App Store Optimization Benchmarks – Apptweak Report 2025

App Store Optimization (ASO) is a crucial element of the marketing strategy for any mobile app. The latest ASO Trends & Benchmarks 2025 report by AppTweak, based on the analysis of 1,000 top-performing apps and games in the USA on both the App Store and Google Play, provides valuable insights that can help ASO specialists improve app visibility and download numbers. Below are the key takeaways from the report that every specialist should consider when optimizing their strategy in 2025:

1. Frequency of Metadata Updates: The Key to Competitiveness

The AppTweak report emphasizes that regularly updating metadata (such as screenshots, icons, and descriptions) is essential to maintaining a high ranking. Key data:

• Most apps rarely change their icons and titles, even though these elements have a significant impact on rankings. Apps that update metadata less frequently have fewer chances of achieving competitive positions.
• The average number of screenshot updates in the App Store is fewer than 4 per year across most categories, highlighting an untapped opportunity for differentiation.
• 57% of the top games on Google Play conducted A/B tests on screenshots at least twice in 2024, which contributed to better conversion rates.

Tip for App Store Optimization specialists: Plan regular metadata updates (every 1-2 months on the App Store and every 3-6 months on Google Play) and test different variations of screenshots and icons to boost click-through rate (CTR) and conversion.

2. The Importance of Ratings and Reviews: Building Credibility

Ratings and reviews have a direct impact on app rankings and user decisions to download. The report reveals:

• 90% of recommended apps on the App Store have a rating of 4.0 or higher, indicating that a high rating is crucial for visibility. Apps with ratings below 3.5 stars rarely achieve high rankings.

Tip for App Store Optimization specialists: Invest in review management strategies, such as automatic responses to feedback, and encourage users to leave positive ratings to improve ranking and conversion.

3. Custom Product Pages (CPP): Untapped Potential

Custom Product Pages (CPP) in the App Store are a powerful tool for boosting conversion rates, but the report highlights that 69% of top apps do not use this feature.

• Apps using CPP in Apple Search Ads campaigns achieve higher conversion rates, especially when pages are tailored to specific keyword groups or user segments.
• Countries like the USA and Japan are the most frequent users of CPP, showing the increasing popularity of this tool in more competitive markets.

Tip for ASO specialists: Create dedicated custom product pages for different campaigns and keywords to better align your message with user needs and enhance paid campaign effectivenes

4. A/B Testing: Games Set the Standards

A/B testing is crucial for optimizing the creative elements of an app. The report shows:

• 57% of top games on Google Play conduct A/B tests on screenshots at least twice a year, leading to better conversion results.
• Apps that regularly test icons, screenshots, and promotional videos perform better in rankings due to alignment with user preferences.

5. Localization: The Key to Global Success

Localizing metadata and creative elements of an app is essential for apps with a global reach. The report highlights:

• Apps that localize their metadata perform better in rankings across various regions because users respond better to content tailored to their culture and language.
• Tools like AppTweak allow for trend analysis and competitor screenshot translation, which helps adjust strategies for specific markets.

Tip for App Store Optimization specialists: Invest in localizing keywords, descriptions, and visual elements to increase global app reach. Use competitor data to identify popular phrases in different countries.

6. The Synergy of ASO and Apple Ads (ASA)

The report emphasizes that combining ASO strategies with Apple Search Ads campaigns can significantly boost app visibility:

• ASA campaign data can be used to optimize keywords in ASO strategy, allowing for better alignment with user search intent.
• Apps that synchronize their ASO and ASA strategies achieve lower cost-per-install (CPI) and better positions in organic search results.

7. The Impact of App Ratings on Keyword Rankings

The AppTweak report shows that app ratings have a direct impact on visibility in App Store search results:

• Apps with ratings of 3.5 or higher experience a sharp increase in the number of keywords ranking in the top 10, highlighting the importance of high ratings for better visibility.
• Apps with ratings below 3 stars are significantly less visible in keyword rankings.

Tip for App Store Optimization specialists: Focus on improving app ratings by actively managing reviews and encouraging users to leave positive feedback to boost search rankings. Ratings and reviews are crucial!

Summary:

The ASO Trends & Benchmarks 2025 report from AppTweak is a treasure trove of knowledge for App Store Optimization specialists. Key takeaways include the need for regular metadata updates, the use of Custom Product Pages, A/B testing, review and rating management, and content localization. Combining ASO strategies with Apple Search Ads campaigns will help apps stand out in an increasingly competitive environment.

You can find the full report here.