# ASO Agency — Lesson 37: ASO A/B testing: metrics, guardrails and decision rules

Outcome: Define what the experiment is meant to improve before looking at results.

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

## Your ASO assignment

1. Complete the metric and decision-rule fields in the planner.

Your response:

2. Explain why one tempting secondary metric is not primary.

Your response:

3. Write a case where the result should be considered invalid or incomplete.

Your response:

## Scenario challenge

A treatment increases install clicks but the team cannot observe completed acquisitions by assignment. Write a conclusion that respects the measured outcome and identify the additional evidence needed before making a stronger claim.

Your reasoning:

## Handover

### Decision

State the adoption or learning decision the experiment is intended to support.

Your evidence and decision:

### Primary definition

Specify exact metric, denominator, population and reporting source.

Your evidence and decision:

### Practical threshold

Explain what improvement would matter under explicit business assumptions.

Your evidence and decision:

### Guardrails

Record tradeoffs, measurement limitations and any operational stop conditions.

Your evidence and decision:

### Interpretation plan

Assign the reviewer and actions for supported improvement, decline or uncertainty.

Your evidence and decision:

## Submission check

- [ ] The primary outcome is defined before results are observed.
- [ ] Guardrail claims match available measurement.
- [ ] Higher numerical performance alone is not the entire rule.

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

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