Worksheet for chapter 2, Why is my app not getting downloads?
Worksheet 2 — Missing-data map
Use with chapter 2, Where growth breaks. One sheet per app and market. Copy definitions from the platform's help pages, not from memory.
App: ______________ Platform: ☐ iOS ☐ Android Market: ______________ Periods compared: A = __________ B = __________ (same length, same weekdays if possible)
1. The five steps
| Step | Metric you use | Source | Definition (short) | Period A | Period B | Rate from previous step A → B |
|---|---|---|---|---|---|---|
| Seen | e.g. impressions (App Store) / store listing visitors (Play) | — | ||||
| Downloaded | e.g. first-time downloads, total downloads / install clicks | |||||
| Activated | your key action (first entry, first plan…) | |||||
| Paying | purchases, trials started, paying users | |||||
| Staying | renewals, day-7 return, repeat purchase |
First step whose rate changed: ______________ ☐ none changed (look upstream: season, market, noise)
2. Definition-change check
- Did any console rename or redefine a metric in these periods? ☐ no ☐ yes: ______________ (Example: Google Play replaced its store listing "conversion rate" with click-through rate in mid-2026; the older store listing acquisitions remain in Statistics and exports — use them for a continuous series.)
- Did your own analytics events change (renamed, new SDK, new app version)? ☐ no ☐ yes: ______________
3. Blind spots
| Step | What is missing | How to get it | Effort (est.) | Can the current decision wait for it? |
|---|---|---|---|---|
| ☐ yes ☐ no — decide with what I have and record the gap | ||||
| ☐ yes ☐ no | ||||
| ☐ yes ☐ no |
4. Composition check
Did the mix of people change between A and B?
- First-time vs returning (redownloads): __________
- Country mix: __________
- Traffic source mix: __________
5. Next
- ☐ The changed step goes to chapter ___ ☐ First, close blind spot: ______________ ☐ Wait; re-check on __________