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How to measure ASO organic installs in iTunes Connect and Google Play Console

It has been a while since Apple has introduced Search Ads, and since its launch, we have all been expecting more information revealed by the stores. And here it comes – since this May Apple is revealing app discoverability data and adding it to App Analytics.

Table of Content


How to find this data:

  1. Log in to your iTunes Connect account.
  2. Go to the App Analytics section and select the app you want to track.
  3. Select Sources tab:

Organic sources of app discovery:

  • Apple Store Browse – browsing the Featured, Categories, or Top Charts sections of the App Store.
  • Apple Store Search – search queries on the App Store, including Apple Search Ads.

App and Web Referrers and Campaigns are the non-organic traffic sources that you can also break down with the App Analytics Sources section, for example, view Top App or Web Referrers for a selected metric. Campaigns are used to generate campaign links that can be used for promotion, advertising, and other marketing materials. The data for Top Campaigns will appear when at least 5 units are attributed to this campaign.

Key metrics

The most important metrics that marketers can monitor for each source of traffic are:

  • Impressions – the number of times an app has been shown, without visualizing listing.
  • Product Page Views – the number of visualizations of store listing.
  • App Units – the number of actual installs.

Those are the key metrics to analyze when it comes to optimizing visibility, discoverability, and conversion rate of a mobile app or game, the basis of ASO strategy. However, at the point of optimizing the sales funnel, you will need the data for other metrics, such as In-App Purchases, Sales, Paying Users, etc.

App Analytics Overview

Apart from measuring organic traffic and analyzing top sources of discoverability, App Analytics provides much more data that is valuable for developers. In the Metrics tab, the data about usage can be found, including Installations, Sessions, Active Devices, Active in Last 30 Days, and Crashes, for a selected period of time.

With this data, you can measure your retention, such as the number of active devices on day X of the retention period compared to the number of active devices during the entire period. The tab Retention provides this data with a possibility to break it down perversion, device, geo, and source type.

Therefore, you can make conclusions on the top-performing sources of traffic in terms of retention, usage, discoverability, and sales, and download any of the reports in CSV format, without leaving your developer console!

How to measure ASO organic installs in Google Play Console

Google is a renowned expert in all sorts of analytics that Android developers can benefit from, and long ago has implemented the insights for User Acquisition that help to understand the main sources of traffic for retained installers and buyers.

How to find this data:

  1. Login to your Google Play Console account.
  2. Select the app you want to analyze.
  3. Go to User Acquisition > Acquisition Reports:

Organic sources of app discovery:

  • Google Play Store – browsing the Featured, Categories, or Top Charts in Google Play Store, or searching in the Play Store.
  • Google Web Search – search queries directly in Google web search.

There are also other user acquisition channels to track, in the case of Google they are separated for AdWords campaigns, other Tracked channels (UTM-tagged links to Play Store), and Third-party referrers, including web and app referrers.

Key metrics

Similarly to App Store, Google Play Store gives out information about these 3 key metrics to monitor for app discovery, conversion funnel, and retention:

  • Store listing visitors – a number of people who have viewed a store listing in Google Play Store.
  • Installers – a number of users who have installed an app (after viewing store listing).
  • Installs without store listing visit – to activate this metric, just tick the box to include it, which is located in the right corner of the Installers and Retained Installers chart. It will show unique users who have installed an app without visiting its Play Store listing, or had the app pre-installed.

In Google Play Console, store listing visitors and installers differ from “clicks” and “conversions” reported on AdWords. If a user visits or installs your app multiple times, it will be only counted once on the Play Console.

Google Play Acquisition Reports overview

You can break down the retained installers or buyers not only by the acquisition channels, that we have looked into earlier, but also per country for all traffic types, and for the country only for organic Google Play Store traffic.

Set “Measure by” to Country (Play Store Organic) to view the conversion rate benchmarks for your app in its category and monetization type (free or paid). The app will be then compared to similar apps in terms of the conversion rate, and you can get an estimation of how many more installs you can get if you improve your conversion rate.

Read more about how to identify your valuable users and optimize your traffic sources in this User Acquisition Best Practices by Google.

Measuring ASO organic installs: conclusions

Identifying your most valuable users and customers is the key to understanding your app and creating the roadmap of marketing actions. This vital information is now included in both Google Play Console and iTunes Connect, however, to break down the metrics even more per keywords, or compare your app with your real ASO competitors, in-depth detailed ASO tools will be more helpful.

keyword installs

keyword installs

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