How often do you check your App Store Connect stats?
ios - What is the app store views and app units mean from apple app store? - Stack Overflow
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My app has been online for about 6 years now and started relatively taking off about 3 years ago. I have to admit that I‘m one of those people that checks their app stats everyday. This app has changed my life to a certain degree and I‘m obviously curious how it’s doing (and let‘s be honest, how much it’s making me). Can anybody relate?
App Units
The number of first-time app purchases made on the App Store using iOS 8 or later. App updates, downloads from the same Apple ID onto other devices, and redownloads to the same device are not counted. Family Sharing downloads are included for free apps, but not for paid apps.
App Store Views
The number of times your app’s App Store page has been viewed on a device using iOS 8 or later. Although apps can be downloaded without visiting the app’s App Store product page, such as directly from search results, only App Store product page views are counted.
Source
If you read the last sentence in the App Store Views it could be that you have many direct downloads.
Good luck with your app!
The above about App Unit is now incorrect (perhaps it was previously written as such). App Units, according to Apple, are first time App Downloads (not installs/opens and not purchases) from the app store page:
App Units
The number of first-time app downloads made on the App Store using iOS 8 or tvOS 9, or later. App updates, downloads from the same Apple ID onto other devices, and redownloads to the same device are not counted. Family Sharing downloads are included for free apps, but not for paid apps.
Metrics and Measures - https://help.apple.com/itc/appanalytics/en.lproj/static.html#itc7bea1545f