February 24 2020

You have launched a mobile app/game on the store(s), and now you would like to know how to follow up on it and see how it is doing in terms of ASO? You are in the perfect place. Take a read at this post and discover all of the KPIs (Key Performance Indicators) you need to keep an eye on to monitor your mobile app’s success, goal per goal. Ready? Go, go, go!

App Store Optimization KPIs and metrics you need to track for your mobile app

There are a lot of KPIs that you should be tracking to know if your app is going well or not regarding ASO. To make it simpler and to have it all organized, you can classify them into different categories based on the main goals of implementing an App Store Optimization strategy. There are 5 of them: Visibility, Conversion, Growth, User feedback and Monetization. Let’s have a look at each of them. 

Visibility (Search + Explore / Browse)

One of the first crucial goals of ASO is to provide more visibility to your app/game in the app stores. To measure your mobile app visibility, there are various KPIs that you can (and should!) track and monitor. 

  • Keyword rankings, ie. the positions of the mobile app in the search results for a specific keyword or keyword combination in any given country/languages. You can easily track this with TheTool.
  • Top chart rankings, ie. the positions of the mobile app in the Top Chars (free, paid, and grossing) in any given country.
  • Category rankings, ie. the positions of the mobile app in its category.
  • Featured, ie. if the mobile app was featured in the stores’ main page (eg. app of the day, apps collections/lists, etc.) per day and country.
  • Similar apps (Google Play only), ie. if the mobile app appears in the similar apps section of other apps.

It is essential that you study these 5 KPIs with a lot of attention and on a regular basis as your mobile app visibility is a major indicator of its discoverability in the stores. You can also compare your data with your competitors’ one in a benchmark to keep an eye on their KPIs and identify good practice as well as what needs to be avoided. 

Conversion Rate

Moving on to the next goal of your ASO strategy, conversion is also very important to track. Getting users to visit your app store listing is one thing, but then it’s really important to make a great first impression and nudge them to download your mobile app. 

There are various ASO factors that impact conversion: 

  • On-metadata: App Name / Title, Subtitle / Short description, Description, Icon, Screenshots and Video Previews.
  • Off-metadata: Downloads (Google Play), User Ratings and Reviews.

There are two KPIs to measure when the user goes through your conversion funnel:

  • Click-through rate (CTR) or Tap-through rate (TTR), ie. the percentage of users that sees your app in the store (in Search results or in Explore / Browse) and that clicks on it to view the listing/product page. Here, the ASO factors that have the most impact are the app name/title and the icon. You can only track this metric with App Store Connect but not on Google Play Store
  • Conversion Rate to Install, ie. the percentage of users that visits the product page/listing of your mobile app and ends up downloading it. Here, all of the ASO factors mentioned above impact the user’s decision, as well as the average rating, that should always be higher than 4 out of 5. 

These two metrics play a crucial role in the conversion funnel of your mobile game listing, and optimizing them properly enables you to make sure that the most of the users that come across your mobile game ends up visiting and downloading your game. 

To be able to know what works best in terms of conversion, track these two KPIs while you A / B test your listing fields separately to see what are the best and most efficient options for each field (you need to do the changes separately to be able to identify to which element you can attribute the impact in conversion). 

Mobile Growth

Mobile growth is quite a wide concept, and in that sense, it can be measured in many ways. Some may consider that growth in ASO can be measured by looking at the number of installs & the download speed. However, it is important to differentiate organic from non-organic growth.

The organic number of downloads can directly be consulted from the developer consoles, Google Play Console and App Store Connect. However, if you are doing paid marketing, you should be able to separate the organic and non-organic traffic that your mobile game is receiving. This can be done thanks to mobile attribution trackers such as AppsFlyer or Adjust, among others.

Separating them enables you to have access to another important mobile growth KPI: the organic uplift. The organic uplift is the number of organic users acquired per each non-organic user. This means that it represents the natural boost in organic traffic that is generated by the non-organic one. Non-organic installs have the effect of lifting up apps/games in search / explore (more of all in top charts), which means that they get more visibility and can attract more organic users.

Organic uplift (%) = Number of organic installs/number of non-organic installs

In the end, the higher the organic uplift, the lower the costs of paid UA.

It is also important that you consult the number of active users of your app. Check on your Monthly Active Users (MAU) and Daily Active Users (DAU) on a regular basis, which you can do with tools such as Google Analytics, Mixpanel or Amplitude.

User feedback

Another crucial thing you need to include in your app marketing strategy is the feedback that users are giving after using your app. This can be monitored thanks to users’ ratings and reviews

App reviews are highly important as they are considered as indicators of a healthy app/game from the users checking on the listing/product page. In that sense, they have a big impact on users’ decision to download the mobile app or not to download it, and this, on conversion rate.

User ratings and reviews are also taken into account by the stores’ algorithm for ranking in Search and in Explore (Top Charts, Similar Apps).  

The more positive ratings and reviews your game has, the more positive impact it will have on the store algorithms + on the credibility of the game towards the users. On the contrary, the more negative ratings and reviews, the lower the conversion rate and the organic installs, and higher paid UA costs.

As a developer, what you can do is reply to the reviews to make users change their rating for a higher one. Try to always provide unsatisfied users with a solution that can make their experience better or to inform them that you are working on the issue they are facing.

Monetization

Finally, the last goal of ASO is to make an app profitable. There are several KPIs you can monitor to keep an eye on revenue:

  • Total Revenue, ie. the total amount generated by your mobile game.
  • Average Revenue per User (ARPU), ie. the total revenue divided by the number of users to know the average amount generated by each user.
  • Lifetime Value (LTV), ie. the prediction of the net future profit for one user in particular.

For monetization to be optimal, it is more important for your app to have quality users rather than quantity of installs from users that just try the app and leave. In that sense, it is also very important regarding the user ratings and reviews discussed above. Taking into account users’ feedbacks and needs is crucial to have a stable revenue. 

You can use the platforms GameAnalytics or Appsflyer, among others, to calculate and track your ARPU and your LTV.

Mobile app’s main ASO KPIs and Metrics – In short

There are many ASO related metrics you need to monitor to understand how successful your mobile app is. None of them is more important than another – you need to always have a look at the big picture as it provides you with a great idea of the overall performance of your app. 

Monitoring your KPIs on a regular basis should be 100% part of your ASO strategy. Grant it as much importance as you can and you will rock your mobile growth strategy!