Knowing how to measure the impact of your App Store Optimisation (ASO) is crucial to achieving growth on the App Store. Analysing and interpreting the data from the App Store enables you to understand how your app is performing, where it’s excelling at, and ultimately, how you can take it to the next level.

In order to measure your ASO impact, you must first understand what and how data is reported on App Store Connect – and that’s precisely what we’re shedding a light on in this article.

How to Accessing Your App’s Metrics

Accessing your App Store Connect resources is simple. Just follow with the steps below once you’ve logged into your account:

1, Click Analytics on the top menu

2, Select the app you want to analyse

3, Go to the Metrics tab (e.g. Product Page views)

Here, you’ll be able to apply filters, compare data sets, and delve deeper into the data.

Know What Metrics to Pay Attention To

When launching ASO and other mobile app marketing initiatives, simply knowing that downloads move up or down does not paint the full picture of performance. In order to improve metrics, it’s important to understand what they actually mean and how to interpret them correctly.

When monitoring and measuring performance on the App Store, there are the primary metrics that you should keep an eye on and what they represent:

• Impressions: How many times your app was viewed on the App Store for longer than one second, whether it’s in search results, Featured, Explore, Top Charts, or App Product Page views.
• Product Page Views: The number of times your app page was clicked on and viewed.
• App Units: The amount of times your app was installed for the first time. Reinstalls are not counted.

These are perhaps the most important metrics to look out for when tracking your discoverability and conversion, though App Store Connect also offers additional metrics like sales, crashes, etc. that you should monitor depending on the changes you’ve made.

If you use third-party attribution tools like AppsFlyer, you may notice a disparity between what an App Unit is for each platform. Currently, App Store Connect is the only way to understand total organic impressions; whereas third-party tools track them by how many times a new user opens the app for the first time, rather than when they tap GET from the App Store. Knowing the differences in how this data is tracked can help you make sense of metrics across various platforms.

Know the Impact You Want to Measure

When you’re measuring the success of your organic performance, whether it’s for impressions or app units, you should be mindful of what kind of impact you’re measuring.

Any updates like new metadata or screenshots and changes in paid marketing can have different impacts on performance. Therefore, it’s important to track how your app’s performance changes after an update in order to measure the impact. For example, if you make changes to your screenshots or other creative elements, be sure to watch out for how that may have affected your conversion rate. Likewise, if you’re updating metadata to boost keyword visibility and rankings, you should follow up by monitoring the impact on your impressions in search – if there’s any.

Need another pair of eyes?

Luckily for you, Apple provides a platform with everything you need to understand your app’s performance. However, if you need help analysing your App Store metrics and providing actionable insights to uncover growth opportunities, we can help.

Get in touch via hello@digitalworkroom.co.uk and let’s have a chat.