App Store Optimisation (ASO)
App store optimisation (ASO) is the practice of improving an app's ranking in App Store and Google Play search and increasing the share of store visitors who install it, through keywords, titles, screenshots, video, ratings and reviews.
Why it matters
Apple says more than 850 million people visit the App Store every week, around 70% use search to find apps and nearly 65% of downloads happen directly after a search (Apple Ads). Store search is the largest source of intent for most apps.
Key elements
- App name, subtitle and keyword field on iOS
- Title, short and full description on Google Play
- Screenshots and preview video, especially the first two screenshots
- Ratings, reviews and replies
- Localisation for each market
ASO and retention
A listing that overpromises brings users who leave. Adjust's benchmarks show average retention of 26% on day one and 7% by day 30 (Adjust retention guide). Honest listings bring users more likely to stay. See ASO services and ASO 101.
FAQ
How long does ASO take?
Metadata changes can affect rankings within weeks. Conversion gains from new creative show as soon as traffic sees them.
Is ASO the same on iOS and Android?
The principles are similar, but the stores index different fields. Optimise each separately.
Published Sep 24, 2026 · Last updated Sep 24, 2026