Creative
A visual or video asset used to present an app in its store listing or in an acquisition campaign.
What to understand
In an ASO context, creatives often include the icon, screenshots, preview videos, and localized or audience-specific variations.
Good creatives need to grab attention, clarify the product’s value, and reduce friction before installation.
Analyzing competitor creatives helps identify recurring angles, saturated promises, and opportunities to differentiate.
Related terms
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.
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.
Store Listing
The public page of an app on the App Store or Google Play, including metadata, visuals, ratings, and product information.
