I decided to create an open-source tool called Sherlock. There are only 1,735 other projects with the same name on Github.

This story starts like many other stories, with me on my desk, in the morning, before the first cup of coffee of the day, and with my brain still in “autopilot mode”. One of our project managers comes at me, freaking out because an app suddenly lost 20–30% of its downloads overnight, without any particular reason (middle of the week, no ASO updates, no nothing — at least, apparently).

In this blog post, we will try to analyze how the App Store work by simulating users, searches, impressions and downloads for both iOS10 and iOS11. We will then study the final distribution of these metrics to get a better understanding of what they mean.

As you probably already know one of the biggest changes for ASO happening in iOS 11 will be the introduction of Subtitles (30-characters long) and the shortening of titles to 30 characters. Apple has already introduced in iTunes Connect the possibility of adding subtitles, which will indeed show up if you search your app using a device with the iOS11 developer beta.