How to build a monthly ASO report (with a ready-to-use template)
What to include in an ASO report for your team, investors or clients: an executive summary, visibility, keyword movement, conversion, competitors and next steps — and the mistakes that make reports useless.
Key takeaways
- A good ASO report answers three questions: what changed, why, and what we’ll do next.
- Lead with a five-line summary; most readers never scroll past it.
- Use the same structure and metrics every month so trends are obvious.
- Always link movements to actions you took (listing changes, releases) or to outside events.
- End with two to four concrete next steps and an owner for each.
An ASO report isn’t a data dump. Whether it goes to your co-founder, your investors or an agency client, its job is to explain what happened to the app’s visibility and conversion this month and what you’re going to do about it. Here’s a structure that works.
The report structure
| Section | What goes in it | Length |
|---|---|---|
| 1. Executive summary | Five bullet points: visibility change, top-10 change, biggest win, biggest concern, next step | 5 lines |
| 2. Visibility | Visibility score trend, keywords in top 3 / top 10 / top 100 vs last month | 1 chart + 4 numbers |
| 3. Keyword movement | Top gainers and losers with start and end positions | 2 short tables |
| 4. Conversion | Store listing visitors, installs and conversion by source and main countries | 1 table |
| 5. Competitors | Share of voice and notable competitor changes | 1 chart + notes |
| 6. What we changed | Listing edits, experiments, releases, with dates | List |
| 7. Next steps | Two to four actions with owners and expected impact | List |
| Appendix | Full keyword table | As long as needed |
Writing the executive summary
Rankings were mixed this month.
Visibility rose from 48 to 55 (+7). 12 keyword positions are now in the top 10, up from 9, driven by the new short description on 4 Sept.
- One line on overall visibility, with the number and change.
- One line on top-10 positions.
- Your biggest win, with the keyword and positions.
- Your biggest concern and what you think caused it.
- The most important next step.
Explaining movement
Readers want to know why numbers moved. For each big change, check three things: did we change something (listing, release, pricing)? Did a competitor change something? Did something outside change (season, festival, news)? If you can’t explain a movement yet, say so and say what you’ll watch.
Reporting for agency clients
- Use the client’s language: “more people find the app when searching budget planner”, not “improved visibility on head terms”.
- Brand the report with your logo — it’s your work.
- Send it on the same day every month.
- Keep the full keyword table in an appendix or CSV for the people who want it.
- Use the same template every month.
- Put numbers and causes in the summary.
- Show start vs end of the period.
- End with owned next steps.
- Paste 200 keywords on page one.
- Report installs without visitors and conversion.
- Hide bad news — explain it and propose a fix.
- Change metrics every month.
+What should an ASO report include?
An executive summary, visibility and keyword movement, conversion by source, competitor notes, changes made, and next steps.
+How often should I send ASO reports?
Monthly for most teams and clients, with a short weekly note if something big changes.
+Should I include every keyword?
Keep the main report to the most important movements and put the full keyword table in an appendix or a CSV.
Sources
Specifications and figures are as published by Google and the listed sources at the time of writing; check Play Console for the latest.
Practise this lesson on your app.
Track keywords, run the listing audit and see what your changes do — free.