![]() video examples in the “CVR Page Views -> App units” section. The StoreKit API is used in ads, including in landscape/square Facebook ads (once a user taps on the video) and in YouTube ads. Metrics and measures Because Product Page Views are included in Impressions, someone who sees the app in both the and Product Page Views will be counted twice (this is why we’ll check “Unique devices”). This is important because they determine the way we analyze the conversion rate before and after the change. Let’s first take a look at the official definitions of the metrics, measures and sources given by Apple in iTunes analytics. The goal is that only one thing changes: in our case, video vs. You also want to monitor any large externalities: features by Apple, PR from a top website, etc. Before going furtherīecause this is not an A/B test, you especially want to keep marketing/acquisition efforts as consistent as possible and not change anythisaveng else (icon, description, screenshots and keywords) so it doesn’t change the results too much. We produced or are producing an App Preview video for you? Reach out to your project manager if you’re interested in discussing further (and free of charge) with someone from our team about how to run your pre-post analysis. Logic-Immo, another client, also saw an increase in conversion rate (16-21%) when adding a video Our client Tandem saw an increase of about 30% in conversion rate when adding a video ![]() Note: as mentioned there is a focus on video in this post, but the pre-post analysis method explains here can work with any change in your app store listing for which you’re trying to assess the impact. It’s important to compare the results for at least 7 days (7 days before, 7 days after) to account for potential changes in behavior depending on the weekday or weekend. The general idea of the pre-post analysis is to look at a couple of metrics in iTunes Analytics and compare before vs. A different pre-post analysis: paid UA and attribution tool.Calculating the Conversion Rate (CVR Product Page Views -> App Units).Calculating the Conversion Rate (CVR Impressions -> App Units).Calculating the Click-Through Rate (CTR).Source types, platform version and other filters.We’re an app video production agency so of course we often refer to a change regarding the App Store Preview videos. In this step-by -step guide we detail how you can best assess the impact of any change during your App Store Optimization efforts, from a new icon to an updated App Store title for your app. Without something like Google experiment, you’re therefore left with having to use 3rd party A/B testing tools like Splitmetrics.īut you might not want to invest in these tools just yet, or be interested in evaluating the “live” impact of a change to your App Store listing. There is not any A/B testing tool in iTunes connect. ![]()
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