Explain changes in your app's acquisition source mix

Investigation steps

1. Use the same app scope, time window and download definition for both periods. Record unavailable or privacy-limited values instead of treating them as zero.
2. For each source, show the count, share of the included total and change in count. State which sources are included in that denominator.
3. Match major shifts with known campaigns, referrals or releases. Keep search-source acquisition separate from a claim about purely organic traffic unless the data explicitly supports that distinction.

Worked interpretation

Illustrative case: search downloads stay at 100 while another source falls from 100 to 50. Search share rises from 50% to about 67%, but search itself has not grown. Calling that a search acquisition gain would be misleading.

Decision and next check

Investigate the source responsible for the absolute change and keep mix effects separate from within-source performance. Use this report to select further analysis, not to infer user quality or lifetime value from source shares alone.

Related Storelift feature

Read App Store analytics: install sources for the available product data and its scope. Keep the app, storefront, period and measurement status with the observations used in your report.

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