Year in review: AppTweak’s 2025 product highlights

2025 raised the bar for app store marketing.

Teams were expected to move faster, justify decisions more clearly, and coordinate ASO and Apple Ads more closely than ever before.

At the same time, AI became more embedded in day-to-day mobile marketing. Creatives, custom pages, and localization also played a bigger role in growth.

This year, AppTweak focused on helping teams meet rising expectations by applying AI and automation where they truly add value.

Below is a curated recap of the product releases we shipped in 2025 – the ones that shaped how teams grow in the app stores today.

ASO Intelligence: Spotlight on creatives

In 2025, even more teams treated app store creatives just as seriously as rankings – reviewing them more deliberately to engage new and returning users in increasingly competitive verticals.

ASO Intelligence supports this work at scale.

2025 flagship release: Translate app creatives in one click

Earlier this year, we released creative translations directly in AppTweak.

In one click, you can see how competitors localize and position their app across markets, without relying on external tools or manual copy-paste.

Discover creative translations for localization insights

More key ASO Intelligence updates from 2025

Creative research:

• AI Screenshot Search: Search AppTweak’s screenshot library by keyword, theme, or design element to find creative inspiration faster.
• CSL Explorer: Analyze competitors’ custom store listings on Google Play and compare them to default listings – only in AppTweak.
• CPP Explorer: Browse all custom product pages in your category or DNA and review historical CPPs to inform seasonal campaigns.
• Creative Benchmarks: Compare your promotional content usage against category benchmarks.

Get practical tips to engage new and returning customers with creative research

Keyword intelligence:

• Trending Keywords: See which keywords trended in the past to plan around seasonal demand and emerging interest.
• New Countries & Languages: Analyze more markets (Mongolia, Uzbekistan, and more) with industry-leading ASO data.
• Atlas AI Relevancy, Retrained: Improved keyword relevancy reflects stronger performance in culturally nuanced markets.
• Multi-Keyword History Charts: Compare the evolution of volume, rankings, and installs across multiple keywords in Keyword Research.
• Algorithm Change Detector: Understand when ranking changes are driven by store-wide algorithm updates, directly in AppTweak.

Campaign Manager: AI and automation to scale Apple Ads

In 2025, Apple Ads teams started experimenting more seriously with AI.

But without access to live campaign data, generic AI tools stopped short of actionable, reliable recommendations.

Ad Agent changed that.

2025 flagship release: Ad Agent

Ad Agent is the only AI designed to scale your real Apple Ads campaigns.

Meet Ad Agent, your AI strategist for Apple Ads growth

Ask Ad Agent any question about your Apple Ads performance. It will analyze your real campaign structure, keywords, bids, and results, and return recommendations you can apply immediately.

Today, Ad Agent helps teams turn data into stronger decisions that save time, grow their expertise, and maximize returns from Apple Ads.

And we couldn’t be more excited for this next stage of Apple Ads campaign management.

More key Campaign Manager updates from 2025

Management and expansion

• Opportunities: Identify countries where your app is eligible for Apple Ads but not yet active, and quickly launch campaigns based on estimated installs and competitor activity.
• MMP Integrations: Connect Branch and Singular to automatically optimize campaigns toward custom in-app events.

Competitive Apple Ads intelligence

• Competitor Keywords: See which keywords competitors are bidding on and estimate their paid impressions.
• CPP Benchmarks: Understand the average impact of custom product pages on performance.
• Placement Benchmarks: Compare performance across Search Results, Product Pages, Today tab, and Search tab campaigns.

Automation for Apple Ads

• Smart Bidding: Set a target cost per acquisition (CPA) and let AppTweak incrementally optimize bids over time.
• Exact Discovery Experiments: Launch discovery campaigns pre-filled with relevant exact-match keywords, powered by Atlas AI.
• Advanced Automation Settings: Build dynamic rules using metric-to-metric comparisons, custom date ranges, and relative thresholds.

Learn how mobile leaders scale Apple Ads campaigns with automation in AppTweak

Reporting Studio: Proving impact became non-negotiable

As ASO and Apple Ads strategies became more sophisticated, teams needed to explain results more clearly.

Not just what moved, but why.

Reporting Studio is the best place to connect those actions to outcomes.

2025 flagship release: Incrementality analysis

In 2025, we introduced incrementality analysis for ASO and Apple Ads.

With a few clicks, you can compare your actual performance against expected baseline trends to highlight the true incremental impact of ASO updates, in-app events, rebrands, and Apple Ads campaigns.

This is how leading teams defend decisions, prioritize what works, and communicate impact more clearly to stakeholders.

Measure the true impact of ASO and paid UA with incrementality analysis

More key Reporting Studio updates from 2025

Get started faster

• Dashboard Templates: Prove your impact faster with pre-built reporting setups for ASO, Apple Ads, growth, and executive teams.
• Report Templates: In a few clicks, create reports with the most relevant metrics, charts, and date ranges.

Customizable reporting

• Dashboard Filters: Filter dashboards by app, country, or date.
• Cumulative report series: Analyze cumulative download and revenue growth over time.
• Combo Charts: Combine report series with different units in a single chart.
• Table View: Track keyword ranking evolution or totals in dashboard tables.

Learn more about app store reporting in AppTweak

Market Intelligence: Faster market research, available to all

This year, market research started happening much earlier in the decision process.

More teams relied on market data to decide where to invest, which competitors to track, and when to move – before committing resources.

That shift called for seamless access to market intelligence you trust.

2025 flagship release: New Market Intelligence + Starter plan

This year, we completely redesigned Market Intelligence to make our market data easier to explore, compare, and share.

In October, we then introduced the Market Intelligence Starter plan, opening free access to downloads and revenue data across apps and publishers.

Get free app download and revenue estimates in AppTweak

Now, all app marketing teams have access to accurate data that helps them size markets, identify key players, and spot growth opportunities, before deciding where deeper analysis is needed.

More key Market Intelligence updates from 2025

Find the right market faster

• Advanced search and filters: Find relevant apps or publishers with filters for downloads, revenue, ratings, HQ country, and more.
• App and publisher comparison groups: Build peer groups to benchmark market performance over time.
• Single App and Publisher Performance: Get a full view of portfolios and market trends for apps and publishers.

Understanding trends, not just totals

• Advanced seasonality analysis: Identify recurring peaks and slow periods for any app, publisher, category, or AppDNA.
• Revenue per download analysis: Monitor RPD trends across apps and publishers and identify monetization leaders.

Learn more about AppTweak’s market intelligence

App Review Manager: Reviews as a true growth lever

Finally, more marketing teams are using app review management to respond to users, understand product expectations, and shape how their app is perceived in the store.

In competitive categories, replying well – and at scale – is an important way to protect ratings, recover negative experiences, and signal that your team is actively listening.

2025 flagship release: AI tagging

In 2025, we released AI tagging to help teams automatically categorize reviews at scale.

Instead of manually tagging reviews by keyword and overlooking insights, you can apply tag automation rules to see what users talk about most, where, and how your feedback evolves.

Discover our tips for effective app store review management

More key App Review Manager updates from 2025

Understanding feedback at scale

• Review Dashboard: Get a centralized view of your reviews, ratings, and response coverage across all countries.
• Tag Analysis: Track how review topics change over time and spot emerging issues.
• Improved Topic Analysis: Analyze even more reviews in one click and export summaries for easy sharing.

Acting faster on reviews

• AI reply training: App Review Manager uses GPT-5, with AI replies learning from your edits and past responses over time.
• Custom AI prompts: Save time using templates for custom AI prompts, and upload up to 25,000 characters to personalize your reply voice.

Looking back at 2025

2025 changed what doing app store marketing well actually looks like – from how teams plan, to how they execute and prove impact.

If you’ve been using AppTweak for a while, these updates should already reflect how your work has changed.

If you’re new, this is a snapshot of where the platform stands today – and what it’s built to support next.

It’s hard to believe how much our team delivered in a single year.

And there’s more ahead.

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