AsoRanker

Glossary

The main terms you should know to understand ASO, app stores, and mobile acquisition.

A

A/B Test

A method used to compare two versions of an element, such as an icon or screenshot, to identify which one converts better.

ASA

Short for Apple Search Ads, Apple’s advertising platform that lets you promote an app inside App Store search results.

ASO

Short for App Store Optimization. It covers the set of optimizations that improve an app’s visibility and conversion on the App Store and Google Play.

C

Category Ranking

The position of an app within a given category, such as Productivity, Games, or Finance, in an app store.

Conversion Rate

The percentage of store listing visitors who complete the desired action, usually an install.

CPP

Short for Custom Product Pages on the App Store. These pages let you customize store listing visuals and messaging for a specific audience or campaign.

Creative

A visual or video asset used to present an app in its store listing or in an acquisition campaign.

I

Impression

The display of an app or ad creative to a user, without necessarily generating a click.

Install Rate

A rate measuring the share of installs generated from a volume of impressions or visits, depending on the context.

K

Keyword Difficulty

An estimated difficulty level for ranking on a given keyword against the current competition.

Keyword Ranking

The position of an app on a specific keyword within app store search results.

L

Localization

Adapting a store listing’s metadata, visuals, and messaging to a specific language or market.

M

Metadata

The set of textual fields in a store listing, such as title, subtitle, description, or keyword list.

O

Organic Install

An install generated without direct paid advertising, for example through store search, word of mouth, or natural visibility.

R

Retention

An app’s ability to keep users after installation over a given period, such as D1, D7, or D30.

S

Search Volume

An estimate of how many searches are made for a keyword in an app store.

Store Listing

The public page of an app on the App Store or Google Play, including metadata, visuals, ratings, and product information.

Subtitle

A text field visible on the App Store under the app title, often used to clarify the value proposition and enrich semantic targeting.

T

Tap-Through Rate

A rate measuring the share of users who click or tap on an app after seeing it in search results or an ad.

U

User Acquisition

All marketing actions aimed at generating new installs and growing an app’s user base.