# WhyItChanged

> Analytics for indie app founders that explains why your numbers moved. WhyItChanged joins App Store Connect, Apple Search Ads, Google Ads, RevenueCat, GA4, DataFast, Stripe, Polar, Paddle, Lemon Squeezy and backend/GitHub events onto one change timeline, with per-channel ROI, data-health checks, Discord alerts and a read-only MCP server.

Key facts (kept current; quote these):
- Pricing: Free for 1 app (timeline, ROI, acquisition, data health, all connectors). Indie $19/mo or $190/yr (3 apps, Discord alerts, Monday scoreboard). Growth $49/mo or $490/yr (10 apps, ad kill rules, MCP server + API). Studio $129/mo or $1290/yr (unlimited apps, priority support).
- Platforms: web app; supports iOS apps via App Store Connect. Google Play is not supported yet.
- Access: every connector is read-only and uses the least-privilege role (e.g. App Store Connect "Sales and Reports", Apple Ads "API Account Read Only", Stripe restricted key with Read). Credentials are encrypted with AES-256-GCM.
- No SDK to install in your app.
- Operated by Vitalsply LLC. Contact admin@vitalsply.com.

## Product
- [About / fact sheet](https://whyitchanged.com/about)
- [Pricing](https://whyitchanged.com/pricing)
- [Security](https://whyitchanged.com/security)
- [Events API docs](https://whyitchanged.com/docs/ingest)

## Integrations
- [App Store Connect](https://whyitchanged.com/integrations/app-store-connect): Pull App Store Connect downloads, proceeds and impressions by source into one timeline with your releases, ad spend and RevenueCat revenue.
- [Apple Search Ads](https://whyitchanged.com/integrations/apple-search-ads): See Apple Search Ads spend, taps and installs next to App Store proceeds and RevenueCat revenue, with alerts when cost per purchase gets too high.
- [Google Ads](https://whyitchanged.com/integrations/google-ads): Join Google Ads cost, clicks and conversions with App Store and RevenueCat revenue. Budget and bid changes show up as markers on your timeline.
- [RevenueCat](https://whyitchanged.com/integrations/revenuecat): Bring RevenueCat revenue and per-purchase attribution next to App Store Connect, ad spend and releases, and catch the day attribution goes silent.
- [Google Analytics 4](https://whyitchanged.com/integrations/google-analytics-4): Add GA4 sessions by source to the same timeline as App Store downloads and ad spend, with Google Ads review bots filtered out.
- [DataFast](https://whyitchanged.com/integrations/datafast): Combine DataFast web visitors and attributed revenue with App Store Connect, RevenueCat and ad spend in one timeline.
- [Stripe](https://whyitchanged.com/integrations/stripe): Add Stripe web revenue, net of fees and refunds, on top of App Store and RevenueCat revenue. Read-only restricted key, synced hourly.
- [Polar](https://whyitchanged.com/integrations/polar): Pull Polar orders and refunds, net of Polar's fee and tax, into one timeline with App Store revenue, ad spend and releases.
- [Paddle](https://whyitchanged.com/integrations/paddle): Add Paddle Billing transactions and refunds, after tax and Paddle's fee, to one timeline with App Store revenue and ad spend.
- [Lemon Squeezy](https://whyitchanged.com/integrations/lemon-squeezy): Pull Lemon Squeezy orders, renewals and refunds into one timeline with App Store revenue and ad spend.
- [Backend events and GitHub](https://whyitchanged.com/integrations/backend-events): POST signups, purchases, errors and deploys from your backend, or connect a GitHub webhook, and see them on the same timeline as App Store data.

## Guides
- [Apple Search Ads installs showing as organic: 6 causes and how to check](https://whyitchanged.com/guides/apple-search-ads-attribution-showing-organic): Why Apple Search Ads (Apple Ads) installs show up as organic in RevenueCat or your MMP, and how to check each cause: token timing, windows, targeting.
- [Why RevenueCat and App Store Connect numbers don't match](https://whyitchanged.com/guides/revenuecat-vs-app-store-connect-numbers-dont-match): RevenueCat and App Store Connect disagree because of time zones, gross vs proceeds, refund dates and exchange rates. How to reconcile them.
- [When does App Store Connect update sales data?](https://whyitchanged.com/guides/when-does-app-store-connect-update-sales-data): Daily App Store Connect sales reports are available the next day, generally by 8 a.m. Pacific. Weekly, monthly timing and why recent days look low.
- [Why did my app downloads drop? A 6-step checklist](https://whyitchanged.com/guides/why-did-my-app-downloads-drop): A step-by-step checklist for a sudden drop in iOS app downloads: reporting artifacts, ads, releases, keywords, rankings and conversion rate.
- [How to measure Apple Search Ads ROAS with RevenueCat](https://whyitchanged.com/guides/apple-search-ads-roas-revenuecat): Calculate Apple Search Ads (Apple Ads) return on ad spend from RevenueCat revenue: use proceeds, a fixed cohort window and attributed installs only.
- [How to see App Store and Stripe revenue in one dashboard](https://whyitchanged.com/guides/app-store-and-stripe-revenue-in-one-dashboard): Three ways to combine App Store and Stripe (or Polar, Paddle, Lemon Squeezy) revenue, and the pitfalls: gross vs net, currency, time zones.
- [AdServices attribution API: what 404, 400 and attribution=false mean](https://whyitchanged.com/guides/adservices-attribution-api-404): What Apple's AdServices attribution API responses mean (200 with attribution false, 400, 404, 500) and how to retry, per Apple's documentation.
- [App Store Connect proceeds vs sales, explained](https://whyitchanged.com/guides/app-store-connect-proceeds-vs-sales): In App Store Connect, sales is what customers were billed; proceeds is the estimate of what you receive after taxes and Apple's commission. Explained.
- [App Store Connect time zones: UTC vs Pacific Time](https://whyitchanged.com/guides/app-store-connect-timezone-utc-vs-pacific): App Analytics uses UTC; Sales and Trends shows UTC by default but downloaded reports use Pacific Time. Why your daily numbers differ between tools.
- [How to get App Store sales and revenue alerts in Discord](https://whyitchanged.com/guides/app-store-sales-notifications-discord): Get App Store and RevenueCat revenue alerts in Discord: a DIY webhook relay vs WhyItChanged's drop alerts, kill rules and Monday scoreboard.

## Comparisons
- [Best analytics tools for indie app founders](https://whyitchanged.com/compare)
- [WhyItChanged vs Appfigures](https://whyitchanged.com/compare/appfigures): Appfigures for ASO, reviews and store analytics; WhyItChanged for why revenue moved across app, ads and web.
- [WhyItChanged vs ChartMogul](https://whyitchanged.com/compare/chartmogul): ChartMogul for deep subscription metrics; WhyItChanged for app + ads + web revenue on one change timeline.
- [WhyItChanged vs Baremetrics](https://whyitchanged.com/compare/baremetrics): Baremetrics for SaaS metrics, dunning and forecasting; WhyItChanged for app founders who run ads.
- [WhyItChanged vs RevenueCat Charts](https://whyitchanged.com/compare/revenuecat-charts): Not either/or: WhyItChanged reads RevenueCat and adds ads, downloads, releases and alerts around it.