Apple的App Analytics统计平台你必须知道的Q&A整理与翻译

Apple的App Analytics统计平台你必须知道的Q&A整理与翻译

Apple最近在iTunesConnect里最新发布了App Analytics统计平台，提供了现有友盟统计平台和自有统计平台无法统计的数据，具有自己的独有特点，尤其是下面几个最让人头疼的流量分析转化，可以在App Analytics里得以解决，例如：

1. 推广链接转化
2. 网站流量来源

由于苹果自己的统计方式和其他平台有所区别，且文档只提供了英文版，故整理了常见的Q&A并翻译，其中问题的翻译，会保持和Apple自己的中文翻译一致，方便大家对照查看，在回答的翻译，有的方便理解，会改用咱们自己常说的术语。（PS：稍稍鄙视下Apple生造名词的做法）

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• Q：Can my customers opt out of App Analytics?
• Q：用户可以选择不被App Analytics统计吗？
• A：Yes, customers can choose in iOS 8 whether or not to send their app usage data to Apple.
• A：是的，在iOS8及以上版本的用户可以选择是否将自己的应用使用情况的数据发送给Apple

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• Q：How is it possible for App Store Views to be lower than App Units for a particular campaign or referring website?

• Q：为什么会出现AppStore查看次数的访问次数低于App购买量（例如某个营销活动或往网站来源）

• A：This can happen if the customer downloads your app without visiting your app's page in the App Store. For example, if a customer searches for your app in the App Store and downloads it directly from the search results, this will generate an App Unit but not an App Store View.

• A：如果用户没有访问到App的详情页，直接下载会出现这种情况。例如：用户在AppStore搜索你的App后直接在搜索结果页面下载，不计入AppStore查看次数，但App购买量会加1

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• Q：How does attribution work with campaigns?

• Q：如何界定一个下载是否是归因于一个营销活动（推广链接）？

• A：The attribution window for campaigns is 24 hours. This means you'll get credit for sales that occur up to 24 hours after that customer uses your link. If a customer uses more than one campaign link during a certain period, only the most recent campaign link is credited for sales that happen after it's used.

• A：有一个24小时的时间窗，意味着如果购买App的行为发生在用户点击营销活动链接的24小时内，这个用户的购买行为会归功于这个营销活动，如果24小时内有多个营销活动，会以最接近的一次营销活动为准

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• Q：How does attribution work with referring websites?
• Q：如何界定一个网站来源？
• A：When a customer comes to the App Store through a website referral, the attribution window lasts until the customer’s App Store session is over. If a chain of redirects in Safari leads to an App Store session, the first URL in the chain will be reported as the referring website.
• A：当一个用户通过某个网页的链接来到AppStore应用内，则这一次AppStore启动内的所有行为会归功于这个网页来源。如果这个链接有一系列重定向，则最初的URL链接页面会被记为来源。

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• Q：Why isn’t my campaign showing up in App Analytics?
• Q：为什么我的营销活动没有出现在App Analytics中？
• A：There are a few reasons a campaign might not show up in App Analytics. You won’t see results unless:
  1. More than a day has passed since campaign launch.
  2. At least five app units are reported for your campaign. Note that each Apple ID can only generate one app unit, even if your app is installed on more than one device signed into the same Apple ID.
  3. Your campaign link includes both the provider token and a campaign ID. Remember that your campaign ID can’t be more than 40 characters.
• A：必须要满足下面有几个条件你才能看到你的营销活动：
  1. . 营销活动启动超过一天
  2. . 至少有5个Apple ID购买了你的App，同Apple ID安装到多个不同设备也只算一个
  3. . 你的营销活动链接包含ProviderToken和CampaignID，其中CampaignID不要超过40个字符（译者注：通过App Analytics生成的营销活动链接都会有ProviderToken，大家只留意下CampaignID的长度限制就好）

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• Q：What are App Store views?
• Q：什么是AppStore查看次数
• A：App Store views are the number of times your app’s App Store page has been viewed on a device using iOS 8 or later. Although apps can be purchased or downloaded without visiting the App Store product page, such as directly from search results, only App Store product page views are counted.
• A：App Store查看次数是你的App详情页被一个设备（iOS8或更高）访问的次数。尽管可以不访问App的详情页，就直接购买和下载App，例如直接来自搜索。即只有访问到App的详情页才会记录一次AppStore查看次数。

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• Q：What are App Units?
• Q：什么是App购买量？
• A：App units counts how many times your app was downloaded for the first time from the App Store on iOS 8 or later. App updates, downloads from the same Apple ID onto other devices, and re-downloads to the same iOS device are not counted. Family Sharing downloads of free apps are included, but Family Sharing downloads of paid apps are not counted.
• A：App购买量表示你的App被首次下载的次数（iOS8或更高）。App的更新、同一个AppleID下载到不同的设备上、重复下载到一个设备上，都不会额外记录购买量。家庭共享导致的免费应用下载会增加购买量，但收费应用不算。

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• Q：Are events from Apple Watch reported in App Analytics?
• Q：Apple Watch相关事件是否会算到App Analytics的统计里？
• A：Only events from the iOS app are reported. Apple Watch events aren’t included.
• A：只有iOS的App才算，Apple Watch不算。

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• Q：What are sessions?
• Q：什么是使用次数？

• A：Sessions counts the number of times the app has been in the foreground for at least two seconds. If the app is in the background and is later used again, that counts as another session.

    Sessions totals are based on app users who agree to share their data with you. This data is anonymized and aggregated.
  

• A：使用次数是应用启动到前台并至少保持2秒以上的启动次数。如果一个应用在后台被切换到前台，会算作另一次使用次数。（译者注：即启动时长超过2秒的启动次数 = App Analytics的使用次数）

    使用次数的总数是基于同意与App开发人员共享诊断和使用情况的用户，数据会保持匿名并会加总。
  

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• Q：What are active devices?
• Q：什么是使用中的设备？（即活跃设备）

• A：Active devices counts the number of devices with at least one session during the selected period. Only devices with iOS 8 or later are included.

    Active devices totals are based on app users who agree to share their data with you. This data is anonymized and aggregated.
  

• A：使用中的设备是所选择的时间区间内，至少有一次使用次数的设备数。只有iOS8或以上的设备才会算。

    使用中的设备总数是基于同意与App开发人员共享诊断和使用情况的用户，数据会保持匿名并会加总。
  

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• Q：What are installations?
• Q：什么是安装？

• A：Installations count the total number of times your app has been installed on an iOS device with iOS 8 or later, including re-downloads on the same device, downloads to multiple devices sharing the same Apple ID, and Family Sharing installations. App updates are not counted.

    Installations totals are based on app users who agree to share their data with you. This data is anonymized and aggregated.
  

• A：安装总数是你的App安装在iOS8或以上设备，包括重新下载到同一个设备，同一个Apple ID下的多个设备，或家庭共享导致的安装。App的更新不算。

    安装总数是基于同意与App开发人员共享诊断和使用情况的用户，数据会保持匿名并会加总。
  

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• Q：Why aren’t active devices, sessions, and installations showing recent events?
• A：Usage data is only reported from users’ devices when we can transfer that data without affecting the user experience, so reporting may be delayed for up to 72 hours.
• Q：为什么使用中的设备、使用次数、安装无法查看最近的数据？
• A：用户设备使用App的数据上报，为了不影响用户体验，可能会延迟72小时传送。

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• Q：Why are active devices, sessions, and installations lower in App Analytics than another analytics tool I use, even after 72 hours have passed?

• Q：为什么使用中的设备、使用次数和安装低于其他统计平台/工具，即使是过了72小时也如此？

• A：To protect customer privacy, usage data is only reported from customers who agree to share their data. To estimate your total usage in App Analytics, simply divide the values reported in App Analytics by the opt-in rate for your app reported in the About Analytics Data help.

• A：为了保护用户隐私，App的使用数据，只由同意与App开发人员共享诊断和使用情况的用户设备上报。估算总数，可以简单的除以参与上报的设备比例，这个比例可以在【关于“App 分析”数据】旁边的问号里看到。（译者注：其实还要多除一个数：所查看区间内iOS8及以上设备所占的比例）

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• Q：What is retention?

• Q：什么是持续使用情况？（译者注：其实就是留存率，后面以留存率代替）

• A：Retention measures the usage of your app over time. Retention consists of four components: the purchase date, devices, the retention period, and the retained devices.

  1. The purchase date is the date an app was downloaded for the first time. This may not be the same as the installation date if devices share the same Apple ID or the app has been re-downloaded to the same device.
  2. Devices is the number of installations with the same purchase date.
  3. The retention period is a specific number of days after the purchase date.

  4. Retained devices is how many devices that were active in a given retention period.

       For example, your app was purchased 100 times on May 1, and 20 of those devices used your app on May 8. The purchase date is May 1, by 100 devices, the retention period is May 8, and there are 20 retained devices.
     
       In this example, day 7 retention for apps purchased on May 1 is 20%, or 20 devices out of 100.
     
       Note that whether these devices used the app on any day other than May 8 is not part of this calculation.
     
       Retention totals are based on app users who agree to share their data with you. This data is anonymized and aggregated.
     

• A：留存率，是衡量用户在一段时间的使用情况。留存率由4个部分构成：购买时间、设备、留存期、留存设备

  1. 购买时间：应用首次下载的时间，可能与安装时间不一样，如果多个设备对应一个Apple ID或者App被重复下载到相同设备。（参见App购买量的解释）
  2. 设备：安装时间与购买时间相同的安装数。
  3. 留存期：距离购买时间的n天后的那一天。

  4. 留存设备：有多少个设备在那一天使用过App

       例如，你的App在5月1日购买了100次，其中20个设备在5月8日用了你的App。则购买日期为5月1日，100个设备，留存期是5月8日，有20个设备留存。
     
       在这个例子中，5月1日购买App的7日留存是20%，即100个设备中有20个。
     
       注意：这些设备是在5月8日意外的时间使用了App，并不在这个计算的考虑范畴内。
     
       留存数是基于同意与App开发人员共享诊断和使用情况的用户，数据会保持匿名并会加总。
     

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• Q：Why is retention sometimes higher in App Analytics than another analytics tool I use?
• Q：为什么留存有时候比其他统计平台/工具要高？
• A：App Analytics only counts a new user when an app is downloaded for the first time. Other analytics tools may count a new user for every app installation, even if the user is restoring it to their same device or re-downloading it to another device.
• A：App Analytics只在首次安装情况下才记为一个新设备。而其他统计平台/工具可能把每一次App安装都统计为一个新用户，即使这个用户是恢复自己的数据到相同的设备，或重复下载到其他设备。

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• Q：Why do I sometimes see an error that there isn’t enough data?
• Q：为什么我有时候发现报错说数据不够？
• A：To protect customer privacy, we only show data in App Analytics after a certain number of data points are available.
• A：为了保护用户隐私，我们只在有足够数量的数据上报后才显示到App Analytics中。

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译者补充：

• Q：各种数为什么和其他平台差距非常大？

• A：汇总一下原因：

  1. 统计开始时间：Apple的App Analytics是从4月1日开始有数据，之前的数相当于0
  2. 参与上报设备：有的数据下面有【仅限参与/opt-in】标识的，只统计了允许上报的设备（大约17%，具体请参考各自App里【关于“App 分析”数据】旁边的问号里的设备比例）
  3. 操作系统版本：只统计iOS8及以上的设备，截止5月6日，大约占比80%
  4. 设备上报延迟：最近3天数据，有的用户设备可能还没报上来
  5. 统计时区不同：Apple的App Analytics的日期是按照UTC时间的天，例如5月4日，对应北京时间是5月4日8点~5月5日8点