Advanced ASO Tips: Monitor App Performance & Measure Impact

Gwenaëlle Kolleggerby

5 min read

One of the hardest part of App Store Optimization is measuring its impact on your downloads and overall performance. In this article, we take a look at various indicators you can use to evaluate whether or not your efforts were successful.

Note: In a previous article, we revealed all ourtips for in-depth keyword research and analysis. We suggest you read that one first (if you haven’t yet) and come back to this one.

How often should you monitor your app’s performance?

As often as you want really, but bear in mind that it takes 3-4 weeks for the algorithms to stabilise your app’s rank on all the keywords you added.

  • On iOS, the algorithm picks up most of the changes immediately (as soon as your app is released). That means that you can go from unranked to ranked (and vice versa) in just a sec. However, the ranks can be very volatile during the first weeks as the algorithm tests how good your app converts on the different keywords.

The keyword rankings of the first 2 weeks of this new slots games clearly depicts the boost that Apple generally gives to new games on the store.

  • On Android, the algorithm is much slower to pick up changes, and it can take weeks before the algorithm ranks your apps on all the new keywords you added.

We recommend to check every week how your rankings and visibility are progressing to keep a close eye on how the algorithm reacts to your latest update.

Check out the most popular new game launches in 2022

How to track your app’s visibility

On AppTweak, you can monitor the progression of your app’s visibility on any keyword or group of keywords using the keyword monitoring tool. You can use the lists of keywords that you built (which we talk about in our previous article on advanced methodology) to have a very clear understanding of exactly on which keywords your app has improved or dropped.

Top and worst keyword progressions for the Deliveroo app on IOS US, one month after an update.

You can tie this to the metadata iterations you’ve made and see if your strategy has worked or not and benchmark your app against competition.

Many casual puzzle games like Toon Blast are fighting to rank on very popular and relevant keywords. Here is the visibility progression on a list of keywords and combinations including “match”, “puzzle” etc. You can see on the graph that Toon Blast is clearly more visible than the others and has been further increasing its visibility since its new version release on September 10 (new version releases are indicated by the vertical dotted lines).

How often should you iterate your metadata?

When you’ve just released a new version of your app metadata, we recommend to do a first check after 3-4 weeks to make sure the changes you’ve made are fruitful. If there are still words among your target list for which your app hasn’t managed to rank on (or not in good positions), it’s probably because the keywords are not relevant enough or too ambitious. You should try giving them more importance in your app’s metadata or replacing them with other keywords that can perform better.

Find out which keywords are most used in your app’s category

Before replacing a word, make sure that you look at all the combinations of that word too. It might be that your app doesn’t rank on that keyword alone but ranks really well on good volume combinations that include the keyword. If that’s the case, it’s definitely a word worth keeping.

These shopping apps don’t rank on “online” but rank well on “shopping online”

These match 3 games have low ranks on “match” but very good ranks on combinations like “match 3” and “match games”.

Once you’ve got a nice set of performing keywords, we think it’s best to iterate the research process again every 3-4 months, looking for new keywords and making a new selection. Both Apple and Google favor apps that regularly update their keywords. Moreover, App Store Optimization is a dynamic process because keywords usage and app popularity can change really fast.

You can also research and analyze seasonal keywords following the period of the year. For instance, if you’re in the sports industry, you might want to add the keywords “world,cup” to your keyword a month before the tournament starts, so that your app ranks among those results.

Looking forward to Halloween? You’re not the only one. The Apple Search Popularity of the keyword “halloween” has gone up from 38 to 54 over the last 90 days.

There we go! Now you have all the tips you need to improve your ASO process, get results and track & share those results with your team!

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Gwenaëlle Kollegger
Gwenaëlle worked at Apptweak first as a Business Development Manager in 2019 and as a customer success representative the next year. She thinks exciting times are ahead for mobile marketers and is always looking for the next amazing app to install on her phone!