App Store Visibility

App Store Optimization (ASO) is the process of improving the visibility and conversion rate of a mobile app within app store search results and browse pages. ASO encompasses keyword research and optimization of app metadata — including the app title, subtitle, keyword field, and description — as well as optimizing visual assets like the app icon, screenshots, and preview videos. The goal is to increase organic discovery so that more users find and install the app without paid advertising. ASO also includes ongoing efforts like localizing listings for different markets, encouraging positive reviews, and monitoring category rankings. For subscription apps, ASO directly impacts customer acquisition cost (CAC), since higher organic visibility means a greater share of installs come at zero marginal cost. Effective ASO requires treating the app store listing like a conversion funnel: first capturing impressions through keyword relevance, then converting those impressions into page views through compelling icons and titles, and finally converting page views into installs through persuasive screenshots, descriptions, and social proof.

An app title is the official name of your mobile application as it appears in app stores, serving as the primary identifier users encounter when discovering your app. This critical metadata element appears prominently at the top of your app's store listing, adjacent to the app icon, and represents one of the most influential factors in app store optimization (ASO). The app title carries the highest weight in app store search algorithms, making it essential for both discoverability and conversion. Beyond its technical importance for search rankings, the app title creates the crucial first impression that determines whether potential users will explore your app further or scroll past it. In a marketplace with millions of competing applications, your title must instantly communicate your app's value proposition while incorporating strategic keywords that match user search behavior. Both the Apple App Store and Google Play Store limit titles to 30 characters, requiring developers to carefully balance branding, keyword optimization, and clarity within this constrained space.

Mobile app marketers typically classify app downloads into two categories: those obtained through paid sources and those obtained organically. Organic installs occur when users come across the app through various non-paid channels, such as search engine optimization (SEO), app store optimization (ASO), or word-of-mouth recommendations.

Impression-to-install rate (also called IPM — Installs Per Mille, or installs per thousand impressions) measures the percentage of ad impressions that ultimately result in an app install. It is calculated by dividing the number of installs by the number of ad impressions and multiplying by 100 (or by 1,000 for the IPM variant). This metric combines ad engagement efficiency (do people click?) with post-click conversion efficiency (do people install after clicking?), making it a holistic measure of creative and targeting quality. A high impression-to-install rate indicates that the ad creative resonates with the target audience and that the app store listing or landing page effectively converts interested users. Typical impression-to-install rates vary significantly by ad format and vertical, with video ads and rewarded formats generally outperforming static banners. Monitoring this rate across different creatives, audiences, and placements helps growth teams identify their most efficient combinations and detect creative fatigue early.

App installs are a measure of the popularity and success of an app and one of the most essential metrics to keep an eye on in mobile app marketing. High install rates coupled with low uninstall rates indicate a healthy app with engaged users, while high uninstall rates could indicate problems with the app's design, functionality, or user experience.