# ASO Agency — Lesson 1 diagnosis workbook

Name / role:
Prepared on:
Review date:

## Scope and outcome

App:
Store / market / language:
App versions:
Cohort dates and observation window:
Intended audience:
Useful first action:
Why this action represents value:
Downstream outcome to monitor:

We want more ___ to complete ___ within ___ while monitoring ___.

## Evidence record

| Stage | Exact metric / definition | Count | Source / export / filters | Owner | Coverage or gap |
| --- | --- | --- | --- | --- | --- |
| Discovery | | | | | |
| Store decision | | | | | |
| First use | | | | | |
| Activation | | | | | |
| Return | | | | | |

Does every member have the full observation window?
Are units, populations and attribution compatible?
Have known actions been reconciled with recorded events?
What campaigns, releases, prices or listing elements changed?

## Baseline and arithmetic

| Measure | Before count | After count | Numerator / denominator | Before rate | After rate |
| --- | --- | --- | --- | --- | --- |
| | | | | | |

Absolute change:
Percentage-point change:
Relative change:
Metric definition source:

Practice dataset (fictional, reconciled cohorts with complete seven-day follow-up):
- Before: 10,000 visitors; 2,000 downloads; 600 users saving a first journal.
- After: 12,000 visitors; 3,000 downloads; 600 users saving a first journal.
- Calculate downloads/visitors, activated/downloads, and activated/visitors.
- Answer: 20% → 25%; 30% → 20%; 6% → 5%.
- Downloads +50%; activated count unchanged; activation per download down 10 percentage points.

## Observation and explanations

Observed change (facts only):
Leading explanation:
Evidence supporting it:
Evidence that would weaken it:

| Competing explanation | Evidence needed | How the finding changes the action |
| --- | --- | --- |
| | | |
| | | |

## Action and responsibility

| Next action | Owner | Exact output required | Due date | Dependency |
| --- | --- | --- | --- | --- |
| | | | | |

## Decision and review

If we find ___, we will ___.
If we instead find ___, we will ___.
If evidence remains insufficient, we will ___.
Review date / decision owner:
Required evidence at the review:

## Submission check

- [ ] A useful outcome and a defined population.
- [ ] Original counts, compatible denominators and reproducible rates.
- [ ] Observations separated from explanations.
- [ ] At least one plausible alternative and disconfirming observation.
- [ ] Actions with owners, outputs and review date.

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