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Mobile Marketing: How to measure App Store Optimization (ASO) performance?



In order to measure the success of your strategy for promoting your application in mobile marketing, it is essential to closely monitor the essential KPI's of ASO (App Store Optimization). ASO is an important process to improve the visibility and performance of your mobile app on the App Store and Google Play Store. Therefore, it is important to measure the performance of your ASO strategy so that you can adjust and optimize it based on the results.


In this article, learn the key metrics you can use to measure ASO performance and how to use them to improve your strategy.


What are the main KPI's of App Store Optimization (ASO)?


ASO is about improving the visibility of your mobile app so that more people can discover it. It's also about increasing the conversion rate of your app to encourage more users to install it. But how do you know if your ASO strategy is working? Several KPI's exist to determine if your ASO strategy is effective. It's essential to track them because you can't optimize without measuring.


The main ASO KPI's can be classified into five categories:


  • Application visibility

  • Conversion

  • Organic growth

  • User comments


KPI's to measure the performance of your ASO strategy: Application visibility


Before users can install your mobile app, they must first find it. So, the more visible your app is, the more likely it is to be downloaded.


ASO KPI's that can help you measure application visibility are:


  • Ranking by keyword: It is important that your store listing contains a large number of keywords in order to appear in the first search results and gain visibility. An effective keyword is based on these 3 principles: relevance, volume and difficulty. To find out more, click here


  • Your position in the list of top applications: The App Store offers three lists which identify the best applications: free, paid and both combined. Be sure to track your app's position in these rankings.

  • Category Rank: This is your app's position in its category, such as productivity or education. This shows the relevance of your application compared to its competitors.

  • Similar apps: Many users discover new apps through suggestions from the App Store and Google Play Store.

  • Featured: Being featured on the main store page can drive organic traffic to your product page.


All of these points inform you about the number of impressions or users who visited your store listing. Regularly monitor these KPI's by comparing them within the same country or from one country to another, and by monitoring the rankings of your competitors in order to measure the visibility of the mobile application and optimize your strategy if necessary.


KPI's to measure the performance of your ASO strategy: Conversion


There are two types of conversion KPIs to track:


  • Click-Through-Rate: This is the percentage of users who see your app in rankings or search results and then click through to your product page.

  • Conversion rate: This is the percentage of users who visit your product page and download and install your app.


The conversion rate of your mobile application is the KPI that allows you to measure the performance of your ASO strategy. Apple and Google define it in two different ways:


  • Conversion rates on the App Store are defined as app units relative to unique impressions.

  • Conversion rates on Google Play Store are the number of visitors to the store's listing compared to the number of acquisitions.


Therefore, conversion rates on Google Play Store are generally much higher than on the App Store because Google only considers people who have visited the app page (and therefore have already expressed interest in this application).


Several mobile marketing strategies and techniques can help improve the conversion rate of your application, such as optimizing store page creatives and monitoring comments and ratings that are likely to encourage or discourage a user from converting. .


To learn more about how to generate organic traffic, click here .


KPI's to measure the performance of your ASO strategy: Organic growth


There are two ways to measure the organic growth of your mobile app:


  • The number and speed of installs: You can track the number of organic downloads on App Store Connect or Google Play Console. Tracking this KPI and comparing the increase in installs over a period of time indicates its speed.

  • Number of active users: The main KPIs are monthly active users and daily active users. Increasing the number of active users over time shows that your mobile app's organic growth is sustainable.

  • When measuring install counts and growth, remember to distinguish between organic downloads and downloads acquired through paid ads because ASO allows you to drive organic traffic.


KPIs to measure the performance of your ASO strategy: User feedback


Feedback from your users is essential for two reasons: it contributes to your position in top app rankings and search results, and it also encourages other users to download the app. A high rating and lots of positive reviews are a sign of a quality app worth downloading.


Here are the KPI's you can follow:


  • Rating: 1 to 5 stars.

  • Number and frequency of evaluations: The number of evaluations is important. The same goes for their newness. Newer reviews carry more weight in the search and ranking algorithm.

  • Review quality: A large number of positive reviews, especially if they are high quality, can improve your app's visibility and your conversion rate. Long and precise comments are preferred.


These KPI's impact the visibility of the application and your conversion rate which contribute to your organic mobile growth. You can optimize user feedback by encouraging user feedback through pop-ups and push notifications and responding to user reviews. Feedback from your users also informs you of the strengths and weaknesses of your mobile application and allows you to improve your strategy accordingly.


Tools to measure the performance of your ASO strategy


When it comes to measuring mobile app viewability with an ASO strategy, there are several tools that can help you track and evaluate your app's performance.


Here are a few :


  • Sensor Tower

  • AppFollow

  • AppTweak

  • data ai


These tools are designed to help you track and evaluate different ASO metrics to optimize the visibility and performance of your app in the stores. Each of these tools offers specific features, so it is advisable to choose the one that best meets your specific needs and budget.



Measuring App Store Optimization (ASO) Performance: What to Remember


Measuring the performance of your ASO strategy is essential in mobile marketing to improve your visibility and the success of your store listings. Among the many existing KPI's, application visibility, conversion, growth and feedback from your users are worth remembering. Using these metrics, you can identify the strengths and weaknesses of your ASO strategy and optimize it to generate maximum organic traffic and increase the organic growth of your mobile application.


Need advice or support to develop your business?


SMEs or large groups, whether you operate in the banking, insurance, retail, start-up, health sectors, etc.


The AppASO agency located in Paris in the Opéra district (75009) supports you in your ASO, App Growth, or download acquisition strategies.


App ASO has built its reputation on SEO and promotion of mobile applications through its SEO strategy and ASO strategy. Our method? Optimize the visibility of your application, enhance your store profile with powerful visuals to increase consumer engagement in downloading your application and build a tailor-made media acquisition and/or app acquisition campaign.


We offer training tailored to the needs of your business.


Companies such as Kiabi, La Redoute, Fortuneo and Crédit Mutuel trust us, so join us!


😊 Let’s get in touch! 😊



Contact details :



ASO App 7 rue Meyerbeer 75009 Paris Opéra

Email: contact@appaso.fr



They trust us



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