Impressions
Definition
The number of times your app is shown to users in search results, browse, or charts.
What it means
An impression is counted when your app appears in front of a user — in a search result list, a category, the charts, or a featuring slot. Impressions measure visibility, the top of the ASO funnel.
Impressions alone don’t produce installs; they must convert. Reading impressions together with conversion rate tells you whether your problem is visibility (too few impressions) or persuasion (impressions that don’t convert).
Frequently asked questions
What’s the difference between impressions and installs?
An impression is your app being shown to someone; an install is them actually downloading it. The ratio between them is your conversion rate.