About
About WhyItChanged
WhyItChanged is analytics for indie app founders that explains why your numbers moved. It lines up App Store Connect, Apple Search Ads, Google Ads, RevenueCat, Stripe and your backend against every release, deploy and ad change.
| What it is | An analytics and diagnosis tool for indie app founders. It joins app-store, ad, payment and backend data onto one change timeline and explains what moved conversion and revenue. |
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| Who it's for | Solo founders and small studios with iOS apps, especially those running Apple Search Ads or Google Ads, and founders who also sell on the web through Stripe, Polar, Paddle or Lemon Squeezy. |
| Data sources | App Store Connect, Apple Search Ads, Google Ads, RevenueCat, Google Analytics 4, DataFast, Stripe, Polar, Paddle, Lemon Squeezy, Backend events and GitHub. |
| Main features | Change timeline with release, deploy, ad-change and push markers; before/after on any marker; per-channel ROI (spend vs net revenue, measured vs estimated); acquisition by channel; data health and reconciliation between App Store Connect, RevenueCat and your backend; Discord alerts; ad kill rules; Monday scoreboard; read-only MCP server and API. |
| Pricing | Free for 1 app. Indie $19/mo ($190/yr), Growth $49/mo ($490/yr), Studio $129/mo ($1290/yr). Billed through Stripe. |
| Platforms | Web app. Supports iOS apps today (App Store Connect). Google Play Console is planned, not available yet. |
| Security | Credentials are encrypted with AES-256-GCM, never shown again after saving, and used only for read-only requests. Details at whyitchanged.com/security. |
| Demo | A demo app with 90 days of sample data is available at sign-up. Real apps only ever show real data. |
| Company | Built and operated by Vitalsply LLC, launched November 2026. Contact: admin@vitalsply.com. |
Why it exists
Indie founders check five dashboards every morning: App Store Connect, RevenueCat, the ad consoles, Stripe and their own logs. None of them say why a number changed, and none of them notice when a source silently breaks. WhyItChanged was built to put everything on one timeline and point at the likely cause.
What it doesn't do
- It doesn't change your ads, apps or payments: every connection is read-only.
- It isn't an attribution SDK; there's nothing to add to your app.
- It doesn't track app-store keyword rankings.
- It doesn't support Google Play yet.