> You can't optimize what you don't measure. This category covers the metrics that define ASO success, the tools that track them, and the analytical frameworks that turn raw numbers into decisions.
Conversion & Discovery Metrics
- Tap-Through Rate — taps ÷ impressions; the metric that bridges search visibility and conversion
- Funnel Analysis — the full Impression → Tap → Page View → Install → Retention pipeline
- Organic Uplift — the multiplier where paid installs boost organic rankings
User Value Metrics
- wiki:lifetime-value — total revenue per user; the north star for acquisition ROI
- wiki:cost-per-install — paid acquisition cost; ASO's job is to drive this down
- Revenue Metrics — ARPU, ARPPU, ARPDAU, and how monetization shapes ASO strategy
Engagement & Retention
- Engagement Score — composite post-install engagement signals that feed ranking algorithms
- Cohort Analysis — grouping users by acquisition date to reveal true retention and LTV trends
- App Not Responding Rate — NEW ANR metric on Google Play, severe ranking penalties for apps in bottom 25%
Attribution & Tracking
- Install Attribution — identifying which source drove each install (search, browse, ad, referral)
- wiki:key-performance-indicators — the essential ASO metrics dashboard and reporting cadence
Tools & Benchmarking
- ASO Tools — the ecosystem: AppTweak, Sensor Tower, MobileAction, data.ai, ASOdesk
- App Store Analytics Expansion — NEW Apple's April 2026 update with 100+ new metrics and AI Search tracking
- Benchmarking — comparing against category, competitor, and market averages
Dependency Map
graph TD
IMP[Impression] --> TTR[Tap-Through Rate]
TTR --> CVR[Conversion Rate]
CVR --> FA[Funnel Analysis]
FA --> OI[Organic Installs]
OI --> OU[Organic Uplift]
OU --> CPI[Cost Per Install]
CPI --> LTV[Lifetime Value]
LTV --> RM[Revenue Metrics]
ES[Engagement Score] --> RR[Retention Rate]
RR --> CA[Cohort Analysis]
CA --> LTV
IA[Install Attribution] --> KPI[KPIs]
TTR --> KPI
CVR --> KPI
OI --> KPI
AT[ASO Tools] --> BM[Benchmarking]
AT --> KPI