Peter Drucker has said something quite interesting about metrics: “What gets measured gets improved”. This quote fits the present day and it is real, not only in relation to App Store Optimization (ASO) but also in terms of data measurement in general.
Drucker is not merely the father of the modern administration. For many entrepreneurs and marketing professionals, his pontifications are truly incitements among the entrepreneurial culture.
Indeed what cannot be measured cannot be improved. The metrics in ASO, also called Key Performance Indicators (KPIs), are conducting wires in the adjustment process of the app’s mobile marketing strategies.
These are continuous measurements which direct constant improvement. Therefore, one should always keep an eye on them. One way to have a better understanding of how metrics work in ASO is to know each type of measurement. And so we will show how the main ones work.
Shall we know the best metrics in ASO?
Gain in keyword rankings + gain in downloads
This is the number one metric when we talk about app descriptions in stores. Increasing this number is the primary goal and it drives all the ASO-related endeavors. This number has to increase during the period without optimizations, even if there is not a guarantee regarding the exact value of growth provided by ASO techniques.
Organic conversion rate
The organic conversion (Conversion Rate or CR) is an important metric in ASO, as it consubstantiates the effectiveness of this mobile marketing strategy. Particularly when we are working with the optimization of app page’s graphic features (icons and screenshots).
We are going to use the information of the Apple App Store in order to better illustrate the concept of organic conversion. In the iOS console (iTunes Connect), we find the following information:
– Impressions (number of times that the app is shown in the App Store)
– Number of page views (the number of visits that your app got in the App Store);
– App Units (Number of downloads).
We use these data to calculate two important metrics:
● Views of the CR Page = Page views/Impressions X 100%
It shows the percentage of people who have viewed the app after the search results, who have clicked on its icon and read its description.
● CR Downloads – Downloads/Page Views x 100%
It shows the percentage of people who have visited and then proceeded to download the app.
These two CR metrics are regarded as priorities, given that they show a reliable overview of the effectiveness of the ASO. Something that does not happen with keyword ranking and the number of downloads.
This happens because there are tons of external factors which may influence the whole scenario. For instance, a multinational may publish a famous application and change the word ranking. Pokémon Go had a significant influence on the optimization of the word “Go”.
Or the company may launch a paid media campaign – which implies that not all downloads are purely organic.
Ratings & Reviews
The ratings (the app’s rating) and the ranking (reviews) also drive the work of ASO throughout the process, however they are not directly optimized as they are made by any user who happens to install the app.
Therefore, it’s important to read the reviews and pay attention to the feedback given about the product.
If you happen to still have questions regarding ASO-related metrics, such as ROI, keep in mind that our team is at your disposal in order to solve the top questions about the most used metrics in our optimization process. Drop us a line!
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