Published Mar 22, 2026Updated Oct 4, 20265 min read

ASO reporting: five metrics and a weekly template

Build a weekly ASO report with the right App Store conversion formula, a downloadable template, and a worked example that separates visibility from acquisition.

Orange dithered chart emoji for ASO performance tracking

A useful ASO report records keyword visibility, App Store impressions, product page views, conversion rate, and downloads for the same period and market. It ends with a decision about the next change.

Start with the weekly ASO report template. It includes a blank report, a filled-in hypothetical example, and the formulas used below. You can copy it into your own document without connecting an account.

Set the scope before comparing numbers

Write the app, territory, device scope, source filter, and date range at the top of the report. Compare two complete weeks with the same filters. Record metadata releases, screenshot changes, promotions, and Apple Ads activity beside the numbers.

A US iPhone search report and an all-device global report answer different questions. Mixing them can produce a convincing chart with an unclear meaning.

Apple's acquisition documentation explains source, territory, and device segmentation. One detail matters for ASO: the App Store search source includes ads in search results. A rise in that source is not, by itself, evidence of organic growth.

The five metrics to include

Metric	Record	Question it helps answer
Keyword rankings	The same keyword, storefront, observation method, and dates	Did visibility change for the searches targeted by the update?
Impressions	Apple's unique-device metric for the report period	Did more devices encounter the listing?
Product page views	Unique-device views with matching filters	Did more devices visit the product page?
Conversion rate	Apple's reported value, with its denominator recorded	Did impressions turn into downloads or pre-orders?
Downloads	First-time downloads and redownloads separately	Did acquisition grow, and how much was new acquisition?

Apple distinguishes total downloads from first-time downloads: total downloads include redownloads. Its metric definitions also distinguish total events from unique-device counts. Keep those labels in the report.

Use your keyword tracker for search positions and App Store Connect for acquisition metrics. For a metadata experiment, the rank-tracking workflow explains what to save before the release and which rankings to protect.

Use Apple's conversion-rate denominator

Apple's App Store conversion rate uses total downloads and pre-orders divided by unique-device impressions. Pre-orders are counted when ordered and are not counted again on download.

Downloads divided by product page views is a different ratio. Do not label it as Apple's conversion rate. Users can download directly from search results, so product page views are not a required step for every download.

Read the conversion rate shown by Apple. If you reconstruct it, preserve the metric definitions and filters instead of substituting a convenient denominator.

Treat the page-view ratio as a diagnostic

You can also calculate:

Page-view ratio = unique product page views / unique impressions

Label this as your own diagnostic. It does not trace a cohort of people through consecutive steps: impressions include product page views, and some acquisition paths open the product page directly.

Use it to spot a change worth investigating. It cannot establish why a screenshot, subtitle, or icon caused that change.

A filled-in weekly ASO report

This is a hypothetical teaching example, not AppSprint customer data. Both weeks use the same app, US territory, iPhone device filter, and App Store search source. There are no pre-orders in the example.

Metric	September 7 to 13	September 14 to 20	Change
Unique impressions	10,000	12,000	+20%
Unique product page views	2,000	2,100	+5%
First-time downloads	650	700	+7.7%
Redownloads	150	140	-6.7%
Total downloads	800	840	+5%
App Store conversion rate	8%	7%	-1 percentage point
Page-view ratio	20%	17.5%	-2.5 percentage points
Tracked rank for `bedtime sounds`, US	18	11	Seven positions higher

The calculations are 800 / 10,000 = 8% and 840 / 12,000 = 7%. Using page views instead would give 40% in both weeks, hiding the change in Apple's conversion metric.

The report supports a narrow observation: search-source exposure grew faster than downloads while one tracked keyword improved. It does not prove that the keyword change caused the extra downloads. Check paid search activity and other tracked terms before crediting the metadata.

An appropriate decision note would be:

Keep the new keyword placement for another complete week. Review Apple Ads changes and the first screenshot before choosing the next experiment. Search-source downloads rose 5%, but conversion fell by one percentage point.

Turn the pattern into one next step

Treat these as diagnostic possibilities, not automatic explanations.

Observation	Check next
Rankings improve, impressions stay flat	Relevance and demand for tracked terms; whether country and device scopes match
Impressions grow faster than downloads	Conversion by source and territory, ad changes, and the listing's promise
Page views decline with stable impressions	Direct downloads, traffic mix, and the search result presentation
First-time downloads fall, total downloads hold	Whether redownloads are masking weaker new acquisition
Search-source downloads rise during an ad expansion	Paid acquisition evidence before calling the change an organic ASO win

If the listing seems to be the weak point, use the screenshot optimization guide. If your target keywords lost visibility, use the ranking-drop diagnosis.

Keep a report someone can act on

Each week, save the acquisition metrics, review the same focused keyword set, and write down what changed. Finish with one action, an owner, and the next review date.

Leave missing data blank and explain the gap. An uncollected rank is not rank zero. An unavailable metric is not zero downloads. If the sample is too small to choose a change, say that and keep collecting comparable observations.

Use AppSprint keyword rank tracking for search history and keep Apple's acquisition data beside it. The downloadable report template gives you a place to connect those observations to the release log.