# ASO Agency — Lesson 59: ASO reporting: explain results and recommendations

Outcome: Write an executive report that separates activity, observed outcomes, causal evidence and next decisions.

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

## Your ASO assignment

1. Write a five-sentence executive summary.

Your response:

2. Create a metric table with counts, definitions and comparison context.

Your response:

3. Ask for one concrete decision with an owner and deadline.

Your response:

## Scenario challenge

Rewrite “Our redesign increased conversion 25%” when the rate moved from 20% to 25% during a major paid-campaign change. Include the five-percentage-point change and the attribution limitation.

Your reasoning:

## Handover

### Executive summary

State objective, outcome, evidence strength and requested decision in plain language.

Your evidence and decision:

### Metric appendix

Provide counts, formulas, definitions, windows and filters needed to reproduce results.

Your evidence and decision:

### Context

List changes and limitations that materially affect interpretation.

Your evidence and decision:

### Recommendation

Name action, owner, resource tradeoff and expected learning.

Your evidence and decision:

### Decision record

Capture approval, deferral or revision and the next review condition.

Your evidence and decision:

## Submission check

- [ ] The headline matches the strength of the evidence.
- [ ] Activity is not substituted for business impact.
- [ ] The requested decision is concrete and resourced.

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

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