App Store Optimization Rates (2025)

David Curry

Updated: January 22, 2025

App store optimization (ASO) is an entire field of app marketing focused on increasing app visibility through store rankings, hitting the correct keywords and improving the conversion rate of users that view the app's store page.

Like SEO for search, ASO looks at every aspect of the search and viewing experience. This includes optimizing titles, subtitles, icons, descriptions, visuals and localizing the content for specific countries or regions.

As with SEO, the optimization efforts are never static or complete. New rules from Apple and Google can cause havoc on the rankings for apps, with more importance given to elements and others deprioritized by the two app stores.

To add to that, a lot of app store relevance is seasonal, with app marketers keen to jump on the latest trend. In 2023 and 2024, many apps touted their 'AI' features, even those with tenuous links to artificial intelligence. Many image editing apps became AI-powered seemingly overnight.

While the two main app stores - Apple App Store and Google Play Store - often have all of the same apps, the way they rank and feature apps is slightly different. That said, the most consistent way to stay high in the rankings and be featured is by having a good review rating, usually over 4.4 out of 5.

We have collected data and statistics on ASO rates. Our key source, Apptweak, published an in-depth report into ASO, which is available to download. Read on below to find out more.

Key ASO Statistics

  • Screenshots and descriptions are the metadata more updated, while titles and icons often remain the same
  • Top tier apps tend to update screenshots and descriptions more often than less popular apps
  • Photography apps update metadata most often on Google Play, Graphics & design apps update the most on iOS
  • Casino games on both iOS and Google Play update screenshots the most out of all game categories
  • Apps are most likely to localize data for Germany and Japan, while Ukraine and Sweden are the least likely to receive localized titles and description