Traffic sources (App Analytics)

Apple names the first four in its list, and "and more" implies others exist. You can also filter by territory and device.

To preserve privacy, sources such as app referrers, web referrers and campaign links need a minimum threshold of data before they show. A source missing from your report may be too small, not zero.

Campaign links take people from your marketing to your product page, so you can compare ads, emails or posts. Filter conversion by campaign to see which one works. They pair well with custom product pages, which can match each campaign's message.

Keyword work mostly moves App Store Search. If Search is a small share of downloads, ranking changes may matter less than you expect. If it is large, rank tracking deserves attention. Compare conversion rate per source: the same page converts differently for a search visitor and a link visitor.

A hypothetical habit tracker finds 60 percent of first-time downloads from Search and 5 percent from web referrers. It spends its next month on the subtitle and keyword field, not on its blog.

Open App Analytics and record each source's share before you change metadata.