Apple introduced its long-awaited App Analytics service just over 3 months ago. Despite criticism from publishers who were expecting a bit more after almost 12 months of waiting, this new iTunes Connect feature offers some invaluable data for developers and ASO agencies. We’ll try to show which metrics are particularly useful from an ASO perspective.
App Units by Territory
This is an obvious one, but cannot be overlooked. This metric tells you how many times your app was downloaded in a specific country in a particular period (on iOS 8 or later):
Simply looking at the map in the overview tab lets you realise what opportunities in terms of localisation you are missing out on.
Localising your app and your app’s assets to languages where your app is most popular can help it gain even more traction in terms of downloads, as it is widely agreed that high quality localisation increases conversion rates in the app stores.
You can also have a look at App Store Views by territory. There might be a country in which people view your app page but don’t convert. Some translation work might be what’s needed to convince them to try out your app.
For detailed information on all countries go the Metrics tab and choose “View by Territory”. Don’t limit yourself to the countries visible in the tool, though – try to spot opportunities in emerging markets as well. And remember that localizing to more languages increases your chances of getting featured!
This metric is crucial in ASO and can now be tracked thanks to the “Compare” feature in App Analytics. To see your app’s conversion rates in a given period go to the “Metrics” tab, click on App Units on the left, then in “Compare to” choose “App Store Views”
You’ll get the most straightforward visualisation of your performance when you choose “Ratio” in the menu above the chart:
This chart shows how your conversion rates have changed over time and is a source of invaluable information, especially if you update your app often (which you should do if you want to have a quality product). Even though Apple don’t have an A/B testing option in their console yet, publishers are able to draw some conclusions from this chart. To be able to do that though, it’s best to change only one element of the app listing in each update. Because of the lengthy review process it doesn’t allow for much experimentation where you would compare multiple variants, but it does give you some hint about how your changes are perceived. In the example below you can see that conversion rates rose from 23% to 82% percent after a single update!
By adding a filter to the chart, you can also view conversion rates by territory, platform, etc. So if you’ve localised your screenshots in, say, 6 countries, you can compare what results the changes brought in each of the territories. If you decide to update only your icon, you might get some surprising findings about how your icon is perceived in different countries. EverythingMe’s example shows how important language barriers can be in the perception of visual assets.
In order for ASO efforts to be successful, developers need to ensure the app is of highest possible quality. Some of the usage data shown in App Analytics lets ASO professionals get a wider picture about the app’s performance, e.g. crashes, retention or number of sessions. This helps understand ranking fluctuations better and is a basis for good review optimisation and effective customer service, hugely important for the app’s performance in the App Store.
We’ve listed the most important App Analytics metrics that all professionals should look at when conducting ASO. This data may prove invaluable and let you spot major opportunities for optimisation.
Do you have any thoughts about App Analytics and its role in ASO? Leave a comment below!
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