Building the Right Dashboards to Measure ASO

Item not bookmarked
Resource bookmarked
Bookmarking...
⛏️
Guest Miner:
Sylvain Gauchet
Review star
Review star
Review star
Review star
Review star
💎  x
11

Nadir Garouche (Senior Growth Manager at Tilting Point - F2P games) goes into Tilting Point's methodology for unifying different KPIs to effectively measure and track ASO impact

Source:
Building the Right Dashboards to Measure ASO
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
May 12, 2020
Added to the Vault on:
May 13, 2020
Invite a guest
Unlock 600+ mobile growth insights 💎 - for FREE
💎 #
1

App Referrer and Web Referrer data helps see how conversion rates evolve depending on external traffic sources. 

03:01
💎 #
2

Apple has a "Purchased" filter that allows you to create cohorts of users who installed your app at a given date or time frame. You can therefore see cohorts for App Store Search or App Store Browse. 

04:18
💎 #
3

You can look "under the hood" of App Store Connect to find a json file that you can use to get all the data and filter by additional dimensions (ASC limits you to 2 dimensions). 

06:55
💎 #
4

Do optimizations step by step: do the optimization, then wait one or two weeks to see what was the impact on installs and revenue. 

09:08
💎 #
5

On Google Play the average rating can have a huge impact on your visitor-to-installer conversion rate. 

13:55
💎 #
6

Keep an eye on uninstall rates so you can quickly identify drops in store organic visitors following peaks of uninstalls, and assess the impact. Something you can monitor is the ratio installs/uninstalls. 

15:45
💎 #
7

It's important to look at crash rates, even though the impact is not as big as for retention. It also takes a period of time before you can see the impact of your crash rates, usually about 30 days. 

16:40
💎 #
8

Always compare store installs to overall organic from your MMP and your paid installs. An organic to paid install ratio can help you understand if the impact comes from ASO or not. 

18:30
💎 #
9

Remove Apple Search Ads installs tracked by your MMP (or LAT off installs if no MMP) from the App Store Connect App Units in order to estimate the pure amount of installs coming from ASO. Same thing for Sales. 

22:46
💎 #
10

Instead of substracting ASA impressions and Pageviews to understand the impact of your ASO efforts, compare the metrics side by side to understand how they mutually evolve over the same time periods and identify trends. 

23:27
💎 #
11

Comparing your organic search volume to all your paid UA installs allows you to identify if your organic search installs went up because of paid UA. 

24:30
The gems from this resource are only available to premium members.
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Receive the hottest gems 🔥 (most valuable insights) each month
Upgrade Your Plan
💎 #
1

App Referrer and Web Referrer data helps see how conversion rates evolve depending on external traffic sources. 

03:01
💎 #
2

Apple has a "Purchased" filter that allows you to create cohorts of users who installed your app at a given date or time frame. You can therefore see cohorts for App Store Search or App Store Browse. 

04:18
💎 #
3

You can look "under the hood" of App Store Connect to find a json file that you can use to get all the data and filter by additional dimensions (ASC limits you to 2 dimensions). 

06:55
💎 #
4

Do optimizations step by step: do the optimization, then wait one or two weeks to see what was the impact on installs and revenue. 

09:08
💎 #
5

On Google Play the average rating can have a huge impact on your visitor-to-installer conversion rate. 

13:55
💎 #
6

Keep an eye on uninstall rates so you can quickly identify drops in store organic visitors following peaks of uninstalls, and assess the impact. Something you can monitor is the ratio installs/uninstalls. 

15:45
💎 #
7

It's important to look at crash rates, even though the impact is not as big as for retention. It also takes a period of time before you can see the impact of your crash rates, usually about 30 days. 

16:40
💎 #
8

Always compare store installs to overall organic from your MMP and your paid installs. An organic to paid install ratio can help you understand if the impact comes from ASO or not. 

18:30
💎 #
9

Remove Apple Search Ads installs tracked by your MMP (or LAT off installs if no MMP) from the App Store Connect App Units in order to estimate the pure amount of installs coming from ASO. Same thing for Sales. 

22:46
💎 #
10

Instead of substracting ASA impressions and Pageviews to understand the impact of your ASO efforts, compare the metrics side by side to understand how they mutually evolve over the same time periods and identify trends. 

23:27
💎 #
11

Comparing your organic search volume to all your paid UA installs allows you to identify if your organic search installs went up because of paid UA. 

24:30
The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.

Become a member to:
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Receive the hottest gems 🔥 (most valuable insights) each month
GET Access
💎 #
1

App Referrer and Web Referrer data helps see how conversion rates evolve depending on external traffic sources. 

03:01
💎 #
2

Apple has a "Purchased" filter that allows you to create cohorts of users who installed your app at a given date or time frame. You can therefore see cohorts for App Store Search or App Store Browse. 

04:18
💎 #
3

You can look "under the hood" of App Store Connect to find a json file that you can use to get all the data and filter by additional dimensions (ASC limits you to 2 dimensions). 

06:55
💎 #
4

Do optimizations step by step: do the optimization, then wait one or two weeks to see what was the impact on installs and revenue. 

09:08
💎 #
5

On Google Play the average rating can have a huge impact on your visitor-to-installer conversion rate. 

13:55
💎 #
6

Keep an eye on uninstall rates so you can quickly identify drops in store organic visitors following peaks of uninstalls, and assess the impact. Something you can monitor is the ratio installs/uninstalls. 

15:45
💎 #
7

It's important to look at crash rates, even though the impact is not as big as for retention. It also takes a period of time before you can see the impact of your crash rates, usually about 30 days. 

16:40
💎 #
8

Always compare store installs to overall organic from your MMP and your paid installs. An organic to paid install ratio can help you understand if the impact comes from ASO or not. 

18:30
💎 #
9

Remove Apple Search Ads installs tracked by your MMP (or LAT off installs if no MMP) from the App Store Connect App Units in order to estimate the pure amount of installs coming from ASO. Same thing for Sales. 

22:46
💎 #
10

Instead of substracting ASA impressions and Pageviews to understand the impact of your ASO efforts, compare the metrics side by side to understand how they mutually evolve over the same time periods and identify trends. 

23:27
💎 #
11

Comparing your organic search volume to all your paid UA installs allows you to identify if your organic search installs went up because of paid UA. 

24:30
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Upgrade to premium to:
  • Unlock access to key insights from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the member-only community.
Upgrade Your Plan
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Become a member to:
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the member-only community.
GET Access

You need to be logged in the community to be able to see the discussion below.
You can also head over directly to this topic in the community

Notes for this resource are currently being transferred and will be available soon.

App Store ASO

At Tilting Point they do not use the "Installations" metric because they are opt-in only. App Units are downloads, and are counted even if the download is stopped.



[💎@03:01] App Referrer and Web Referrer data helps see how conversion rates evolve depending on external traffic sources.

They also now compare user behavior based on the platform version.


Limitations of ASC: only 2 dimensions (filters).


[💎@04:18] Apple has a "Purchased" filter that allows you to create cohorts of users who installed your app at a given date or time frame. You can therefore see cohorts for App Store Search or App Store Browse.


This also allow you to understand share of sales for Search, Browse, App Referrer and Web Referrer.



Tilting Point looks at 2 metrics for the conversion rate:

  • App Units/Impressions (Uniques) - keep in mind an impression is an impression of your icon anywhere on the App Store, including pageviews.
  • The Installs/Pageviews "conversion rate" is misleading because people can download your app without visiting your Product Page (vs. an impression which you can be sure means someone so your app, regardless of where)
  • Pageviews/Impressions (Uniques)


Getting the data is tricky with the App Store because there is no API.


ASC-Data1.png


[💎@06:55] You can look "under the hood" of App Store Connect to find a json file that you can use to get all the data and filter by additional dimensions (ASC limits you to 2 dimensions).



Tilting Point uses Tableau and aggregates everything there.


[💎@09:08] Do optimizations step by step: do the optimization, then wait one or two weeks to see what was the impact on installs and revenue.


They also track the average rank of their top 30 keywords and compute a visibility score based on keyword position and search volume which allow them to attribute the impact of changes to search uplift.


Google Play ASO

In the download section of Google Play you can download the play_country.csv file to get the data you need, however there are no impressions.


Here too it's aggregated in Tableau.


[💎@13:55] On Google Play the average rating can have a huge impact on your visitor-to-installer conversion rate.


Your retention rate has an impact on your conversion rate. A feature on the Google Play Store that brings less quality traffic can therefore have a negative impact.


[💎@15:45] Keep an eye on uninstall rates so you can quickly identify drops in store organic visitors following peaks of uninstalls, and assess the impact. Something you can monitor is the ratio installs/uninstalls.


[💎@16:40] It's important to look at crash rates, even though the impact is not as big as for retention. It also takes a period of time before you can see the impact of your crash rates, usually about 30 days.


It's important to compare ASO metrics with MMP data and paid UA installs.

[💎@18:30] Always compare store installs to overall organic from your MMP and your paid installs. An organic to paid install ratio can help you understand if the impact comes from ASO or not.

App Store Search vs. Search Ads

App Store Search in ASC includes both organic and paid search (Apple Search Ads): impressions, installs, sales metrics.


Substracting ASA impressions to get the App Store Search Impressions only can lead to negative results, for example in the case of ASA brand campaigns where you will get impressions for both organic and ASA.

It's also misleading to remove ASA taps from Pageviews because a tap can also be a tap on the "Get" button.


[💎@22:46] Remove Apple Search Ads installs tracked by your MMP (or LAT off installs if no MMP) from the App Store Connect App Units in order to estimate the pure amount of installs coming from ASO. Same thing for Sales.


[💎@23:27] Instead of substracting ASA impressions and Pageviews to understand the impact of your ASO efforts, compare the metrics side by side to understand how they mutually evolve over the same time periods and identify trends.


[💎@24:30] Comparing your organic search volume to all your paid UA installs allows you to identify if your organic search installs went up because of paid UA.



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

App Store ASO

At Tilting Point they do not use the "Installations" metric because they are opt-in only. App Units are downloads, and are counted even if the download is stopped.



[💎@03:01] App Referrer and Web Referrer data helps see how conversion rates evolve depending on external traffic sources.

They also now compare user behavior based on the platform version.


Limitations of ASC: only 2 dimensions (filters).


[💎@04:18] Apple has a "Purchased" filter that allows you to create cohorts of users who installed your app at a given date or time frame. You can therefore see cohorts for App Store Search or App Store Browse.


This also allow you to understand share of sales for Search, Browse, App Referrer and Web Referrer.



Tilting Point looks at 2 metrics for the conversion rate:

  • App Units/Impressions (Uniques) - keep in mind an impression is an impression of your icon anywhere on the App Store, including pageviews.
  • The Installs/Pageviews "conversion rate" is misleading because people can download your app without visiting your Product Page (vs. an impression which you can be sure means someone so your app, regardless of where)
  • Pageviews/Impressions (Uniques)


Getting the data is tricky with the App Store because there is no API.


ASC-Data1.png


[💎@06:55] You can look "under the hood" of App Store Connect to find a json file that you can use to get all the data and filter by additional dimensions (ASC limits you to 2 dimensions).



Tilting Point uses Tableau and aggregates everything there.


[💎@09:08] Do optimizations step by step: do the optimization, then wait one or two weeks to see what was the impact on installs and revenue.


They also track the average rank of their top 30 keywords and compute a visibility score based on keyword position and search volume which allow them to attribute the impact of changes to search uplift.


Google Play ASO

In the download section of Google Play you can download the play_country.csv file to get the data you need, however there are no impressions.


Here too it's aggregated in Tableau.


[💎@13:55] On Google Play the average rating can have a huge impact on your visitor-to-installer conversion rate.


Your retention rate has an impact on your conversion rate. A feature on the Google Play Store that brings less quality traffic can therefore have a negative impact.


[💎@15:45] Keep an eye on uninstall rates so you can quickly identify drops in store organic visitors following peaks of uninstalls, and assess the impact. Something you can monitor is the ratio installs/uninstalls.


[💎@16:40] It's important to look at crash rates, even though the impact is not as big as for retention. It also takes a period of time before you can see the impact of your crash rates, usually about 30 days.


It's important to compare ASO metrics with MMP data and paid UA installs.

[💎@18:30] Always compare store installs to overall organic from your MMP and your paid installs. An organic to paid install ratio can help you understand if the impact comes from ASO or not.

App Store Search vs. Search Ads

App Store Search in ASC includes both organic and paid search (Apple Search Ads): impressions, installs, sales metrics.


Substracting ASA impressions to get the App Store Search Impressions only can lead to negative results, for example in the case of ASA brand campaigns where you will get impressions for both organic and ASA.

It's also misleading to remove ASA taps from Pageviews because a tap can also be a tap on the "Get" button.


[💎@22:46] Remove Apple Search Ads installs tracked by your MMP (or LAT off installs if no MMP) from the App Store Connect App Units in order to estimate the pure amount of installs coming from ASO. Same thing for Sales.


[💎@23:27] Instead of substracting ASA impressions and Pageviews to understand the impact of your ASO efforts, compare the metrics side by side to understand how they mutually evolve over the same time periods and identify trends.


[💎@24:30] Comparing your organic search volume to all your paid UA installs allows you to identify if your organic search installs went up because of paid UA.



The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

App Store ASO

At Tilting Point they do not use the "Installations" metric because they are opt-in only. App Units are downloads, and are counted even if the download is stopped.



[💎@03:01] App Referrer and Web Referrer data helps see how conversion rates evolve depending on external traffic sources.

They also now compare user behavior based on the platform version.


Limitations of ASC: only 2 dimensions (filters).


[💎@04:18] Apple has a "Purchased" filter that allows you to create cohorts of users who installed your app at a given date or time frame. You can therefore see cohorts for App Store Search or App Store Browse.


This also allow you to understand share of sales for Search, Browse, App Referrer and Web Referrer.



Tilting Point looks at 2 metrics for the conversion rate:

  • App Units/Impressions (Uniques) - keep in mind an impression is an impression of your icon anywhere on the App Store, including pageviews.
  • The Installs/Pageviews "conversion rate" is misleading because people can download your app without visiting your Product Page (vs. an impression which you can be sure means someone so your app, regardless of where)
  • Pageviews/Impressions (Uniques)


Getting the data is tricky with the App Store because there is no API.


ASC-Data1.png


[💎@06:55] You can look "under the hood" of App Store Connect to find a json file that you can use to get all the data and filter by additional dimensions (ASC limits you to 2 dimensions).



Tilting Point uses Tableau and aggregates everything there.


[💎@09:08] Do optimizations step by step: do the optimization, then wait one or two weeks to see what was the impact on installs and revenue.


They also track the average rank of their top 30 keywords and compute a visibility score based on keyword position and search volume which allow them to attribute the impact of changes to search uplift.


Google Play ASO

In the download section of Google Play you can download the play_country.csv file to get the data you need, however there are no impressions.


Here too it's aggregated in Tableau.


[💎@13:55] On Google Play the average rating can have a huge impact on your visitor-to-installer conversion rate.


Your retention rate has an impact on your conversion rate. A feature on the Google Play Store that brings less quality traffic can therefore have a negative impact.


[💎@15:45] Keep an eye on uninstall rates so you can quickly identify drops in store organic visitors following peaks of uninstalls, and assess the impact. Something you can monitor is the ratio installs/uninstalls.


[💎@16:40] It's important to look at crash rates, even though the impact is not as big as for retention. It also takes a period of time before you can see the impact of your crash rates, usually about 30 days.


It's important to compare ASO metrics with MMP data and paid UA installs.

[💎@18:30] Always compare store installs to overall organic from your MMP and your paid installs. An organic to paid install ratio can help you understand if the impact comes from ASO or not.

App Store Search vs. Search Ads

App Store Search in ASC includes both organic and paid search (Apple Search Ads): impressions, installs, sales metrics.


Substracting ASA impressions to get the App Store Search Impressions only can lead to negative results, for example in the case of ASA brand campaigns where you will get impressions for both organic and ASA.

It's also misleading to remove ASA taps from Pageviews because a tap can also be a tap on the "Get" button.


[💎@22:46] Remove Apple Search Ads installs tracked by your MMP (or LAT off installs if no MMP) from the App Store Connect App Units in order to estimate the pure amount of installs coming from ASO. Same thing for Sales.


[💎@23:27] Instead of substracting ASA impressions and Pageviews to understand the impact of your ASO efforts, compare the metrics side by side to understand how they mutually evolve over the same time periods and identify trends.


[💎@24:30] Comparing your organic search volume to all your paid UA installs allows you to identify if your organic search installs went up because of paid UA.