Year in review: AppTweak’s 2025 product highlights

2025 was a year of real change for app store marketing.

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

At the same time, the work itself changed.

AI became more embedded in day-to-day mobile marketing. Creatives, custom pages, and localization had a more direct impact on performance.

Throughout the year, AppTweak focused on supporting these shifts by applying AI and automation where they truly add value.

In this article, you’ll get a curated recap of AppTweak’s 2025 product releases. Those that shaped how teams work in the app stores today.

ASO Intelligence: Creatives and conversion moved to the center

In 2025, more teams treated app store creatives – screenshots, custom pages, in-app events – just as seriously as rankings. Creatives and localization became a central way to engage new or returning users in increasingly competitive verticals.

ASO Intelligence supports those workflows at scale.

2025 flagship release: Translate app creatives in one click

Directly in AppTweak, you can now explore and translate app creatives in one click.

This makes it easier for teams scaling with localization to review how competitors position and localize their creatives in any market, 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.
• Atlas AI Relevancy Retrained: Improved keyword relevancy reflects stronger performance in culturally nuanced markets. Discover Atlas AI
• Multi-Keyword History Charts: Compare the evolution of volume, rankings, and installs across multiple keywords in a single view.
• New Countries & Languages: Analyze more markets (Mongolia, Uzbekistan, and more) with industry-leading ASO data.
• Algorithm Change Detector: Understand when ranking changes are driven by store-wide algorithm updates, directly in AppTweak.

Campaign Manager: Scaling Apple Ads became less manual

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

But most AI tools couldn’t access your live campaign data, which meant recommendations stayed generic or theoretical.

Ad Agent changed that for good.

2025 flagship release: Ad Agent

Ad Agent is the only AI designed to scale your real Apple Ads campaigns – available directly inside AppTweak.

Meet Ad Agent, your AI strategist for Apple Ads growth

You can ask Ad Agent questions (in any language) about performance, efficiency, or growth. It will analyze your real campaign structure, keywords, bids, and results, and return recommendations you can apply immediately.

Today, Ad Agent helps teams turn Apple Ads data into stronger decisions to save time, maximize returns, and scale.

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 optimize campaigns toward in-app events using automation rules.

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 flexible rules using metric comparisons or coefficients.

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

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.

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 now helps teams connect actions to outcomes.

2025 flagship release: Incrementality analysis

In 2025, we introduced Incrementality Analysis for ASO and Apple Ads.

With a few clicks, AppTweak compares 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 using 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

In 2025, we saw market research happening much earlier in the decision process.

Teams increasingly used it to decide where to invest, which competitors to track, and when to move – before committing significant resources.

That shift required more seamless access to reliable market signals.

2025 flagship release: New Market Intelligence + Starter plan

This year, we completely redesigned Market Intelligence to make high-quality 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 for apps and publishers.

Get free app download and revenue estimates in AppTweak

Now, all app marketing teams can access accurate data to size markets, identify key players, and spot growth trends 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 full portfolio views and trends for any app or publisher.

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 became a true growth lever

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

Especially in competitive categories, replying well (and at scale) is an even more important way to protect ratings, improve products, and turn negative experiences around.

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 themes evolve.

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 is powered by GPT-5. AI replies learn from your edits and past responses.
• Templates for custom prompts: Save time customizing AI prompts while keeping control over tone and structure.

Discover our tips for effective app store review management

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 workflow has changed.

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

2026 is just around the corner. We can’t wait to see you there.

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