ASO glossary

Ever wondered what SOV or keyword density refers to? Find out here!

A/B Testing
Process that allows to test 2 versions of the same variable to see which one performs better. It’s very often used in marketing to test web pages, ad creatives, emails, newsletters and more.
Android
Mobile operating system developed by Google.
API
An API uses a set of clearly defined methods of communication among various components to make it easier to develop a computer program by providing all the building blocks, which are then put together by the programmer.
App category
The category in which an app is published on the app stores, that reflects an app’s purpose.
App downloads/units
The number of time an app was downloaded from the store. Not always equal to app installs.
App engagement
A measure of how actively users are opening and using an app while it’s on their phone.
App icon
The symbol or logo that represents an app.
App installs
The number of time that an app was installed devices. Not always equal to number of downloads/units.
App keyword field (Apple App Store)
One of the three metadata fields whose keywords are indexed by Apple’s algorithm. That field can contain up to 100 characters, and is not visible to users.
Apple App Store
Apple’s marketplace where its customers/owners of an Apple device can download apps.
Apple Search Ads
Apple’s system of selling ad space to companies who want to promote their aps
Apple Search Popularity
Score between 5 and 100 that indicates the precise search volume of keywords on iOS, available to those with a Search Ads account for the countries where Search Ads are available (and also available on AppTweak).
App long description (Google Play Store)
One of the three indexed metadata field on Google Play, can be up to 4000 characters.
App marketing
The process of promoting your app, organically and/or through paid campaigns.
App market insights
Facts about the app market that can generate profits when leveraged.
App metadata
All the data used to describe and qualify an app (developer name, app name, subtitle, screenshots, description…)
App monetization
The act of making money from an app without making users pay for the app.
App name/App title
the name of the app, the first thing that users see in the app store.
App power
Indicator developed by AppTweak that indicates the global power of an app on the app stores, tied to an app’s category rankings and overall rankings.
App preview video
A video showing a preview of an app that can be added to the app’s metadata.
App product page
The full page containing all an app’s metadata that a user sees when he taps on an app in an app store search results.
App promo text (Apple App Store)
A metadata field that is not indexed but can be edited at anytime without requiring Apple’s approval.
App screenshots
Creative visuals to show an app’s features that are displayed with an app name in the search results and on the app product page.
App short description (Google Play Store)
One of the three indexed metadata field on Google Play, can be up to 80 characters.
App size
The size of an app, that determines if it can be downloaded through cellular data or only through wifi.
App Store connect
The account developers/publishers will use to publish and manage their app on the Apple App Store. Used to be called iTunes Connect.
App subtitle (Apple App Store)
One of the three indexed field on iOS, can be up to 30 characters.
App updates
The new app versions that are released for new features, bug fixing, metadata iterations etc.
ASO
App Store Optimization : the process of optimizing your app’s metadata to improve your organic visibility.
ASO report
An overview of an app’s metadata, linked to an ASO score.
ASO score
An indicator of an app’s level of optimization, based on general ASO best practices.
Category ranking
The ranking of an app in its category.
Churn
The event of a customer stopping to use your product/service.
Competition score
Score between 1 and 100 that indicates how difficult a keyword is to rank on, based on the number of apps already ranking on that keyword.
Conversion rate
The number of people who complete a goal (signing up, subscribing to a newsletter…) out of the total number of people who showed an interested in that action.
CSV
Stands for Comma Separated Values: a file that stores numbers and text, using a comma to separate values.
Developer
The person who develops an app.
Download estimates
An estimation of how many daily downloads an app gets, and from which countries.
Google Play Developer Console
The app analytics dashboard provided by Google to developers who publish an app to the Google Play Store.
Google Play Store Install Keywords
The keywords that bring the most downloads (worldwide) to an app from the Google Play Store search.
Google Play Search Ads
The paying ad service provided by Google that lets companies bid on a keyword to place their ads in the first position in the results of a keyword search.
iOS
Apple’s operating system for mobile devices.
KEI
Key Efficiency Index : a score between 1 and 100 that indicates the efficiency of a keyword for an app. The score is based on volume and competition of a keyword (higher volume and lower competition make a keyword more efficient).
Keyword density
The number of times a keyword appears in a text/on a page compared to the total number of keywords in that text/on that page.
Keyword live search
Shows the top 10 apps that appear as result for a keyword search at a specific moment.
Keyword monitoring
The process of keeping track of the progression of specific keywords.
Keyword optimization
The process of improving the choice of keywords used in an app’s metadata.
Keyword picking tool
A tool that provides an AppTweak user with a large variety of keywords to analyze and consider for optimization.
Keyword research
The process of looking for relevant keywords and analyzing them to find those with the most opportunities to add to an app’s metadata.
Keyword shuffler
an AppTweak tool that allows to enter up to 5 single keywords and identify powerful combinations of those keywords.
Keyword rankings
An app’s ranking on specific keywords
Keyword volume
The search popularity of a keyword on the app stores (country specific).
Localization
The process of adapting an app for a specific country, for example by translating the metadata in that app’s language.
Publisher name
Name of the person or company that published the app on the Store.
Ranking history
An evolution of an app’s ranking on specific keywords over time.
Rating
A score between 1 and 5 given to an app by users.
Revenue estimates
An estimate of an app’s revenue.
Reviews
Comments left by users on an app, always associated to a rating.
Rich formatting
Text formatting that allows to emphasize some elements with font styles like bold, italic and underline. Rich formatting can be used in an app description to highlight some parts of the text.
Search Ads Intelligence
A tool that provides AppTweak users with data and insights to optimize their Apple Search Ads campaigns.
SOV
An app’s Share of Voice for a given keyword (in %). The SOV indicates the amount of time an app is appearing as an ad on a keyword.
SOV history
The evolution over time of an app’s SOV.
Today page
On iOS 12, the “Today” page is the first page that users see when opening the Apple App Store, and displays tips from Apple, the “app of the day” as well as the “game of the day”. It is updated every day.
Top charts
The list of the best apps in a specific category and in a country.
Top free apps
The list of the best free apps in a specific category and in a country.
Top grossing apps
The list of the most grossing apps in a specific category and in a country.
Top paid apps
The list of the best paid apps in a specific category and in a country.
User acquisition
The process of increasing the number of users of your app.
Version history
A history of all the version releases of an app.
Visibility score
A score that shows the progression of an app’s visibility on an app store, for a specific set of keywords.