Maximizing Installs with Apple Search Ads (ASA): A Strategic Guide for App Marketers

Welcome back to our app marketing blog! Today, we're diving into an exciting update on Apple Search Ads (ASA), specifically discussing the power of View-Through Conversions and how they can help boost your app installs.

Understanding View-Through Conversions

View-Through Conversions are one of the latest features added by Apple to ASA as of July 16th. This new metric provides valuable insight into how users interact with your ads, and more importantly, how it affects your overall install numbers. By leveraging this feature, we've uncovered new ways to enhance App Store Optimization (ASO) and its impact on driving organic installs.

If you need a deeper dive into the details of View-Through Conversions, feel free to check out our previous post: “What You Need to Know About ASA View-Through Conversions.”

A Refresher on ASO and Why It's Important

For all our seasoned app marketers, you’re already familiar with ASO as one of the most critical strategies for making your app rank higher in app store search results. Getting your app to appear in the top positions of relevant searches is vital, and ASO is the key to doing that.

As illustrated in the figure below (hypothetical image), all apps are downloaded through the App Store, so optimizing for the store—meaning, focusing on ASO—is the best way to ensure that your app is seen and downloaded.

The ASA and ASO Synergy: How Organic Installs Became Measurable

With the latest update to ASA, the number of organic installs generated by your ASO efforts can now be quantified! ASA’s View-Through Conversions allow you to track not only the installs from users clicking directly on your ads but also the organic installs influenced by those ad views.

Check out the diagram below (hypothetical image) to better understand this. Previously, the blue section showed the Tap-Through Conversions (users who clicked on your ad and installed the app), while the red section now represents View-Through Conversions (users who saw the ad and later installed the app organically).

Visualizing ASO's Impact with Data

With these new metrics, you can now visualize the impact of your ASO in a more data-driven way. In this recent experiment, we selected apps ranking between 1st and 3rd for specific keywords and analyzed the ratio of Tap-Through Conversions to View-Through Conversions. By combining ASA and ASO, we estimated the total number of installs (both ad-driven and organic).

For example, let’s say ASA generated 1,000 downloads. The result? We found that when an app ranks 1st, the overall downloads (including organic) increased significantly compared to when it ranked 2nd or 3rd.

Case Study: Reducing Cost-Per-Install (CPI) Through ASA and ASO

Take a look at this real-world case: an app that ranked 1st in search results for a keyword with a high CPI (above $50). By maintaining its top position through ASO, the app saw a massive increase in organic installs. The resulting cost savings were estimated at over $30,000 —clearly demonstrating how ASO can deliver not just more downloads, but a significant cost benefit as well.

Should You Bid on Brand Keywords?

Based on the results of this study, it's becoming increasingly clear that bidding on brand keywords in Apple Search Ads (ASA) is likely a beneficial strategy. Additionally, these findings may also help resolve the ongoing issue of "keyword cannibalization" when targeting multiple keywords simultaneously.

Key Takeaways for App Marketers

✅ Track Organic Installs: With ASA’s new View-Through Conversion feature, you can now track how many organic installs your ads are driving, giving you more precise data to evaluate your ASO efforts.

✅ ASO Impact is Quantifiable: Now, you can measure the success of your ASO strategy by tracking install numbers from both paid and organic sources.

✅ The Power of Ranking First: Apps that achieve the top spot in search results see a notable increase in total downloads (both ad-driven and organic) compared to lower-ranked apps, further underscoring the importance of ASO.

Ready to Maximize Your App’s Growth?

We hope this guide provided valuable insights into how you can use ASA and ASO together to maximize your app installs. For more detailed ASO strategies, feel free to reach out to our team or sign up for one of our free ASO workshops via our Contact Page.

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