ASO glossary
Terms that ASO professionals, mobile marketers, and app publishers need to know
A
A/B testing — an experiment in which we compare two or more variants of page elements to determine which worked better (for example, received a higher conversion rate).

Additional localization — adding an extra localization in the App Store. This extra localization allows the user to see the app page in the language of their device.

Apple Search Ads (ASA) — an advertising tool for promoting apps in the App Store search. Below the name of some apps, you may notice a small icon saying "ad". This means that the app uses Apple Search Ads, which is why it comes up at the top of the search results.

App page — a page in the app store where information about the app is displayed and where the user can download it. It includes a title, description, icon, screenshots, and other metadata.

App Store Optimization (ASO) — search optimization of mobile apps. This is the process of improving visibility and optimizing view-to-install conversion in app stores: the App Store, Google Play, AppGallery, and others.

App visibility — the extent to which the App Store or Google Play displays the app in search results. This takes intro account the number of indexed queries, as well as how high the app is displayed in the search results.

Application Programming Interface (The API) — a set of protocols, methods, functions, or commands that programmers use to develop software products or to accelerate interactions between different systems.

ASO audit — a procedure for assessing the quality of app page optimization in a store.

ASO tools — tools that help you analyze the market and your niche, as well as promote apps in the App Store and Google Play search results.

Attendance — the number of mobile app visitors for a certain period (day, month, etc.).
A
A/B testing — an experiment in which we compare two or more variants of page elements to determine which worked better (for example, received a higher conversion rate).

Additional localization — adding an extra localization in the App Store. This extra localization allows the user to see the app page in the language of their device.

Apple Search Ads (ASA) — an advertising tool for promoting apps in the App Store search. Below the name of some apps, you may notice a small icon saying "ad". This means that the app uses Apple Search Ads, which is why it comes up at the top of the search results.

App page — a page in the app store where information about the app is displayed and where the user can download it. It includes a title, description, icon, screenshots, and other metadata.

App Store Optimization (ASO) — search optimization of mobile apps. This is the process of improving visibility and optimizing view-to-install conversion in app stores: the App Store, Google Play, AppGallery, and others.

App visibility — the extent to which the App Store or Google Play displays the app in search results. This takes intro account the number of indexed queries, as well as how high the app is displayed in the search results.

Application Programming Interface (The API) — a set of protocols, methods, functions, or commands that programmers use to develop software products or to accelerate interactions between different systems.

ASO audit — a procedure for assessing the quality of app page optimization in a store.

ASO tools — tools that help you analyze the market and your niche, as well as promote apps in the App Store and Google Play search results.

Attendance — the number of mobile app visitors for a certain period (day, month, etc.).
B
Branded query — a query including the name (brand) of a company or trademark.
B
Branded query — a query including the name (brand) of a company or trademark.
C
Conversion Rate — the percentage of users from a target audience who performed a desired action (for example, clicked on an ad or made a purchase).

Conversion to installs — the ratio of the number of users who installed an app to the number of users who viewed the app page.

Conversion to purchase — the ratio of the number of users who installed an app to the number of users who made purchases in the app.

Cost per install (CPI) — the price that the publisher pays for a single install of the app. This is the ratio of the ad campaign budget to the total number of app installs. This metric allows you to assess the effectiveness of ads.

Custom Product Pages — additional versions of your App Store product page, each highlighting its specific feature or content (such as a specific sport, character, show, or gameplay feature).
C
Conversion Rate — the percentage of users from a target audience who performed a desired action (for example, clicked on an ad or made a purchase).

Conversion to installs — the ratio of the number of users who installed an app to the number of users who viewed the app page.

Conversion to purchase — the ratio of the number of users who installed an app to the number of users who made purchases in the app.

Cost per install (CPI) — the price that the publisher pays for a single install of the app. This is the ratio of the ad campaign budget to the total number of app installs. This metric allows you to assess the effectiveness of ads.

Custom Product Pages — additional versions of your App Store product page, each highlighting its specific feature or content (such as a specific sport, character, show, or gameplay feature).
D
Diacritics — superscript, subscript, or inline symbols. You can find them in Spanish, French, German, and other languages.

Download — an indicator that a user has installed the app but hasn't launched it. This metric is not taken into account when measuring conversion.
D
Diacritics — superscript, subscript, or inline symbols. You can find them in Spanish, French, German, and other languages.

Download — an indicator that a user has installed the app but hasn't launched it. This metric is not taken into account when measuring conversion.
E
Exact match — (a keyword type) a keyword phrase presented in the text in its original (unchanged) form (including the case, number etc.), that is, in the way users use it in search.
E
Exact match — (a keyword type) a keyword phrase presented in the text in its original (unchanged) form (including the case, number etc.), that is, in the way users use it in search.
F
Feature — a certain detail or part of a product that has specific characteristics. For example, in the gaming industry, features include the unusual behavior of characters or a dialogue system, or sudden plot changes. Features should be appealing to users and motivate them to use the app functions.

Featuring — apps selected by editors to be part of a thematic collection in the App Store or on Google Play. Users see these collections on the main app store page. To be included in collections, you need to meet all the requirements of stores and submit an application to the App Store and Google Play editors.
F
Feature — a certain detail or part of a product that has specific characteristics. For example, in the gaming industry, features include the unusual behavior of characters or a dialogue system, or sudden plot changes. Features should be appealing to users and motivate them to use the app functions.

Featuring — apps selected by editors to be part of a thematic collection in the App Store or on Google Play. Users see these collections on the main app store page. To be included in collections, you need to meet all the requirements of stores and submit an application to the App Store and Google Play editors.
I
Icon — a unique image of the app displayed in the search results and on the device screen.

In-App Purchase — a purchase of additional content and features, including digital products, subscriptions, and premium content, from App Store apps.

Incentive traffic — paid installs from users who receive a reward for downloading an app from search. Such traffic helps improve an app's position for certain keyword queries.

Indexing — an app's visibility for keywords in Google Play or the App Store. If an app is indexed for a keyword, users can find it using that word.

Indie developer — a specialist who develops games and apps independently, or is part of a small development team that creates computer and mobile games without the financial support of large companies.

Install — an indicator that a user has downloaded an app and successfully launched it for the first time.

Iterations to maximize installations — a process of performing a set of tasks aimed at increasing your app visibility to relevant users. As a result, the number of relevant queries for which your app can be found in the top 10 should grow.
I
Icon — a unique image of the app displayed in the search results and on the device screen.

In-App Purchase — a purchase of additional content and features, including digital products, subscriptions, and premium content, from App Store apps.

Incentive traffic — paid installs from users who receive a reward for downloading an app from search. Such traffic helps improve an app's position for certain keyword queries.

Indexing — an app's visibility for keywords in Google Play or the App Store. If an app is indexed for a keyword, users can find it using that word.

Indie developer — a specialist who develops games and apps independently, or is part of a small development team that creates computer and mobile games without the financial support of large companies.

Install — an indicator that a user has downloaded an app and successfully launched it for the first time.

Iterations to maximize installations — a process of performing a set of tasks aimed at increasing your app visibility to relevant users. As a result, the number of relevant queries for which your app can be found in the top 10 should grow.
K
Keyword field — a field in the App Store where the developer enters keywords that describe the app or its function. It is hidden from users.

Keyword frequency (traffic) — the number of users who enter a certain search query into the app store search bar during a certain period (the total number of impressions of a user's keyword query during a certain period). The higher the frequency, the more popular the query.

Keyword ranking (position) — the position of an app in the search results for a specific keyword.

Keywords — words and phrases that describe the functions of an app. Using keywords, people can find what they need in the app store.
K
Keyword field — a field in the App Store where the developer enters keywords that describe the app or its function. It is hidden from users.

Keyword frequency (traffic) — the number of users who enter a certain search query into the app store search bar during a certain period (the total number of impressions of a user's keyword query during a certain period). The higher the frequency, the more popular the query.

Keyword ranking (position) — the position of an app in the search results for a specific keyword.

Keywords — words and phrases that describe the functions of an app. Using keywords, people can find what they need in the app store.
L
Live-Ops — promotions, major updates, and limited time events available in the app or game on Google Play.

Localization in ASO — the process of adapting all text information on the app page to another language, taking into account cultural nuances based on search traffic.

Long-tail keywords — a phrase consisting of three or more words that people use when searching. Such keywords are often less popular and have less traffic.
L
Live-Ops — promotions, major updates, and limited time events available in the app or game on Google Play.

Localization in ASO — the process of adapting all text information on the app page to another language, taking into account cultural nuances based on search traffic.

Long-tail keywords — a phrase consisting of three or more words that people use when searching. Such keywords are often less popular and have less traffic.
M
Metadata — the elements of an app page used to increase its visibility and optimize conversion. Metadata can either be textual or visual. Text metadata includes the title, subtitle, and keywords (App Store), short description (Google Play), promo text (App Store), and app description. Visual metadata includes the icon, screenshots, and video previews.

Metric — a general term for any indicator used in web analytics to assess the effectiveness of a particular activity.

Mockup — a full-size model of an unreleased app page design used to demonstrate and evaluate the style.

Monetization — a business model that allow you to receive stable revenue from an app by selling paid subscriptions and ads.
M
Metadata — the elements of an app page used to increase its visibility and optimize conversion. Metadata can either be textual or visual. Text metadata includes the title, subtitle, and keywords (App Store), short description (Google Play), promo text (App Store), and app description. Visual metadata includes the icon, screenshots, and video previews.

Metric — a general term for any indicator used in web analytics to assess the effectiveness of a particular activity.

Mockup — a full-size model of an unreleased app page design used to demonstrate and evaluate the style.

Monetization — a business model that allow you to receive stable revenue from an app by selling paid subscriptions and ads.
N
Negative keywords — a special type of keywords that prevent ads from being displayed for words or phrases that are not relevant for your business. Used in Apple Search Ads.
N
Negative keywords — a special type of keywords that prevent ads from being displayed for words or phrases that are not relevant for your business. Used in Apple Search Ads.
O
Optimal keyword — a keyword with the best ratio of the number of users who use this query in search to the number of competitors who add it to their semantic core.

Organic traffic — installs from users who visited an app page from search, categories, top charts, or similar apps in the App Store or Google Play.

Overspamming — mentioning a keyword in the app description too frequently (Google Play).
O
Optimal keyword — a keyword with the best ratio of the number of users who use this query in search to the number of competitors who add it to their semantic core.

Organic traffic — installs from users who visited an app page from search, categories, top charts, or similar apps in the App Store or Google Play.

Overspamming — mentioning a keyword in the app description too frequently (Google Play).
P
Publisher — a mobile app producer who helps with the release of an app.
P
Publisher — a mobile app producer who helps with the release of an app.
R
Ranking — sorting apps based on a query using the relevance rule: the top positions are occupied by the most relevant and reputable apps, and the others are ranked in descending order.

Rejection — a denial of an app publication by the App Store or Google Play moderators.

Relevance — the degree to which a keyword matches the app functionality.

Retention rate — the percentage of users who repeatedly visit an app.

Reviewer — a moderator from the Apple Review Team who checks apps for compliance with App Store Review Guidelines before publication. After the review, they approve or reject your publication request.
R
Ranking — sorting apps based on a query using the relevance rule: the top positions are occupied by the most relevant and reputable apps, and the others are ranked in descending order.

Rejection — a denial of an app publication by the App Store or Google Play moderators.

Relevance — the degree to which a keyword matches the app functionality.

Retention rate — the percentage of users who repeatedly visit an app.

Reviewer — a moderator from the Apple Review Team who checks apps for compliance with App Store Review Guidelines before publication. After the review, they approve or reject your publication request.
S
Scope iteration — the process of performing a set of tasks aimed at increasing the number of queries for which your app is displayed.

Search Ads Popularity — an indicator of the Search Ads advertising tool which shows the popularity of keywords on a logarithmic scale from 5 to 100.

Search listing — a list of apps that the user sees in the results of their search.

Search result — what users see in the app store search, depending on their initial search query and the keywords used.

Search Suggestions — recommended phrases that come up in the App Store and Google Play search when users start typing queries in the search bar. You can check search suggestions for all queries from your semantic core on Asodesk.

Search Traffic — installs from users who found an app using a specific query in the app store search. Search traffic can be organic or incentive.

Semantic cohort — a group of keywords united by meaning.

Semantic core — a set of keywords your app will be promoted for in search. The collection of the semantic core is a long and important process.

Semantic core narrowing iteration — a process of performing a set of tasks aimed at improving the ranking of your app for a narrow relevant group of queries that are currently the most lucrative for your app.

Short-tail keywords — queries consisting of one or two words that people use when searching. Usually, their popularity and traffic volume are higher than those of long-tail keywords.

Similar apps — a list of theme-related apps based on the internal App Store and Google Play algorithms.

Stop words — words that the App Store takes into account by default. They have no extra meaning and don't need to be added to the metadata.

Suggestions — recommended phrases in search offered by the app store when you enter a query in the search bar.
S
Scope iteration — the process of performing a set of tasks aimed at increasing the number of queries for which your app is displayed.

Search Ads Popularity — an indicator of the Search Ads advertising tool which shows the popularity of keywords on a logarithmic scale from 5 to 100.

Search listing — a list of apps that the user sees in the results of their search.

Search result — what users see in the app store search, depending on their initial search query and the keywords used.

Search Suggestions — recommended phrases that come up in the App Store and Google Play search when users start typing queries in the search bar. You can check search suggestions for all queries from your semantic core on Asodesk.

Search Traffic — installs from users who found an app using a specific query in the app store search. Search traffic can be organic or incentive.

Semantic cohort — a group of keywords united by meaning.

Semantic core — a set of keywords your app will be promoted for in search. The collection of the semantic core is a long and important process.

Semantic core narrowing iteration — a process of performing a set of tasks aimed at improving the ranking of your app for a narrow relevant group of queries that are currently the most lucrative for your app.

Short-tail keywords — queries consisting of one or two words that people use when searching. Usually, their popularity and traffic volume are higher than those of long-tail keywords.

Similar apps — a list of theme-related apps based on the internal App Store and Google Play algorithms.

Stop words — words that the App Store takes into account by default. They have no extra meaning and don't need to be added to the metadata.

Suggestions — recommended phrases in search offered by the app store when you enter a query in the search bar.
T
Top charts — lists of the most popular apps at a given time. You can check the top charts for free in Asodesk. In the App Store, you will see lists of paid (Top Paid) and free (Top Free) apps, and in Google Play for cash apps (Top Grossing).

Trending Searches — the 4 most popular search queries in the App Store per hour. In Asodesk, you can view trending searches for the desired period for free.
T
Top charts — lists of the most popular apps at a given time. You can check the top charts for free in Asodesk. In the App Store, you will see lists of paid (Top Paid) and free (Top Free) apps, and in Google Play for cash apps (Top Grossing).

Trending Searches — the 4 most popular search queries in the App Store per hour. In Asodesk, you can view trending searches for the desired period for free.
U
Unique user — a user who can currently be identified as unique by IP address, cookies, registration, or other parameters.
U
Unique user — a user who can currently be identified as unique by IP address, cookies, registration, or other parameters.
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