ASO: store listing, keywords and reviews

Working on your store presence: listing, keywords, screenshots, reviews, competitors, rankings.

Prerequisites: App Store Connect for iOS, Google Play Console for Android. Each connects independently; ASO shows whichever platforms are connected.

The product reads in two halves: what you publish (the listing), and what you observe (reviews, competitors, rankings).

Store listing

Performance

ASO → Performance. The entry point: conversion and ranking.

  • Conversion - store impressions and downloads over a rolling window. It is the ratio between the two that matters: ten thousand impressions for a hundred installs says something about your listing, not about your product.
  • Ranking - your app's position, overall and by category, with history.

Listing content

ASO → Store listing. Title, subtitle, description, what's new, keyword field - per market.

Import fetches what is live; publishing sends your changes back to the store. Nothing is published without an explicit action from you.

Screenshots

ASO → Screenshots. Screenshot sets composed inside the product.

Each slide combines an app screenshot, a device, a template, a background (flat, gradient, image), some text and an icon. A set can also be created from the carousel already live, which saves starting from a blank page.

ASO → Formats lists every size the stores accept, with the mandatory ones marked.

Keywords

ASO → Keywords. Two lists not to be confused.

ListWhat it is
Tracked keywordsThe ones you chose to watch
Reached keywordsThe ones your app actually surfaces on

Apple publishes no list of the terms an app surfaces on. Every line of the reached keywords comes from a scan: Appwin tests candidates and looks at where your app appears.

Tutorial - finding what you surface on

  1. First fill in the title, subtitle and keyword field in Store listing. Without them, the scan has no candidates to test.
  2. Keywords → Scan. The result announces how many terms were tested and how many the app ranks on.
  3. Promote the interesting terms to tracked keywords: they then enter position tracking.
  4. Look at the difficulty (out of 100) before setting yourself a target: it is estimated from the strength of the apps already ranking on the term. A very hard word is not a good first target.

Keyword leads

The product extracts leads from the real vocabulary of your reviews: the words your users use to describe your app. That is often where the terms the team never thinks of are found.

It needs material: with no synchronised reviews and no description filled in, the list stays empty.

Reviews and ratings

ASO → Reviews and ratings. Reviews from both stores, in one place.

  • Filters by rating, by sentiment (positive, neutral, negative), by status (replied / unanswered).
  • Rating history over time.
  • Replies published straight to the store, without going through the console.
  • Assisted reply generation, with a tone of your choice: friendly, sorry, concise, professional, upbeat.

A generated reply is a draft. Read it again: it carries your studio's name on a public page.

Competitors

ASO → Competitors. The apps going after your users.

Search for an app to track it, or start from the suggestions, derived from your own keywords - they only appear once your listing is filled in.

For every tracked competitor, Appwin regularly captures their listing and records the changes: title, description, icon, screenshots, version, price. That is the part with the most value over time: seeing that a competitor rewrote their title three times in a month says more than an isolated snapshot.

Their review volume over 30 days gives the order of magnitude of their traction.

Top apps

ASO → Top apps. The rankings published by the stores: free, paid, top grossing, by category.

Only one snapshot per day is kept, which bounds comparisons: changes read week by week, not hour by hour.

The stores rank "top grossing" by revenue generated but publish only the order, never the amounts. The ranking reads as an order, not as revenue.

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