However, ASO is still very useful. It not only affects organic traffic but also impacts paid user acquisition effectiveness. So, if we can’t fully evaluate how well ASO is done based on organic traffic alone, what metrics can we use to judge? This article will discuss the core metrics and KPIs that ASO optimizers should focus on.
Core Objectives of ASO
1. Improve Visibility: Increase the app’s ranking in search results, charts, and categories to make it discoverable to more users.
2. Increase Conversion Rate: Attract users to visit the app page and ultimately download the app.
3. Promote Growth: Increase the number of downloads and active users to achieve continuous growth.
4. Collect User Feedback: Understand user satisfaction and areas for app improvement through user ratings and reviews.
5. Achieve Monetization: Generate revenue through user purchases, subscriptions, in-app advertising, and in-app purchases.
Seeing this, you might think that even “achieving monetization” is the responsibility of ASO optimizers, and wonder if it’s better to just focus on driving traffic. For any position, I always recommend understanding the complete business cycle when possible. The same applies to ASO optimizers.
Note: At different stages, your app may have different goals. Typically, all apps and mobile games aim to drive organic growth, improve conversion rates, increase downloads, reduce user acquisition costs, increase revenue, and improve user retention and engagement. ASO metrics should always be part of the success criteria for each stage of an app’s lifecycle.
Shining in the ASO Position: Prove Your Value with These Metrics and KPIs
1. Visibility Visibility is the primary goal of ASO because users need to discover your app before they can download and use it. Improving app visibility can be measured by the following key metrics:
- Keyword Rankings: Your app’s position on the search results page for target keywords. Higher rankings and more keyword rankings can improve app visibility. Pay attention to integrating keywords into the app’s title, description, and metadata.
- Chart Rankings: The app’s position in free, paid, and top-grossing charts.
- Category Rankings: The app’s ranking within its category.
- Similar and Related Apps: Understanding how many apps (and which ones) display your app as a related or similar app can help you evaluate your app’s relevance.
- Featured: Whether the app or in-app events are featured on the app store’s homepage or other prominent locations, which is an important way to boost traffic.
By regularly tracking these visibility metrics and comparing them across countries, you can understand your app’s competitiveness in the market and implement ASO strategies to improve rankings.
2. Conversion After users discover the app, the next step is to get them to download and install it. Conversion rate is one of the key metrics for measuring ASO effectiveness.
However, what is an acceptable conversion rate? This varies by situation, but optimizing this metric can have an exponential impact on your user base.
Factors affecting conversion rate are mainly divided into metadata and non-metadata:
- On-metadata: Includes app name, description, icon, screenshots, feature graphics, and video previews. Your content and creatives must be as appealing as possible to encourage users to download the app. You can gradually optimize the conversion rate of these elements through A/B testing. Additionally, you can analyze conversion rate data to understand user behavior and preferences, and optimize app page and marketing strategies.
- Off-metadata: Includes download numbers, user ratings, and reviews. These signals can tell users whether your app is worth downloading.
Two main conversion rate KPIs to track are:
- Click-Through Rate (CTR): Also known as Tap-Through Rate (TTR), it’s the percentage of users who see your app’s ranking or search results and click to view the app page.
- Conversion Rate (CR): Also known as Install Rate (IR), it’s the percentage of users who visit your app page and then download and install the app.
Note: Apple and Google have different methods for defining conversion. Understanding these nuances can help you optimize strategies more effectively.
3. Growth Absolute download numbers and user counts are just preliminary indicators of an app’s success. Two more critical metrics for measuring app growth are:
- Install Numbers and Velocity: Install numbers are the most basic KPI and can be tracked in the app store’s developer console. Tracking the growth rate of installs can help you understand the app’s growth trends. Moreover, the faster the download speed for each keyword, the higher the app ranks for that keyword, leading to more impressions, downloads, and potential revenue.
- Active User Numbers: The main KPIs are Monthly Active Users (MAU) and Daily Active Users (DAU). Growth in active users indicates sustainable app growth.
When measuring install numbers and growth, it’s important to distinguish between organic installs and paid installs. ASO can drive organic installs, thereby reducing marketing expenses.
Note:
- Often, ASO can only drive but not determine organic installs.
- Organic downloads can be broken down by search and browse, which can also lead to different conversion rates for these two groups, showing different user behaviors.
- Apple, Google, and some third-party platforms (like AppsFlyer or Adjust) use different terms to describe downloads and installs, and understand them differently, which you need to be aware of. Generally, an app download refers to when a user downloads the app on their device, even if they don’t open it. An app install refers to when a user launches the app for the first time, as this indicates the user is exploring the app’s features. In most cases, download numbers don’t match install numbers because some users don’t open the app after downloading.
4. User Feedback User feedback is also important for ASO because it not only affects the app’s ranking in charts and search results but also influences user conversion for app downloads. User feedback KPIs to track include:
- Ratings: Ratings range from 1 to 5 stars.
- Number of Ratings and Recent Ratings: The number of ratings and recent ratings carry more weight.
- Number and Quality of Reviews: Long and specific reviews help improve visibility and conversion rates.
- Ratio of Ratings to Reviews: Users tend to trust detailed reviews more.
If your app or game has a low rating (e.g., below 4 stars) or if there are many negative reviews in the featured review section, improving ratings and reviews can significantly increase organic traffic and paid user acquisition conversion rates. Reminding users to rate and review at appropriate times can increase positive reviews and high ratings.
5. Monetization Although it may be difficult for a small ASO optimizer to obtain sensitive core data like revenue in some companies, revenue remains an important metric that ASO optimizers should monitor. You can increase total impressions and downloads, but if you’re targeting “non-paying users” or low-income markets and revenue doesn’t grow, a question arises: Is this aligned with the app’s business objectives?
An app’s monetization ability is one of the ultimate metrics for measuring its success. Several key KPIs for measuring monetization include:
- Revenue: Total revenue generated by the app through advertising, in-app purchases, and subscriptions.
- Average Revenue Per User (ARPU): Total revenue divided by the number of users.
- User Lifetime Value (LTV): The predicted net profit that a user will generate throughout their entire usage period.
By tracking these monetization KPIs, you can understand user sources, factors influencing their conversion, and optimize monetization strategies.
Next Steps
1. Data Collection and Analysis Data collection and analysis are the foundation for optimizing ASO. You can collect various data metrics for your app through Google Play Console, App Store Connect, ASO tools, and analytics platforms such as Data AI, Sensor Tower, and AppsFlyer. For some core data, you may need to apply for special permissions internally.
By regularly analyzing this data, you can understand the app’s performance and user behavior, and identify key factors affecting ASO effectiveness.
2. Optimization Strategy Based on the results of data analysis, develop and implement optimization strategies. Through continuous optimization and adjustment of ASO strategies, you can consistently improve the app’s visibility, conversion rate, and revenue. Steps for optimization strategy include:
(1) Set Optimization Goals: Based on data analysis and competitor analysis results, set clear optimization goals and plans. Prioritize tasks that require low input but yield high returns.
(2) Implement Optimization Measures: Implement keyword optimization, app page optimization, conversion rate optimization, rating and review optimization, engagement optimization, and revenue optimization measures.
(3) Continuous Optimization and Adjustment: Continuously adjust and optimize ASO strategies based on optimization effects and data feedback.
Conclusion This article introduces some key metrics that ASO should focus on but doesn’t cover specific optimization solutions. Historically, I’ve published many practical articles about overseas ASO optimization and localization, which you can review.
Additionally, some article content may be slightly outdated. I will update and optimize them on the website in the coming months, and create a complete series of content (which will require paid reading at that time). Stay tuned!
