ASO (App Store Optimization) is the practice of improving an app's visibility in App Store and Google Play search results, and its conversion rate from listing-view to install. It combines keyword optimization, metadata tuning, visual asset design, and ongoing A/B testing.

What is a feature graphic?

A feature graphic is the 1024×500 banner image required for every Google Play app listing. It appears at the top of the store page and is one of the most important visual assets for conversion on Android.

What does CVR mean in apps?

CVR (Conversion Rate) in app marketing is the percentage of users who install your app after viewing its store listing. It is heavily influenced by screenshots, icon, ratings, and the first few lines of description.

A hero shot is the first screenshot in an App Store or Google Play listing. It is the most important frame because it appears in search results and has the highest impact on conversion rate.

What is App Store Connect?

App Store Connect is Apple's platform for submitting, managing, and updating iOS, iPadOS, macOS, watchOS, and tvOS apps. It is where you upload screenshots, set pricing, manage metadata, and publish updates.

What is Google Play Console?

Google Play Console is Google's platform for publishing and managing Android apps. It handles app uploads, store listing assets, ratings, reviews, and distribution to Google Play.

What is a screenshot aspect ratio?

Aspect ratio is the proportional relationship between a screenshot's width and height. Modern iPhones use approximately 19.5:9 in portrait. iPads use approximately 3:4. Mac uses 16:10. Apple TV and Vision Pro use 16:9.

App Store & Google Play Glossary

ASO (App Store Optimization) #: The practice of improving an app's visibility in App Store and Google Play search, and its conversion rate from listing view to install. Covers keyword optimization, metadata, visual assets, and A/B testing. See our ASO guide.
App Preview #: A 15-30 second video shown at the top of an iOS App Store listing, before screenshots. Native to App Store Connect. Apple accepts MP4/MOV at specific resolutions.
App Store Connect #: Apple's web portal for submitting iOS, iPadOS, macOS, watchOS, tvOS, and visionOS apps and managing their metadata, screenshots, pricing, and TestFlight builds. URL: appstoreconnect.apple.com.
Acquisition #: The process of gaining new users. In mobile context usually split into organic (from search, browse, word of mouth) and paid (from ads).

Bundle ID #: The unique reverse-DNS identifier for an iOS app (e.g. design.nuvex.app). Set at app creation and not changeable. Minor ASO signal.

CPI (Cost Per Install) #: The paid advertising cost required to acquire one app install. Lower CPI with higher LTV (lifetime value) is the core paid-acquisition metric.
CPP (Custom Product Pages) #: Apple's feature for creating alternate App Store listing pages (different screenshots, promotional text) tied to specific paid-ad URLs. Useful for testing landing pages for specific audiences or campaigns.
Credit (Nuvex) #: Nuvex's pricing unit. One generated screenshot frame costs 2 credits at Low quality, 3 credits at Medium, or 7 credits at High. Editing a frame uses the same per-frame rate as generating it. See pricing.
CVR (Conversion Rate) #: The fraction of App Store or Google Play listing views that turn into installs. Average apps: 2-5%. Top-tier optimized apps: 10-20%.

Device frame #: The visual bezel (phone body, tablet body, watch case) drawn around the app UI in a marketing screenshot. Keeps the app screen looking like an actual product; avoid dated models (e.g. iPhone 6 in 2026).
Description (app) #: The long-form text on an app's store listing. iOS: up to 4000 chars. Android: up to 4000 chars. iOS indexes this weakly; Android indexes it meaningfully.

Experiments (Google Play) #: Google Play Console's built-in A/B testing feature for app icon, feature graphic, screenshots, and descriptions. Shows statistical significance per variant.

Feature graphic #: Google Play's required 1024×500 banner image shown at the top of the app's Play Store listing. JPEG or 24-bit PNG, no alpha. See our Google Play requirements.

Google Play Console #: Google's web portal for submitting and managing Android apps. URL: play.google.com/console. Handles metadata, screenshots, release management, and analytics.

Headline (screenshot) #: The short marketing copy overlaid on a screenshot frame — typically 1-6 words. Must be legible at thumbnail size. Nuvex generates headlines per-frame.
Hero shot #: The first screenshot a user sees in App Store search results or on the app's product page. The highest-impact frame in any set.

Icon (app) #: The app's visual identifier on the home screen and in store listings. iOS: 1024×1024 source. Google Play: 512×512 hi-res icon. High-leverage ASO asset.
Impression #: An instance of an app appearing in a user's view — search results, charts, browse, or feature. Counted whether or not the user interacted.

Keyword field (iOS) #: iOS-only, 100-character comma-separated keyword list not shown to users. Used purely for search indexing. Never repeat words from the app name or subtitle (wastes the budget).

Localization #: Adapting app store content (metadata, screenshots, description, keywords) for different languages and regions. Goes beyond translation — screenshot composition may change for cultural expectations.
LTV (Lifetime Value) #: Total revenue a single user generates over their lifetime using the app. LTV / CPI ratio > 3 is a common profitability threshold for paid acquisition.

Metadata #: Textual information about an app — title, subtitle, keyword field, description, category, promo text. Distinct from visual assets (icon, screenshots, feature graphic).

Organic installs #: Installs that come from search, browse, or word of mouth — not from paid ads. The primary ASO target.

PPO (Product Page Optimization) #: Apple's built-in A/B testing feature in App Store Connect for testing icon, screenshots, and App Preview videos against the current listing. Up to 3 variants + control.
Promotional text (iOS) #: iOS-only, 170-character field shown at the top of an app's listing, above the description. Unlike other metadata, it can be updated without a new build submission. Not indexed for search.

Retention #: The fraction of users still using the app N days after install. D1, D7, D30 retention are standard checkpoints. Both stores factor retention into organic ranking.

Screenshot frame #: One rectangular image in an app's store listing screenshot set. Each store shows multiple frames per device type. See App Store sizes.
Search Ads (Apple) #: Apple's paid advertising product for placing apps at the top of App Store search results. Bid on keywords; appears above organic results. Paid installs also boost organic rank.
Short description (Android) #: Google Play's 80-character field shown above the long description on the app's listing. High-weight keyword signal — denser impact than iOS subtitle.
Subtitle (iOS) #: iOS-only, 30-character field shown beneath the app name in search results and on the product page. Second-most important keyword signal after the app name.

TestFlight #: Apple's beta distribution platform for iOS apps. Internal testing (up to 100 testers) and external testing (up to 10,000 testers with app review). Integrated with App Store Connect.
Title (app name) #: The app's name as shown in store listings and on the device. iOS: 30 chars. Android: 30 chars. The single most important ASO signal.

Universal link #: iOS mechanism for opening an app directly from a URL (instead of the browser). Improves user flow from web to app. Required for Smart App Banners.

Install velocity #: The rate of recent installs over a short window (typically 1-7 days). A strong ranking signal on both stores — a sudden surge boosts organic visibility.

See the terms in action

Try Nuvex free and build a listing-ready screenshot set in minutes. 6 free credits on sign-up, no credit card.

Start free Read the ASO guide