On iOS, the app name, subtitle, and keyword field carry the most weight. On Google Play, the title, short description, and long description matter most. For both platforms, download velocity, ratings, and engagement signals (like retention) also influence rankings significantly.
Keyword ranking changes can appear within 1-3 days of an update, but meaningful traffic shifts typically take 4-8 weeks to stabilize. Conversion rate changes from new screenshots or icons can be measured within 1-2 weeks if you have sufficient traffic volume.
Start with ASO. It is the foundation — even paid campaigns drive users to your store listing, so optimized screenshots and descriptions improve paid conversion rates too. Once your organic funnel is tight, layer in paid acquisition to scale. Many successful apps attribute 50-70% of installs to organic ASO efforts.
A method of product experimentation in which users are randomly split into two or more cohorts (e.g., Group A and Group B), with each group exposed to a different variation of a feature such as copy, design, or pricing. A primary success metric is established before the test begins, and the outcome is typically measured using frequentist statistics and confidence intervals to determine if one version outperforms the other — or if results are inconclusive.
A key stage in the customer lifecycle that occurs after acquisition. Activation is defined by a user completing a high-value action for the first time — such as starting a trial, making a purchase, or engaging with a core feature. The exact definition depends on the app’s monetization model and business goals.
A user who currently has an active, paid subscription. This excludes users in a grace period, trial, or lapsed state, and is typically the core population used when calculating MRR or churn rate.
Apple’s paid user acquisition channel that displays targeted ads at the top of App Store search results. ASA allows marketers to bid on keywords, define demographic and behavioral targeting, and optimize campaigns based on user value post-install, such as subscription conversion or trial start.
A performance metric that represents the average revenue generated per user over a defined period. ARPU is calculated by dividing total revenue by the number of active users during that time frame (e.g., monthly). It can be segmented by platform, geography, or acquisition source to assess the value of different user cohorts. While related to LTV, ARPU is time-bound, whereas LTV spans the full customer lifecycle.
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