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Three audiences, three colours. Only the first one is the business.
| App Store | Customers. The public, downloading it themselves. Counts in every KPI · always shown |
| TestFlight | Invited testers. Real people on real devices — before launch, the only outside opinion there is. Kept out of the KPIs so they never inflate a launch goal · always shown, the switch does not touch them |
| Our builds | Us. Our own testing from Xcode, the simulator or a cable. Never in the KPIs · this is what “Hide our builds” hides |
Not on the App Store yet, so the KPIs read zero on purpose. Testers and our own runs are still here to read.