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App Store Optimization Metrics, Organic Discovery, & The Future of ASO

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Page 1: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

App Store Optimization

Metrics, Organic

Discovery, &

The Future of ASO

Page 2: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Hi! Good Afternoon.

Ari NahmaniCEO / FounderKahena Digital [email protected]

Page 3: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

TeamClients

Page 4: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

ASO: App Search Algos are Primitive

Page 5: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

ASO: Algorithms are in their Infancy

Page 6: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

ASO: Algorithms are in their Infancy

Page 7: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani
Page 8: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani
Page 9: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani
Page 10: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

App Discovery Metrics & KPIs

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ASO + SEO: Tactics & Coordination

+

Page 12: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

The Future of ASO

Page 13: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

ASO KPIs & Metrics

Page 14: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

App Discovery Metrics & KPI’s

Correlating ASO efforts

with real marketing KPIs

is extremely challenging.

Page 15: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Leading Indicators VS. KPI’s

Page 16: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

ASO Metrics That Matter

•Rankings

• Installs

•Conversion / LTV

Page 17: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

TRACKING APP STORE

RANKINGS

Page 18: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

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.

Page 19: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Rankings: Tracking in Google Play

https://play.google.com/store/search?q=keyword%20here

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Rankings: Tracking in Google Play

https://play.google.com/store/search?q=keyword%20here

Scrape

results in

sequential

order

Page 21: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Rankings: Tracking in iTunes App Store

Page 22: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Rankings: Tracking in iTunes App Store

Scrape

sequential

results via

spoofing app

store

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Rankings: Tracking Tools

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https://bitly.com/KahenaGPlayTracker

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Rankings: iTunes App Search on Web

Page 26: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

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).

Page 27: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Rankings: PRO TIPs for keyword monitoring

Page 28: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

TRACKING APP STORE

DOWNLOADS

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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.

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Downloads: Source Attribution

What is an ‘Organic’

download in ASO?

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Downloads: Source Attribution

First, let’s understand a ‘Tracked’

campaign download…

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Downloads: Tracked Campaigns

Tracking Solutions / Apps

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Downloads: Tracked Campaigns

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Downloads: Tracked Campaigns

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Downloads: Organic Discovery

Now, let’s understand ‘Organic’

downloads…

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Downloads: Source Attribution

Okay.. So how do we

track all this?

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Downloads: Understanding Attribution

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Downloads: Understanding Attribution

Page 42: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Downloads: Understanding Attribution

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Downloads: Understanding Attribution

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Downloads: Understanding Attribution

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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

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Downloads: Understanding Attribution

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Downloads: Understanding Attribution

Page 48: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Downloads: Understanding Attribution

Page 49: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Downloads: Understanding Attribution

Page 50: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Downloads: Understanding Attribution

Page 51: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Downloads: Understanding Attribution

Page 52: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Downloads: Understanding Attribution

Page 53: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

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

Page 54: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

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.

Page 55: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Downloads: Accuracy vs. Precision

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Actionable Insights

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Actionable Insights: Rankings

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Actionable Insights: Rankings

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Actionable Insights: Downloads

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Actionable Insights: Downloads

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ASO + SEO = ♥

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ASO + SEO: Public App URLs - Ranking

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ASO + SEO: Public App URLs: APPS Search

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ASO + SEO: Public App URLs - Ranking

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ASO + SEO: Public App URLs – Links!

Inbound Links to GP App URL improves ASO Rankings

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ASO + SEO: Reporting and Insights

Page 67: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

ASO + SEO: Reporting and Insights

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Future of ASO

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Future of ASO + SEO: App Indexation

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Future of ASO + SEO: App Indexation

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Future of ASO + SEO: App Indexation

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The Future of ASO: Deeplinking

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Future of ASO + SEO: App Indexation

Page 74: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Future of ASO + SEO: App Indexation

Page 75: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

Future of ASO + SEO: App Indexation

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Future of ASO + SEO: App Indexation

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Future of ASO: App Indexation API

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The Future of ASO: Deep Linking

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The Future of ASO: Deep Linking

App installed

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The Future of ASO: Paid Search

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The Future of ASO: Paid Search

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The Future of ASO: GP Keyword Data?

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The Future of ASO: GP Keyword Data?

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The Future of ASO: GA + Google Play

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The Future of ASO: GA + Google Play

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The Future of ASO: GA + iTunes

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The Future of ASO: iTunes Connect

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The Future of ASO: iTunes Connect

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The Future of ASO: iTunes Connect

Page 91: App Store Optimization - Metrics, Organic Discovery, & The Future | SMX Munich 2015 | Ari Nahmani

The Future of ASO: iTunes Connect

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The Future of ASO: iTunes Connect

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The Future of ASO: iTunes Connect

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The Future of ASO: iTunes Connect

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The Future of ASO: iTunes Connect

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The Future of ASO: iTunes Connect

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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.

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ASO PRO TIPS: Dev / Release Cycle

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ASO PRO TIPS: iterate, iterate, iterate!

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ASO PRO TIPS: App snippet preview

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Thanks! Questions?

ASO hangout w/ @iseff on

March 24th, 4pm.

Ari NahmaniCEO / FounderKahena Digital [email protected]