Before reading

iTunes/App Store Reporting Help 2.0:

After:

iTunes/App Store Reporting Help 2.0

September 2008
 TABLE OF CONTENTS

1.
 Financial Reports Module........................................................................................................ 4


2.
 Sales/Trend Reports Module ................................................................................................. 6


3.
 Contacting iTunes ...................................................................................................................... 9


Appendix A – Field Definitions ......................................................................................................... 10


Appendix B – Apple Fiscal Calendar............................................................................................... 11


Appendix C - Definition of Week and Day .................................................................................. 12


Appendix D - Sales/Trend Reporting FAQs ............................................................................... 13


Appendix E – Sample Report.............................................................................................................. 15


Appendix F – Reports – Other Uses ................................................................................................ 17


Appendix G – Country Codes ............................................................................................................ 18


 Apple, Inc.
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iTunes Connect Reporting

iTunes provides you with a web-based application (iTunes Connect) that enables access to
Sales/Trend reports (daily and weekly) and Financial reports (monthly), among other tools.

iTunes Connect can be accessed at www.apple.com/itunes/go/labelconnect/ using the account

and password you were provided. Once you login you will be presented with the Welcome page
below, which contains links to help you navigate through iTunes Connect. The Welcome page
you will see is based on the modules applicable to you. As a result, you may see more or less
modules then what is shown below. This guide is primarily intended to cover the Sales/Trend
Reports module.

Sample iTunes Connect Welcome Page

Please note that your initial user is the team agent who entered into the program
agreement. That user has the “Admin” role, which provides access to all modules,
including the ability to add other “Admin” users (using the Manage Users module). The
“Admin” users associated with your account are expected to manage (add, modify, delete)
your users based on your needs.

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1. Financial Reports Module

Financial reports will be provided once per month and are based on Apple’s fiscal
calendar (refer to Appendix B). By clicking on Financial Reports link on the welcome
page, you will be accessing the page where all your monthly Financial Reports are/will
be stored.

Sample ITunes Connect Financial Reports Screen

You will be able to access all your Financial Reports on this page. Financial Reports are
provided as tab delimited text files so you can easily import them into a data
warehouse, MS Excel, etc. and analyze or manipulate them in a manner that suits your
needs.

If you are selling your apps on a global basis, you will receive 7 reports each month. The
report grouping for all existing territories and the associated currency that proceeds are
paid in is as follows:

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Territory(ies) Currency
United States & Latin America US Dollar (USD)
Canada Canadian Dollar (CAD)
United Kingdom Great Britain Pound (GBP)
European Union, Switzerland & Norway European Euro (EUR)
Japan Japanese Yen (JPY)
Australia & New Zealand Australian Dollar (AUD)
All Remaining1 US Dollar (USD)

Users can be configured in the Manage Users module to receive notifications of new
reports. Specifically, iTunes Connect users with the Financial Report Type notification
will receive an email when the Financial Reports are available. For more information
about Apple’s payment schedule, please refer to Appendix B.

1
Includes remaining European countries, Middle East, Africa and remaining Asia Pacific countries.

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2. Sales/Trend Reports Module

In addition to monthly Financial Reports, iTunes Connect allows you to download daily
and weekly Sales/Trend reports. When you are ready to download your Sales/Trend
Reports, click on the following link located on the Welcome page:

Please note that the daily and weekly reports are Sales/Trend reports, and should
not be used as substitutes for monthly financial reports.

Upon clicking on the link you will be presented with the Report Options page:

Sample ITunes Connect App Report Selection Page

Using the Report Period drop down you can select Weekly or Daily periods to download
reports. For Weekly reports, you will be able to access up to 13 rolling weeks of prior
data; Daily reports allow you to access 7 rolling days of data.

Sample Weekly Selection

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Sample Daily Selection

Please note that iTunes will not store or regenerate the data after the periods above
expire; you will need to download and store this data on a regular basis.

Once you have selected the day or week of interest, you will be presented with the
option to preview or download the report.

By pressing the preview button you will see on your screen the top 50 rows from the
report (based on units sorted descending).

Example 1: If you have one application and you are selling the application in the US and
Canada, you will see 2 rows (1 for US sales and 1 for CA sales) if there are no updates or
refunds.

Example 2: If you have one application and you are selling it in all 62 storefronts, the
sales or updates for the territories with the highest units for the period will be
displayed.

Example 3: If you are selling 20 applications in the US (and no other territories), there
are updates available and the applications have refunds, then you may see sales,
refunds and updates in your preview.

Refer to Appendix E – Sample Report for more scenarios and reporting examples.

By pressing the download button and you will be able to obtain a tab delimited text file
with your report data. You can easily import the file to a data warehouse, MS Excel, etc.
and analyze or manipulate your data as necessary.

If you are using Mac OS X, the reports will be downloaded and opened automatically.
If you are using Microsoft Windows, please read the information below:

You can download Safari for Windows by following the link:

http://www.apple.com/safari/

Once you click the download button, your browser will ask you whether it shall
open or save the report.

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Click on save button when the dialog box appears.

Once you downloaded the file (xxx.txt.gz), double click it, WinZip should extract it.
Once extracted you will have a tab limited text file (xxx.txt).

If your system does not know how to open it, it will present you with a dialog box
and the list of applications to choose from, please select WinZip or anything
equivalent to WinZip to extract the file.

All reports are provided with headers; please refer to Appendix A for more information
on report headers/fields and refer to Appendix E for sample report overview (which
describes how data is grouped and summarized). The reports provided demonstrate
sales per application (that can be tracked with Vendor Identifier and/or Apple Identifier).
Weekly reports cover Monday through Sunday and are available on Monday for the prior
week. Please refer to Appendix C for definition of Day and Week for Sales/Trend
Reporting.

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In addition to viewing and analyzing the reports, please refer to Appendix F where we
provide insight into how others are using the reports. Please let us know if you have any
other ideas that we can share.

3. Contacting iTunes
If you have any questions or have difficulties downloading your reports, please do not
hesitate to contact us. Depending on your question, please use the following alias
descriptions to determine where to send your inquiry:

Application Questions:
For general questions about applications or application requirements, contact:
devprograms@apple.com

Legal Questions:
For legal or contractual questions, contact:
itunesadmin@apple.com

Financial Reports (Monthly), Tax & Banking Questions:

For questions about financial reports, banking or tax forms, contact:
iTSPayments@apple.com

Sales and Trend Reports (Weekly and Daily):

For questions about weekly and daily reports contact:
iTunesAppReporting@apple.com

Thanks,

The iTunes / App Store Reporting Team

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Appendix A – Field Definitions

Please note that some fields are not applicable (N/A):

Column Name Description

Provider The Service Provider in your reports will be Apple.

Provider Country The Provider Country in your reports will be US.
Vendor Identifier Represents the vendor specific identifier for the
application (provided by you).
UPC N/A
ISRC N/A
Artist / Show This is the name of the developer.
Title / Episode / Season The name of the Application.
Label/Studio/Network N/A
Product Type Identifier Identifies the type of transaction:
1 = Initial Purchase
7 = Update
Units Units sold, updated or refunded
Royalty Price Proceeds, net of commission for the application.
Begin Date (YYYYMMDD) - Report period start. Localized
time based on region.
End Date (YYYYMMDD) - Report period end. Localized time
based on region.
Customer Currency Customer currency.
Country Code 2 digit ISO country code of the store i.e. US =
USA, CA = Canada.
Royalty Currency Currency in which payments will be made.
Preorder N/A
Season Pass N/A
ISAN N/A
Apple Identifier Unique product identifier for the item. Adam IDs
are unique identifiers for all content types. Every
asset on iTunes has a unique Apple ID. Updates
will have the same Apple ID as the original
application.
Customer Price Price paid by the customer.
CMA N/A

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Appendix B – Apple Fiscal Calendar

Apple’s fiscal year 2008 Reports and Payment Calendar

As shown below, monthly Financial Reports are based on Apple’s reporting calendar.
Months represent either four (4) or five (5) weeks (the first month of each quarter has an
extra week) and the weeks run from Sunday through Saturday. All months start on
Sunday and end on Saturday. Monthly payments and reports are distributed on iTunes
Connect and available based on the contractually agreed timeframes.

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Appendix C - Definition of Week and Day

What is a Day?
12:00:00 AM to 11:59:59 PM in the time zone used for that territory (refer to table
below).

What is a Week?
Monday 12:00 AM to Sunday 11:59 PM

What time is the report date based on?

Territory Time Zone

US, Latin America, Canada
Europe, Middle East, Africa, Asia
Pacific
Japan
Australia, New Zealand
Pacific Standard Time (PST)
Central Europe Time (CET)
Japan Standard Time (JST)
Western Standard Time (WST)

When are reports available?

Reports are generated after the close of business in the final time zone (which is PST).
As such, reports are generally available by 10:00 AM PST for the prior day or week.
Earlier access to reporting for other time zones (where the close of business is earlier) is
not available.

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Appendix D - Sales/Trend Reporting FAQs

1. General Reporting

What does each column represent in my reports?

Please refer to Appendix A.

I am seeing differences between Financial Reports and Sales/Trend reports,

why?
The daily and weekly reports are based on customer interaction (click to
purchase) and are coming from real-time systems while the monthly reports are
based on financial transactions and are coming from our financial systems.
There are intentional differences in processing and time-frames between those
two types of reports. For example, the weekly reports are from Monday to
Sunday, while the Financial Reports are based on Apple Fiscal Quarters that
always end on Saturday. Reconciliation between the reports is not recommended
due to the timing and reporting differences.

Do weekly reports reconcile with the daily reports?

Both daily and weekly reports are coming from the same system and they are
based on customer interaction (click to purchase). They will reconcile. If there is
a slight difference (couple of items) it is due to the timing difference between
reports being run.

Can I change my vendor identifiers?

Vendor identifier is one of the unique keys for you to identify your content.
Therefore it is not possible to change the vendor identifier, but it is possible to
send a new product with the correct identifier and remove the one that has
issues.

What about other errors we see on the report?

Except for the Apple identifier column, we report back what we have received
from you. If you see an error, please use the Manage Your Applications module
in iTunes Connect to update the information. Please contact
devprograms@apple.com if you are unable to correct the information using
iTunes Connect.

What are the blank fields for?

We use the same reporting infrastructure for all of our iTunes/App Store
partners, and therefore your reports may contain fields that are not relevant or
not used (see Appendix A).

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2. Sales

I see a high volume of sales for a short period of time (could be up to a

week) and the sales drop down, what does this mean?
It is very common for applications to have a high amount of sales for a short
period of time and the volumes then return to normal levels. It is generally due
to a specific promotion (intentional) or unknown exposure related to a regional
news article, radio mention or web blog referencing your specific application, the
App Store or iTunes in general.

I don’t see any sales for a particular item, why?

This can be an indication of an item not being available in the store for different
reasons. Some reasons include your request to remove the item from the store,
an available date that is in the future, the application is still in review (see status
in the Manage Your Applications module), a legal issue arose or serious
customer complaints were received.

3. Refunds

How can I identify refunds? Why there are refunds on my reports? What is
Apple’s refund policy?

In the report the customer price and the units will be negative (i.e. proceeded by
“-“).

Our refund policy is “All Sales are final”. We will provide a refund if in our opinion
the customer experience was unsatisfactory (generally application quality issues).

One thing you may want to monitor on your reports is the rate of refunds for the
applications that are being refunded since it is an indication of quality issues
with your applications that are likely resolved by issuing a software update.

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Appendix E – Sample Report

The following is a sample report to help you interpret its contents, and address various
scenarios you may encounter.

The data in your reports is grouped by:

• Vendor ID / Apple ID
• Store / Country Code
• Product Type Identifier
• Sales vs. Refunds
• Customer Price / Royalty Price

Price fields are dependent on the storefront from which the customer purchases the application,
and the price of the application at the time of purchase2.

We have removed the following fields from the print screen below as they are not applicable to
applications: UPC, ISRC, Label/Studio/Network, Preorder, Season Pass, ISAN, and CMA.
However, please note that for now these fields will be in your report.

(For complete field definitions refer to Appendix A)

Reading the Report

The first line in the example above is the most likely scenario you will see:

• Artist/Show – “Vendor” is the name that the application is sold under on the store
• Title/Episode/Season – “App1” is the name of the application
• Product Type Identifier – “1” denotes the type of transaction (initial download)
• Units – “252” is the number of units sold for a given day/week
• Royalty Price – “3.65” is proceeds, net of commission, iTunes will pay you for each sale
of the application
• Customer Currency – “GBP” (Great Britain Pounds) is the currency in which the customer
purchased the application
• Royalty Currency – “GBP” (Great Britain Pounds) is the currency in which the payment of
your proceeds will be made for the application
• Customer Price – “5.99” is the price paid by the customer for the application

2
If you change your price during the reporting period, the report will show multiple price points for the same country

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Additional Reporting Scenarios

We have provided some additional scenarios and sample extract to help you further understand
your reports. Note that in your reports the Product Type Identifier denotes the type of
transaction, currently you will see only 1’s (Initial Purchase) and 7’s (Updates). The Product Type
Identifier must be taken into account in all of the following
scenarios.

Scenario 1 (Product Type Identifier=1; Units=16; Royalty Price=4.86)

This is similar to the first line; the Royalty Price value will always be greater than zero for all
paid applications and zero for free applications.

Scenario 2 (Product Type Identifier=7; Units=1; Royalty Price=0)

Certain line items will have 0 in the Royalty Price field. Even if you only have paid applications
on the store, the royalty price will be 0 for all updates (Product Type Identifier = 7).

Scenario 3 (Product Type Identifier=1; Units=-1; Royalty Price=7; Customer Price=-9.99)

You may see negative units when a customer returns a product. All returns will have a Product
Type Identifier of 1 and both Units and Customer Price will be a negative value. Refer to
Appendix D section 3 for additional information on returns.

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Appendix F – Reports – Other Uses

Below are sample uses for reports other than sales figures:

1. Monitoring

The health or your business can be tracked by reviewing the volume of units per application
or revenue. A sudden drop in sales may indicate an issue such as one of your Apps is not
available due to a content issue (you can check on the store to see if it has been removed).

2. Content Quality Issues

By tracking the refunds, you can identify applications that customer’s are complaining about
and provide updates to those applications to reduce future customer care issues. Typical
ratio of refunds to overall sales should not exceed 0.5%; refunds in excess of that number
generally indicates a problem with the App on the store.

3. Pricing Issues

You can use the reports to ensure that the operational teams that are providing the
metadata to iTunes have set pricing consistent with the expectations of Management,
Marketing, Finance and Business Development teams. Tracking pricing will indicate any
disconnect between different groups and will provide the opportunity to resolve pricing
disparities sooner (minimizing the impact).

4. Price Elasticity

We believe that careful management of price can increase your sales. By using the reports
you can monitor percent change in sales in correlation with a percent change in customer
price. If applied correctly this type of analysis will help you set the best price for your
application to maximize your revenue.

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Appendix G – Country Codes

2 Character Country Code 3 Character Country Code Country Name

AR ARG Argentina
AU AUS Australia
AT AUT Austria
BE BEL Belgium
BR BRA Brazil
CA CAN Canada
CL CHL Chile
CN CHN China
CO COL Colombia
CR CRI Costa Rica
HR HRV Croatia
CZ CZE Czech Republic
DK DNK Denmark
SV SLV El Salvador
FI FIN Finland
FR FRA France
DE DEU Germany
GR GRC Greece
GT GTM Guatemala
HK HKG Hong Kong
HU HUN Hungary
IN IND India
ID IDN Indonesia
IE IRL Ireland
IL ISR Israel
IT ITA Italy
JM JAM Jamaica
KR KOR Republic Of Korea
KW KWT Kuwait
LB LBN Lebanon
LU LUX Luxembourg
MY MYS Malaysia
MX MEX Mexico
NL NLD Netherlands
NZ NZL New Zealand
NO NOR Norway
PK PAK Pakistan
PA PAN Panama
PE PER Peru
PH PHL Philippines
PL POL Poland
PT PRT Portugal
QA QAT Qatar
RO ROM Romania
RU RUS Russia
SA SAU Saudi Arabia
SG SGP Singapore

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2 Character Country Code 3 Character Country Code Country Name

SK SVK Slovakia
SI SVN Slovenia
ZA ZAF South Africa
ES ESP Spain
LK LKA Sri Lanka
SE SWE Sweden
CH CHE Switzerland
SY SYR Syrian Arab Republic
TH THA Thailand
TR TUR Turkey
AE ARE United Arab Emirates
GB GBR United Kingdom
US USA United States
VE VEN Venezuela
VN VNM Vietnam

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Document Version 2.0
Created 9/15/08