What Is an ASO Report?
Table of Content:
An ASO report is a structured summary of how an app performs in the iOS App Store and Google Play Store, tracking keyword rankings, app visibility, conversion rate, downloads, and ratings and reviews.
App marketers use it to see whether App Store Optimization work is actually moving the app forward. New metadata. Fresh screenshots. A better keyword cluster. A jump in review sentiment. The report turns those changes into a clear next move.
ASO report definition
An ASO report shows what changed in your app store metrics, why it likely changed, and what to optimize next. App marketers, app publishers, and app developers use it when they need more than a dashboard screenshot. They need a decision.
In short:
- It tracks store-side performance across the iOS App Store and Google Play Store.
- It connects app store visibility with conversion and reputation signals.
- It helps teams judge whether metadata optimization worked.
- It should end with the next ASO action, not just a chart.
What does an ASO report include?
A useful ASO report covers discoverability, conversion, reputation, performance, and competitor movement in one clear view.
Keyword rankings and keyword tracking
Keyword tracking shows where your app ranks for target search terms.
Track positions across both stores, then compare today’s rank with the last period. Split branded and non-branded keywords, because “your app name” and “budget planner for couples” tell very different stories.
A good keyword section usually includes:
- Current keyword ranking
- Ranking change since the previous period
- Branded vs. non-branded keyword split
- Keywords gained or lost
- Top 10 and top 20 keyword movement
- Competitor keyword overlap
Search visibility and category ranking
Search visibility shows how easy your app is to find.
This is where app visibility, search visibility score, indexed keywords, category ranking, and Top Charts movement belong. One keyword drop can be noise. A visibility drop across a whole keyword group is the thing your team should investigate.
Include:
- Search visibility score
- Number of ranked keywords
- Category ranking
- Top Charts position
- Visibility changes by country
- Visibility changes by store
Store listing conversion rate
Store listing conversion shows whether visits become installs.
Look at impressions, page views, downloads, and conversion rate. Then break the funnel down by traffic source, such as Search, Browse, Referral, Custom Product Pages, or Store Listing Experiments.
Include:
- Impressions
- Page views
- Downloads
- Store listing conversion rate
- Search traffic conversion
- Browse traffic conversion
- Conversion changes after screenshot, icon, video, or metadata updates
Ratings, reviews, and review sentiment
Ratings and reviews explain the trust layer behind conversion.
A 4.7-star app with recent complaints about crashes needs a different ASO plan than a 3.9-star app with weak screenshots. Your ASO report should show both the number and the reason behind the number.
Include:
- Average rating
- Rating distribution
- New review volume
- Review sentiment
- Reply rate
- Top review topics
- Rating movement after app updates
Competitor benchmarks
Competitor analysis shows whether the market moved or only your app did.
Compare share of voice, keyword overlap, rating changes, category movement, and metadata updates. When a competitor jumps after changing screenshots or short description copy, your report should catch that before your next planning meeting.
Include:
- Competitor keyword ranking
- Share of voice
- Competitor rating changes
- Competitor review sentiment
- Metadata changes
- Category and Top Charts movement
- Feature or creative overlap
Types of ASO reports
The right report cadence depends on who reads it and how fast the data needs to turn into action.
Daily ASO snapshot
A daily ASO snapshot is a quick health check.
It is useful when the team needs to catch sudden ranking drops, new negative reviews, rating changes, or competitor jumps fast.
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Weekly ASO report
A weekly ASO report is the operational standard for most ASO teams.
This is where the team checks what changed, what worked, and what needs fixing next week.
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Monthly ASO report
A monthly ASO report is better for trend analysis.
Weekly changes can feel jumpy. Monthly reporting helps you see whether metadata optimization, A/B testing, Custom Product Pages, Store Listing Experiments, or review work created a real trend.
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Executive ASO summary
An executive summary should be short, sharp, and tied to business impact.
Leadership usually does not need 40 keyword rows. They need the story: what improved, what declined, what it means, and what the team will do next.
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How to build an ASO report step by step
A strong ASO report starts with one goal, then pulls only the metrics needed to explain progress, risk, and the next move.
Step 1. Define the goal
Start with the question the report needs to answer.
Examples:
- Did our keyword optimization improve visibility?
- Did the new screenshots improve conversion?
- Did negative reviews hurt installs?
- Did competitors gain share of voice?
- Is organic growth moving in the right direction?
Step 2. Pick the cadence and audience
A weekly ASO report needs operational detail. An executive summary needs fewer numbers and a sharper story.
Choose:
- Daily for urgent monitoring
- Weekly for ASO operations
- Monthly for trend analysis
- Quarterly for leadership strategy
Step 3. Pull first-party store data
Use App Store Connect and Google Play Console for store-owned performance data.
Pull:
- Impressions
- Page views
- Downloads
- Store listing conversion
- Acquisition source
- Country-level performance
- Crashes or technical quality signals when relevant
Step 4. Add third-party ASO data
First-party consoles do not show the full market picture. Add third-party ASO data for keyword rankings, share of voice, competitor movement, review sentiment, and category performance.
This is where a platform like AppFollow helps because it brings keyword tracking, visibility, competitor data, ratings, reviews, and scheduled report delivery into one ASO dashboard.
Step 5. Choose 5 to 8 KPIs
Do not turn the report into a metric dump.
A clean ASO report usually tracks:
- Keyword rankings
- Search visibility score
- Category ranking
- Impressions
- Page views
- Downloads
- Conversion rate
- Ratings and reviews
- Review sentiment
- Competitor share of voice
Step 6. Add commentary
The commentary is where the report becomes useful.
Explain:
- What changed
- Why it likely changed
- Which store or country was affected
- Whether competitors moved too
- What the team should test next
Data sources for an ASO report
ASO reporting usually combines first-party app store data with third-party keyword, competitor, visibility, and review intelligence.
App Store Connect
App Store Connect is Apple’s first-party data source for iOS apps.
It provides:
- Impressions
- Product page views
- Downloads
- Conversion rate
- App units
- Crashes
- Product page performance
Google Play Console
Google Play Console is Google’s first-party data source for Android apps.
It provides:
- Store listing visitors
- Store listing acquisitions
- Search vs. Explore traffic
- Conversion rate
- Country performance
- Install performance
- Technical quality data
Third-party ASO platform
A third-party ASO platform adds the market data your store consoles do not fully cover.
It provides:
- Keyword ranking
- Keyword tracking
- Search visibility score
- Share of voice
- Competitor analysis
- Review sentiment
- Category ranking
- Top Charts movement
- Automated report delivery
- PDF export or scheduled report workflows
What an ASO report is not
An ASO report is store-focused. It should not be confused with paid acquisition, attribution, or in-app product analytics.
It is not an attribution report
Attribution reports explain where installs came from across paid campaigns, networks, and channels.
An ASO report focuses on app store performance, especially organic visibility, listing conversion, ratings, reviews, and competitor movement.
It is not a product analytics report
Product analytics reports explain what users do after they install the app.
Those reports usually track MAU, retention, LTV, sessions, feature usage, churn, and in-app behavior. These are useful adjacent KPIs, but they are not the core of ASO reporting.
It is not a generic app analytics dashboard
A generic app dashboard can show everything and still explain nothing.
An ASO report should stay focused on the store journey: search, visibility, store page visit, conversion, download, rating, review, and market position.
How AppFollow helps with ASO reports
AppFollow helps app teams generate ASO reports that combine keyword tracking, app visibility, category ranking, competitor analysis, ratings, reviews, review sentiment, and conversion data.
The useful part is not just the dashboard. It is the rhythm. Your team can schedule weekly or monthly ASO reports, send them to Slack or email, export them as PDFs, and keep everyone looking at the same store performance story.
AppFollow can help teams track:
- Keyword rankings across iOS and Google Play
- Search visibility score
- Category ranking and Top Charts movement
- Competitor share of voice
- Ratings and reviews
- Review sentiment
- Store listing conversion
- Automated report delivery
Frequently asked questions
What is aso report?
An ASO report is a structured view of app store performance across keywords, visibility, conversion, downloads, ratings, and reviews in the iOS App Store and Google Play Store.
What should an ASO report include?
An ASO report should include keyword rankings, search visibility, category ranking, store listing conversion, downloads, ratings and reviews, review sentiment, and competitor benchmarks.
How often should you run an ASO report?
Weekly is the best cadence for most ASO managers because keyword rankings, reviews, and competitor movement can shift fast. Monthly reporting works better for strategy, trend analysis, A/B testing results, and leadership updates.
Who uses ASO reports?
App marketers, app publishers, app developers, ASO specialists, growth leads, and marketing leadership use ASO reports to prove store performance and decide what to optimize next.
What is the difference between an ASO report and an app analytics report?
An ASO report focuses on store-side performance before and during install. An app analytics report focuses on in-app behavior after install, such as retention, sessions, MAU, and LTV.
How do you automate an ASO report?
You can automate an ASO report with an ASO platform such as AppFollow. The platform pulls keyword, visibility, conversion, competitor, rating, and review data into a scheduled report that can be sent to Slack, email, or exported as a PDF.
Related Terms
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What Is Conversion? App Conversion Meaning, Definition & Benchmarks
What Is Conversion Rate? Formula & Good CR Benchmarks
What Is an App Publisher? Definition, Role & Why It Matters
What Is User Interface (UI)? Definition & Basics
What Is CTR? Click-Through Rate Definition & Benchmarks
What Is Install? Definition, Store Metrics, and How to Measure
What Is User Acquisition? Definition & How It Works
App Personalization: What It Is & How It Works
What Is Apple Search Ads? Search Popularity & Impression Share
