# Weekly ASO report template

Use the same filters in both periods. Copy Apple's reported conversion rate. Do not substitute downloads divided by product page views. Missing data stays blank.

## Report scope

- App and App Store ID:
- Territory:
- Device scope:
- Acquisition source:
- Current complete week:
- Previous complete week:
- Data retrieved on:
- Metadata version and release date:
- Screenshot, pricing, product, promotion, and Apple Ads changes:
- Known data gaps:

## Acquisition comparison

| Metric | Previous week | Current week | Change |
| --- | --- | --- | --- |
| Unique impressions | | | |
| Unique product page views | | | |
| First-time downloads | | | |
| Redownloads | | | |
| Total downloads | | | |
| Pre-orders | | | |
| Apple's App Store conversion rate | | | |
| Page-view ratio (our diagnostic) | | | |

## Keyword observations

Record snapshots with the same method. State whether these are snapshots or a weekly aggregate. Do not mix the two.

| Keyword | Storefront | Previous position | Current position | Observation dates and method | Note |
| --- | --- | --- | --- | --- | --- |
| | | | | | |

## Decision

- What changed:
- Possible explanations to check:
- Evidence still missing:
- Keep, test, or investigate:
- One next action:
- Owner and review date:

## Formulas and definitions

- Percentage change: `(current - previous) / previous * 100`. If previous is zero, report the absolute change instead.
- Percentage-point change: current percentage minus previous percentage.
- Apple's App Store conversion rate: total downloads and pre-orders divided by unique-device impressions. Pre-orders count at order, not again at download.
- Page-view ratio: unique product page views divided by unique impressions. A diagnostic ratio, not a sequential user funnel.
- App Store search includes views and downloads from ads appearing in search results.

## Filled-in hypothetical example

Invented teaching data, not an AppSprint or customer result. Scope: one app, US, iPhone, App Store search, no pre-orders.

| Metric | September 7 to 13, 2026 | September 14 to 20, 2026 | 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% |
| Conversion rate | 8% | 7% | -1 percentage point |
| Page-view ratio | 20% | 17.5% | -2.5 percentage points |

Decision: investigate ad and listing changes before crediting metadata. Keep observing the targeted keyword over another complete week.

Sources checked October 4, 2026:

- https://developer.apple.com/help/app-store-connect-analytics/reference/metrics-definitions/
- https://developer.apple.com/help/app-store-connect-analytics/acquisition/acquisition
- https://developer.apple.com/help/app-store-connect-analytics/reference/filters-and-dimensions