The words that come up in app store optimization, defined in one or two plain sentences each.
Updated
Terms, A to Z
A
A/B testing
Showing two or more versions of a listing element to different visitors to see which converts better. On iOS this is product page optimization; on Google Play, store listing experiments.
App previewiOS
A 15 to 30 second video on an App Store product page, captured from the app itself. Up to three per device size and language; it autoplays before the screenshots.
App Store ConnectiOS
Apple’s portal for managing apps, metadata, screenshots, builds, pricing and analytics.
ASO
App Store Optimization: improving how often an app appears in store search and how often people who see it install it.
Aspect ratio
The proportion of width to height. iPhone screenshots are about 19.5:9; Google Play allows at most 2:1.
B
Browse traffic
Visitors who find your app through charts, categories or featured placements rather than search.
C
Category
The primary and secondary store categories an app is listed under, which decide the charts it appears in.
Conversion rate
The share of people who see your listing (in search or on the page) and then install. Screenshots and icons move it most.
Custom product pageiOS
An alternative version of your App Store page with its own screenshots, previews and promotional text, reachable by its own link.
Custom store listingAndroid
A Google Play listing variant shown to users in a chosen country or arriving from a specific campaign.
F
Feature graphicAndroid
The required 1024 × 500 banner at the top of a Google Play listing.
Featuring
Editorial placement by the store team, such as App of the Day or a curated collection.
Frame
One screenshot in a set. A typical set has five frames, each with one job.
H
Headline
The short line of marketing text on a screenshot. The best are two short lines that name a benefit.
Hook frame
The first screenshot, which carries the main promise. It appears in search results.
I
Impressions
How many times your app was shown, in search, browse or elsewhere.
In-app eventsiOS
Timely events (challenges, launches, live content) shown on the App Store and in search.
Install rate
Installs divided by product page views or impressions; another name for conversion rate.
K
Keyword fieldiOS
A hidden, 100-character, comma-separated list of search terms in App Store Connect.
Keyword stuffing
Packing metadata with repeated or irrelevant keywords. Both stores penalise or reject it.
L
Localization
Adapting the listing (title, keywords, screenshots) for each language and market, not just the app.
Long-tail keyword
A longer, more specific search phrase with less volume and less competition.
M
Metadata
Everything on a listing: name, subtitle, keywords, description, screenshots, previews and icon.
O
Organic installs
Installs that did not come from paid ads.
P
Product page optimizationiOS
Apple’s built-in A/B testing: up to three alternative icons, screenshot sets or previews tested against the original.
Promotional textiOS
A 170-character line above the description that can change without an app review. Not used for search.
R
Rating prompt
The system dialog that asks users to rate the app. Apple limits how often it can appear.
Retention
The share of users who keep using the app after installing. Stores consider it when ranking.
S
Screenshot set
All the screenshots for one device size and language, designed to be read left to right as one story.
Search ads
Paid placements at the top of store search results: Apple Ads on iOS, Google App campaigns on Android.
Search traffic
Visitors who find your app by typing a search in the store.
Short descriptionAndroid
Google Play’s 80-character summary shown on the listing and used for search.
Store listing experimentAndroid
Google Play’s A/B test for listing graphics and text.
SubtitleiOS
A 30-character line under the app name, used for search.
T
Thumbnail
The small version of your screenshots in search results, where text must still be readable.
Title
The app’s name on the store, up to 30 characters on both stores, and the strongest search signal.
V
Visibility
How often and how high an app appears for relevant searches and in browse placements.
W
What's NewiOS
Release notes for each version, shown on the product page.
