How to measure the success of your app promotion?
We love measuring an app promotion success in indexes. It’s handy and clear. On our platform, we have three indexes to use – ASOindex, Search Visibility Index, and Performance Index – each of them covers a different aspect of the promotion. Tools enable current situation assessment, performance tracking, and analyze the growth zones. In this article, we will look into the differences between the indexes, their aims, and the available pricing for each of them.
The ASOindex turned out to be a starting point for the whole Checkaso platform. That is to say, it is an ancestor of all other indexes. It was the first tool we used that is now a legend. If the words are not enough, the evidence is obvious.
ASOindex is an optimization rate of an app page on the App Store and Google Play. It’s based on many factors, for example, number of characters in the text elements, number of screenshots, average rating, keywords popularity, app visibility (based on app’s positions by main keywords), presence of video, frequency of updates.
The ASOindex of the app above is relatively high – its rate matches the average ASOindex of the category (the index below). Note that the average ASOindex is a benchmark – the one to aim for. In this case, Headspace fits the average rating, though its ASOindex clearly may be higher.
Then, what needs to be done to improve app performance:
- Add more keywords in both full and short description (now, 56 out of 80 characters are used).
- Elaborate on the review average rating (check our guide).
- Analyze the relevant keywords and add the most popular ones in the metadata.
The well-elaborated app optimization affects the app visibility in a store and conversions (transforming viewings into installs).
Search Visibility Index
Search Visibility Index is an assessment of the app visibility for the search traffic. In other words, the rate indicates the availability of the app by the search queries. Is it easy for users to find you? If the percentage is poor or the graphic is going low, the reason may be found in the app keywords position analysis.
Unlike ASOindex, which estimates an overall app optimization level, the Search Visibility Index is focused solely on the app visibility by keywords. The Search Visibility Index, unlike other indexes, is a percentage measure. There is no way to articulate the perfect rate for visibility, so the Search Visibility Index formula isn’t tied to specific numbers. The estimation depends on the current app search visibility in the category.
The Headspace visibility index is 66%. It’s a good one, although, for the many keywords (more than 1000), the app positions are rather low (top 100+). For the top-50 keywords, the app mostly keeps falling. In the first place, it is important to make sure all the indexed words are relevant: check the popularity and an approximate number of impressions. Then, you can prioritize the words for further text optimization.
Performance Index shows how well you acquire organic traffic. It takes into account the quality of app optimization, positions by keywords, and visibility in an app store (it’s about ranking in your category, lists of similar apps). It helps explore in which countries you’re most attractive to users and in which countries marketing effort should be increased to get the traffic flow. Besides, with the tool, you can analyze both your own apps and the competitors’ ones.
Here, the app draws much traffic in the English-speaking countries – New Zealand, Canada, Australia, United States. It doesn’t necessarily mean these countries generate the main app inflow, though. Each country’s potential traffic should be evaluated separately. In this graphic, the Czech Republic has the lowest one. To draw more, one may elaborate on the app positions for the search queries – they are rather low, now. Thus, potential users just don’t see the app when searching. To increase visibility, text optimization is absolutely necessary.
The tools are available on the platform:
• ASOindex – all tariffs included.
• Search Visibility Index – Startup, Growing Business, Publisher & Agency.
• Performance Index – Growing Business and Publisher & Agency.
Here, you can check the actual pricing. To read more on the platform’s tools, check the article. We update regularly to provide helpful and meaningful content. See you!