Metric | Why It Matters |
|--------|---------------|
| Trial start rate | Top of subscription funnel |
| Trial → paid conversion | Critical conversion point |
| Monthly churn rate | Determines LTV |
| LTV (lifetime value) | Revenue per subscriber over their lifetime |
| Payback period | Months to recoup acquisition cost |
| MRR / ARR | Business health snapshot |
| Subscriber retention (Month 1-12) | Long-term revenue curve |

#### Paid Upfront
| Metric | Why It Matters |
|--------|---------------|
| Downloads per day/week | Direct revenue driver |
| Revenue per download | Should equal price minus Apple's cut |
| Refund rate | Product quality signal (keep < 5%) |
| Ratings and reviews | Social proof drives more downloads |
| Organic vs. paid ratio | Sustainability indicator |

### Step 3: App Store Connect Analytics Interpretation

#### The App Store Funnel

```
Impressions (your app appeared in search/browse)
    ↓ Tap-through rate = Product Page Views / Impressions
Product Page Views (user tapped to see your page)
    ↓ Conversion rate = Downloads / Product Page Views
Downloads (user installed your app)
    ↓ D1 retention
Day 1 Active Users
    ↓ D7 retention
Day 7 Active Users
    ↓ D30 retention
Day 30 Active Users
    ↓ Monetization
Paying Users
```

#### Interpreting Each Funnel Step

**Impressions → Product Page Views (Tap-Through Rate)**

| Rating | TTR | Interpretation |
|--------|-----|---------------|
| Good | > 8% | Icon and title are compelling |
| Average | 4-8% | Room to improve first impression |
| Poor | < 4% | Icon, title, or subtitle need work |

What to fix if low:
- App icon not standing out (test bolder colors, simpler design)
- Title not communicating value (add keyword after brand name)
- Subtitle too vague (make it specific: "Budget Tracker" not "Finance App")
- Poor search ranking (see keyword-optimizer skill)

**Product Page Views → Downloads (Conversion Rate)**

| Rating | CVR | Interpretation |
|--------|-----|---------------|
| Good | > 40% | Screenshots and description are effective |
| Average | 25-40% | Some friction on the product page |
| Poor | < 25% | Major product page issues |

What to fix if low:
- First 3 screenshots not showing core value
- No app preview video (adds 15-25% lift)
- Description too long before showing key benefits
- Bad ratings visible (address review issues first)
- Price too high relative to perceived value

**Downloads → Day 1 Retention**

| Rating | D1 | Interpretation |
|--------|-----|---------------|
| Good | > 35% | Onboarding delivers on promise |
| Average | 20-35% | Some users confused or disappointed |
| Poor | < 20% | App not delivering expected value |

What to fix if low:
- Onboarding too long or confusing
- App Store screenshots overpromised
- Core value not visible in first session
- Permissions requested too early (camera, notifications)
- Performance issues (slow launch, crashes)

**Day 1 → Day 7 Retention**

| Rating | D7 | Interpretation |
|--------|-----|---------------|
| Good | > 20% | Users forming habit |
| Average | 10-20% | Some users finding value |
| Poor | < 10% | Most users abandoning after trying |

What to fix if low:
- No reason to come back (add notifications, reminders, streaks)
- Core loop not engaging enough
- Too complex — users haven't learned enough features
- Missing "aha moment" in first week

**Day 7 → Day 30 Retention**

| Rating | D30 | Interpretation |
|--------|-----|---------------|
| Good | > 10% | Strong product-market fit signal |
| Average | 5-10% | Decent but room to grow |
| Poor | < 5% | Retention cliff — users churning |

What to fix if low:
- Feature depth too shallow (users exhaust value)
- No progression or new content
- Competitor doing it better
- Consider: is this a "use once" tool, not a habit app?

### Step 4: AARRR Funnel Analysis

The pirate metrics framework — diagnose where your funnel leaks.

#### Acquisition: How do users find you?

| Metric | Benchmark | Diagnostic |
|--------|-----------|-----------|
| Organic search impressions | Growing month-over-month | Are your keywords working? |
| Browse impressions | Category-dependent | Are you getting featured/editorial? |
| Referral traffic | > 10% of total | Do users share your app? |
| Paid acquisition CPA | < 1/3 of LTV | Is paid acquisition sustainable? |

**Questions to ask:**
- What are your top 3 acquisition sources?
- Is organic growing or shrinking?
- What's your cost per install (if running ads)?

#### Activation: Do users experience the core value?

| Metric | Benchmark | Diagnostic |
|--------|-----------|-----------|
| Onboarding completion | > 70% | Is onboarding too long? |
| "Aha moment" reached | > 50% in first session | Do users discover core value? |
| First key action taken | > 40% of installs | Are users doing the main thing? |

**Questions to ask:**
- What is the one action that defines "this user gets it"?
- How many steps to reach that action?
- What percentage of new users complete it?

#### Retention: Do users come back?

| Metric | Benchmark | Diagnostic |
|--------|-----------|-----------|
| D1 retention | 25-40% | First impression quality |
| D7 retention | 15-25% | Habit formation |
| D30 retention | 8-15% | Product-market fit |
| DAU/MAU ratio | 15-30% | Daily engagement strength |

**Questions to ask:**
- Where is the biggest retention drop-off?
- What do retained users do differently from churned users?
- Is there a retention cliff at a specific day?

#### Revenue: Are users paying?

| Metric | Benchmark | Diagnostic |
|--------|-----------|-----------|
| Free → trial rate | 10-30% | Is the paywall compelling? |
| Trial → paid rate | 40-60% | Does the trial demonstrate value? |
| ARPU (all users) | Category-dependent | Overall monetization efficiency |
| ARPPU (paying users) | 5-20x ARPU | Are payers happy with value? |

**Questions to ask:**
- At what point do users encounter the paywall?
- What's the conversion rate at each paywall touchpoint?
- Do longer-retained users convert at higher rates