ASO Tip of the Week: Why Impressions go up and Conversion Rate goes down?

A while ago I asked a question

You can see on the chart that my impressions grew, but my conversion rate went down.

Some got it right, but many didn’t so I thought it might be a good subject for this post.

Explanation

What’s happening here is the algorithm is giving you more visibility. And by that, I mean that your app is ranking higher for some keywords. The algorithm tests whether your app is a good fit under those keywords or not.

Sometimes those keywords are new, even though you didn’t put them in your metadata field.

It assesses your metrics for each keyword individually. Trying to find a perfect match for you and your audience.

Since now your audience has expanded, your metadata (app icon, screenshots, title) might not cater to the audience as well as they did for your previous keywords, that’s why the conversion rate might go down.

🙂 

As usual, don’t mind to e-mail me back.