ASO funnel calculator: did your update bring the right users?
New keywords in your title, subtitle or keyword field put your app in front of different searches. Downloads show whether more people came. They do not show whether those people stayed. Enter your App Store numbers and two in-app events for the weeks before and after the update, and see which step moved.
How it works
Copy the store numbers
In App Store Connect, open Analytics, filter by the App Store Search source type and copy impressions, product page views and first-time downloads.
Add two in-app events
One that happens once per install early on, like onboarding completed, and one that means value to you, like a trial started.
See which step moved
Each rate before and after the update, side by side, with a short list of what to check where a step changed.
Results appear here
Start with the impressions before your update. Fill in the second period to compare, or press Load example numbers to see how it reads.
Your funnel
What to check
Before the funnel: choose the keywords
The calculator tells you whether an update worked. What goes into the update is keyword research: which searches are popular, which are within reach, and where your app ranks today.
RespectASO
A free, open-source Mac app (AGPL-3.0) from the team behind Respectlytics. It scores how popular a search is and how hard it is to rank for, shows the apps that rank today and tracks where yours stands, across 175 App Store storefronts.
Get RespectASO on respectaso.comQuestions
Which impressions number should I use?
Use Impressions (Unique Devices) from App Store Connect Analytics. Apple counts an impression when your app is visible on the Today, Games, Apps or Search tab for more than a second, and its own conversion rate is calculated from the unique device figure.
Why can downloads be higher than product page views?
In App Store search results people can tap Get without opening your product page. That is why the calculator measures downloads against impressions rather than against page views.
Can I see which keyword brought a download?
Not for organic search. App Store Connect splits downloads by source type, such as App Store Search, and by territory, but not by search term. Apple Ads reports search terms only for your own ads. Comparing the same number of days before and after an update is the practical way to see what a change did.
Which in-app events should I enter?
One event that happens once per install early on, such as onboarding_completed, and one that means value to you, such as trial_started or a first purchase. Count the same events in both periods.
How long should each period be?
The same number of days on each side of the update, ideally covering the same weekdays. If a period has fewer than 100 first-time downloads, use a longer window: small numbers move by chance.
Are my numbers stored anywhere?
No. The calculator runs in your browser and sends nothing to a server. Your numbers are kept in the page address so you can bookmark the result, which also means anyone you send the link to can see them.
For the full method, read How to Measure ASO Results Beyond Downloads.
See what happens after the install
Respectlytics shows where sessions drop out of onboarding, which events go with a conversion, and how countries and platforms compare. Session-based, five stored fields, no persistent user IDs.