Read the ASO report. Find the decisions.

Open the latest report and list the question each section answers. What changed? What did the team learn? What happens next? A report can be beautifully typeset and still be a progress update on its own survival.

Separate observations, work completed and decisions. Observations include ranking movement, traffic and competitor activity. Work includes research, copy, creative, implementation and test review. Decisions explain which evidence changed the plan. Research can be valuable before a listing change ships; ask to inspect the reasoning and its intended use.

Check the metric definitions and comparison context. Which store, market, period and audience does the chart cover? Were there paid campaigns, releases or traffic changes? Search-attributed downloads are not automatically a clean organic-only measure. Use the applicable console definitions and the available breakdown rather than treating every green arrow as the agency’s personal achievement.

Compare the report with the agreed scope. Missing implementation might reflect an approval bottleneck, a research phase or unfinished work. Ask which it is and name the owner of the next action. The point is to understand the work before deciding whether the next payment makes sense.

Today’s task

• List the report’s observations, completed work and decisions.
• Record the store, market, period and source for the main metrics.
• Match the promised outputs to what was delivered and write the missing questions.

Related: Measure ASO results without inventing causation · Check the proposed deliverables · Why I am not an ASO agency