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How to Measure ASO: Comprehensive Guide

Wondering how to measure ASO and app KPI? Our complete ASO guide will make it all clear for you.
How to Measure ASO: Comprehensive Guide
“Where performance is measured, performance improves. Where performance is measured and reported, the rate of improvement accelerates.” This statement is commonly called Pearson’s Law and is attributed to Karl Pearson. The words echo profoundly in the context of mobile app KPI metrics. Think of it as decoding your app's DNA. Each KPI is a unique gene shaping success. Downloads, user engagement, and retention rates — all these metrics are vital for your app’s performance. In this post, we'll discuss mobile app KPI metrics in detail and answer your most frequently asked questions about them.

Is your company about to launch an app? If so, you should treat the whole process as a journey split by many milestones and a hefty backpack full of survival tools. Let’s call your milestones “app KPI” and imagine carrying a backpack full of tools and knowledge on how to measure ASO! Are these words not familiar enough to you? This piece will explain what app KPIs matter the most and what your company needs to do to monitor them correctly.
After reading the guide, you will know:
  • what ASO metrics and key app KPIs matter,
  • how to gauge and apply them correctly.
Let’s begin by deciphering the main terms. The letters KPI mean “key performance indicators,” and ASO stands for “App Store Optimization metrics.” Getting into ASO and mobile marketing KPIs will provide you with a clear map of your app’s strong and weak sides, and show you which marketing buttons need to be pressed regardless of your app goals. They can include retention improvement, organic growth, a surge of installation’s count, user cost minimization, conversion improvement, and others. Many of these metrics rely on the app’s discoverability on the app marketplaces, and this guide starts from this exact point.

App Store Visibility: What Makes It Critical

Regardless of your ASO strategy, the biggest goal is to increase app visibility on the App Store and Google Play and generate more organic (aka worthy) installations. You can achieve high discoverability for your app via the featured section, search, and top charts. To measure how visible and discoverable your product is, you need to monitor KPI rankings regularly across all the countries your product is available in. The key metrics for mobile apps to monitor with your ASO toolkit include:
Keyword rankings
The rule to remember is that the number of keywords your app can organically rank on defines how its visibility rate is. However, you can’t make this the key target of your app’s KPI. Instead, you should pay higher attention to the ranks of each specific keyword and the overall volume of all keywords.
For example, if your app uses 40 keywords for ranking and its keyword volume is equal to 70, it means that it has better app store visibility than any other app that has 150 keywords with a keyword volume of 20.
Asolytics Team
Category rankings
Although they are not amongst critical KPIs anymore and we generally don’t count them to evaluate ASO success, they are still important indicators that can help you figure out your app’s place amongst resembling titles in the category and in which way ASO efforts and results of the top titles are ahead of yours.
Related apps
When your app appears in the “Similar” section, it serves as an extra source of organic downloads through search. You need to measure the overall number of appearances in “Similar” to see which kinds of apps and games are referring to your app and for what reason. This way, you can compare your ASO efforts with the competitors and borrow ideas that work well for similar products.
Top chart positions
Getting into app store top charts, such as “Top Free Apps,” “Top Paid Apps” or “Grossing” is an achievement on its own. However, you also need to measure how the keyword metrics change when you make it to the top charts. Besides, you have to track the surge in user reviews, and, most importantly, the surge in conversion rate. You can easily monitor app usage statistics using third-party tools you like the most.
Visibility is “Featured”
When your app makes it to the app store home page, it’s another huge KPI that requires monitoring similar to when your app gets to the “Top” section. We prepared an article, "Get Your App Featured by Apple App Store" to show you how to get make it to the most downloaded apps list.
Visibility score
This KPI for app marketing is valuable in terms of competition and shows how visible your product is compared to similar apps and games in the niche. Visibility score involves the number and volume of keywords your rank app on.
App Store Visibility
Keyword impact
This metric shows how many organic downloads your app gains on particular keywords after a recent app metadata update. It can help you eventually achieve a higher concentration of valuable keywords and boost the average number of installs. Don’t forget that you can use the Asolytics keyword tool for profound keyword-based analysis of your app and its competitors.
Recommended tool

To collect keywords, use the Recommended tool in Asolytics

Conversion Rate: How to Measure It

Conversion rate is the second biggest goal that is affected by several ASO metrics and can be split into two main categories:
  • On-metadata – this includes an icon, app description, video preview, app name, and screenshots.
  • Off-metadata – this includes reviews, user ratings, and the number of downloads.
Proper adaptation of such app elements as icons and previews can attract many users. That’s why it is important to test icons before launching the app. After the app is in the store, you should monitor reviews and work with them. All of these steps can increase app conversion rate of your app.
On-metadata and off-metadata conversion rate
The KPIs for the conversion funnel efficiency measurement include:
  • TTR (tap-through rate, same as click-through rate) – this KPI measures the fraction of users who tapped the icon of your app to see the product page. The quality of the icon and title affect this metric the most.
  • CR (conversion rate to install) – this reflects the percentage of users who decided to download the app after viewing the product page.
Proper optimization of TTR and CR is crucial for your app’s conversion funnel efficiency. These two metrics translate into the number of users who get interested in your app by the product page and end up downloading the product.

But how to improve them? That’s where A/B testing comes in handy. Using ASO A/B testing tools, you can conduct experiments to compare how two different approaches perform. You need to change one element of the product page at a time to clearly identify its impact and prevent ASO cannibalization. For the best results, paid user acquisition is recommended.

User Feedback: The Impact of Ratings and Reviews

The next important step to measure mobile app performance is to analyze user feedback quality as it has a huge impact on attracting more users. In terms of ASO, user reviews and ratings play a huge role in how app store algorithms treat your app and affect conversion rates by influencing user decisions to download your app.

User sentiment has a direct impact on the visibility score and conversion, so it’s very important to work on it, gaining as many positive ratings and reviews as possible to avoid a decrease in conversion. Never leave the reviews unanswered, as a good reply can not only encourage a user to use your app more but also change their mind and improve the rating. Fortunately, both Google Play and the App Store let you do this.

Organic Installs: The Only Installs That Matter

For most marketers, the number of organic installs is one of the most important apps and mobile game KPIs as it allows them to measure the return of ASO objectively. However, both Google Play and the App Store don’t make it easy to measure organic installs. For example, the App Store combines organic search downloads and Apple Search Ads in the solo “Search” source, and Google started to do the same after the introduction of its refreshed console design.
Importance of Organic App Install
This being said, you should remember that the increase of organic downloads doesn’t necessarily relate to the ASO and SEO efforts of your team but can also indicate successful acquisition campaigns on social media or elsewhere. To split the factors more effectively, you need to launch ASO activities apart from advertising improvements or major app updates. Besides, it will be helpful to split creative and keyword updates to measure each of them more precisely.

Monetization: Last but Not Least

The last and perhaps the most valuable of mobile apps and mobile games KPIs is monetization because it indicates the amount of revenue your project receives. This includes three major items to measure:
  • LTV (Lifetime Value) – a forecast of app profits per user in the future.
  • ARPU (Average Revenue per User) – latest revenue figure divided by the current number of active users.
  • Revenue – the full amount of money generated by your app.
Don’t forget that the quality of each user is much more important than the overall number of users (aka installs). A user who keeps paying for the subscription and views more ads is many times more important than the one who tries and leaves in a few minutes. That’s why we recommend watching how the most active users behave in your app and product page and analyzing what they think about your product via comments rather than pursuing a larger number of monthly downloads. Use the Asolytics pro features for that precious in-depth analysis that will help you take your app to a brand new level.
Check your app performance with Asolytics tools

Check your app performance with Asolytics tools

Mobile App KPIs Beyond Metrics: Exploring Uncharted Territories

When it comes to app stats, some crucial bits fly under the radar. Naturally, we are obsessed with downloads, how many people enjoy your application, its stickiness, and those fancy ASO stats. But there’s a treasure trove hiding in the shadows. Below, we’ll let you in on those undercover, yet super important, unmeasured elements that play a huge role in your app success. Also, we’ll provide tips on how to work on each of them to skyrocket your product to stardom:
User experience
  • Session Length & Frequency. Check how long users stick around and how often they come back.
  • App Responsiveness. Make sure your app works in a gracefully smooth way — no hiccups, no glitches.
  • User Flow Analysis. Follow users' footsteps, find spots causing frustration.
App stability and performance
  • Crash Rates. Keep tabs on hiccups to prevent them from ruining the fun for your audience.
  • App Size & Resource Usage. Watch the app’s diet — how much space and power it slurps.
Feature adoption & usage
  • Yay or Nay. Figure out which features get the spotlight and which ones fade into the background.
  • Spring Cleaning. Tidy up or toss features no one’s into.
Response time & feedback incorporation
  • Speedy Reaction. Check how fast you swoop in to rescue user queries.
  • User Voices Matter. See how well user ideas make it to your application.


Now you can clearly see that there’s no solo metric that can answer how successful your product actually is. It’s a big bunch of KPIs that can also affect each other dynamically. That’s why you have to move from measuring the specific indicators to painting the general ASO portrait of your app or game. Don’t underestimate the power of data and don’t forget to follow the “divide and conquer” rule while making any ASO updates. It means that you have to change only one element at a time and separate any ASO efforts from exterior advertising and social media marketing efforts. To accurately gauge the effectiveness of your app store optimization efforts, it's crucial to familiarize yourself with key ASO vocabulary such as conversion rate, keyword ranking, and user retention.

You also have to be as realistic as you can while setting ASO goals and invest enough time and effort into developing and implementing a marketing strategy. Don’t be afraid to experiment with approaches and pay close attention to how well the product functions. There’s no good ASO without a good product, but a good product won’t shoot without high-quality ASO as well!


  • Question:
    How to determine the most relevant KPI metrics for a mobile app?
    Begin by deciding what your main priorities are. The following metrics are paramount for analyzing the behavior of your users: retention rate, session duration, and conversion rate. That said, you’ll need to count clicks, track downloads, monitor how long your audience stays with your application. Make these KPIs match what you want to ultimately achieve.
  • Question:
    What are the main KPIs to measure the success of your ASO strategy?
    ASO ranking factors, click-through rates, and conversions help you evaluate how successful your ASO strategy is. Don’t overlook the voice of the crowd, though. Reviews and ratings do speak volumes. If your extensive audience is satisfied and isn’t afraid to say it, chances are the ASO strategy you’ve worked up and implemented is a solid success.
  • Question:
    Can you track the impact of specific keywords on app downloads?
    ASO-lutely. As a matter of fact, this analysis is a must-do. It’s like detective work but with words. Search volume, competition level, and conversion rates are the metrics that will help you determine which keywords are the VIPs pulling in those precious downloads. The brilliant Asolytics keyword tool will be your indispensable assistant in this context.
  • Question:
    How do app visual elements like icons and screenshots impact KPIs?
    Well-designed visuals are like your app’s fashion show! Icons and screenshots strut the first impression catwalk, attracting clicks and installs. With eye-catching design and captivating imagery, you’ll grasp people’s attention, making them want to check out your application. This, in its turn, will positively impact conversion rates. Voilà, those important metrics are successfully pulled in.
  • Question:
    What metrics indicate user engagement within a mobile app?
    Check your app’s pulse with these metrics: session duration, frequency of visits, and in-app interactions. It will help you figure out how actively your audience is involved. Also, don’t forget to check out how many people keep coming back to your application (retention rate). These ones are the core contributors in your app’s fan club!
  • Question:
    Are there reliable tools for monitoring app store rankings and their impact on KPIs?
    Absolutely! There’s a treasure trove of solid tools designed expressly for tracking app store rankings and their influence on KPIs. Asolytics is a brilliant platform in this context. It’s like a GPS for rankings, helping you decode the app’s fame game. Via Asolytics, you’ll track the charts, analyze keywords, as well as assess your competitors’ major moves.
  • Question:
    How important are app ratings and reviews for determining KPIs?
    App ratings and reviews are like a compass in a jungle of apps, guiding both developers and users. Reviews and ratings directly influence your app visibility and conversions. It’s like the app’s report card — a good grade gets you noticed, while a bad one leaves you alone in the corner. High ratings? Good for you! Low ratings? Put some work into changing the situation.
  • Question:
    What techniques can improve conversion rates within an app store?
    To polish those app store conversion rates, think of it like dressing up for a date. Start by sprucing up the visuals. Proceed by making the description catchy, like a great song lyric. A/B test different stuff — like trying on outfits before a big day. Make sure the navigation is user-friendly and onboarding is buttery smooth. And don’t forget to showcase rave reviews. They’re going to fortify your audience’s trust and boost your app’s conversion rates organically.
  • Question:
    How can you analyze competitor data to boost KPIs?
    Peeking at competitors is like spying on a neighbor’s garden — you’ll need a plan! Analyze their moves and overall performances across KPIs. Study their user engagement tactics, market positioning, and feature evolution. In other words, learn their secrets, but add your spice. Remember to use top-notch marketing tools and platforms like Asolytics along the way.
  • Question:
    How frequently should KPIs be monitored and adjusted?
    KPIs are like house plants — they need attention. Practice consistency based on strategic intervals: monthly, quarterly, or even nonstop-pably. Stay flexible and embrace trends open-mindedly. That way, you’ll easily adjust your approach and take your app’s performance to the next level in real-time whenever necessary.
  • Question:
    What are the main differences in KPIs for iOS and Android apps?
    iOS and Android KPIs? You’re comparing apples and oranges! For iOS, focus on engagement and in-app splurges — fancy, right? Android loves its ads, turning eyeballs into revenue. iOS wants a chic boutique, Android is the vibrant marketplace. Different vibes, different KPI dance moves. But they’re both aiming for the same applause, and that’s where they’re similar.
  • Question:
    How can A/B testing be utilized to improve app KPIs?
    Compare A/B testing to a kitchen experiment. You try different recipes to cook up brilliance. You serve two versions — A and B — and see which dish your guests fancy the most. ASO testing does the same for your app: tweaks here, changes there, until you as a marketer figure out your users’ preferences and behavior, which in its turn helps you find the strategy that boosts your KPIs.
  • Question:
    What are the strategies that help increase organic traffic to an app?
    You’ll need a savvy combination of strategies. Optimize app store keywords, share on socials, work on discoverability by building a fanbase from scratch. Keep your application fresh with updates. And don’t forget to pay attention to your users’ feedback to fix any glitches pronto. Yes, it’s all about making your audience truly love your product. That’s the secret.
  • Question:
    Is there a connection between app performance and KPIs?
    Yes, certainly. App performance intricately intertwines with KPIs. Take load times, for example. A fast-loading app tickles everyone’s fancy. Smooth navigation makes your users stay longer. That said, if you want to boost KPIs, you should polish your app’s performance. Refine code, optimize images, and declutter functionality.
  • Question:
    How does geographic targeting influence KPI mobile app metrics?
    Geographic targeting is like speaking someone’s native language at an international conference — connects better! For example, a surfing app may ride the waves in Cali but float less, say, in New Mexico. Tips? Serve content that caters to local preferences or circumstances, like a retail app promoting beachwear in coastal towns and winter clothing in colder regions.
  • Question:
    What role does customer support response time play in app store visibility and user satisfaction?
    If your app feels like a snail-mail service in a world of express delivery, your users will notice. A prompt reply in client support feels like a warm hug in chilly weather — users feel cared for, and voilà! Your app reviews are catapulted into the stratosphere and the app store beams a spotlight on your gem for everyone to see!