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Monitoring the impact of ASA campaigns on conversion rate Read how Moburst launched an ASA campaign for one of their e-commerce clients and monitored its impact on the conversion rate.

About Moburst

A mobile app marketing agency that delivers user acquisition services including advanced ASO & AB Testing strategies, media buying & PPC for apps.

Challenge

One of Moburst’s e-commerce clients, Shopkick, wanted to get their name at the top of the store fast and entrusted them to pilot a big ASA campaign. They started with a broad keyword approach and chose keywords with the highest search volume in the shopping category. The main problem arose when they saw a decline in the organic Conversion Rate (CVR).

Solution

The broad keyword approach brought a lot of volume but fewer installs which lead to a lower conversion rate. But using AppTweak’s features Moburst was able to further analyze historical data, trends, and different sources of traffic. This led them to rapidly identify there was an additional decline in the conversion rate due to Browse Traffic. This confirmed: CVR reduction impacted organic behavior, bringing in less traffic from similar apps, which further resulted in category ranking loss!

Results

As a result of the detailed analysis, Moburst was able to pause all keywords with a low conversion rate sooner, so as not to continue negatively affecting the app’s organic performance. Knowledge is power, and in this case, it means you can adjust your ASA campaign accordingly to ensure that all elements of the app marketing funnel are heading in the right direction.

Features used

Ad Intelligence

Find out who is bidding on your top-performing keywords or spy on your competitors’ social media advertising strategy.

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Keyword Research & Suggestion Tools

Find the search terms users use most when searching in the app stores.

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Similar Apps

Find out which apps are referring to your app in the ‘Similar Apps’ or ‘You May Also Like’ suggestions.

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App Analytics

Integrate your Apple Developer Account or Google Play Console to see all your data in one place.

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Over the first couple of days of our client’s ASA campaign, we gradually optimized and removed keywords that weren’t converting. This required careful analysis that was made possible by the metrics we had access with our trusty AppTweak subscription.

Matan Offer - Head of ASO at Moburst

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Matan Offer - Head of ASO at Moburst

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