The two north-stars
Report organic installs and observed assistant recommendations alongside activation and retained value. Keep diagnostic measures available to explain changes in the headline figures.
The six weekly
Category rank. Top-3 keyword count. Impressions → page views → installs funnel. Review velocity. Median response time. Test pipeline status (what's live, what's ready to ship, what's queued).
The twelve monthly
Organic installs. Paid installs. Blended CAC. Share of Recommendation. Keyword footprint width. Top-3 keyword count. Category rank. App Store conversion. Play conversion. Review rating (trailing 90). Review response rate. Featuring appearances.
How we present to boards
Two north-stars headlined. Twelve monthly in a single-page table. One qualitative page: what shipped, what worked, what didn't, what's next. No slide deck theatre.
What we do not report
Keyword rank averages (misleading). Impressions in isolation (traffic vanity). Screenshots of individual reviews (not statistically meaningful). Tool-provided 'ASO scores' (not verifiable). Any metric we cannot show the methodology for.