Over the past few years, In-App Events (IAEs) have become a standard tool in the ASO playbook. Introduced by Apple to help apps promote timely content, IAEs seem—on the surface—like a no-brainer: they promise extra visibility, a chance to re-engage users, and support for organic growth.
But here’s the truth we’ve uncovered at REPLUG:
IAEs are not a guaranteed win. In fact, when done poorly, they can hurt your performance.
Through real testing, campaign optimization, and plenty of trial and error across multiple storefronts, our ASO team—led by [Nikoloz Khatiashvili, ASO Specialist at REPLUG]—has uncovered what makes IAEs work—and what makes them flop.
“IAEs can work, but only when done right. And right now, too many teams are misinterpreting the results.”
— Nikoloz Khatiashvili, ASO Specialist at REPLUG
Let’s break it all down.
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Most marketers see IAEs as low-hanging fruit—but in reality, they can quietly drag down your metrics if you’re not careful.
Source: Apple Developer
One of the first patterns we noticed was a sharp decline in impressions when an IAE was launched. This confused some clients at first—why would visibility decrease during an event that’s supposed to boost it?
Here’s what’s actually happening:
App Store Connect separates IAE impressions from general impressions.
They’re not automatically merged—so your standard line graph might appear to crash, even if the campaign is working.
Unless you know to look at the IAE-specific section and manually combine both sets, your performance report will feel misleading. This leads many marketers to believe the IAE “failed”—when in reality, they’re looking at incomplete data.
Insight: Always combine general and IAE impressions when evaluating visibility. Otherwise, you’re flying blind.
“Most marketers don’t realize this and think IAEs are failing. But they’re just looking at incomplete data.”
— Nikoloz Khatiashvili
Do you need help interpreting your IAE performance data? Let’s connect.
REPLUG can help you determine what the numbers actually mean.
There’s a widespread belief that launching an IAE improves your app’s discoverability. The idea is that by putting your app in front of more users, you’ll automatically rise in rankings.
But in our testing across verticals and countries:
Example: One app launched an IAE around a trending topic but with zero keyword alignment. The result? No uplift in search visibility. But we saw positive ranking movement when we ran a smaller event targeting an already-performing keyword cluster.
Here’s another tough pill to swallow:
IAEs do not automatically drive more installs or re-engagement.
Across several campaigns, we found:
Case: A reward-based app launched a Christmas-themed IAE with vague festive messaging. The result? Engagement dropped, and installs slowed.
Conversions bounced back when the same app later focused on an IAE on its core value prop (“get rewards instantly”).
Why? Because the messaging finally clicked with what users actually cared about.
Let’s call this the golden rule:
If your IAE doesn’t reflect what users are actually searching for or expecting from your app—it’s likely to fail.
The worst-performing IAEs we ran had a common trait:
Their themes were disconnected from the app’s main functionality or failed to address any actual pain point or motivation.
Example: A flight tracker app launched a Halloween-themed IAE. While the visuals were fun, the theme didn’t resonate with user intent—people weren’t looking for spooky content; they wanted accurate flight info. Performance tanked.
Source: AppTweak
In some cases, irrelevant IAEs didn’t just fail—they actively hurt post-install behavior.
We observed:
When the IAE disrupted user expectations or confused the app’s purpose, users were less likely to explore or return.
“IAEs need to reinforce your app’s value—not distract from it.”
— Nikoloz Khatiashvili
Related: REPLUG ASO Talk 2025 – Key Insights and Data
After dozens of experiments, one truth stood out: IAEs succeed when they’re intentional, not seasonal.
Here’s what worked—and how you can apply it.
Skip the generic Christmas or Valentine’s Day campaigns—unless they directly connect to your app’s purpose.
Case: A travel app saw no uplift during a New Year’s IAE. But when we launched an event during a real airport disruption (delayed flights, weather chaos), installs and engagement spiked.
Localized campaigns that reflect regional search demand tend to outperform global, one-size-fits-all ideas.
Example: A weather app in the U.S. launched a “storm tracker” IAE during a blizzard warning. Result? High engagement, media pickup, and increased rankings for long-tail keywords.
Related: 10 App Store Optimization Strategies for Companies of All Sizes
Launching your IAE in all countries at once is tempting—but risky.
Strategy: Test in one country or storefront. Monitor the effect on impressions, keyword visibility, and installs. Once you validate it, scale to additional markets.
Avoid vague buzzwords or keyword stuffing. Instead, use real user language that reflects their search behavior.
Example: The phrase “make money instantly” performed better than a promo-heavy variation like “exclusive holiday rewards.” Simple, direct language aligned with user expectations.
IAEs that run for 2–4 weeks need more than just a quick visual slapped together. Poor visuals = poor engagement.
Need help planning, testing, or designing your next IAE? REPLUG’s ASO team has you covered.
🚫 Don’t expect keyword ranking lifts without intent alignment
🚫 Don’t run IAEs “just because it’s Easter”
🚫 Don’t ignore performance post-install—retention matters
IAEs can unlock growth—but only if executed with strategy, intent, and context. That’s where we come in.
REPLUG’s ASO team helps apps plan, test, and scale IAEs that actually drive results.
From choosing the right event theme to tracking real impact, we’re here to help you do it right.
Want tailored support with your next IAE? Let’s talk.
Contact us here and let’s build an event that drives visibility and results.