App Metrics

App Metrics, Errors and ASO

App Store Connect and the Google Play Developer Console are excellent platforms for measuring analytics, but even they can occasionally have errors where app metrics are misreported. While these errors are not common, they can cause concern for developers looking to measure their App Store Optimization efforts.

In order to be prepared for the occasions where App Store Connect or the Google Play Developer Console display errors, here’s what you need to remember.

Identify the Mistakes

First and foremost, developers need to identify what is inaccurate. As a relatively recent example, App Store Connect reported conversion rates of over 100% on some channels after the launch of iOS 13. That would mean that more people are installing the app than even see it, so it was clear to developers that something was off.

In November 2019, metrics for app deletion data caused developers to fear a large number of users were deleting their apps. By comparing deletion data to crash rates and user activity, it became clear that there was a bug causing these reports.

Similarly, in September 2019, the Google Play Developer Console reported misattributed traffic. This error essentially caused all traffic to be reported as organic browsing traffic, so developers couldn’t tell if their third-party referrers or advertising campaigns were working.

To troubleshoot these issues, it is important to look at trends over time rather than single days. While these errors are infrequent, looking at trends over time can help developers identify when something seems off. These issues can cause setbacks in planning out optimization efforts, so it’s important to understand when they occur.

Look for Trends

What should one do while the error is being addressed? Developers can continue to analyze their metrics and optimize their apps by identifying trends leading up to the error.

If the conversion rate is somewhere around 10-15 percent on a daily basis, then suddenly increases to 110 percent, the app developers can determine that something is off. Has the conversion rate been trending to the positive, or has a change been recently made that would impact this metric?

Understanding what was launched, when it was launched and comparing that timeframe to changes displayed in the consoles can help determine when there may be a reporting issue.

Developers can find actionable trends and information if by remaining aware of large shifts. Look for smaller trends within the time frame of the error. This will help identify the real trends within the errors.

If an app has just launched a new update, reporting errors will make it difficult to identify the full impact of the changes. Developers can still get a general idea by looking for trends within the data, but they will want to keep a close eye on App Store Connect or the Google Play Developer Console until the issue is resolved.

Don’t Panic

What is the proper reaction when a problem occurs? It’s important to recognize the error, identify what is wrong, and learn what one can from it.

In the case of the inaccurate deletion reports, seeing uninstall numbers rising would normally be cause for alarm. By comparing the new metrics to crash rates and other metrics related to user activity, developers could see that it was not an issue with their apps.

On the other hand, if crash rates increased and user activity decreased in correlation to the rising uninstalls, then it would have been clear that the apps had issues in need of addressing.

Developers can report errors to Apple or Google to alert them of the issues. Once they identify and resolve the issue, the data will return to normal and developers will be able to continue tracking your metrics and trends properly. 

The data will not always be back-filled, so keeping these dates of reporting blackouts in mind is important when evaluating past performance.

Understanding app analytics is essential for App Store Optimization and data must be accurate in order to make informed optimization decisions. While these errors are rare, they can still happen; developers need to be aware of them and react properly when they occur. This will help them continue to keep up with ASO.

Want more information regarding App Store Optimization? Contact Gummicube and we’ll help get your strategy started.

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