Why Are My ASO Metrics Falling? What Can I Do?

This is one of the most commonly asked questions in our ASO (App Store Optimization) community. While the exact reason for declining metrics can vary, the checklist below can help you pinpoint the cause. Additionally, we offer practical solutions to consider.

Falling App Downloads

If your app downloads are declining, it may be due to one of the following:

• Visibility Reduction: Fewer users are seeing your app listing. Review your impressions or store listing visitors by traffic source to confirm.
• Conversion Rate Drop: The same number of users view your listing, but fewer convert. Examine conversion rates segmented by traffic source.

Once you've determined whether it's a visibility issue, a conversion problem, or both, you can investigate further.

👉 Click here for a detailed guide on enhancing app store conversion rates.

Declining Visibility

Visibility can be measured via impressions (iOS) or store listing visitors (Android). Analyse traffic sources by origin. Is the decline coming from search, browsing, or referrals?

👉 Advanced ASO Guide: Understanding Google Play & iOS Traffic Sources

If the Decline Stems from Search:

1. Note that on Google Play, "Search" refers only to branded searches; the rest are categorised under "Explore."
2. Have you recently changed your keyword optimisation or text metadata?

If so, examine keyword-level rankings closely.

Use tools such as ASOWorld's App Intelligent Diagnosis to assess your app's performance, visibility score, and keyword optimisation recommendations.

• Identify the most valuable keywords for your app.
• Analyse competitors' ASO tactics.
• Assess the quality of your app metadata.

👉 Try our ASO tools for free today!

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

For instance, were you promoting concert tickets when COVID-19 began? Compare year-on-year trends to assess seasonality.

4. Were there any algorithm updates?

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



👉 Learn how to detect algorithm changes with guidance from our ASO experts.

5. Has paid user acquisition reduced, impacting search volume?

On iOS, review changes in Apple Search Ads. Examine budgets for Meta or Google campaigns.

If the Decline is Referral-Based:

Identify your referral channels: paid UA, websites, social media, or others.

1. If paid UA is significant, has spending been reduced or campaign structures altered?

Consult your UA team.

2. If traffic comes from websites, have banners, links, or buttons been updated?

💡 Pro Tips: While app markets are a major source of downloads, creating a dedicated app website can supplement downloads. Leverage SEO strategies to drive organic traffic and increase installations.

Need guidance on SEO marketing? Consult ASOWorld experts for professional advice.

3. Have social media promotions changed?

Optimise social media campaigns to reach a wider audience. Focus on active platforms, create engaging content, and use paid ads to target relevant demographics. Encourage participation through contests and promotions.

If the Decline is from Browse/Explore:

1. Were you featured last month but not this month?
How to get your app featured on iOS and Android marketplaces.

2. Has your category ranking changed?
Improving category ranking is straightforward with our experience. See our client case study to discover how an educational game reached #3 organically.



3. Did in-app events or promotions drive exposure previously but are now absent?
👉 How to use in-app events to boost visibility and engagement.

4. On Google Play, "Explore" represents general search traffic.
Learn about Google Play Explore and optimising for it.

Conclusion

Understanding why ASO metrics are declining can be complex, but with the right tools and strategies, you can identify and address the issues.

Whether the problem is a drop in visibility, conversion rate, or both, finding the root cause is the first step. Use ASO tools, seek expert advice, and continuously optimise your app to remain competitive.

For questions or support, reach out to our team — we are here to help you succeed!

Note: This is just the beginning. If your specific concern wasn't covered, leave a comment or question. Stay tuned for a follow-up article. Subscribe to the ASOWorld blog for further insights and updates.