# ASO Agency — Lesson 40: ASO A/B test results: uplift and statistical uncertainty

Outcome: Distinguish a numerical difference from reliable and commercially useful evidence.

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

## Your ASO assignment

1. Reproduce the example’s rate, point change and relative lift.

Your response:

2. Explain what the illustrative range allows and does not establish.

Your response:

3. Write a decision for an effect that is reliable but too small to justify its cost.

Your response:

## Scenario challenge

Explain why “the test proves a 10% lift” is too strong for the example. Then explain why “there is definitely no difference” is also unsupported. Use the interval and method assumptions in your answer.

Your reasoning:

## Handover

### Counts and effect

Show sample sizes, outcomes, rates, percentage-point change and relative lift.

Your evidence and decision:

### Method

Name the statistical approach and its assumptions, including whether it matches native reporting.

Your evidence and decision:

### Uncertainty

Preserve the interval or native probability measure without translating it into a false guarantee.

Your evidence and decision:

### Practical meaning

Explain the size of the effect in business terms under explicit assumptions.

Your evidence and decision:

### Decision

Choose rollout, rejection or further learning with the limitations visible.

Your evidence and decision:

## Submission check

- [ ] Percentage points and relative lift are correctly distinguished.
- [ ] The statistical method is matched to its assumptions.
- [ ] Inconclusive evidence is not mislabeled as proof of no effect.

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

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