Just dropped: the ASO trends & benchmarks report 2025

What’s driving organic growth today? How do top apps and games really use metadata, localization, and in-app events? Have custom product pages (CPPs) become widely adopted?

These are some of the questions we answer in our latest report, which analyzes the top 1000 apps and games in the U.S. across the App Store and Google Play.

The ASO trends & benchmarks report 2025 is your blueprint for what top-performing apps and games are doing right now to win visibility and conversions across the App Store and Google Play.

About the data

We analyzed the top 1000 apps and games in the U.S. market (App Store and Google Play) from January to December 2024, comparing trends with 2023 where relevant.

What’s inside this report

Get actionable benchmark data for app visibility, engagement, and conversion:

• Frequency of metadata updates and localization
• Correlation between ratings, reviews, and visibility
• In-app events on the App Store and promotional content on Google Play
• Custom product pages and custom store listings usage and performance benchmarks
• AI app trends and market category shifts

Key takeaways

• Metadata changes are key to visibility in the stores: top apps updating screenshots 2–4 times per year, and top Google Play games up to 8 times rank higher.
• Testing is essential to staying competitive in app store trends: 57% of games A/B test screenshots twice or more on Google Play compared to 34% of apps.
• Ratings directly impact conversion rates: 90% of featured apps had a rating of 4.0 or higher, and apps that improved from 3.6 to 4.2 saw nearly 60% higher conversion rates.
• Events boost engagement: Games and apps using in-app events or promotional content more than five times per year saw stronger engagement than those that didn’t
• Localization is a must-have: 75% of top apps and 96% of top games localized their metadata last year.
• Custom product pages are widely underused: only 31% of apps and 26% of games used Custom Product Pages, but those that did saw up to +8.6% conversion rate lifts.

The data doesn’t lie

Here are some key figures from the report:

• 49% of top  apps on the App Store updated their screenshots at least twice last year

• Most categories still average under 4 updates on the App Store, suggesting an opportunity to stand out
• 57% of top games on Google Play A/B tested screenshots at least twice in 2024
• 90% of featured apps had a rating of 4.0 or higher
• On Google Play, games outpace apps in promotional content usage
• For custom product pages in Apple Ads, games targeted branded terms, while apps preferred to bet on generic terms
• Apps show almost exclusively their CPPs in search results, while games rely a bit more  on the Today Tab, suggesting there might be less competition on the Today Tab for apps

Read the full ASO benchmarks report

5 key takeaways for mobile marketers in 2025

Use these ASO trends to shape your strategy for stronger (and long-lasting) growth:

1. Metadata drives rankings

The majority of top apps on both platforms didn’t change their icon or title, despite these having a significant impact on rankings. Data showed that the lower your update frequency, the lower your chances are of ranking competitively.

Metadata optimization

2. Testing is not optional
   From icons to feature graphics, A/B testing drives better creatives, and games are leading with 57% of top games testing screenshots multiple times per year on Google Play.

A/B testing in ASO

3. In-app events and CPPs are high-impact tools                                                                 

Apps leveraging promotional content and custom product pages saw higher conversion rates and campaign efficiency. Don’t leave visibility and relevance to chance.

Custom product pages & custom store listings

4. Ratings aren’t a vanity metric
   Apps rated under 3.5 stars barely rank. 90% of featured apps had 4.0+. Want more visibility? Look at your ratings & reviews.

How to get more app reviews

5. AI apps are reshaping category dynamics
From Productivity to Health & Fitness, AI is transforming category landscapes. The data shows clear winners and growing category trends.

AI tools to grow mobile apps and games

FAQ

What is mobile app benchmarking?

Mobile app benchmarking is the process of comparing your app’s performance (visibility, conversion rate, ratings, etc.) against top apps in your category or market to identify optimization opportunities. It is one of the most reliable forms of tracking progress in your mobile app benchmarks.

What is a good app store conversion rate?

A good app store conversion rate depends on your category, but apps using Custom Product Pages (CPPs) saw an average CVR boost of 5.9%, with generic campaigns reaching +8.6%. If your CVR is under 25%, it’s worth running tests to lift performance and match app store benchmarks.

Do ASO benchmarks vary by category?

ASO benchmarks absolutely vary by category. For example:

• Casino games updated screenshots 13x/year on Google Play
• Photo & Video apps average the most CPPs (7.8/page)
• Entertainment apps ran the most in-app events

Applying category-specific app store trends helps you target efforts where they’ll have the biggest payoff.

How often should I look at ASO benchmarks?

Ideally, you should look at ASO benchmarks quarterly.  That lets you track shifts in user behavior and seasonal trends, plus optimize in sync with product or campaign updates. Think of it as a quarterly health check for your app’s mobile app benchmarks.

Do app ratings impact keyword rankings?

Yes, app ratings impact keyword rankings. Apps rated under 3.5 stars have significantly reduced visibility, while ratings above 4.0 correlate with higher keyword rankings and search discoverability.

Do app ratings influence app store featurings?

Yes, 90% of featured apps on the App Store and 85% on Google Play were rated 4.0+. This is one of the most consistent mobile app benchmarks to watch.

How often do top apps update metadata?

Top 200 apps update screenshots 2–4x per year. Google Play games go up to 8x/year. The app store benchmarks are clear: frequent metadata updates correlate with higher rankings.

How often do mobile games update metadata?

Mobile games update their metadata more than apps. Games lead in screenshot, icon, and description updates. 47% of Google Play games updated screenshots 2+ times in 2024.

Which app category updates screenshots the most?

According to app store benchmarks, these are the categories that update screenshots the most:

• App Store: Books, Sports, Graphics & Design
• Google Play: Photography, Art & Design, Education

What is the impact of CPPs in Apple Ads?

CPP usage in Apple Ads consistently results in a positive impact. Apps using CPPs see strong gains:

• +5.9% CVR (apps)
• +3.5% CVR (games)
• Highest lift came from generic keyword targeting campaigns (+8.6%)

Ready to see how your strategy stacks up?

If you’re an ASO marketer, mobile marketer, or developer trying to:

• Benchmark your metadata update frequency
• Expand globally through smart localization
• Increase downloads through reviews and ratings
• Leverage in-store testing and promotional tools
• Understand how AI is impacting app growth

Then this is your must-read report for 2025.

Download the ASO report!