Must-Know App Store Optimization Metrics

Highlights: The Most Important App Store Optimization Metrics

  • 1. Keyword rankings
  • 2. Conversion rate
  • 3. Organic downloads
  • 4. Retention rate
  • 5. Churn rate
  • 6. Daily Active Users (DAU)
  • 7. Monthly Active Users (MAU)
  • 8. Average Revenue Per User (ARPU)
  • 9. Lifetime Value (LTV)
  • 10. Session length
  • 11. Frequency of use
  • 12. Ratings and reviews
  • 13. In-app events
  • 14. Category rankings
  • 15. Acquisition channels

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In today’s globally connected digital landscape, mobile applications have become key drivers of growth, engagement, and innovation for businesses across various industries. As the number of applications available in the market constantly increases, it has become crucial for developers and marketers to stand out in the overcrowded app stores. One way to achieve this is through App Store Optimization (ASO), a series of techniques and strategies aimed at improving the visibility and discoverability of applications in the app stores.

In this comprehensive blog post, we will delve into the essential App Store Optimization metrics that every mobile app publisher and marketer should closely monitor and analyze to enhance their app’s ranking, drive more organic downloads, and ultimately achieve long-term success in the competitive app marketplace.

App Store Optimization Metrics You Should Know

1. Keyword rankings

Refers to the position of an app in the search results for specific keywords. Higher ranking for relevant keywords results in better visibility and is crucial for app store optimization (ASO).

2. Conversion rate

The percentage of users who download your app after viewing the app page. A high conversion rate indicates that your app store listing is effectively persuading users to download your app.

3. Organic downloads

Downloads obtained without paid advertising. This generally occurs as a result of ASO efforts, user recommendations, and natural search traffic.

4. Retention rate

The proportion of users who continue using the app over a specific period. High retention rates indicate that users find value in your app and are more likely to become long-term users.

5. Churn rate

The percentage of users who uninstall or stop using your app within a specified time period. Low churn rates are desirable, as high churn rates indicate users are unsatisfied with the app experience.

6. Daily Active Users (DAU)

The number of unique users who engage with your app daily. This metric helps understand the level of user involvement and the app’s daily usage.

7. Monthly Active Users (MAU)

The number of unique users who interact with your app in a given month. MAU offers a broader view of your app’s user engagement compared to DAU.

8. Average Revenue Per User (ARPU)

The total revenue generated by the app divided by the total number of users. It helps to determine the value of each user and provides insights into monetization strategies.

9. Lifetime Value (LTV)

The total value of a user throughout their entire usage of the app. This metric accounts for revenue, user retention, and adoption of additional in-app purchases or services.

10. Session length

The time users spend in the app during a single session. Longer session lengths imply better engagement and app experience.

11. Frequency of use

The number of times users open the app within a specific timeframe. This indicates user engagement and the overall quality of the app.

12. Ratings and reviews

The overall satisfaction levels of users, reflecting their experiences and opinions. Positive ratings and reviews improve the app store ranking and help attract new users.

13. In-app events

Specific actions taken by users within the app, such as registrations, purchases, or social shares. Analyzing in-app events helps optimize user flows and improve the overall user experience.

14. Category rankings

The position of your app within its specific category in the app store. Higher rankings within a category can lead to greater visibility and downloads.

15. Acquisition channels

The various sources from which users discover and download the app. Analyzing the effectiveness of different acquisition channels helps to optimize marketing efforts and increase app downloads.

App Store Optimization Metrics Explained

App Store Optimization Metrics are crucial for understanding and improving an app’s performance in the competitive marketplace. Keyword rankings directly impact visibility, while conversion rates signal the efficacy of app listings to persuade downloads. Organic downloads are attained through ASO efforts and user recommendations, whereas retention and churn rates provide insights into user satisfaction and long-term usability. Metrics such as DAU, MAU, and frequency of use reflect engagement and user experience. Conversely, ARPU and LTV shed light on monetization strategies and the value of each user. Session length indicates engagement levels, while ratings and reviews showcase the public’s perception of the app. In-app events help optimize user flows, and category rankings demonstrate an app’s standing within its niche. Finally, understanding acquisition channels allows for better targeting of marketing resources, ultimately increasing downloads and driving overall success.


App Store Optimization Metrics serve as a crucial roadmap for any developer, marketer, or entrepreneur seeking success in the competitive mobile app landscape. By carefully analyzing the key metrics discussed in this blog post—such as keyword ranking, conversion rates, impressions, and app reviews—you can make meaningful decisions that will drive app downloads and cultivate user engagement.

Ultimately, mastering these ASO metrics can propel your app to new heights in the app store rankings and establish a loyal user base, positioning your app for long-term growth and success.



What is App Store Optimization (ASO) and why is it important?

App Store Optimization (ASO) is the process of improving an app's visibility and discoverability within app stores (such as Google Play and Apple's App Store) by optimizing its listing elements like the title, description, keywords, and visuals. It is crucial for app developers and marketers because higher visibility leads to increased downloads, user acquisition, and consequently, revenue.

What are the key performance metrics for App Store Optimization?

The key metrics for ASO include keyword rankings, app download and install rates, app store impressions, app engagement metrics (like daily active users, session length, and app retention rates), conversion rate to install, and user ratings and reviews.

How do you track and improve keyword rankings in App Store Optimization?

To improve keyword rankings, app marketers should regularly perform keyword research, identify the most relevant and popular keywords, and strategically include them in the app titles, descriptions, and keyword fields for Apple App Store. Tracking the keyword rankings can be done via specialized ASO tools like App Annie, Sensor Tower, or Mobile Action to monitor progress and adjust strategies as needed.

How do user ratings and reviews impact App Store Optimization?

User ratings and reviews play a significant role in ASO, as they signal the quality and user satisfaction of an app to both users and app store algorithms. Excellent ratings and positive reviews help improve app ranking, attract more organic downloads, and increase conversion rates. To enhance ratings and reviews, app developers should focus on delivering a superior user experience, encouraging user feedback, and promptly addressing any issues.

Can app store listing visuals, like icons and screenshots, impact ASO metrics?

Yes, app store listing visuals can significantly influence ASO metrics. An eye-catching icon, engaging screenshots, and a captivating preview video, showcase the app's features and communicate its value proposition to potential users. High-quality visuals can contribute to higher conversion rates from app store impressions to installs, ultimately translating into better ASO performance.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

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