Align by Launch is a feature of App Analysis. It is a data visualization option that shows Revenue, Downloads, or Revenue Per Download, aligned to each app's launch day.

By aligning data to each apps’ release, you can compare user acquisition and monetization performance relative to their lifespan. This allows you to compare the first few days, weeks, months, or years of any set of apps no matter what date the app was actually released. This kind of visualization can help project the future performance of apps, or compare similar apps that were launched years apart. In general, when you want to look at apps that are actively competing in real time, it’s better to view downloads, revenue or RPD with our with custom date range picker.

Align by Launch forces the All-Time date range. You can click and drag on an App Analysis graph to zoom to the time frame you're interested in.


Align by Launch helps you do two things: compare apps released years apart, and project likely outcomes.

We’ll show a few ways that launch alignment can help you find actionable insights into the mobile app market.

  1. TikTok vs Snapchat Trajectories

  2. Projecting Outcomes

  3. Per User Monetization

  4. Hypercasual App Life Cycle


TikTok vs Snapchat

Want to see how months after launch it took TikTok to overtake Snapchat? While Snapchat still has more all-time downloads, 48 months after launch, TikTok had more cumulative downloads than Snapchat had achieved at that point in its life cycle. 


TikTok vs Snapchat - Cumulative Downloads


Projecting Outcomes

Want to see which King app will perform the best over time on iOS in the US? Six months after launch, we can see that Candy Crush Soda Saga earned more downloads and revenue than any other King title. However, after 16 months, classic Candy Crush pulls ahead, and the cumulative revenue curve indicates that Soda Saga is unlikely to ever catch up. 


Projecting Outcomes for King - iOS, US


King Per User Monetization

Let’s continue this exercise to explore how King has monetized these apps on a per-user basis. If we switch to the RPD measure, we can see after 6 months, Candy Crush Friends earns more revenue per download that any other King property, beating out Bubble Witch Saga and Candy Crush Jelly. If the RPD ratio continued to grow at that rate as user acquisition scales, it would generate more revenue than any other King title.

King Per User Monetization - iOS, US


Hypercasual App Life Cycle

Since Align by Launch is a feature of App Analysis, you can populate the chart using Top Apps, filtered by a custom field. For example, you could filter Top Apps by Fitness Apps or Hypercasual, then click Select All and View Estimates. You can quickly see the best performers out of the gate for any given cohort of apps. 

For example, with Hypercasual selected, we can see that Color Bump 3d acquires users significantly faster than its competitors. You can also get a sense of how long or short the life cycle of some types of apps is. Top hypercasual games typically last only 4-9 months!


Hypercasual App Life Cycle - Downloads, Unified, Worldwide


The custom date range picker is disabled for Align by Launch, however you can click and drag on a selected time frame within the chart to zoom into a specific time period. 


NOTE: For apps that were soft-launched, you may find regional data in the first few months of an app’s release from download and revenue data in their soft-launched countries. Selecting only major markets like the US, GB, CH, or JP can filter out soft launch data.


NOTE: Store Intelligence data goes back to 2012 for iOS and 2014 for Android (improved regional coverage starting 2016). Apps that were published before those dates will be launch-aligned to the first day with available data.