Here’s the scoop: if you’re diving into the world of App Store Optimization (ASO), you might have heard that the Apple Store handles conversion tracking for you. But let’s unpack what that means for your app.
Understanding Conversion Tracking in ASO
Conversion tracking in the context of ASO is about knowing how many visitors to your app’s page actually download or purchase your app. It’s like knowing how many people walk into your shop versus how many buy something.
Does Apple Really Do It For You?
Yes, Apple provides some level of conversion tracking through its own analytics within App Store Connect. This tool gives you insights like how many users viewed your app, how many proceeded to download it, and even in-app events if set up. But here’s where it gets interesting:
Why You Might Want More Than What Apple Offers
While Apple’s built-in tools are handy, they might not cover all the bases if you’re looking to deeply understand user behavior or optimize your marketing spend:
Granular Data
Apple gives you numbers, but what about the why? External tools or services might offer more detailed analytics, like which keywords or ads led to conversions, or user behavior post-download.
Cross-Platform Insights
If your app is on both iOS and Android, using a third-party tool can help you compare performance across platforms, something Apple’s ecosystem won’t do natively.
Custom Events and Funnels
Perhaps you want to track specific user actions within your app that Apple doesn’t automatically track. Custom conversion events can be crucial for understanding user engagement beyond the download.
When Apple’s Tracking Might Be Enough
If you’re just starting out or if your app strategy is straightforward, Apple’s tools could be all you need. Here’s when:
You’re New to ASO
Focus on learning the basics of ASO with Apple’s tools before diving into more complex analytics systems.
Small Scale Operations
For indie developers or small apps, the overhead of additional tracking might not justify the insights gained.
How to Enhance Your Conversion Tracking
If Apple’s tools feel like just scratching the surface, here’s how you can step up your game:
Using Third-Party ASO Tools
Tools like App Annie, Sensor Tower, or even free options can give you deeper insights into aso traffic, keyword performance, and competitor analysis. They can track conversions from multiple sources, not just the app store visits.
Integrating SDKs for Detailed Tracking
By integrating an SDK from a third-party service into your app, you can track user behavior in much greater detail. This could include session lengths, in-app purchases, or even where users tend to drop off.
Conclusion: To Track or Not to Track?
So, do you need to set up your own conversion tracking? If you’re looking to get into the nitty-gritty of user behavior, optimize every aspect of your app’s marketing, or you’re operating across different platforms, then yes, exploring beyond Apple’s offerings might be beneficial. However, for many, Apple’s built-in tracking provides a solid starting point. Remember, the goal isn’t just to track for the sake of numbers but to use those insights to make your app better and more appealing to potential users. Now, go make those insights work for you!