How do you measure ASO organic installations within iTunes Connect and Google Play Console?

Learn to determine ASO organic installations on Apple iTunes Connect and Google Play Console. Understanding where most of your customers come from is essential for establishing an effective strategy for acquiring users and knowing the areas to concentrate your attention in enhancing your marketing plan. The process of obtaining and studying the data is possible in various ways. The most popular method has been the utilization of mobile partners for attribution tracking tools like AppsFlyer and Adjust Tune and many others, or the integration of Google Analytics. Yet, very few developers know that this critical data is available directly through their developer consoles. In this post, we'll explain how to locate and distinguish organic traffic sources from non-organic ones in iTunes Connect and Google Play Console... Let's find out if we can prove that our strategies for ASO are working or not!

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How do you measure ASO organic installations through Apple iTunes Connect?

It's been a while since Apple introduced search ads, and, since its introduction, we've been waiting for more details to be revealed by the stores. Then it's here in May. Apple has begun to show the app's discoverability information and make it available to App Analytics.

How do I locate this information?

Log in to Your iTunes Connect account.

Activate Apple iTunes connect account, Source: Youtube, BigBinary

Visit the App Analytics section and choose the app you wish to monitor.

Organic sources of app discovery

Apple Store Explore: browsing the Highlighted categories, Categories, and top charts sections in the App Store.

Apple Store Search: Search queries in the App Store and Apple Search Ads.

App and Web Referrers and Campaigns are the non-organic sources you can sort out using the App Analytics sources section. For instance, you can view the top App and web Referrers for a particular measure. Campaigns are utilized to generate campaign-related links, which can be used for marketing, advertising, and other marketing materials. The information on Top Campaigns will appear when at least five units are linked to the campaign.

Key metrics

The most critical metrics marketers should monitor for every source of traffic:

Impressions:  the number of times an application has been shown without visualizing the listing.

Products Page Views: the number of visualizations available for the product page listings.

App Units: the number of installations made.

Key Stats - Lean, 8/10, Source: Youtube, Fitzroy Academy 

These are the most critical metrics to be analyzed to optimize a mobile game or app's visibility, discoverability, and conversion rate, which is the foundation of an ASO strategy. But, in the process of maximizing the sales funnel, you'll require information for other metrics, like sales, in-app purchases Paying Users, etc.

App Analytics Overview

Apart from evaluating organic traffic and analyzing the critical sources for discoverability, App Analytics provides much more data useful for developers. On the Metrics tab, the information about the usage of App Analytics is available, including sessions, installations, Active Devices that were active for the last 30 Days, and crashes for a specified amount of time.

New iTunes Connect app analytics for iphone and ipad - tracking views, downloads, and attribution, Source: Youtube, HowToMakeMobileGames

This data can be used to determine your retention rate by calculating the number of active devices during the retention time compared with the total number of active devices throughout the duration. The tab Retention offers this information, with the option of breaking it down into versions or devices, location, and source type.

Thus, you can draw an assessment of the top-performing sources of traffic in terms of retention and discoverability, usage, and sales.

How do you measure ASO organic installations in Google Play Console?

Google is a well-known expert in all kinds of analysis that Android developers can benefit from. Google, in the past, has been implementing information regarding user Acquisition which aids in identifying the most important sources of traffic for purchasers and installers.

How do I locate this data?

Log in with Google Play Console. Google Play Console account.

Welcome to Google Play Console, Source: Youtube, Android Developers 

Choose the application you wish to study.

Visit the User Acquisition tab and then Acquisition Reports:

Organic sources for app discovery

Google Play Store: Browse through the Featured, categories, or the Top Charts in the Google Play Store, or browse the Play Store.

Google Web Search: Search queries directly in Google Web Search.

There are other user acquisition channels that you can track for Google. In cases like Google, they are split into AdWords campaigns and other followed media (UTM-tagged hyperlinks that connect to the Play Store) and Third-party referrers like apps and web-based referrers.

Key metrics

Like App Store, Google Play Store offers detail about the three key indicators to track the discovery of apps, retention, and conversion funnel:

User acquisition and tracking on Google Play, Source: Youtube, Android Developers 

Store listing users: Several people have visited the store's listing on Google Play Store.

Installers: a group of users who have downloaded an application (after viewing the store's listings).

Installs without a store listing visits: To activate this metric, mark the box to add it. It's located in the upper right-hand corner of the Installers and the Retained Installers chart. It will highlight users who have downloaded an app and not visited their Play Store listing or installed the app.

Within Google Play Console, store listings of installers and visitors vary compared to "clicks" or "conversions" reported on AdWords. If a user comes to or installs your application multiple times, they will only be counted once in Google Play Console.

Google Play Acquisition Reports overview

It is possible to break down retained buyers or installers not just by channels for acquisition, which we've looked at previously; however, you can also break them down by nation for the traffic of all types and only for a specific country that uses natural Google Play Store traffic.

Acquisition reports overview (5:32), Source: Youtube, Google Analytics 

You can set "Measure the conversion rate by" to the country (Play store organic) to see the benchmarks of conversion rates for your app within its category and monetization style (free and paid). The app is then evaluated against similar apps concerning the conversion rate. In addition, you will be able to estimate the number of installations you could get by improving the conversion rate.


Finding your most valuable users and customers is essential in understanding the app's performance and developing a plan of action for marketing. This basic information is available on the two apps, Google Play Console and iTunes Connect; however, it is important to break the metrics further according to keywords or even evaluate your app against actual ASO competitors; detailed ASO instruments will be more helpful.

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Hope this article is helpful to you, thanks for reading.