1. Check the date and filters
Confirm the app, territory, platform, date range, and download type. First-time downloads and redownloads answer different questions. Sales and Trends, Analytics, and your own product events also have different definitions and processing schedules.
2. Check whether Apple has published the report
Apple documents initial ongoing report generation at approximately 24–48 hours. Many commerce reports take two days to settle; subscription reports can take longer. A fresh app or recent day may have no downloadable data yet.
Apple’s setup, completeness, and privacy guidance explains why missing data does not establish zero activity.
3. Check privacy and coverage
Usage metrics such as sessions and crashes depend on opt-in data and privacy safeguards. A small app may have downloads while usage reports remain unavailable. Do not divide one partial report by a differently covered report and call the result a conversion or retention rate.
Manifest shows uncovered days as gaps. It displays reported totals and coverage together, and withholds week-over-week changes until both windows have complete coverage.
4. If coverage is complete, investigate the funnel
Check that the app is available in the relevant storefront. Review App Store Connect notices and recent listing, price, and campaign changes. Then compare impressions, taps, and downloads over equal date ranges. A fall in impressions points to a different investigation than steady impressions with fewer downloads; neither proves a cause on its own.
Keep the evidence before making another change
Record what you changed and when. Wait for complete comparison periods, then evaluate one change at a time. The solo-developer metrics checklist explains what to look at next, including revenue and release health.
For missing older reports, see Apple’s history limits and snapshot options.