Slides of the presentation I gave at the ASO Conference 2020 online. (May 13, 2020) I explained how I set up dashboards at Tilting Point to efficiently measure the impact of ASO (App Store Optimization) on installs, conversion rate but also revenue for our games. The presentation was split into several parts: - How to get the data for both the App Store and Play Store - What metrics you should look at - How to compare Store metrics to overall Organic data and UA to isolate the impact of ASO Conference title: "The success of your ASO campaigns depends on many factors: actionable and external ones. How can you then effectively measure and report on the impact of your optimizations on the performance of an app? In this session, you’ll learn a methodology for unifying different KPIs to effectively measure and track ASO impact."

1. BUILDING THE RIGHT DASHBOARDS TO
MEASURE ASO IMPACT & SUCCESS
1
Nadir Garouche
ASO Conference 2020 Online - May 13, 2020

2. 2

3. 3
AGENDA
I. App Store ASO
II. Google Play ASO
III. ASO vs. Total Organic vs. Paid UA

4. 4
APP STORE
ASO

5. 1. METRICS AND
DATA
5

6. METRICS
6
App Store Connect > App Analytics

7. METRICS
App Store Connect > App Analytics
Impressions
(Unique Devices)1
App Units
= Downloads (First-time “app
purchases””)
≠ Completed installs.
3
Product Page Views
(Unique Devices)
2
Sales
4 In-App
Purchases
5
App Store
Sales
Usage Installations
= Completed installs,
redownloads, but Opt-in only
Do not use
7
Paying Users
6

8. DIMENSIONS
App Store Connect > App Analytics
Source Type:
Search & Browse,
App Referrer,
Web Referrer
1 App Purchase Date
5
Country
2 Device:
iPhone, iPad
3
8
App Store Connect Limitation:
Max. 2 Filters
So, we can for instance get:
Sales x App Store Search x United States
but not
Sales x App Store Search x United States
x Purchase Date
Platform version:
IOS 13.4, 13.3 etc.
4

9. ABOUT “APP PURCHASE DATE”
App Purchase Date allows you to create cohorts of
users who installed your app at a given date or time
frame.
9
A way to see the LTV of your users coming from Search/Browse.
(But not filterable by country, device etc.)
In our case, we look at up to D0 (Install date) + 30 days for App Store
Connect organic dimensions (Search and Browse).

10. CONVERSION RATES
App Store Connect > App Analytics
Install CVR Impressions
App Units/Impressions
(Uniques)
1
10
Product Page Views CTR
Pageviews/Impressions (Uniques)
2

11. GETTING THE DATA
Officially: Only manual CSV download. No developer API.
11

12. GETTING THE DATA
What do we have here...
12
Look for this URL:
JSON

13. GETTING THE DATA
Now let’s look into the content of that JSON:
13
https://analytics.itunes.apple.com/analytics/api/v1/data/time-series?fromUI=true
App Units by Source per day

14. PUTTING IT ALL TOGETHER
With a script, we emulate the requests mentioned earlier daily, for
every relevant filter and then store the data into tables.
14
Date Impressions Pageviews App Units Installs/Impressions
Conversion Rate
Pageviews
CTR
D30
Sales
D30 In-App
Purchases
05/12/2020 100,000 8,000 900 0.9% 8% 54 $702
Country Source Device App Purchase Date
US
FR
DE
App Store Search
App Store Browse
App Referer
Web Referer
iPhone
iPad
04/15/2020
04/14/2020
And we have the following filters.
Remember: A maximum of 2 only can be combined

15. 2. APP STORE ASO
DASHBOARDS
15

16. AGGREGATING YOUR MAIN STORE METRICS
Our main dashboard: A synthetic report to measure App Store ASO Performance
16
In one view:
Impressions
Pageviews
Installs
CTR
CVR (Impression based)
Purchases (D30)
Revenue (D30)
By Country (Storefront)

17. APP STORE SEARCH VS. KEYWORD PERFORMANCE
Measuring keyword performance over time
17
Comparing
Search Installs
with Keyword
Visibility allows us
to attribute the
uplift to keyword
optimization.

18. 18
PLAY STORE
ASO

19. 1. METRICS AND
DATA
19

20. INSTALL METRICS
20
Google Play Store Organic Country

21. INSTALL METRICS
21
Download Reports > User Acquisition > Retained Installers > Play Country
We also import “Country” data in order to also look at the influence of our game page changes on
the overall funnel (Paid + Organic).

22. INSTALL METRICS
22
Google Play Country and Country
Store Listing Visitors
1 Installers
2 Visitors to Installers CVR
3
Installers Retained for 1 Day
(7, 15, 30)4 Installer-to-1 day retention
rate (7, 15, 30)
5

23. BUYERS METRICS
23
Google Play Store Organic Country

24. BUYERS METRICS
24
Download Reports > User Acquisition > Retained Installers > Buyers
Limited to 7 Days, while the console reports up to 6 Months of data after the install.

25. BUYERS METRICS
25
Google Play Store Organic Country
Buyers
1 Installer-to-Buyer
conversion rate
2 Repeat Buyers
3
Buyer-to-Repeat Buyer
conversion rate4

26. 2. GOOGLE PLAY ASO
DASHBOARDS
26

27. AGGREGATING YOUR MAIN STORE METRICS
27
In one view:
Visitors
Installers
Visitors/Installers CVR
Buyers
Buyers/Installers CVR
Repeat Buyers
Repeat Buyers/Buyers CVR
Installers Retained (D1 to D30)
Retained Installers/Installers Rate
(D1 to D30)
By Country

28. 3. GOOGLE PLAY ASO VS.
QUALITY FACTORS
28

29. AVERAGE RATINGS VS. CONVERSION RATE
29

30. EXPLORE VISITORS VS. RETENTION
30
Explore traffic
reduced after a
feature.
Cause: low
conversion and
retention rates.

31. PLAY ORGANIC INSTALLS VS. UNINSTALLS
31
Uninstalls= “Daily User Uninstalls” From Install Statistics reports.
Drop in store organic
visitors and installs
after a peak of
uninstalls.

32. PLAY ORGANIC VISITORS VS. CRASHES
32

33. STORE METRICS
VS. TOTAL ORGANIC AND
PAID UA
33

34. GOOGLE PLAY ORGANIC VS. MMP ORGANIC VS. PAID UA
34
Organic/Paid
Install Ratio
MMP Organic
Installs
Google Play
Organic Installs
Paid Installs

35. GOOGLE PLAY ORGANIC BUYERS VS. MMP
ORGANIC REVENUE
35
Google Play
Country Organic
7 Day buyers
MMP Organic
In-App Purchases
and Cohort
Revenue

36. APP STORE SEARCH VS. SEARCH ADS
36
Remember that “App Store Search” as a source takes into consideration both organic search (ASO) and paid search (Apple
Search Ads).
So how do we go about actually reporting ASO performance when we run ASA campaigns?
App Store Connect
● Impressions
● Pageviews
● App Units
● Sales/IAP
MMP
● ASA Impressions
● ASA Installs
● ASA Sales/IAP
Apple Search Ads (ASA)
● Impressions
● Taps
● Redownloads
● New Downloads
● Installs
● LAT On Installs
● LAT Off Installs

37. APP STORE SEARCH VS. SEARCH ADS
37
ASO Metrics
● ASO Impressions: App Store Connect Impressions - ASA Impressions ? No. (Keep as is)
● Pageviews: App Store Connect Pageviews - ASA Taps ? Also, no. (Keep as is)
● ASO App Units: App Store Connect App Units - MMP ASA Installs Yes (not perfect, but good estimation)
● ASO Sales/IAP: App Store Connect Sales/IAP - MMP ASA Sales/IAP Yes (also).

38. APP STORE SEARCH VS. SEARCH ADS
Look at the two channel at the same time instead of
subtracting Search Ads metrics
38
Comparing metrics side by side and how they mutually evolve over the same time periods.

39. APP STORE SEARCH VS. ALL PAID UA
Comparing Organic Search to Paid UA Installs.
39
Keyword Update
Search installs
uplift, while Paid
iOS UA installs
are slowing
down.

40. Thank you.
Questions?
40
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