country target keyword installs

Seeing your app lose downloads is perhaps regarding at first, as downloads are some of the essential KPIs for an app developer to contemplate. Nonetheless, the excellent news is that for each loss in downloads, there is perhaps a proof; and for each downside, there may be (in all probability) an answer! On this weblog, we are going to cowl the totally different the explanation why your app is perhaps dropping natural downloads within the following areas, and how one can stop it:

  • Search site visitors (model key phrase searches, generic key phrases in metadata, adverts)
  • Browse/Discover site visitors (featurings, Google UACs, prime charts)
  • Referrer site visitors (exterior app advertising efforts)
  • Conversions (acquisition funnel, evaluations & rankings, app creatives)


Table of Contents

To start out off, it is very important perceive that downloads depend upon two primary elements:

  1. Visitors: Downloads first depend upon how many individuals see your app (this may be measured by means ofimpressions on iOS or Retailer Itemizing Guests on Google Play).
  2. Conversion: As soon as your app has secured visibility, downloads then depend upon how many individuals are satisfied to obtain it primarily based in your app’s retailer itemizing.

Subsequently, a lower in downloads is both attributable to a lower in site visitors or a lower in conversion.

Why is my app dropping site visitors?

In case your app’s decline in downloads is because of a decline in impressions, the subsequent step could be to verify which site visitors supply is answerable for this lower. For this, there are 4 primary sources on the App Retailer and three on Google Play:

Supply Title (App Retailer) Supply Title (Google Play) Definition
App Retailer Search Google Play Search Customers seen or downloaded your app after performing a search on the shop.
App Retailer Browse Google Play Discover Customers seen or downloaded your app whereas looking the shop.
App Retailer Referrer Third-Occasion Referrals Customers tapped a hyperlink in an app that introduced them to the shop product web page.
Net Referrer Third-Occasion Referrals Customers tapped a hyperlink from a web site that introduced them to your app retailer product web page.

A lower in downloads or impressions from every supply has totally different causes and may be prevented in several methods, all of which can be lined on this weblog.

Why is my app dropping search site visitors?

Many apps obtain the vast majority of their installs from search site visitors; Apple claims over 65% of all App Retailer installs come from search!

Purpose #1: App stopped operating adverts on the shop

Apart from natural search impressions, search impressions additionally embody Apple Search Adverts (iOS) and Advert Campaigns (Google Play), which each seem within the search part of the shops. Whenever you discover a lower in search impressions, the very first thing to do is to verify whether or not your advertising crew was operating adverts in the course of the date vary or not. Adverts carry an enormous quantity of site visitors to apps, and stopping them might need a giant impact on search site visitors.


If stopping retailer adverts drastically decreased your search downloads, it’s best to take into account reporting this to your crew and re-activating the adverts in the event that they have been impacting certified downloads and person retention.

Purpose #2: A decline in model Search Recognition

Typically an app or sport loses search site visitors for its model attributable to a lower in model consciousness inside the market/retailer. By utilizing an ASO software like AppTweak, you’ll be able to simply verify the quantity historical past of your model identify to find out whether or not there’s a correlation between the search impression’s decline and your model identify quantity.


In case your app is dropping search quantity in your model, it’s possible you’ll must alert your Advertising and Model groups about this lower in model consciousness. Implementing totally different advertising methods, corresponding to operating social media adverts, may then assist to spice up your app’s model consciousness on totally different platforms.

Purpose #3: A visibility decline on focused key phrases

In case you are optimizing your app’s metadata by concentrating on generic key phrases, it’s possible you’ll lose visibility on the shop attributable to one of many following causes:

  • A loss in quantity

In case you see the generic key phrases in your metadata dropping reputation, this implies there may be much less search site visitors being pushed to your app. This could possibly be attributable to modifications in market developments and seasonality. For instance, a key phrase like “boots” may lose reputation in summer time because the climate will get hotter; on the similar time, a key phrase like “swimwear” may acquire reputation. Because of this, it’s best to take into account changing your present key phrases with higher key phrase alternatives.

  • A loss in rank:

Your app could have misplaced rankings for high-volume key phrases since you both stopped concentrating on these phrases in your metadata or as a result of the key phrase(s) turned extra aggressive. This can be attributable to rising opponents or algorithm updates launched by Apple or Google.

Adverts and conversion charges additionally influence your app’s rankings for particular key phrases. Subsequently, attempt to determine whether or not your opponents are operating adverts for these key phrases and changing customers higher than your app.


In case your visibility loss is because of a lower in rating, you’ll be able to first use our free algorithm detector to determine any algorithm updates that will have occurred within the retailer. If there have been no algorithm modifications, use AppTweak to determine the opponents which may be hijacking your rating place. Specifically, use our Timeline characteristic to verify whether or not these opponents have made any latest metadata updates.

For instance, should you see that your competitor added one among your prime key phrases to its metadata and improved its rank for this time period, you may additionally take into account giving this key phrase extra weight (e.g. by including it to your title as a substitute of description) to realize a stronger aggressive benefit. On this case, you too can attempt creating combos of your prime key phrases in your metadata utilizing our Key phrase Shuffler.

Why is my app dropping Browse/Discover site visitors?

There could possibly be many the explanation why your app is perhaps dropping Browse impression; nevertheless, the commonest trigger is because of your app’s featurings:

Purpose #1: Your app’s featurings have come to an finish

Often, a lower in Browse/Discover site visitors on the app shops is usually linked to a narrative or a that includes coming to an finish. On AppTweak, you’ll be able to simply see the correlation between the influence of your app’s featurings on its Browse site visitors and installs (Analytics part of the software).


On this case, you don’t need to panic—simply recognize the truth that you have been featured! What you are able to do is verify for any featurings alternatives that your opponents have earned, however you might be lacking out on. For instance, some editorial tales cowl app options that you would take into account additionally creating and implementing inside your app, corresponding to being appropriate with the Apple Watch or enabling a CarPlay characteristic.

Purpose #2: Google Common Advert Campaigns (Google Play solely)

Adverts on Google Play seem within the retailer’s Discover part; subsequently, a lower in site visitors is perhaps linked to the adverts you might be operating.


If stopping your adverts negatively impacted your downloads, it’s best to take into account re-activating them.

Purpose #3: A bug within the retailer console

A standard cause for seeing a drastic change in your Browse/Discover impressions is usually linked to bugs within the console.


Test along with your ASO Group to study whether or not others are experiencing the identical difficulty(s). In that case, you’ll be able to simply take this into consideration when reporting in your app’s KPIs.

Purpose #4: Loss in class rating/change in Comparable Apps (unlikely)

The higher your app ranks in its class, the higher its visibility within the prime charts. Nonetheless, it is very important observe that not many customers go to the highest charts; subsequently prime charts usually are not a primary supply of retailer site visitors. Nonetheless, in case your app was ranked within the prime 10 of its class and all of a sudden began rating outdoors the highest 10, this lower may additionally trigger a slight visibility drop (nevertheless, do not forget that that is impossible).


As class rankings usually are not the principle supply of retailer site visitors, this shouldn’t be regarding; nevertheless, you’ll be able to learn this weblog to make sure you will have picked the suitable class on your app.

Why is my app dropping referrer site visitors?

Shedding referrer impressions means a loss in exterior site visitors, coming from both the online or different apps.

On App Retailer Join, Apple now gives a listing of app referrers and net referrers, in addition to marketing campaign names (more than likely campaigns in SKAdNetwork solely). On the Google Play Developer Console, you’ll be able to filter your Retailer Itemizing Guests, acquisitions, and conversion fee by UTM marketing campaign & UTM supply. This implies you’ll be able to presumably determine efficiency decreases in campaigns which might be tracked utilizing UTMs.


In lots of instances, a lower in referrer site visitors can be associated to the tip of a paid UA marketing campaign or one other advertising effort. When you find yourself uncertain why precisely your referrer site visitors is lowering, it’s best to first verify in along with your advertising colleagues. Don’t overlook to additionally measure the influence of your advertising work, decide whether or not the lower in referrer site visitors additionally impacts your natural visibility, and overview your accessible choices to mitigate it.

Why is my app dropping conversions?

A loss in conversion is perhaps attributable to one of many two elements:

  1. A change within the acquisition funnel, inflicting customers to contemplate downloading your app much less typically.
  2. A change in your app retailer web page that negatively impacts customers’ appreciation of your app, corresponding to a change in creatives, metadata, or rankings and evaluations.

A change within the acquisition funnel

  • Situation #1:A lower within the high quality of your site visitors

Not all site visitors sources are equal in terms of high quality, and a few customers are extra seemingly than others to obtain an app with out reviewing its app retailer web page intimately. Variations in site visitors high quality are why most apps operating new advert campaigns typically obtain extra impressions and fewer conversions, for the reason that newly focused viewers tends to be much less certified than already optimized channels.


In case your advertising crew confirms that adverts have been operating throughout your interval of low app conversion, you don’t have to fret an excessive amount of about it; it is rather regular to see slight decreases in your conversion fee so long as you might be additionally seeing will increase in downloads. Nonetheless, in case your downloads additionally don’t improve following the marketing campaign, you may need to warn your advertising to contemplate stopping the adverts, as their total influence is destructive.

  • Situation #2:A discrepancy in acquisition funnel messaging

This occurs when your advert campaigns don’t match your natural metadata and when your communications in and outdoors the shop usually are not constant. For instance, in case your advert marketing campaign showcases that your app is free and gives a sure characteristic, whereas your product web page specifies you’ll be able to solely unlock this characteristic with a premium subscription, retailer guests could resolve in opposition to putting in your app. This will subsequently trigger your conversion fee to lower.


Coordinate with all members of your advertising crew to make sure you are delivering a constant message throughout all channels, and determine what modifications are wanted on both your app retailer web page or your advertising belongings to realign these messages.

A change within the retailer

  • Situation #1:A lower in evaluations & rankings

Opinions and rankings have a powerful influence in your conversion fee, as new customers are more likely to take into account your app’s score earlier than downloading it. Subsequently, a powerful lower in rankings is perhaps the rationale on your decline in conversion fee.

The influence of evaluations and rankings on conversion is stronger on Google Play than on the App Retailer. It’s because Google forces retailer guests to undergo an app’s product web page to obtain the app, whereas customers on the App Retailer can skip viewing your product web page.

Within the instance under, we see that customers can already evaluate every sport’s rankings earlier than selecting which one to obtain.


An ASO software like AppTweak will warn you every time there’s a robust change in your app’s evaluations and rankings, alongside serving to you simply evaluate two intervals to detect the date of any lower. On AppTweak, you too can determine and undergo all of your destructive evaluations over a specific timeframe, and reply to those evaluations immediately utilizing the software.

  • Situation #2:Loss in high quality of app creatives (icon, screenshots, video, or characteristic graphic (Google Play solely))

Visuals play a significant function in conversion on the app shops. In case your app or sport has lately modified its creatives, you may additionally discover a shift in your conversion post-update. Remember to monitor your conversion fee earlier than and after artistic updates so you’ll be able to set up whether or not your modifications labored or not.

Not updating your creatives can also influence your conversion fee. Because the shops are extraordinarily aggressive, falling behind your competitors and never delivering your viewers’ expectations may slowly drop your conversion fee.


In case your drop in conversion fee correlates along with your artistic updates, inform your Model/Design crew and collaborate to discover a higher technique to optimize your creatives. Alternatively, should you haven’t up to date your creatives in a very long time, it’s best to take into account beginning to optimize them now to comply with up with new developments.