ASO

ASO lives in the Marketing area of the dashboard, under Acquisition.

At a glance#

What it does#

App-store optimisation: your store keywords and the reviews that affect how your listing performs, with the ability to save keyword sets and track them over time.

For web products the equivalent is Acquisition intelligence, which covers organic search traffic instead of app-store discovery.

When to use it#

Before a launch, and then on a slow cadence. Store optimisation is the acquisition channel with the best economics — organic store traffic costs nothing per install — and the worst feedback loop, because store ranking changes over weeks and is influenced by things you do not control.

Treat it as a slow, compounding investment rather than something to iterate on weekly.

Workflow#

1. 1

   Start from what people would actually type

   Keyword research beats guessing, and the terms your team uses internally are almost never the terms users search.

2. 2

   Read reviews for keyword material

   The words in your reviews are the words your users use to describe you. That is free, accurate keyword research.

3. 3

   Change one thing at a time

   Store ranking moves slowly and is influenced by factors outside your control. Two simultaneous changes give you an uninterpretable result.

4. 4

   Watch ratings alongside keywords

   Ranking is influenced by rating. Improving your rating is often more effective than any keyword change — see Ratings.

Permissions and prerequisites#

Mobile apps with a store listing. Review data depends on what the store publishes.

Limits and edge cases#

• Store data is not real-time. Stores publish on their own schedule.

• Reviews are self-selected and skew to extremes.

• Keyword sets are for your own tracking. Saving one here does not change your store listing — that happens in the store console.

• iOS and Android differ substantially in how keywords are used.

Troubleshooting#

No reviews showing. The store has not published any for the current listing, or the app is too new.

Keywords saved but ranking unchanged. This page tracks keywords; it does not submit them. Update your store listing in the store console.

Where the data comes from#

Store keyword sets here are for your own tracking — updating your live store listing happens in the store console.

Served by

• Tracking

Related#

• Ratings

• Acquisition intelligence

• Campaigns

• Automations

• Journeys

• Channels

• Traffic sources

• Landing & exit pages

• Marketing overview