In-App Events (IAEs): What Works, What Doesn’t, and How to Make Them Count

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.

We’re REPLUG, a Berlin-based app marketing agency specializing in OEM marketing, paid user acquisition, ASO, tracking and analytics, and more.

Contact us today if you’re looking for expert solutions to promote your app and scale through mobile marketing.

What We Discovered from Running IAEs

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

1. Visibility Drops That Aren’t Really Drops

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.

2. IAEs Alone Don’t Boost Keyword Rankings

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:

No consistent visibility improvements were observed across events.
Search rankings didn’t move unless the event was tied to high-intent keywords.

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.

3. Downloads Don’t Always Go Up

Here’s another tough pill to swallow:

IAEs do not automatically drive more installs or re-engagement.

Across several campaigns, we found:

Flat or declining downloads, especially when the event theme didn’t match real user needs.
Lower conversion rates for IAEs that felt generic, overly promotional, or irrelevant.

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.

4. IAEs Need to Match Real User Intent

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

5. Poorly-Aligned IAEs Can Hurt Engagement and Revenue

In some cases, irrelevant IAEs didn’t just fail—they actively hurt post-install behavior.

We observed:

Lower app open rates
Fewer sessions
Lower retention
Decreased revenue per download

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

Strategic Recommendations: How to Make IAEs Work

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.

1. Launch Events During High-Demand, Relevant Moments

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.

2. Let Market Behavior (Not the Season) Guide Your Timing

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.

3. Test in One Storefront Before Going Global

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.

4. Make Metadata Clear, Relevant, and Human

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.

5. Match Visual Quality to Campaign Scope

IAEs that run for 2–4 weeks need more than just a quick visual slapped together. Poor visuals = poor engagement.

For a 2-day flash IAE: minimal visuals are fine.
For a 2-week high-visibility campaign: invest in professional creatives, localized when needed, and designed for small screens.

Need help planning, testing, or designing your next IAE? REPLUG’s ASO team has you covered.

Summary: What Makes or Breaks IAEs in 2025

Check App Store Connect manually—merge general + IAE data
Tie events to user intent, not just the calendar
Test in one region before scaling globally
Use simple, search-aligned language in metadata
Align visuals to campaign type and duration
Evaluate performance across impressions, conversions, and engagement—not just installs

🚫 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

Ready to Launch Smarter IAEs?

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.