7 Important ASO Metrics You Should Not Miss Analyzing

Posted in October 2017 by Elisa Mourão

App Analytics

Having an app that works and delivers what the user is expecting is not everything you need when you really want to establish a running business. You must measure relevant metrics. The key to success is following the right KPIs, setting goals and asking the right questions. What do you want to reach by the end of a specific time period? Do you users actually find your app? Is your app page driving enough downloads? Let’s dive into the topic of App Store Optimization metrics.

How do you know your ASO efforts bear fruits?

App Store Optimization is no magic but the main purpose is to make your app findable. Hence, it should appear in a high positions in the search results for words that are strongly related to your app. This means that the more findable your app is, the more chances you have to get a high number of downloads. Ok, but how do you know that you are ranking for the right words? How do you know that the users that are finding you are actually downloading it? You have to measure the right metrics and find KPIs to measure the success of your ASO efforts.

What to measure?

Here are all important metrics that should be followed in order to see if your app store optimization efforts are bringing the results you are expecting.


After implementing your ASO strategy: are you having more installs than before? Thus, how many installs is your app having per month and per day? You should take notes of the number of downloads before starting your ASO and measure it continuously to have a clear view of the growing numbers. Remember to differentiate the organic installs from the paid ones, as with the paid ones you are actually spending money to have that install.

The idea behind App Store Optimization is to increase visibility and make your organic installs higher. It’s the users who have discovered your app organically (decided to download your app without prompting), who commonly are the most-value users. Organic intent downloads will lead to higher retention rates. Thus, Android users show + 46 % retention on first day, while as iOS users are 20 % more likely to come back to your app within one day. This gap even grows by day.

ASO KPI: Higher App Installs

In order to estimate, if your ASO efforts bares fruits, it’s good to know, where your downloads actually come from. In App Analytics for example, you can discover basic information about where your iOS app downloads come from based on “Source Types”.

What’s often measured in the context of paid vs. organic installs is a metric called organic multiplier / organic uplift. The idea behind this is to measure how many organic installs your app had for one paid install. The idea is that every non-organic install can drive further organic installs. The higher the result is, the cheaper your cost to acquire a user is.

Revenue & Sales

You probably haven’t developed your mobile app or game just for fun, but you might wish to make a turnover. Thus, measuring app installs often comes with comparing your efforts with the exact revenue and sales achieved.

When interpreting this numbers, think of what is your revenue model. Do you profit by app install, advertisements inside your app, in-app purchase or app subscription? It does not matter how, you have to set the right goals. Basically, sales numbers and in-app purchases you can find straight in App Store Connect (iTunes Connect) and Google Developer Console.

ASO KPI: Higher Revenue

In this metric, you can follow a more general measurement that is basically the total amount of money your app generates. However, if you want to be more specific about your revenue, we recommend to also measure the average revenue per user or ARPU:

$$ARPU = {\text{Total revenue} \over \text{number of user or subscribers}}$$

If you are not having the profit you were expecting this might mean that you are not going for the right users, meaning the ones that are up to take the steps that you are expecting from them. One idea might be change some of your keywords to rank for the “high-quality” users. This already brings us to the next ASO-relevant metric.

Keyword rankings

When you start your process of keyword optimization, the main purpose is to be ranked high in search results for specific keywords that are considered important for your app. However, is this really happening?

ASO KPI: Higher Keyword Rankings

It is important to follow up your position in the rank for each keyword. More than this, your position for the same keyword will be different at Apple App Store and Google Play Store as well as per where the search is processed, so you have to keep track of store and country-rankings separately. That’s some impossible task to do without any help. Thus, App Store Optimization tools like App Radar help you follow up your results on chosen keywords per store and country.

By sending you daily reports, App Radar lets you see what is changing in your rank of each keyword without any effort. It also gives you the possibility of comparing your results with your main competitors, so you can track if you are achieving what you are expecting with your ASO strategy.

Bear in mind that even if you are available in stores of different countries that speak the same language, the keyword ranking will be different, because you are still communicating with different people, thus, different cultures.

Category ranking

On the topic above, we were discussing the findability of your app through search methods. Now, we are talking about the users that browse through the category of apps inside the app stores.

It is extremely important to rank well in your category, once the user who goes specifically there, is already searching for something related to what you are offering. So, rank well is a must. Many times, the category of your app will be one of your main keywords. When you are on the top 10 of your category, you are definitely ranking well in the same keyword. So never forget about it. Thus, if you are ranking well in your category, maybe you can explore long tail keywords related to your categories. In this way, you are going to rank well in things related.

ASO KPI: Higher Category Rankings

The important thing is to keep track and see if your ASO improvements are making your app high in the app rank inside your category.

Impressions & App Page Visitors

Successful App Store Optimization produces an increase in app store impressions and visitors. The metric of Impressions shows, how many times your app has been viewed on the App Store for more than a second. Impressions include sightings of your app in search results, app store product pages, top charts, category / explore browsing or featured sections. It can be easily found in App Store Connect (iTunes Connect) App Analytics.

It is recommendable to relate the number of impressions that you had, and how many of them actually became an app install. Like this, you can also check if you need to improve your app page, your app title, app short description or app icon to make the app impressions become actually app page visits, and installs. You can do this calculation relating the unique impressions to the installs. This will give you an accurate number since you are calculating the unique user that only saw the app and the ones that saw and actually installed it.

Google Developer Console will show you the key metrics of store listing visitors (Page Views), installers (Downloads), buyers (Users who purchased something in your app once) and repeat buyers (Users, who purchased more than once) even in comparison.

The key to have more impressions is App Store Optimization. The better you rank, the more impressions you will have. Bear in mind that people usually just check the first results on the search results. So, the higher your app ranks, the more impressions you will have.

Conversion rate

When we talk about App Store Optimization, we actually wish for increasing the conversion rate of a mobile app or game. This is the most important metric for marketers to determine the success of an app marketing strategy and should be the most important metrics for you to keep track of.

ASO KPI: Increase conversion rate

When you optimize your app, what you are actually looking for is more users, hence, more downloads. Having this rate is extremely important to understand if your App Store Optimization is actually bringing more users for your app. However at the point of calculating, you will need the data of other metrics like impressions, downloads and page views / visitors. Hence, there are two KPIs you should know.

The first one is by the impressions to page views conversion. This metric considers the people that navigated inside your app page. With this calculation, you are going to have the rate from the people that saw your app anywhere at the app store with the ones that actually went to check your app page:

$$Conversion Rate = {\text{Page views} \over \text{total impressions}} \times 100\%$$

To increase this conversion rate, you have to think of what could initially attract users and improve this, to get more people from sighting your app to visiting your app store page.

  • App Icon & App Title
  • Subtitle (iOS App Store only)
  • Your App’s ranking in search results
  • Average Star-Rating
  • Screenshots (especially in iOS App Store)
  • Downloads (Google Play Store Only

The second part of conversion calculation is an even crucial one, actually looking on your downloads. So, from those that visited your app page, how many actually took the action of downloading it?

$$Conversion Rate = {\text{Downloads} \over \text{page views}} \times 100\%$$

To increase the conversion rate between page views and downloads, you should make sure, your app page is convincing. Take care of the following key aspects:

  • Feature Graphic (Google Play Store Only)
  • Screenshots & Video
  • Short Description (Google Play Store Only)
  • Downloads
  • User Rating & Reviews
  • Category
  • Top Charts Position (New in iOS 11)
  • Age Rating

Life time value

This is a metric that will show us if our ASO is bringing us the right consumers. When you bring your users to your app, you are expecting them to make some specific actions within it. So, the life time value will analyze the period of time that a person is an user of your app. How much is he/she aggregating to your product? How much revenue is he/she bringing to you?

An example of it is:

LTV = average in-app purchase * average of purchases by user in specific time period * usage time in time period

For example: When the average in-app purchase is $10, while as the average user makes 5 purchases per year and the average customer uses your app for 10 years, it’s $500 LTV per user.

Having a goal of LTV that you want to achieve will show you what type of costumer you want to reach, how you are going to find them and make them download your app.

Let’s start!

Many of the data you will need to go through these metrics, you are going to find at App Store Connect (iTunes Connect) and Google Developer Console. Measuring the result of these different elements will definitely show you if your App Store Optimization strategy is working and if is reaching the right users. Don’t look at the metrics separately, they communicate to each other, thus, do your report based on all of them to get the picture of how your strategy is performing. There are some platforms that can help you with some metrics from the ones we wrote above. Such as App Radar to track your keywords. So, let’s start our tracking and keep optimizing!

Elisa Mourão
Elisa graduated in Communication at PUC-Rio (Brazil) and has a Master Degree in Screen Culture by University of Roehampton (UK). Even though she is the Brazilian cliché born and raised in Rio de Janeiro, she loves visiting cold places.

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