# ASO report: evidence, decisions and next steps

Blank reusable template by AppDrift, September 10, 2026.
Guide: https://appdrift.co/blog/aso-report-template

Replace the empty cells with verified observations. “Not measured” is intentional, not a zero. Remove unused rows rather than inventing a result. Link source exports that report recipients can access; do not attach credentials or unrelated customer data.

## Decision summary

- Decision required:
- Main observation:
- Recommended next step:
- Largest unresolved question:
- Decision owner:
- Decision date:

## 1. Reporting scope

| Field | Value |
| --- | --- |
| App name | |
| Public app ID / bundle ID | |
| Platform | |
| Storefront / country | |
| Metadata language requested | |
| Metadata language actually returned | |
| Report period, inclusive dates | |
| Comparison period, inclusive dates | |
| Source timezone | |
| Export / retrieval timestamp | |
| Traffic-source filter | |
| Device / version filter | |
| Other filters | |
| Data complete through | |
| Report prepared by | |
| Source exports / saved observations | |

Are the periods and filters comparable? If not, describe the difference before calculating movement:

## 2. Performance and definitions

Record the original source metric name. Preserve current and previous raw counts beside every rate. A zero denominator produces an undefined rate. An unavailable denominator produces an unmeasured rate. Combine rates only when numerators and denominators are compatible; use pooled counts rather than averaging percentages.

| Source metric | Current | Previous | Change, with units | Numerator / counted event | Denominator / population | Definition and export reference |
| --- | --- | --- | --- | --- | --- | --- |
| Impressions (Unique Devices) | Not measured | Not measured | Not calculated | | Not applicable: count | |
| First Time Downloads | Not measured | Not measured | Not calculated | | Not applicable: count | |
| Redownloads | Not measured | Not measured | Not calculated | | Not applicable: count | |
| Conversion Rate | Not measured | Not measured | Not calculated | | | |
| Custom metric: | Not measured | Not measured | Not calculated | | | |

Apple definition check: retain unique-device impressions as the denominator for its App Store conversion metric, including its pre-order accounting. Do not substitute page views. Keep first-time downloads separate from redownloads. If using a different source or custom ratio, record its definition explicitly.

Official reference, checked September 10, 2026: https://developer.apple.com/help/app-store-connect-analytics/reference/metrics-definitions

## 3. Fixed keyword basket and coverage

- Basket version / export:
- Date selected:
- Search source / collection method:
- Result-depth limit, if actually recorded:
- Planned observations:
- Usable observations:
- Missing observations:
- Series comparable in both periods:
- Added series, date and reason:
- Removed series, date and reason:

| Exact keyword | Platform | Country | Previous observation and date | Current observation and date | Source status / result depth | Comparable? | Evidence reference |
| --- | --- | --- | --- | --- | --- | --- | --- |
| | | | Not measured | Not measured | | | |

Keep missing ranks out of numeric averages. If reporting a matched-set average, identify the set and disclose excluded observations. Do not infer “outside the checked range” unless a successful check and its result depth were recorded.

## 4. Collection gaps and corrections

Distinguish these states:

- Measured zero: a successful observation counted zero for its stated scope.
- No numeric rank: no position recorded; cause unknown unless retained separately.
- No matching lookup result: successful response, zero matching records for that request.
- Request failed: no usable response; not evidence of zero results.
- Not collected: field unsupported or absent from the collection method.
- Not measured: metric unavailable for this report.

| Field / observation | Observed state | Affected dates / scope | Evidence | Interpretation withheld | Verification owner / due date |
| --- | --- | --- | --- | --- | --- |
| | | | | | |

If a previous report was wrong, record the original claim, correction, date, affected recommendations and recipients who need the corrected report:

## 5. Listing changes and country context

| Change date | Platform / country / language | Field | Previous content / saved reference | New content / saved reference | Release / campaign / other concurrent event |
| --- | --- | --- | --- | --- | --- |
| | | | | | |

| App ID | Country | Rating score | Rating count | Observation timestamp | Version | Source reference |
| --- | --- | --- | --- | --- | --- | --- |
| | | Not measured | Not measured | | | |

Rating counts are not download counts or written-review counts. Compare the same country over time. Verify metadata translations separately from the app binary's supported languages; record any language fallback instead of assuming a translation exists.

Apple localization reference: https://developer.apple.com/help/app-store-connect/manage-app-information/localize-app-information

## 6. Evidence, interpretation and proposed action

| Question | Measured evidence and source | Interpretation | What the evidence cannot establish | Proposed action |
| --- | --- | --- | --- | --- |
| | | | | |

Keep hypotheses separate from observations. A change occurring before a performance movement does not alone establish that it caused the movement.

## 7. Accountable next steps

| Priority | Task / deliverable | Owner | Due date | Success rule agreed before work | Review date | Outcome / evidence |
| --- | --- | --- | --- | --- | --- | --- |
| | | | | | | Not evaluated |

For each experiment or performance action, complete:

- Hypothesis:
- Primary outcome and exact definition:
- Baseline period and value:
- Comparison method / control, if available:
- Country, language and traffic scope:
- Planned duration / stopping rule:
- Other changes to record:
- Evidence required to support the decision:
- Decision if evidence remains insufficient:
- Final decision and rationale:

## 8. Review of the previous report

| Previous task | Promised deliverable | Completed? | Verified result | Remaining uncertainty | Next decision |
| --- | --- | --- | --- | --- | --- |
| | | | Not evaluated | | |

## Evidence attachments

- Metric export and definitions:
- Keyword basket and observations:
- Listing snapshots and effective dates:
- Country-specific rating observations:
- Collection failures / corrections:
- Experiment setup and result, if applicable: