# ASO checklist: 30 checks before launch and every release

> This ASO checklist lists 30 checks to run before every launch and release, 16 for the App Store, 11 for Google Play and 3 for both, each with the field, its official limit and where to verify it in App Store Connect or Play Console.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/aso-checklist

## How do you use this checklist?

Run it before the first launch and again before every release that changes your listing. Each line names the field, the official limit or rule, and where you check it. Copy the [Markdown version](https://uptika.app/en/guides/aso-checklist.md) of this page into your own tracker if you want to tick items off. The reasoning behind the order is in [What is ASO?](https://uptika.app/en/guides/what-is-aso), and choosing the words themselves is covered in [app keyword research](https://uptika.app/en/guides/app-keyword-research).

## App Store: search text (7 checks)

| # | Check | Field and limit | Where to verify |
|---|---|---|---|
| 1 | Brand plus the single most valuable search, readable, no stuffing | App name: 2–30 characters | App Store Connect > App Information (per language) |
| 2 | A second valuable search, as a phrase people would read | Subtitle: up to 30 characters; changes ship with a new version | App Information |
| 3 | All of the space used, words separated by commas with no spaces after them | Keyword field: up to 100 bytes; each word longer than 2 characters | The version page, per language |
| 4 | No word repeated from the name, subtitle, category or company name (Apple says the app is already searchable by app name and company name); no plurals of words you already have; no "app", "game" or filler words | Name + subtitle + keyword field | Read the three fields side by side |
| 5 | No other apps' names, trademarks, celebrity names, prices or irrelevant terms in any metadata | All metadata (Guideline 2.3.7) | Every field and every screenshot text |
| 6 | Primary and secondary category both relevant; both are indexed | Category (Guideline 2.3.5) | App Information |
| 7 | Every country that brings installs has its own researched text, not a word-for-word translation | All localizable fields | App Store Connect, one language at a time |

## App Store: visuals and conversion (4 checks)

| # | Check | Field and limit | Where to verify |
|---|---|---|---|
| 8 | Icon readable at small size, consistent with the app | 1024×1024 px source (Human Interface Guidelines) | Xcode asset catalog |
| 9 | More than half of the screenshots for each device show the app in use; the first three tell the core benefit, because up to three can show in search results | Screenshots: 1–10 per device size, .jpeg/.jpg/.png, no transparency; upload the sizes App Store Connect marks as required | Product page media, each device size |
| 10 | App previews use only screen captures of the app itself | Up to 3 per language and device size, 15–30 seconds, up to 500 MB (Guideline 2.3.4) | Product page media |
| 11 | Promotional text carries current news or offers, not keywords (it does not affect ranking) | Promotional text: up to 170 characters, changes without a new version | Version page |

## App Store: review readiness (5 checks)

| # | Check | Field and limit | Where to verify |
|---|---|---|---|
| 12 | Age rating answered honestly; screenshots, previews and icon suitable for a 4+ audience even if the app is rated higher | Age rating questionnaire (Guidelines 2.3.6 and 2.3.8) | App Information > Age Ratings |
| 13 | Privacy policy link in App Store Connect and inside the app; support URL with real contact details | Guidelines 5.1.1(i) and 1.5 | App Information and the app itself |
| 14 | Working demo account (or approved demo mode), backend switched on, notes explaining non-obvious features | App Review notes: up to 4,000 bytes (Guideline 2.1) | Version page > App Review Information |
| 15 | Every in-app purchase complete, visible to the reviewer and working | Guideline 2.1(b) | In-App Purchases and the build |
| 16 | What's New describes significant changes specifically | Up to 4,000 characters; required for every update (Guideline 2.3.12) | Version page |

## Google Play: text and visuals (11 checks)

| # | Check | Field and limit | Where to verify |
|---|---|---|---|
| 17 | Brand plus main search; no emoji, emoticons, repeated special characters, ALL CAPS (unless the brand is), "#1", "best", "free", "No Ads" or discounts | Title: up to 30 characters (Metadata policy) | Play Console > Grow users > Store presence > Main store listing |
| 18 | The main benefit with your main search, written for people; no price or ranking claims | Short description: up to 80 characters | Main store listing |
| 19 | Important searches early and natural; no keyword lists, no unattributed testimonials, short description not repeated | Full description: up to 4,000 characters | Main store listing |
| 20 | One relevant category; up to 5 obviously relevant tags | Category and tags; changes can take up to 24 hours | Store presence > Store settings |
| 21 | Icon follows Google Play's spec; no misleading symbols such as fake notification dots | 512×512 px, 32-bit PNG, up to 1024 KB | Main store listing |
| 22 | Feature graphic present, with no performance, price or Google Play program claims | 1024×500 px, JPEG or 24-bit PNG, no alpha; required to publish | Main store listing |
| 23 | Screenshots show the real experience; alt text describes each one | Up to 8 per device type, at least 2 in total to publish, sides 320–3,840 px, long side at most twice the short side; alt text up to 140 characters | Main store listing |
| 24 | For recommendation formats: apps at least 4 screenshots, games at least three 16:9 or 9:16, minimum 1080 px; taglines under 20% of the image | Preview asset guidelines | Main store listing |
| 25 | Promo video (optional) shows the real app early | One YouTube URL, no playlist or channel, no timecode | Main store listing |
| 26 | Data safety form matches the app and every SDK; privacy policy URL is public, non-geofenced, not a PDF | App content > Data safety | Play Console > App content |
| 27 | Target API level meets the current rule (from 31 August 2026: Android 16, API level 36, for new apps and updates on phones) | targetSdkVersion | Your build and Play Console warnings |

## Every release, both stores (3 checks)

| # | Check | Where |
|---|---|---|
| 28 | Rank of every important keyword recorded before the release, so you can compare after it | Your rank tracker, per storefront |
| 29 | New 1–2 star reviews read and answered; Android vitals under the bad-behavior thresholds (user-perceived crashes 1.09%, ANRs 0.47% of daily users) | Ratings and reviews; Play Console > Android vitals |
| 30 | Keyword list reviewed: drop searches nobody types, promote terms you rank 11–30 for, add terms rivals newly win | Your keyword sheet |

## What do people most often miss?

- The byte limit on the App Store keyword field: letters such as é, ü, ç or ß take more than one byte.
- Changing the subtitle without noticing that it waits for the next version.
- Leaving a screenshot set where most images are marketing graphics instead of the app in use.
- Google Play's "free" and "No Ads" rule: Google says they promote deals and do not belong in titles or developer names.
- Forgetting that the Data safety form has to cover data collected by SDKs, not only your own code.

Games have extra rules on screenshots, video and events; see [ASO for mobile games](https://uptika.app/en/guides/aso-for-games). Category choice is in [choosing a category and reading top charts](https://uptika.app/en/guides/app-categories-and-top-charts).

## Where does Uptika fit?

The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks items 1–5 and 17–19 in your browser: limits, repeated words, singular/plural waste and policy risks such as other brands, "best", "#1", "free", emoji and ALL CAPS. [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads any live listing and gives three prioritized fixes. In the panel, Sayfa denetimi (listing audit) scores your live page from weighted checks with a fix for each, and the ASO puanı (ASO score) tracks the result over time. [Start free](https://uptika.app/app/#/?signup=1) to run them on your own app every day.

## Questions

### What are the most important ASO tips?

Put your most valuable search in the title, use every indexed field without repeating words, make the first three screenshots explain the core benefit, keep metadata free of other brands, prices and ranking claims, ask for ratings at good moments, and track ranks daily so you can tell what each change did.

### How do I optimize an App Store listing?

Fill the name (30 characters), subtitle (30) and keyword field (100 bytes) with different, relevant words; choose a relevant primary and secondary category; show the app in use in the screenshots; write a clear description and What's New text; answer the age rating questions honestly; and localize for each country that brings installs.

### What are the Google Play ASO basics?

A 30-character title with your brand and main search, an 80-character short description that states the benefit, a natural 4,000-character full description without keyword lists, a relevant category and up to 5 tags, a 512×512 icon, a 1024×500 feature graphic and screenshots that show the real experience, with no emoji, ALL CAPS, "#1", "free" or discount claims.

### How do I do app store optimization step by step?

Research keywords per country, write the indexed fields, prepare the visuals, pass the review checks, publish, then track ranks, ratings and conversion daily and revise with each release. This checklist follows that order.

## Sources

- [App information: name, subtitle (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information)
- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [Screenshot specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/screenshot-specifications)
- [App preview specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-preview-specifications)
- [2.3.3 Show your app in use with screenshots (App Review Help)](https://developer.apple.com/help/app-review/guideline-reference/2-3-3-screenshots)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [App icons (Human Interface Guidelines)](https://developer.apple.com/design/human-interface-guidelines/app-icons)
- [Create and set up your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Google Play icon design specifications (Android Developers)](https://developer.android.com/distribute/google-play/resources/icon-design-specifications)
- [Choose a category and tags (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859673)
- [Provide information for Google Play's Data safety section (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/10787469)
- [Target API level requirements (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/11926878)
- [Android vitals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844486)

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Uptika is an ASO and store-intelligence tool for the App Store and Google Play. https://uptika.app/en