# ASO Agency — Lesson 49: ASO analytics: traffic sources, markets and cohorts

Outcome: Explain performance changes without confusing traffic composition, definitions and causality.

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

## Your ASO assignment

1. Reproduce the composition example from counts.

Your response:

2. Choose two appropriate segments for your app and explain why.

Your response:

3. Write an observation, a hypothesis and a limitation about a real or practice report.

Your response:

## Scenario challenge

Use the table to calculate both pooled rates. Then write a two-sentence executive summary that recognizes the business gain without crediting the listing with an unobserved within-segment improvement.

Your reasoning:

## Handover

### Comparison scope

Define compatible populations, windows and source metrics before calculating change.

Your evidence and decision:

### Segment table

Keep counts and rates for important sources or markets alongside the aggregate.

Your evidence and decision:

### Context timeline

Record campaigns, releases and reporting changes that could explain movement.

Your evidence and decision:

### Conclusion

Separate observed growth from causal attribution and state the evidence boundary.

Your evidence and decision:

### Next decision

Assign the analysis or experiment that would resolve the most important remaining uncertainty.

Your evidence and decision:

## Submission check

- [ ] Source definitions remain attached to calculated rates.
- [ ] Traffic-mix changes are considered before creative conclusions.
- [ ] Causal claims do not exceed the comparison design.

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

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