App Store Optimization

Part 2 – By TKGB
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2
Agenda
Part 1: ASO Execution Part 2: ASO Measuring & Reporting
 Introduction & Objective of ASO  Introduction of App deep linking
 Understanding ASO performance KPI by business  Introduction to App indexing
types
 Google Play & Apple App Store Ecosystem
 Improving Ranks & SLV/Sessions (Overview)
 App Localization  Tools For Managing Listing Page (Details)
 Optimizing Conversion Rate  Tools For Tracking Ranks
 Common mistakes  Tool For Analytics
 FAQs  ASO tools comparison
 Basic ASO Plan of Action  FAQs

3
App Indexing
What is App
Indexing? User searches for
“wedding ideas”
App Indexing gets your app into
Google Search. If users have your
app installed, they can launch Search
results
your app and go directly to the
content they're searching for.
App Indexing reengages your app
users by helping them find both
public and personal content right
on their device.
Opens the
Pinterest
app

5
How App
Indexing Works?
verify that you own both
• The App Indexing API on
Android enhances ranking
performance for links to your
app and provides
autocomplete suggestions
based on user actions you log
in your app
• You can also use the App
Indexing API to create an on-
device index of personal
content. This personal content
is the user’s content, tied to
their account or device
Use the same URLs in
your app that you use
on your website and
your app and your
website
Google Search crawls
the links on your
website and serves
them in Search results
Users who've installed
your app on their
devices go directly to
the content in your app
when they click on a link
6
How to setup
App Indexing?
• On Android:
• Using Standard Android Implementation path for App Indexing
App Links
• On iOS: Set up your links Build an index Log user actions
Test your
Measure impact
implementation
• Using Standard iOS
•Associate your app •Enable an on-device •Log user actions so •Use a number of •Analyze the impact
Universal Links with your website, and index of personal users can see app tools, including the and quality of your
update your app to content that pages they’ve visited Search Preview Tool, content using Search
parse and handle populates search as suggested results to verify that your App Console and search
HTTP URLs that results in the Google in the Google app. Indexing referrals
match links to your app on Android (if Data about actions implementation
website applicable) users take in your app operates as expected
improve search
results and bring
users to your relevant
app content faster

7
App Deep Linking
What is App
Deep Linking?
Deep links are URLs that take
User clicks on
users directly to specific content
“https://open.spotify.com/playlist
in your app. /3S03NWbWkrR1e7DPH9rf9Z”
In Android, you can set up deep
links by adding intent filters and
extracting data from incoming
intents to drive users to the right
activity.
However, if other apps installed
on a user's device can handle the
Spotify app
same intent, users might not go opens with
directly to your app. the playlist
screen
For example, clicking a URL in an
email from a bank might lead to a
dialog asking the user whether to
use the browser or the bank's own
app to open the link.

9
Different types
of Deep Links Traditional •It can route users to app content as long as the app

1. Traditional deep links deep links is already installed when the link is opened

2. Deferred deep links

3. Contextual deep links
•It can route users to content even if the app is not
Deferred installed when the link is opened
•The link will first redirect to the App Store or Play
deep links Store to download the app, and then take the user
to the specific “deferred” content immediately after
first launch

•It store information about where a user wants to go,

Contextual where the link was clicked, who originally shared the
link, and an almost unlimited amount of custom
deep links data. Contextual links add value for both app
developers and users

10
Steps for App
Deep linking General steps for creating
Android App Links
1. Create deep links to specific
content in your app
2. Add verification for your deep
Create deep •In your app manifest,
create intent filters for
links links to specific your website URIs and
configure your app to
content in your use data from the
intents to send users to
the right content in your
app app

•Configure your app to

Add verification request verification of app
links. Then, publish a
for your deep Digital Asset Links JSON
file on your websites to
verify ownership
links through Google Search
Console

11
 Difference between
App Indexing & Deep Linking
What is the
difference
between App
Indexing & Deep App Indexing
Linking It is to make app
App Indexing actually uses a deep
searchable from
link kind method but helps you to Google
achieve a different goal. In a
simple business scenario, you
would want if a user searches for
your business from the mobile
browser he should get app link
and that link opens different
screens for different URLs (search
Deep Linking
keywords)
It open the app
Deep links are simple URLs (or activities by an URL
URL set) that we define in our app
and tell the mobile system that if
matching URL is clicked our App
can also handle it
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Managing & Analyzing App
Store Listing Pages
Google Play
Console Dashboard

Place where you upload an

Android App or Game, Create a
Store Listing for it & Publish it, So
that anyone can easily download
and use it on their android phone. Statistics & Android Release
Analytics Vital Management

Apart from this it also has other

features, which helps at improve
its performance and promote it
better among other things.

Store Listing User User

Presence Acquisition Feedback
15
 Google Play Store
Sources
 Organic Sources Google play console:
 Google Play Store Explore –
browsing the Featured,
Categories, or Top Charts in
Google Play Store
 Google Play Store Search –
through searching in the play
store

 Non Organic Sources

 Google ads campaigns
 Tracked channels (UTM)
 3rd party referrers
 Google search

16
Google Play Store
The most important metrics in Google play console:

 Store listing visits – A number of people who have viewed an

store listing in Google Play Store.

 First time installers – The number of first-time app

downloads made on the Play Store

 Installs without store listing visit – Unique users who

installed your app without visiting your store listing or had
the app pre-installed.
 New users acquired – The number of users who installed
your app for the first time. (no channel wise split)

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Dashboard

• Displays Insights For All Apps/Games Developed

• Insights Provided By Dashboard Include:

1. Number Of Installs/ Uninstalls
2. Crashes
3. Ratings  Volumes & Values
4. Date Of Update
5. Status  Draft, Ready, Published, Rejected or
Suspended Etc.
• This View Can be Switched from  7 days, 30Days,
1 Year & From App Lifetime

A Glance at Dashboard is Quick way to see if anything isn’t

Going As expected Dashboard Example
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 Statistics
• Report Can Be Configured Basis Following
1. User
 Unique User That Installed/Uninstalled apps
2. Device
 Active Device i.e. device used at least once in the last 30 Days Statistics
(Functional Device) Section
 Device Acquisition (New & Returning Device)
 Device Update (Device received an update & Device lost after
update)
 Installs & Un-install Events.
3. Ratings
 Average & Cumulative Rating
4. Quality
 Crashes/ ANRs (App Not Responding Graph Example  Install On
 Download size (Install Time) & App Size (on Device) Active Device Vs Android
Version
5. Pre-Registration
 How Many Registered (Per-day)
 Conversions (If they installed App?)
 Total User who installed within 14 days
 Cumulative (all)

• This Data can be can be viewed/Filtered with respect to Following:

Android Version, Device, Country, language , App Version, Operator, Disk Space
Helps Analyze Data at Greater Detail For a Selecting Parameters to Plot Graph
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Focus App
Android Vitals

• Overview Report:
 Battery  Excessive Wake locks – App remain
on & drains Battery
 Stability ANR & Crash Report
 Rendering  Slow Rendering & Frozen Frames
or inconsistent frame rate within App’s UI also
called jank
 App Startup Time – Slow Cold Start (Switch
on) more than 5secs, Slow Warm Start (Restart) Android
Vitals
more than 2secs, Slow Hot Start (background)
more than 1secs.
 Permission Denial  User Denied Permission
by Selecting “Never ask Again”

Android Vitals Have Direct Impact on Store Visibility. Less App Sizes
ANRs, Crashes etc. the Better 20
 Release Management
• Release Dashboard:
 App Version Comparison Basis
o ANR & Crashes
o Review & Rating
o Install & Uninstalls

• Staged Rollout:
 Choose a Percent of audience to receive app update
 Manage Release & Suspend rollout  Crashes⬆ Ratings⬇ Uninstalls⬆

• App releases
• App Uploaded, Released & tested in 4 different tracks
• Internal (Internal Testing – 100 testers) , Closed (test Pre-release Version)
Open (Expand Test to wider Audience) & Production
• Can have Multiple Tracks
• Reviews Rating During Open Test Won’t affect Public Store Listing

• Android Instant Apps  Manage Instant Apps APKs ( Trying app

without Installing)

Gives Performance Overview of Newly Released Or Release Management

Updated Version of the App
21
Store Presence
• Store Listing:
 Maintain app’s Meta data  Title, Description, icon, features,
graphic, Features video, Screenshot, Store Categorization, Contact
Details & Privacy policy

• Store Listing Experiment (A/B Testing)

 Test  Description, App Icon, feature graphic, screenshots & Video
 Specify 3 variant of item & percentage of Store visitors who will
see a variant
 Experiment runs till you reach statistically significant number of
Store Visitor & Compare Variant
 Identify Clear Winner Variant & Apply for all Visitor
 Run for minimum 7 Days & Test only one content type Per Store
Experiment Listing

• Customized Store Listing

 Same as Store Listing, with option to Customize Meta Data based
on particular country or Installation Type
 Option to Offer different Meta Data – For Target Country/App
Installation State

Manage The Listing Page & Optimize its Elements for Better Store Listing
Conversions. 22 Experiment
Acquisition
• 3 Type of Report Based on whether You have in-app or
subscription Model. (Will be Blank if Data Not Available)
 Retained Installers
 Buyers (in-app product)
 Subscription (in-app subscription)

• Breakdown (Of Above Reports) - (Click “Measured By” to

toggle)
 Acquisition Channel  Visitors From Different channels like
Play store, Google Search, AdWords etc.
 Country  total Visitors for Each Country

• Benchmark (vs Similar Apps – based on Category &

Monetization)
 Average Revenue per User Acquisition
 Conversion Rate Report
 Retention

Greater Details on Acquired Users & Benchmarking With

Benchmark Section
Competition 23
User Feedback

• Rating:
 Get an overview of rating breakdown over time by  country,
language, App version, Android Version, Device & Carrier

Updated Ratings
• Review Analysis (Rating with Reviews)
 Updated Ratings  How user Change their Review & Rating
 Benchmark
 Review & Rating about a particular topic/Subject
 Reviews & Ratings compared to other similar App
 Topic Analysis  Information about the key word used in App’s
Review & their Effect on Rating

• Option to see individual reviews & reply Benchmark

• Beta Feedback  Get Reviews from testers in a different

section

Additional Opportunity to Convert Low Ratings & Improve

Overall User Perspective About the App Topic
24
Apple iTunes
Connect
App Analytics
Place where, when launching an
app on the App Store, you will be
able to manage everything from
development, product page, in-
app purchases, banking info, etc. My Apps Sales And Trends
for all Apple devices.

“A suite of web-based tools for

managing apps sold on the App Analyze Sales & usage Data
Store for iPhone, iPad, Mac, Apple Track Links & Campaign
Watch, Apple TV, and iMessage”

View Sales & Download

Create, View & Manage apps Filter Data
Manage Meta Data & Assets Download Report
Testflight Beta Testing

25
 iOS App Store
 Organic Sources iTunes Connect:
 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.
 Non Organic Sources
 App Referrer – Users tapped
a link in an app that brought
them to your App Store
product page.
 Web Referrer – Users tapped
a link from a website that
brought them to your App
Store product page

26
 iOS App Store
The most important metrics in iTunes Connect

 Impressions – The number of times your app was viewed in

the Featured, Categories, Top Charts, and Search sections of
the App Store.
 Product page views – The number of times your app’s
product page has been viewed.
 App units – The number of first-time app downloads made
on the App Store.
 Installations – The total number of times your app has been
installed on devices.
 Sessions – The number of times the app has been used for
at least two seconds.
 Deletions* – See how many users remove your app from
devices running iOS 12.3 or later.

27
[*] new feature added in itunes connect
My Apps - App Submission
• Platform (iOS or tvOS)
• Name
• Primary language
User Should Have an 2 • Bundle ID
“Account Holder Role” • Bundle ID suffix
4 • SKU
to Submit An App Go to 6
1 “My Add
Select Category For App
App”
3 Informati
Application
on 5 Information
Click “+”
Select
Button 11 “New
App” 9 Click
Create
Upload 7
12 the App Schedule
10 a Price Pricing &
8 Availability
Submit to
App Store Prepare For
Submission Set
Geographic
Availability
Screenshots + Video preview,
Promotional text, Description,
Keywords, Support URL, Marketing
URL, App Icon, Copyright, Contact
Information, What’s New
My Apps - App Management

• Can Manage Listings From “My Apps” Section

• App Store
• Title, Description etc. (Can only be modified with new version)
• Can be modified Anytime E.g. Promotional Text

• Features:
• Manage in-app purchases & App Store Promotions

• TestFlight:
• Perform internal (upto 25 member of your team) & External
Test (upto 10,000) for Beta Version of your App
App Store
• Activity:
• Access “Reviews & Ratings” & order them by versions/
Ratings/ Reviews

Activity
App Analytics – KPIs & Metrics
• Overview (Dashboard)
 Gives Information Such As  Impression, Views, App Downloads,
Conversion Rate, Sales, Sessions, Errors, Download per country,
Download Origins & Download Per Device Overview
Section
• Metrics
 Charts & Table of Different Data  Impression, Product Page views,
App Units, In-app Purchases, Sales, Paying Users, Installation, Sessions,
Active Devices, Crashes & Deletion
 This Can Be Set for Any date range
 Filters App Version, Device, Platform version, Region, Territory, Source
Type, App Referrer, Web Referrer, Campaign Metric
 Compare Tool  Compare any Combination of 2 Data E.g. Impression Section
Vs Installs

• Sources
 Know where your user are coming from  For Each Action
 Actions  Impression, Views, App units, in-app purchases, sales, paying
users, install sessions, active devices, deletion.
 4 Different Sources  App Store Browsing, App Store Searching, App
Sources
Referrer & Web referrer
Section
• Retention
 Retention Metrics  Daily Retention
 Filters App Version, Device, Platform version, Region, Territory, Source
Type, App Referrer, Web Referrer, Campaign

30
Sales & Trends

• Overview
• Better Understanding of Conversion Related to App
Downloads, in-app purchases, Subscriptions, Sales.

• The Above Data Will be with Respect to  From where these

users come from, Which Device, Which Category, Free or
Paying etc.

• Data Related to  Units, Sales, Earnings & Reservation

• This Data Filtered By Criteria  content, territory, device,
category, type of content, type of transaction, CMB [Complete
My Bundle], version, client

Overview Section

31
Tools For Rank Tracking -
How Does Keyword Ranking Work?

• App Store Result Vary From Country to Country

 You’ll get different result for same keyword when searched
from Different Country/territory
Different Ranking for Different Country
 Example: Keyword “Running App” may have different
ranking in US as Compared to UK, even though in both
case we have use the same search phrase

• Result Depend On a Particular App Store

 Google Play Store & Apple App Store will have different
search results
 Depends on their Ranking Algorithm

• Keyword Ranking Can Change Quickly

 Rank Changes are very Fast
 Depends on how competitive the market is
 Daily Rank Checks are Recommended
Quick Ranking Changes

33
How to Check Keyword Ranking? – Without Tool

Have to Check Keywords Manually For Google Play

Store

 Open Browser in Incognito Mode in Browser

 Use VPN to Set Target Search Location If Required

 Search For Each Keyword You are Tracking

 This Has to be Performed periodically.

Search Term “Video Creation App”

Search Ranking For App Store is Not Possible In this method

34
Keyword Ranking Tool – AppTweak
Keyword Tracking Keyword History

Measure Keyword Impact

Total Ranked Keywords & Organic Installs

Keyword Movement
From Keyword
35
Keyword Ranking Tool – AppTweak
Monitor Brad Vs Generic Installs ASO Timeline

App Download & Revenue Estimate

Competitor Analysis Keyword Monitoring

36
Keyword Ranking Tool – AppRadar

Keywords Tracking Compare Google Play & App Store Ranking Keywords Targeted By Competitors

Keyword Suggestion
Understand Impact of ASO update

37
Ranking Tool Comparison
Parameters/ Tools Apptweak Appradar App Annie SearchMan Mobile Action
Chart Specific to Keyword Yes Yes Yes Yes Yes
Keyword List Yes Yes Yes Yes Yes
Yes, Search Score - Estimate
Yes (On a scale of 0 Yes - Within App of relative search volume for
Keyword Volume Yes Yes (On a scale of 0 to 100)
to 100) popularity each keywords (In
percentages)
Yes (Number of search results Yes, Chance - Estimate of your
Keyword Competition Yes Yes Yes returned when you search with app probability to rank in top
this term) 10
Keyword Ranking Yes Yes Yes Yes Yes
Keyword Rank Tracking Yes Yes Yes Yes Yes
Keywords Suggestion Yes Yes Yes Yes (Keyword Library Report) Yes
Competitor Ranking Yes Yes No Yes Yes
Keywords Search score popularity
No Yes No No Yes
history
Related keywords Yes Yes No Yes Yes
Trending searches Yes Yes No No Yes
Keyword Difficulty Yes No No No No
Shared Keywords (App &
Yes Yes No Yes Yes
Competitor)
Top Apps ranking for that
Yes Yes No Yes Yes
keyword
Top Keywords Yes Yes Yes Yes Yes
Competitor Top Keywords Yes Yes Yes Yes Yes
My Keyword List Yes Yes Yes Yes Yes
Tool Suggested Keywords Yes Yes Yes Yes Yes
38
Tools For Analytics
Dashboard - AppsFlyer

Main KPIs & User Acquisition Trends Daily Installs, Overall Installs, Loyal Users, Revenue
– By Media Source/Channels

App Installs By Geographies Media Influenced --

Sessions, Impression clicks, install/uninstalls, Cost, ROI etc.
40
 In-App Events - AppsFlyer
Group by  Media/Channel,
Filter by Geo Geo Etc.
Filter by Media/Channel

• Track Any Post Install Event

Event Choose
Break
• These Events can be attributed to Media down
Required
Event
Source & Campaign by
Media

• Track Any Events Such as:

 Login, Click to
 Add to Cart, dive
Average Action
deeper
 In-app Purchases, into the
Per User
 Level Complete Or data
 Any Other Logical Events Relevant to
Business
Unique Users
Media Sources Number of Revenue
In-App Events Actions Generated
Dashboard - Firebase
Active User – Active Users in Last Conversion via
Monthly/Weekly/Daily 30Mins Event

Add Filter

Set
Date
Filter Settings Range
• Select App
 Android User
Engagement
 IOS –
 Both Screen Time
with Users
• Analyze Data For Different Audience
Stability &
Type been Set Up Crashes
Revenue Through
• Analyze Data by User Properties In-App Purchases
 Pre-defined
 Customized
 Dashboard - Firebase
Check How your App is How Channels helped to Acquire a Check Retention of a User
Performing After the Update. User

User are Using it Without Issue

• Tool shows data related to both

Android & IOS version of the App

• 4 Types of Analytical Data

 In-App Behavioral Analytics
 Attribution Analytics
 Push Notification Analytics
 Crash Reporting

• Also Combine Behavioral Reporting

With Attribution

Information About Audience Like –

Location/Devices/Demographies/Interest
Analytical Tool Comparison
Parameter App Flyer Firebase
Dashboard Yes Yes
Custom Dashboards Yes Yes
Attribution report Yes Yes
Segmentation Yes Yes
Real time data Yes Yes
Offline Analysis Yes Yes
Combining reports Yes Yes
Push API Yes No
Control User Access Yes Yes
Console integration Yes Yes
Cost Reporting Yes Yes
ROI Reporting Yes Yes
View Android & IOS Performance together No Yes
Set alert for real-time performance issues No Yes
Demographic Reporting Yes Yes
City level Data Yes No
User retention Yes Yes
Life time value Reporting Yes Yes
Custom Events Yes Yes

• Deep linking Strategy Can be better
Applied in firebase
• Attribution reporting is more robust in
Apps Flyer
• Both the app as almost all the
features to measure all our KPIs
Also Depends on Who is Going to the use the Analytical Tools
Firebase acts as a complete package for developers rights from app
development to analytics, A/B testing & more.
Marketers find app flyer more user friendly & detailed.
44
FAQs
FAQs
Answer

Question Few Metrics to Look Out For Are

• SLV or PPV (Play & I-tunes Connect Console)

What are the Key metrics to report • Installs/Uninstalls ( Organic – Play & I-tunes
using these Tools? Connect Console) (All Channels -
Firebase/Appsflyer)

• Channel Contribution (Firebase/AppsFlyer)

• Rankings (AppTweak)

• Users by Geography (Firebase/AppsFlyer)

• Revenue ( Organic – Play & I-tunes Connect

Console) (All Channels - Firebase/Appsflyer)
46
• Review & Ratings (Play & I-tunes Connect Console)
FAQs
Answer

Question Yes the tools can be integrated to view data in

Google Analytics

Can I import Firebase or AppsFlyer Firebase

• GA>App property>Mobile App>connect app
data to Google Analytics?
• Events(In-App), Conversions, User Properties
(Characteristics of users), Audience

AppsFlyer
• App Flyer data can be sent as events in GA (Installs
or In-App events)
• You have to create certain events in Apps Flyer that
will be sent to GA.
• Attribution/cost/ad revenue/permission data
cannot be shared

47
FAQs
Answer

Question Yes – Store Listing Console

• Google Play & I-tunes Connect console –

4 to 5 Days
Is there any delay observed in data
recorded by tools? No – For Analytical Tool

• Apps Flyer/Firebase – Real time

48
What's Next?
Get Certified From Appsflyer

Enroll For
Webinar
Series

Register on AppsFlyer,

Get a Earn
Certificate Knowledge
Badges
From Appsflyer

50
Thank You