# ASO Agency — Lesson 5: ASO metrics: build your measurement baseline

Outcome: Create comparable definitions for visibility, acquisition and activation before analyzing change.

App / store / market / locale:
Prepared by / date:
Product or listing version:

## Your ASO assignment

1. Define five metrics relevant to your app.

Your response:

2. Calculate one ratio using explicit counts and show the formula.

Your response:

3. Write one example of two reports that should not be combined.

Your response:

## Scenario challenge

A stakeholder reports that two regions average 20% conversion using the rows above. Recalculate the pooled rate, explain the weighting in one sentence, and list two facts you must verify before treating those rows as a combined audience.

Your reasoning:

## Handover

### Metric definition

State exact source label, unit, eligibility, numerator and denominator; identify custom calculations explicitly.

Your evidence and decision:

### Baseline table

Keep counts, date ranges and source filters with every rate, including segment rows and any series breaks.

Your evidence and decision:

### Aggregation rule

Explain whether totals are pooled counts, period-unique users or another measure; never silently sum incompatible unique counts.

Your evidence and decision:

### Coverage

Document attribution gaps, observation maturity, consent coverage or delays that constrain interpretation.

Your evidence and decision:

### Change trigger

State when the baseline must be rebuilt, such as a tracking fix, metric-definition change or major product release.

Your evidence and decision:

## Submission check

- [ ] The reader can reproduce every calculated rate.
- [ ] Absolute counts accompany percentages.
- [ ] Source definitions and custom calculations are clearly distinguished.

## Next action
Owner:
Required evidence:
Due date:
Review decision:

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