How to pre-post analysis for ASO with iTunes Connect App Analytics

How to pre-post analysis for ASO with iTunes Connect App Analytics

With out one thing like Google experiment, you’re subsequently left with having to make use of third occasion A/B testing instruments like Splitmetrics. However you may not need to put money into these instruments simply but, or be inquisitive about evaluating the “dwell” impression of a change to your App Retailer itemizing.

On this step-by -step information we element how one can finest assess the impression of any change throughout your App Retailer Optimization efforts, from a brand new icon to an up to date App Retailer title to your app.

We’re an app video manufacturing company so after all we frequently discuss with a change relating to the App Retailer Preview movies.

The final concept of the pre-post evaluation is to have a look at a few metrics in iTunes Analytics and evaluate earlier than vs. after including the video. It’s necessary to check the outcomes for a minimum of 7 days (7 days earlier than, 7 days after) to account for potential adjustments in habits relying on the weekday or weekend.

Notice: as talked about there’s a concentrate on video on this put up, however the pre-post evaluation methodology explains right here can work with any change in your app retailer itemizing for which you’re attempting to evaluate the impression.

We produced or are producing an App Preview video for you? Attain out to your undertaking supervisor in the event you’re inquisitive about discussing additional (and freed from cost) with somebody from our staff about the best way to run your pre-post evaluation.


As a result of this isn’t an A/B take a look at, you particularly need to preserve advertising/acquisition efforts as constant as doable and never change anythisaveng else (icon, description, screenshots and key phrases) so it doesn’t change the outcomes an excessive amount of.

You additionally need to monitor any massive externalities: options by Apple, PR from a high web site, and so forth. The objective is that just one factor adjustments: in our case, video vs. no video.


iTunes App Analytics provides you the chance to outline the vary for which you need to have a look at the information.

Right here our objective is to evaluate the impression of a change in your App Retailer itemizing (including a video). So that you need to get a full week of information (7 days) earlier than the day of the change and a full week of information (7 days) after the day of the change. This is essential, as there could be a large distinction in set up conversion relying on the day.

Alternatively you possibly can have a look at the information for the week earlier than the change vs. the information for the week after the change.

If there wasn’t every other launch (and exterior “chang” – options, PR, and so forth.), you may also take bigger durations of time earlier than/after so long as every interval accommodates the identical days whole (instance: 2 weeks earlier than, 2 weeks after for instance).


Browse or search?

As you possibly can see within the definitions of the App Retailer customer sources above, in iTunes analytics you possibly can filter by guests that got here shopping within the App Retailer and guests that discover your app via a search.

Irrespective of the metric you measure (see beneath), it’s attention-grabbing to filter via each Supply Sorts. The reason being that these are 2 sources of tourists that will not be trying to find your app particularly. Apart from model searches after all. Within the case of App Retailer Browse, there would possibly even not be any particular intent in any respect.

If like in our case you’re testing the impression of a video, you possibly can’t ignore the App Retailer Search Supply Kind. Video is certainly displayed in each the search outcomes and on the Product Web page (App Retailer itemizing). As talked about App Retailer Search additionally consists of Search Advertisements so preserve this in thoughts (the video can be displayed in Search Advertisements)

Notice: there are different supply varieties (App referrer, Internet Referrer, Unavailable). However as a result of we need to concentrate on “natural” installs as a lot as doable (keep in mind: Search Advertisements are nonetheless within the App Retailer Search supply sort) we’re not taking a look at them right here.

Which OS?

You too can filter by Platform model. The thought right here is to get a view of the metrics just for customers which have iOS 10 or solely customers which have iOS 11.

You possibly can mess around with this as properly. We suggest to concentrate on customers which have iOS 11 as they’re those that see the brand new iOS 11 App Retailer design that shall be used going ahead (till the subsequent replace from Apple after all).

Sadly, as a result of filters in iTunes Join App Analytics solely will let you choose one platform model (iOS 11.0, or iOS 11.1, and so forth.) you’ll have to use the “View By” part and export the information to have the ability to get numbers for all iOS 11 customers.


The CTR and CVRs on this article are calculated through the information yow will discover in iTunes Join App Analytics, within the Metrics tab.

It can save you time by re-using the Google Sheet made for the article right here (make a replica to reuse).

What you need to do is:

  1. obtain the information (.csv file) from the view you’re seeing in iTunes Join App Analytics;
  2. open it with Excel (or with Google Sheets – it robotically places the information in columns);
  3. copy/paste it into the appropriate sheets/tabs (referred to as “Knowledge”) of your copy of our spreadsheet;
  4. Try the “Comparability” sheets/tabs.

Tip: as you undergo your first pre-post evaluation, save every necessary view within the “Saved View” panel on the backside left. Between this and the Google Sheet above, this could make every evaluation a lot quicker!

2 methods to calculate the Set up Fee (or Conversion Fee – CVR)

Whether or not following a search or when shopping, the Set up Fee or CVR is about measuring the proportion of tourists that faucet the “Get” button (or Worth button) to obtain your app.

As this button is current exterior of the Product Web page, it implies that with the iTune Analytics information there may be sadly no strategy to differentiate these 2 issues:

  1. Conversion Fee instantly from the Search Outcomes
  2. Conversion Fee solely from the Product Web page

What we’re taking a look at for the Set up Fee / CVR can subsequently be both:

  • CVR Impressions -> App Models
  • CVR Product Web page Views -> App Models

As a result of installs (App Models) can come both after a Product Web page View or an Impression and since Impressions embrace Product Web page Views, you possibly can NOT assume that Impressions -> App Models provides you with the CVR from the search outcomes and that Product Web page Views -> App Models provides you with the CVR from the App Retailer itemizing.

Do you have to measure all of the doable combos?

Relying on what the change to your App Retailer information is (instance: video vs. no video, new video vs. earlier video, and so forth.), the CTR and which CVR to calculate in precedence would possibly differ. For instance:

  • In the event you change one thing that’s solely in your Product Web page (instance: including a 2nd App Preview), then the CTR and CVR from Impressions are much less related than the CVR from Product Web page Views.
  • In the event you change one thing that’s displayed within the Search Outcomes as properly (instance: including a video when there was none earlier than, altering your icon, and so forth.) then the CTR, the CVR from Impressions and the CVR from Product Web page views are all very related.

The change for which you’re attempting to evaluate the impression additionally defines which filter to decide on (Supply Kind like Search or  Browse, and so forth.) or view (Platform model to get iOS 11 customers solely). For instance:

  • Video doesn’t seem when shopping the App Retailer by Class, so calculating CVRs for App Retailer Browse is much less related for a video pre-post evaluation (i.e deciding on App Retailer Browse within the filter is provides you with a really partial view of issues).
  • Video doesn’t autoplay for customers that wouldn’t have iOS 11 or later, subsequently the impression of video is not going to be the identical for these customers. There are additionally just a few different edge circumstances the place there isn’t a autoplay, even for iOS 11 customers (low battery, turned off in settings, and so forth.).

In case your change is just for one localization/territory, then that is one thing it’s possible you’ll need to “filter by” as properly to get extra related outcomes.

That mentioned, it’s simple to get misplaced with the completely different combos doable, so begin by calculating with no filter and no particular views like defined in the beginning of every part.


As a result of Impressions embrace Product Web page Views (see Apple Glossary above: people who see your Product Web page are counted twice) the Click on-Via-Fee (CTR) right here will not be precisely the identical as what you normally get (for adverts for instance).

However a rise within the CTR we’re about to calculate positively provides you a sign that extra individuals go to the product web page after seeing the app, whether or not when shopping or looking out. It’s subsequently a key metric. On the similar time it’s nonetheless a win in the event you get an set up simply from an impression within the Search Outcomes, though it doesn’t mirror positively on the CTR.

What we’re looking for the CTR is Impressions -> Product Web page Views.

So in iTunes Analytics you need to choose “Product Web page views” (with “Distinctive units” checked) then “Impressions -> Distinctive Gadgets” within the COMPARE TO part.

Notice: It’s essential to examine “Distinctive Gadgets”, in any other case guests are counted a number of occasions (and the distinction in rely is big – about 40% extra in our case).

When you do, you’ll see a chart and a desk with Product Web page Views, Impressions and Ratio for every day of the interval you chose.

Calculation for all Platform Variations (all OS) and Supply Sorts

For now, we received’t filter the information by supply sort.

You possibly can obtain or copy the information for every day and enter it in Excel or a Google Spreadsheet. You’ll see that when downloading the csv file from iTunes Join the ratio will not be in there. So add a column for the CTR % which is calculated this fashion (clearly if the information format is about as a % like beneath you do not want to multiply by 100):

Subsequent you need to add a column and outline the interval earlier than the change (“Pre”) and the interval after the change (“Submit”).

Our objective is to check the rise/lower in CTR earlier than the change and after the change, so we now need to calculate the common CTR pre and put up change. You are able to do this simply with the Common perform or utilizing a Pivot desk like beneath.

The % of change in CTR can then be calculated like this:

Right here we’ve a 3% enhance after the change, which is unquestionably not important. Watch out about drawing conclusions with any change that will be inside single digits.

Calculation by Supply Kind

Let’s check out what we get once we filter information by Supply sort to see solely guests coming from App Retailer Search.

Repeat the identical steps: obtain the information, enter it in Excel/Gsheet and calculate the CTR change between earlier than and after the change.

The % of change right here is extra important, however remains to be to be thought-about in its context (i.e how are the opposite metrics).

Here’s what we’ve if we filter solely by App Retailer Browse:

Take note you cannot solely have a look at the CTR by itself to decide: extra individuals in your Product Web page (App Retailer itemizing) will not be attention-grabbing if it doesn’t carry you extra downloads.

Leave a Reply