When it comes to measuring your ASO success of your mobile app or game, you need to be tracking the essential ASO KPIs (App Store Optimization Key Performance Indicators) very close. Without the right data, you will be left groping in the dark and making decisions based on assumptions. So, if you want to make data-driven decisions for your ASO strategy, you must always keep track of important KPIs.The question is that how can you track KPIs for your ASO efforts? That’s exactly what we are going to discuss in this article. Keep on reading to discover how you can improve your optimizations.
- Total installs
First of all, you must know the number of people installing your app on any given day. You should see trends, whether the number of installs is going down or up on a daily, weekly, and monthly basis.Total installs allow you to determine if the overall ASO campaign and strategies are effective or not. You can also easily identify which changes had an impact on higher install volume as well as the changes that did not help you reach your goals, or even worse, led your installs drop.
- Organic search installs
When users find your app and install it without any influence of your paid efforts, it is considered as an organic search install. On the other hand, non-organic search installs are influenced by ads.In most cases, you want to drive as many organic search installs as possible. The reason behind this is that users who install your app organically are considered high-value users. They are more engaged and more likely to be committed to using your app. After all, they are not prompted by any ads to download your app, but they did it with their own will and motivation.Aside from being more engaged, organic search installs help you decrease your costs. It is a cost-effective way to gain and retain users without resorting to paid ads. To sum up, organic search installs are more sustainable and lead to the increased chance of long-term success.
- Apple Search Ads installs
Search ads on Apple are not free of charge. You pay Apple in the hopes to gain more customers and users in the quickest way possible. Now, obviously, you want to know whether Apple Search Ads is working for you or not and if yes, how effective it is for your app.
A few things you want to pay attention to when it comes to Apple Search Ads are the following:
Total Apple Search Ads Installs – Installs that the app received from Apple Search Ads.
% of Installs from Apple Search Ads – Apple Search Ads Installs divided by Total Installs from Search.
Cost USD (Apple Search Ads) – Apple Search Ads spend.
CPI (Apple Search Ads) – Apple Search Ads cost per install.- Source of installs
Your app might be installed from various sources. It could be from app store search, app store browse, app referrers, or web referrers. Knowing where your installs are coming from allows you to redirect your focus, energy, and money.For example, if you are promoting your app through your website and getting people from your website to your app store page, and eventually installing your app, you can conclude that your web promotion is effective. You can compare that data to other sources. Then, you can decide to strengthen your web presence and refocus your energy on that channel, especially if you have limited resources, or you can focus on other channels to have similar success on them as well if you have additional budget.That’s just one scenario. If you know where your users are coming from, you can better take advantage of those sources and drive more installs in the process. However, following all the sources separately might be frustrating. That’s why Metrikal comes in handy and helps you track installs from different sources in one dashboard.
- Ratings
If you want to know what your users think, you need to keep a close eye on the ratings. As part of your KPIs, ratings can help you know what you are doing well and what you need to improve or fix immediately. Besides, having high ratings and great reviews impress a lot of potential users and influence them to download your app. The opposite can also happen. Bad ratings and reviews can pull your app ranking down. So, you definitely want to measure, track, and analyze your ratings if you want to improve your app’s performance. The algorithm in the App Store also rewards the apps with better ratings for their keyword rankings, while punishing the apps with bad ratings. Thus, having higher ratings help you reach your goals in terms of the keyword rankings.
When it comes to ratings, there are a few data categories you should be familiar with:
Cumulative Average Rating – Average of all star ratings that the app has received so far.
Cumulative Rating Count – Total number of all ratings that the app has received so far.
Weekly Rating Count – Total number of ratings that the app received in that time period.
Average Rating – Average of star ratings that the app received in that time period.
Ratings per Install Rate – Rating count in that time period divided by the same period’s total install count. This is a good indicator of the app’s rating velocity.
#-Star Rating Count – Number of #-star ratings that the app received in that time period.
