Fastest Way to Set In-App Events in App Store Connect

October 11, 2022

It 's been a while since I introduced myself. Nice to meet you!

My name is Terada, and I am in charge of design work at Liberteenz.

In the area of ​​app advertising and ASO, which is our company's strength, as a designer, I am working every day to improve the store information so that I can convey the appeal of the customer's app while making full use of the functions of the App Store. Since the store situation and algorithms change day by day, we are also responsible for the research and function utilization! This time, I tried to set up In-App Events, which was announced last week and is scheduled to be released on October 27th. *Information as of October 25, 2021.

What are In-App Events in the first place?

In-App Events is a feature that showcases live streaming and newly available content. It can be said that In-App Events is a function like an "event card" that can be found directly in the App Store of iOS and iPadOS.

Permissions Required to Configure In-App Events in App Store Connect

This time, when I tried to set up an event card with App Manager and Marketing privileges, I was able to create an event card on App Store Connect, but it seemed that I could not submit it for review with Marketing privileges.

You can check the permissions from the "My APP" item on the following URL.

Roles in the Apple Developer Program - Support - Apple Developer

Let's create it!

I summarized the flow that I actually tried on the screen of our company application "Dragon Paradise.”

Prepare to Create

When you sign up for App Store Connect, it looks a little different than usual. (Outlined in red)

In order to use the in-app event function as soon as possible, it seems that someone with Account Holder authority needs to sign up for the updated App Store submission experience.

Once you've signed up, you're ready to set up!

Create Event

First, select the app you want to set an event from My App and execute the following. 

  1. Click the event in the app.
  2. Click ⊕ next to the event in the app. Or click Create In-App Event.

Enter a new event reference name of up to 64 characters and click Create. The event's reference name is visible only in App Store Connect. On the next screen, fill in the required information according to the form!

1. Event Information

Click ◎ to see a dropdown of all available localizations. By localizing into as many languages ​​as possible, you can reach a wider audience for your event.


Set the name of the event.

Your name will appear on both the event card and the event details page.

Short Description:

Appears on event cards.

*Descriptions cannot contain control characters (such as nulls, newlines, escapes, and other invisible characters)

Detailed Description:

This will be used to display on the event details page.

*Descriptions cannot contain control characters (such as nulls, newlines, escapes, and other invisible characters)

Media for Event Cards and Event Detail Pages:

Set the images to be used for event cards and event detail pages respectively. Images with different sizes or alpha channels could not be set. Videos loop and are limited to 30 seconds.

In-app event media specs


Select a badge option to define the type of event. This badge will appear in the card view and details view of the App Store.

2. Distribution Status of Country or Region


Select the countries or regions where you want your in-app event to be available.

Start date and time/End date and time:

Set in 30-minute increments. The event period can be set up to 31 days.

Publish start date and time: 

The start date and time to publish to the store cannot be set later than the event start date and time. It can be displayed in the store up to 14 days in advance.

3. Additional Information

Reference Name:

Displays the event's reference name that you entered at the start of creating a new event. The event's reference name is visible only in App Store Connect.

Event Deep Link:

Enter a universal link or custom URL that directs users to the in-app event content.

*The links you use must take users directly to event-related content within your app.

Purpose of the event:

You can set one of the following four as the main purpose.

・All users

・New users

・Active users

・Expired users

This element becomes one of the factors that affects the display of personalized recommendations on the App Store, and selections are not displayed on the user-visible event card or event detail page.

Event Priority:

Select one from normal priority and high priority.

Normally, events are displayed in chronological order based on start time, with the earliest start time, but events with a higher priority appear higher than regular events.

In- app purchase or subscription required:

Select whether an in-app purchase or subscription is required to attend the event.

You can set one from the following four.


・In-app purchases


・In-app purchases and subscriptions

・In-app purchases or subscriptions

This information is displayed on the event details page.

Primary Language:

The default language for App Store metadata if you have not provided localized metadata for a specific territory. You can change your primary language at any time.

Submission for storage and review

From the upper right of the screen, you can save the information of the in-app event or add it for review.

By the way, if you check from an account that does not have the authority to submit reviews (Marketing this time), only the "Save" indication will be displayed in the upper right.

It will be saved as a draft in the App in-app event summary as a draft. I would like to tell you later about what will happen if you submit it.


Thank you for reading this far! We believe that the emergence of In-App Events will be effective in helping users return long after installation.

For example, in a VOD app, using the event card function of In-App Events to make new releases into an event can create excitement, and it seems to be a trigger for existing users who have stopped their subscriptions to return. In addition to the information in the screenshots, the event card will also serve as a trigger for new users to deepen their interest in the app.

Product page optimization (A/B testing feature) will be released later this year, and we plan to write an article on how to set it up!

Last but not least, we are a professional partner for attracting app customers. iOS is available, so please feel free to contact us if you have any problems with app advertising or ASO measures!

See you soon 👋