ASO Audit

An ASOGlossaryApp Store Optimization (ASO)The practice of improving an app's visibility and conversion on the App Store and Google Play by optimizing metadata, keywords, creatives, and reviews. audit is a structured review of every input that affects your app's discoverability and conversion on the App Store and Google Play. The output is an opportunity-ranked list: which optimizations will move the needle most, in what order to ship them, and what specific metrics to track for each.

What an audit covers

• Metadata audit: app title length, subtitleGlossarySubtitle (iOS)A 30-character field on the iOS App Store that sits beneath the app name — second only to the title in keyword weight. / short descriptionGlossaryShort Description (Google Play)The 80-character text snippet shown in Google Play search results and at the top of the listing — the second-most-important text field for Google Play ASO after the... keyword coverage, keyword field (iOS) usage, promotional textGlossaryPromotional TextA 170-character iOS field visible at the top of your App Store listing that can be updated without an app review — useful for time-limited offers and announcements. update cadence, description first-3-lines optimization, in-app eventsGlossaryIn-App Events (iOS)Time-bound events promoted directly on the iOS App Store — sales, content drops, tournaments, major updates — that appear as cards on your product page and in search... / promotional content.
• CreativeGlossaryAd CreativeThe visual and audio content of an ad — video, image, copy, sound. The single most important variable in modern mobile UA, lifting IPM and lowering effective CPI. audit: icon distinctiveness, first-screenshot value-prop clarity, screenshot count + sequencing, preview videoGlossaryApp Preview VideoA short video (15-30 seconds on iOS, up to 30s on Google Play) that demonstrates the app in action, autoplaying on the product page. The most under-used CVR asset. presence + first 3 seconds, custom product pages.
• Keyword positionGlossaryKeyword RankingThe position your app holds in App Store / Google Play search results for a specific keyword in a specific country — the atomic unit of ASO measurement. audit: current ranks for target keywords (top 10 / 50 / 100), keyword gaps vs competitors, missed long-tail opportunities, brand defense.
• Conversion audit: browse-to-installGlossaryConversion Rate (Product Page CVR)The percentage of users who visit your App Store / Google Play product page and proceed to install. The CVR multiplier on every traffic source you have. CVR by traffic source (search / browse / web referrer), trend over last 90 days, comparison against category baseline.
• Review health audit: star ratingGlossaryStar RatingThe 1-5 star average users give your app on the App Store and Google Play — a primary ranking signal and one of the biggest conversion drivers on your product page. trend, recent review sentiment, response rate to negative reviews, common themes in 1-star reviews.

How to run one: start with a tool that pulls your current state (AppTweak, Sensor Tower, MobileAction, MWM). Add manual notes for things tools miss (creative quality judgment, review sentiment nuance). Benchmark against 3-5 direct competitors. Score each input on a 1-10 scale. The 2-3 lowest-scored inputs are your priority improvements for the next quarter.

Common findings: under-utilized keyword field (iOS apps using <80 of the 100 character cap), generic screenshotsGlossaryScreenshotsThe images shown on your product page on the App Store and Google Play — the single biggest driver of browse-to-install conversion rate. that don't position differentiation, broken in-app event configuration, decaying rating trend hiding under a high lifetime average.