What is it like to go from 386th in the overall ranking to 1st?

In the past half month, the rankings of many APP lists have fluctuated dramatically, and CPs have come to ask the reasons. After observation, apart from the slight impact caused by Apple's algorithm changes, most of the reasons are problems with the promotion channels. Today we will conduct a detailed analysis of the factors that cause fluctuations in the rankings.

1. Factors Affecting the Ranking

1. Daily new download activations

Download activation volume is the most direct factor affecting the ranking of the list. Although its proportion fluctuates in each algorithm adjustment, it is always the majority. This is also the path that all current mainstream optimization methods focus on. Once the ranking shows a rapid decline, the first reaction is to check the recent fluctuations in daily new data. Normally, the fluctuation point of daily new data will be 1-5 days earlier than the fluctuation point of the list ranking.

2. Comments

Comments not only have a positive impact on keyword rankings, but also improve list rankings. The quantity and quality of reviews will also become one of the important factors affecting users' downloading of APPs, but please note that Apple will review every review, and the review time varies. Once negative/random/misleading reviews appear, it will plant an invisible bomb for the APP.

3. Retention

Apple's retention judgment includes next-day retention/three-day retention/seven-day retention/14-day retention. Apple also uses retention to determine the authenticity of APP users. If the fake volume ( retention rate is only one of the reference factors. Apple uses many factors to determine fake volume, and the focus is on verifying the relevant information around the account. For details, you can search for the full text of "Blind Spots in ASO Work: Apple ID Weight Must Be Considered" for details) exceeds Apple's preset value, then this part of the volume will have the ability to influence the ranking of the list. Those with bad behavior may be removed from the list, removed from the shelves, and banned.

4. Activity

The impact of activity on the ranking of the list was originally very low. In the process of continuous adjustment of Apple's algorithm, the proportion of activity is increasing. This also points out a way for operators : among the traditional ranking factors, it is necessary to consider ways to increase user stickiness. The types of tasks on the Youqian platform used to stimulate retention and dissemination, such as "second trial", "coupon", "free" types, etc., all need to be paid attention to at the same time.

The above four factors are ranked in order. When analyzing the fluctuations in the rankings, you can check the corresponding data fluctuations in turn.

2. Case Analysis

1. Rankings fluctuate dramatically

Figure 1: Ranking change curve of the free list of an APP

The app experienced a roller coaster ride in just one week, and its ranking began to decline sharply on August 29, from 300 to 1,000. Judging from the activation volume alone, the daily new activation volume dropped from more than 10,000 to around 3,000. It can be basically concluded that the promotion channels were forced to suspend during this period, and the channels did not bring in sustained new additions. Combined with another chart of daily new comments for further analysis.

Figure 2: Number of new comments added to the app every day

On August 31, there were 36 new comments, and the ranking on the list also showed an upward trend. After September 3, the number of new comments per day was abnormally terrifying, reaching 710, and the distribution was extremely uneven. It can be basically concluded that the comments were not naturally generated. Judging from the comment behavior and the rapid decline in rankings, it can be determined that a large part of the volume maintaining the ranking on this list comes from non-real users, but rather machine-generated comments.

Figure 3: Basic data

Off topic: There is one thing about this APP that makes many operations partners envious, that is, the number of keyword coverage is as high as 1000+. Many people asked me how I did it? What I want to tell you is: it is impossible to do it simply by relying on a 100-character keyword and title. They cleverly took advantage of the loopholes in Apple's rules.

2. Rapid ranking

Figure 4: Ranking of the free list

An app that had been ranked outside the top 100 suddenly rose from nearly 400th place to first place in just two days. This is a treatment that even phenomenal products have never enjoyed. Let’s first look at the basic data of the APP and the number of new comments added every day:

Figure 5: Number of new comments per day

Figure 6: Basic data

There is nothing abnormal in the basic data and comments, which indirectly shows that the probability of the APP attracting traffic through keywords is low, and no one is specifically hired to write comments. Insiders revealed that the APP carried out a large-scale promotion on that day, prompting old users to spread the word virally and further converting WeChat users into APP users. The new volume brought by daily promotion is not enough to support an APP to rise to the TOP1 position in a short period of time. It must also be combined with ASO delivery such as Youqian platform to achieve such gratifying results.