On March 25, 2026, Apple released the largest update to Analytics in App Store Connect since the platform launched: over 100 new metrics, In-App Purchase and subscription data, cohort analysis, and peer group benchmarks. The detail with the most operational weight for developers who use App Store Connect regularly: Sales and Trends will begin migrating into Analytics in mid-2026 and will be removed entirely by 2027.
What was there before, and what changes now
For years, developers with subscription or IAP-based apps had to work with two separate, barely correlated tools: Analytics for acquisition and engagement data, and Sales and Trends for revenue. Measuring conversion from download to paying subscriber inside a single interface was not possible. Neither was filtering revenue data by acquisition source.
With this update, IAP and subscription data moves directly into Analytics. The dedicated subscriptions section alone offers more than 50 metric options, including churn rate, plan activation timing, and promotional offer performance. All of it is filterable with up to seven simultaneous filters — by territory, source, download date, device type, and other parameters.
Cohort analysis and peer benchmarks
Two of the new capabilities are worth examining separately.
Cohort analysis lets you group users by shared attributes — download date, acquisition source, offer start date — and measure how they behave over time. A concrete use case: comparing the average time-to-purchase for users acquired through a specific campaign versus the organic baseline, or checking whether a new region converts more slowly than established ones. Data is aggregated to preserve user privacy.
Peer group benchmarks introduce two comparative indicators: download-to-paid conversion and proceeds per download. Apple calculates these using differential privacy techniques, so each developer sees how they rank against a comparable group of apps without exposing individual data points. Aggregate benchmarks have appeared in the Apple Developer Programme before, but having them directly inside Analytics makes them far more useful for day-to-day product decisions.
New subscription reports
Two new reports dedicated to subscriptions have been added, both exportable through the Analytics Reports API. This means teams with custom analytics pipelines — export scripts, warehouse connectors, dashboards in Tableau, Looker, or similar tools — can access the new data outside the web interface.
New documentation is also available: the App Store Analytics Guide, added to App Store Connect Help to support data-driven strategy development.
Sales and Trends: the migration to plan for now
The most operationally significant detail is the deprecation of Sales and Trends. Apple’s announced timeline:
- Mid-2026: The Subscriptions dashboards in Sales and Trends are deprecated.
- By 2027: All remaining Sales and Trends dashboards and reports are removed.
Data will migrate progressively into Analytics, but the exact report-by-report schedule has not been published. Teams that rely on Sales and Trends systematically — scheduled exports, API integrations, overnight scripts, financial reporting for management or investors — have a reasonable but finite window to migrate.
Concrete steps to take now:
Audit your dependencies. How many internal or automated processes pull from Sales and Trends? Dashboards, scripts, billing system integrations, reports for management or stakeholders. If you don’t have a clear picture, building one now — rather than under time pressure when the deprecation makes it urgent — is the obvious first move.
Explore the new Analytics. The new metrics are not a 1:1 translation of Sales and Trends: some have different names, and some aggregation logic has changed. Spending time in the interface to locate the data you typically use is a necessary step before migrating any automated process.
Test the Analytics Reports API. If you currently export data from Sales and Trends via API, verify which of the new reports are already available through the Analytics Reports API and update your scripts accordingly. The updated documentation is available in App Store Connect Help.
What still needs clarification
Apple announced that Sales and Trends data will be migrated “over time,” but has not published a precise mapping between Sales and Trends sections and the new Analytics structure. It is not yet clear whether all current report types — financial reports, historical subscription reports, proceeds by territory — will have direct equivalents in the new structure, or whether some workflows will require different approaches.
The mid-2026 deadline for the first deprecation is two to four months away. Not urgent today, but close enough that ignoring it entirely is not a safe choice for teams with complex export pipelines.
The next signal to watch for is a detailed Apple communication on the Sales and Trends-to-Analytics mapping — likely around WWDC26, scheduled for June 8–12, 2026.
