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