KPIs for Measuring the Success of App Store Optimization
Gabe Kwakyi
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A caveat for startups: you probably don’t have the luxury of A/B testing one change at a time as you probably don’t have enough traffic to run many tests. And ultimately who cares if you’re not 100% sure which change led to higher installs? You can always go back with user research after the experiment to better understand what happened (and formulate new hypotheses).

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