Post on 14-Jul-2015
App Store Optimization
Metrics, Organic
Discovery, &
The Future of ASO
Hi! Good Afternoon.
Ari NahmaniCEO / FounderKahena Digital Marketingari@kahenadigital.com
TeamClients
ASO: App Search Algos are Primitive
ASO: Algorithms are in their Infancy
ASO: Algorithms are in their Infancy
App Discovery Metrics & KPIs
ASO + SEO: Tactics & Coordination
+
The Future of ASO
ASO KPIs & Metrics
App Discovery Metrics & KPI’s
Correlating ASO efforts
with real marketing KPIs
is extremely challenging.
Leading Indicators VS. KPI’s
ASO Metrics That Matter
•Rankings
• Installs
•Conversion / LTV
TRACKING APP STORE
RANKINGS
Rankings: Tracking in the App Stores
• Results in web
interface. Scraped
results.
• Similar to how SEO
SERPs are measured.
• Very accurate and
consistent.
• No web-based
search results
• Unique method of
spoofing iTunes store
to scrape results.
• Less accurate and
inconsistent.
Rankings: Tracking in Google Play
https://play.google.com/store/search?q=keyword%20here
Rankings: Tracking in Google Play
https://play.google.com/store/search?q=keyword%20here
Scrape
results in
sequential
order
Rankings: Tracking in iTunes App Store
Rankings: Tracking in iTunes App Store
Scrape
sequential
results via
spoofing app
store
Rankings: Tracking Tools
Rankings: iTunes App Search on Web
Rankings: PRO TIPs for keyword monitoring
• Focus on variety of
keywords.
• No need for slight
variations – very
similar rankings.
• Explicitly track plurals,
conjugations, & other
semantic variations if
you want to know
exact rank (apple’s
poor search /
semantic algorithm).
Rankings: PRO TIPs for keyword monitoring
TRACKING APP STORE
DOWNLOADS
Downloads: Reported by Google & Apple
• Both stores report on ‘total’
downloads
• One of the most accurate KPIs
• The availability of truly accurate data
stops at the total downloads metric.
Downloads: Source Attribution
What is an ‘Organic’
download in ASO?
Downloads: Source Attribution
First, let’s understand a ‘Tracked’
campaign download…
Downloads: Tracked Campaigns
Tracking Solutions / Apps
Downloads: Tracked Campaigns
Downloads: Tracked Campaigns
Downloads: Organic Discovery
Now, let’s understand ‘Organic’
downloads…
Downloads: Source Attribution
Okay.. So how do we
track all this?
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
“We track the rankings for over a million search terms,
and likewise have search volume estimations for each of
them, so we know everywhere your app ranks and how
frequently users search for that term. We also have deep
knowledge (from studies, research, and data) about
consumer behavior in the app stores. Taken together, we
use all of these data sets to estimate the amount of
installs your app receives from any search term or
keyword, Top Chart, or featured list.” - MDHQ
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
Downloads: Understanding Attribution
…. To make matters more complicated:
• Google/Apple’s total download count differs
from your mobile analytics package
(download vs first open).
• Each platform has its own proprietary
calculations for ‘organic’, and further
granular breakdown
Downloads: Understanding AttributionHow to cope….
• Must track the organic methodologies separately: (2 data sets each for iTunes and GP)
– 1) True Total – Tracked Campaign Total = “Organic”
– 2) App Analytics Platform Total (Tracked + “Organic”)
• Keep excellent records of top charts and
features to correlate.
• Track and collate daily if possible! Stacked
charts help.
Downloads: Accuracy vs. Precision
Actionable Insights
Actionable Insights: Rankings
Actionable Insights: Rankings
Actionable Insights: Downloads
Actionable Insights: Downloads
ASO + SEO = ♥
ASO + SEO: Public App URLs - Ranking
ASO + SEO: Public App URLs: APPS Search
ASO + SEO: Public App URLs - Ranking
ASO + SEO: Public App URLs – Links!
Inbound Links to GP App URL improves ASO Rankings
ASO + SEO: Reporting and Insights
ASO + SEO: Reporting and Insights
Future of ASO
Future of ASO + SEO: App Indexation
Future of ASO + SEO: App Indexation
Future of ASO + SEO: App Indexation
The Future of ASO: Deeplinking
Future of ASO + SEO: App Indexation
Future of ASO + SEO: App Indexation
Future of ASO + SEO: App Indexation
Future of ASO + SEO: App Indexation
Future of ASO: App Indexation API
The Future of ASO: Deep Linking
The Future of ASO: Deep Linking
App installed
The Future of ASO: Paid Search
The Future of ASO: Paid Search
The Future of ASO: GP Keyword Data?
The Future of ASO: GP Keyword Data?
The Future of ASO: GA + Google Play
The Future of ASO: GA + Google Play
The Future of ASO: GA + iTunes
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: iTunes Connect
The Future of ASO: Summary
• Official accurate data from Google & Apple
• Better GA integration – especially for GP.
• Better algorithmic signals for search results
(maturity of search algorithm like SEO history)
• Paid search in app store keyword data
• Indexed app content + APIs + markup =
seamless experience in web search, mobile,
apps.
ASO PRO TIPS: Dev / Release Cycle
ASO PRO TIPS: iterate, iterate, iterate!
ASO PRO TIPS: App snippet preview
Thanks! Questions?
ASO hangout w/ @iseff on
March 24th, 4pm.
Ari NahmaniCEO / FounderKahena Digital Marketingari@kahenadigital.com