Read subscription outcomes beside app acquisition

Investigation steps

1. Define the event being counted: trial start, first paid conversion, renewal, cancellation or another source-defined state. Retain the source's timing and account scope.
2. Group users by a compatible starting event and observation window where the data supports it. Allow the outcome window to mature before comparing a new cohort with a completed one.
3. Record product, pricing and onboarding changes beside acquisition changes. Subscription behavior cannot be explained by keyword position alone.

Worked interpretation

Illustrative case: a recent acquisition cohort has many trials still in progress, while an older cohort has completed its trial window. Comparing their paid-conversion percentages immediately would penalize the newer cohort for outcomes that have not happened yet.

Decision and next check

Use mature, comparable cohorts for outcome comparisons. When only account totals exist, report them as account totals and keep the causal question open. Do not attribute a renewal trend to a particular ASO keyword without a supported link between those populations.

Related Storelift feature

Read App Store analytics: install sources for the available product data and its scope. Keep the app, storefront, period and measurement status with the observations used in your report.

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