UK Marketing Why Are My ASO Metrics Dropping? What Should I Do?

This is one of the most frequently asked questions in Our ASO (App Store Optimization) community. While I can't pinpoint exactly why your metrics are declining, I can provide you with a checklist to help identify the root cause. Additionally, I'll offer some solutions for you to consider.

Decline in Downloads

If your app downloads are decreasing, it could be due to one of the following reasons:

• Visibility Decline: For some reason, fewer people are seeing your app listing. Check your impressions/store listing visitors segmented by traffic source to see if this is the case.
• Conversion Rate Decline: The same number of people are seeing your app listing, but fewer are converting. Check your conversion rate segmented by traffic source.

Once we identify whether it's a visibility issue, a conversion rate issue, or both, we can dig deeper.

👉 Click here for a detailed guide on how to improve app store conversion rates.

Decline in Visibility

Visibility can be measured by impressions (iOS) or store listing visitors (Android). Look at your traffic sources segmented by origin. Is the decline coming from search, browse, or referral traffic?

👉 Advanced ASO Guide: Interpretation of Different Traffic Sources of Google Play & iOS

If the Decline is from Search:

1. Remember that On Google Play, "Search" is only for branded searches. The rest falls under "Explore."

2. Have you made any changes to your keyword optimization that might have caused this? Has there been any change in your text metadata?

If so, dig deeper and check keyword-level rankings.

Use tools like ASOWorld's App Intelligent Diagnosis to get a clear picture of your app's performance, visibility score, and keyword optimization suggestions.

• Find the most valuable keywords for your app.
• Analyze competitors' ASO strategies.
• Evaluate the quality of your app metadata.

👉 Try it for free now!

3. Is the decline seasonal or a correction from previous peaks? Is it a reaction to real-world events?

For example, were you trying to sell concert tickets when COVID started? Compare year-over-year trends to see if there is seasonality.

4. Was there an algorithm change?

Check for any algorithm changes using tools like FoxData's Store Monitoring.



👉 Want to know how to detect algorithm adjustments? Read this article for detailed guidance from our ASO experts.

5. Has there been a reduction in paid user acquisition, leading to a drop in search volume?

On iOS, have there been any changes in Apple Search Ads? Has the budget for Meta or Google significantly decreased?

If the Decline is from Referrals:

What are your referral channels? Are they paid UA, websites, social media, or other channels?

1. If paid UA is a significant part of your strategy, have they cut spending? Has there been a major change in campaign structure?

Regardless, talk to your UA team.

2. If the traffic is from the web, have there been any changes to the links/banners/buttons driving people to the store?

💡 Pro Tips: While some may think apps can only get downloads from app markets, a wise strategy in today's turbulent app market is to create a dedicated website for your app. This website can serve as an additional download portal and allow you to leverage SEO optimization strategies to bring more organic traffic, thereby increasing natural app installs.

Need more insights on SEO marketing? Consult ASOWorld's experts for professional guidance and support.

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3. If you are also promoting on social media, have there been any changes in the platform data?

Optimizing social media campaigns is crucial for reaching a broader audience for your app. Focus on the platforms where your audience is most active and create engaging content that highlights your app's benefits and addresses user pain points.

Utilize paid advertising on Facebook, Instagram, and Twitter to boost visibility and target specific demographics. Engage users with contests and giveaways to incentivize downloads and participation in promotional activities.

If the Decline is from Browse/Explore:

1. Were you featured last month and not this month?

How to get your app featured on iOS and Android app markets? Check out this guide to see what you can optimize to get your app featured again.

2. Has there been a change in your category ranking?

Improving your app's category ranking isn't difficult. Our team has extensive experience. Review our client success stories to see how an educational game for kids organically reached the #3 position in its target category.



3. Did you have in-app events or promotional content last month that drove exposure, but now you don't?

👉 How to Utilize In-App Events to Increase Your Mobile App Visibility and Engagement?

4. On Google Play Store, "Explore" is your general search traffic.

What is Google Play Explore? How do you optimize your app to get more explore traffic? Read more here.

Conclusion

Understanding why your ASO metrics are dropping can be challenging, but with the right tools and strategies, you can diagnose and address the issue.

Whether it's a visibility decline, conversion rate drop, or both, identifying the root cause is the first step. Utilize ASO tools, consult with experts, and continuously optimize your app to stay ahead in the competitive app market.

If you have any questions or need further assistance, don't hesitate to reach out to our team. We're here to help you succeed!

Note: This is just the beginning! If your specific concern wasn't addressed above, don't hesitate to leave a comment or question. We're working on a follow-up article to cover more topics, so stay tuned. Subscribe to ASOWorld blog for more insightful content and updates.