ASO Report Template for Clients: What to Include and What to Label

Apple describes App Analytics as a way to measure user engagement, marketing campaigns and monetization. Some sources, such as app referrers, web referrers and campaign links, display only after a minimum threshold of data for privacy. Test results for product page optimization and custom product pages need at least five first-time downloads to appear. State when a number is missing because of a threshold, not because nothing happened.

LocalASO's volume and difficulty are 0 to 100 estimates derived from the rating counts of the apps ranking for a keyword, not Apple search counts. A client report should say so.

1. Summary (three lines). What moved, why, what is next.
2. Change log. Date, locale, field, old value, new value, reason. Changes can take up to 24 hours to appear, so the date of the change and the date of the effect differ.
3. Rank movement. Per country: keywords in the top 10, top 3 and newly ranked.
4. App Analytics. The engagement and download figures App Analytics gives you for the app, month over month, labeled first-party.
5. Estimates and opportunities. Keywords with demand and low difficulty that you do not rank for yet.
6. Tests. Running and finished product page tests with confidence.
7. Next actions. At most three, each tied to a cause.
8. Notes. Seasonality, releases, ads, anything that confuses a comparison.

A hypothetical client, Streakly, tracks four keywords in the United States.

Summary lines the data supports: keywords in the top 10 went from 1 to 2. Of the three keywords that were ranked in both months, the average improvement is (5 + 9 + 0) / 3 = 4.7 places. One new keyword entered at 48. The report links these to the change log: the subtitle changed on the 4th, and rank moved on later dates. If an improvement cannot be tied to a change, it goes under "unexplained", not under "result of our work".

• Do not claim causation from a single month. Rank is also affected by user behavior and ratings, which Apple lists as search factors.
• Report losses. A keyword that dropped belongs in the table.
• Show the unit. Position, not percent. Ranks are lower-is-better; say "up 9 places" not "up 9".
• Name the storefront. Rank differs by country.
• Keep estimates apart from Apple's numbers.

LocalASO keeps boards, listings and daily rank history in a local database on your Mac, covers 52 storefronts, and its MCP server lets your own AI tool read the keyword board and competitors, which can draft the narrative for you to check. Export the table, add App Analytics numbers from App Store Connect, and add the change log. See the keyword research docs and the MCP docs.

If the report shows many problems at once, run the 12-point audit first. For monthly routines see the update checklist.