# Uptika: full product facts

> Uptika is an ASO and store-intelligence tool for the App Store and Google Play.

Uptika is an ASO and store-intelligence tool for the App Store and Google Play: it reads your app's position for every tracked keyword from real search results every day, logs your rivals' listing changes and turns the findings into a short list of next steps.

- Website: https://uptika.app/en (English), https://uptika.app/ (Turkish), also https://uptika.app/es, https://uptika.app/pt, https://uptika.app/de, https://uptika.app/fr
- Made by: Neuros Studio
- Contact: destek@uptika.app
- Platform: web app (dashboard), REST API and an MCP server (Growth and Portfolio plans)
- Stores: App Store and Google Play, each country storefront measured on its own
- Interface languages: Turkish, English, Spanish, Brazilian Portuguese, German, French
- Last updated: 2026-11-05

## What Uptika measures

| Measurement | Source | Depth | How often |
| --- | --- | --- | --- |
| Keyword rank · App Store | iTunes Search API, search order | First 200 results | Daily |
| Keyword rank · Google Play | Public Google Play search page | First page, about 30 | Daily |
| Popularity 1–100 | The store's own autocomplete | App Store 10, Play 5 suggestions | Every 7 days |
| Difficulty 1–100 | Rating counts and titles of the top 10 | Top 10 | Daily |
| Category charts | App Store RSS, Google Play top charts | App Store 100, Play 200 | Every 3 hours |
| Rival listings | App Store and Google Play app pages | Title, text, icon, screenshots, version, price | Daily |
| Reviews | App Store review RSS, Google Play reviews | Newest first | Every 6 hours |

From nine parts: search visibility 20%, keyword coverage 15%, metadata efficiency 15%, 7-day movement 10%, competitive strength 10%, listing conversion 10%, ratings and reviews 10%, freshness 5%, localization 5%. A part without data is left out; it never counts as zero.

## Features

- **Keyword radar** (https://uptika.app/en/product/keyword-radar): Uptika's keyword radar reads your app's position for each tracked keyword from the stores' own search results once a day: the first 200 results on the App Store and the first result page, about 30 apps, on Google Play.
- **ASO score and AI insights** (https://uptika.app/en/product/aso-score): The Uptika ASO score rates one app in one storefront from 0 to 100 as the weighted average of nine parts, from search visibility to localization, each scored from your own numbers.
- **Competitor tracking** (https://uptika.app/en/product/competitor-tracking): Uptika's competitor tracking saves each rival's store listing every day, logs any change to its title, short text, icon, screenshots, version or price, and compares its keyword ranks with yours.
- **Daily ping** (https://uptika.app/en/product/daily-ping): Uptika's daily ping sums up your app's store position since the last reading on one screen: rank moves, keywords entering and dropping out of search, category chart position, new 1–2 star reviews and your rivals' listing changes.
- **Keyword hunt** (https://uptika.app/en/product/keyword-hunt): Uptika's keyword hunt finds new keywords from three sources, store autocomplete, the searches where your rivals rank in the top 10 and the words on your own store listing, and scores each one for popularity and difficulty from 1 to 100.
- **Copy workshop** (https://uptika.app/en/product/copy-workshop): Uptika's copy workshop is a workspace for drafting App Store and Google Play metadata: it shows each field's character limit, how well your tracked keywords are covered, repeated words and risky phrases as you type, and gives the draft a score from 0 to 100.
- **Reviews and insights** (https://uptika.app/en/product/reviews): Uptika's reviews page reads your App Store and Google Play reviews every 6 hours; the insights page groups the last 180 days into up to 12 themes of complaints, bugs, requests and praise and backs each theme with verbatim quotes from the reviews.
- **Uptika report** (https://uptika.app/en/product/uptika-report): The Uptika report takes an app's 0–100 Uptika score and each storefront's ASO score outside the dashboard: an A4 PDF report, share cards in three sizes, an optional public score page and an embeddable badge that updates daily.
- **Head to head** (https://uptika.app/en/product/head-to-head): Uptika's head-to-head page compares your rank with your rivals' on the searches you track and gives three counts per rival: searches you both rank for, searches only they rank for and searches only you rank for.
- **Rival log** (https://uptika.app/en/product/rival-log): Uptika's rival log compares the store listings of the rivals you follow, and your own, with the day before, every day, and records each change across eleven fields, from title to price, with its date and a word-by-word diff.
- **Keyword field builder** (https://uptika.app/en/product/keyword-field): Uptika's keyword field builder fills the App Store's 100-character keyword field for you: it drops words already in the name or subtitle and filler words, splits phrases into words, removes repeats and lists the rest by popularity, separated by commas.
- **Search mirror and screenshots** (https://uptika.app/en/product/search-mirror): Uptika's search mirror shows your app's search result card (icon, name, subtitle or short description, rating and first three screenshots) on a phone screen next to the top 8 results from the latest reading of a keyword you track.
- **Listing audit** (https://uptika.app/en/product/listing-audit): Uptika's listing audit scores a storefront's listing from 0 to 100 with weighted checks, from title length to screenshot count, and separately checks for rejection risks such as other brand names, hype words, prices, emoji or keyword stuffing.
- **Localization** (https://uptika.app/en/product/localization): Uptika's localization page compares the languages each App Store storefront indexes with the languages on your listing: every extra language you fill adds 160 more searchable characters in that storefront through the name, subtitle and keyword field.
- **Visibility score** (https://uptika.app/en/product/visibility): Uptika's visibility score weighs the estimated click share of your rank on every tracked search by the keyword's popularity and turns it into a single number from 0 to 100; the same formula applied to your rivals gives your share of voice.
- **AI echo** (https://uptika.app/en/product/ai-echo): Uptika's AI echo asks up to 25 questions per app to an AI model every day, the way a real user would, and records in each answer whether your app is mentioned, its place in the list of recommended apps and the place of the rivals you follow.
- **Playbook** (https://uptika.app/en/product/playbook): Uptika's playbook builds a "Do today" list every morning at 05:00 from open rules: each job comes with a title, a reason in numbers, the expected effect and a link to the page where you act on it, ranked by a priority from 0 to 100.
- **Apple Ads** (https://uptika.app/en/product/apple-ads): Uptika's Apple Ads pages connect your own Apple Ads account through the official API to show spend, impressions, taps, installs and cost per install, compare the keywords you pay for with their organic ranks and write every change to an undoable log.
- **App dossier** (https://uptika.app/en/product/app-dossier): Uptika's app dossier gathers, for any app on the App Store or Google Play, its store listing, rating and install history, the searches it ranked for in the last 60 days, its chart presence, version history and listing changes on one page.
- **Alerts and team** (https://uptika.app/en/product/alerts-and-team): Uptika's alerts send events such as a rank drop, a rival passing you, a rival listing change, a chart entry or a wave of 1-star reviews to Slack, Discord, Telegram, a webhook or a phone notification, with the level, threshold and channel set per alert type.
- **API and MCP** (https://uptika.app/en/product/api-and-mcp): Uptika's API returns your keyword, rank, competitor, alert and ad data as JSON behind a Bearer key; the MCP server opens that data to Claude and other MCP clients through 18 tools, and its only write tool is adding keywords.

## Plans and prices

USD (every country except Turkey):

- Free: $0, 1 app, 1 storefront, 10 keywords, 1 competitor; ASO score, first 2 findings, 7 days of history.
- Starter: $29 a month or $290 a year; 2 apps, 3 storefronts per app, 100 keywords, 5 competitors per app, 1 seat, 10 AI insights a day.
- Growth: $79 a month or $790 a year; 5 apps, 10 storefronts per app, 500 keywords, 10 competitors per app, 3 seats, 50 AI insights a day, API and MCP.
- Portfolio: $249 a month or $2,490 a year; 20 apps, unlimited storefronts per app, 3000 keywords, 30 competitors per app, 10 seats, 300 AI insights a day, API and MCP, white-label report, priority support.

TRY (accounts billed in Turkey):

- Free: ₺0, 1 app, 1 storefront, 10 keywords, 1 competitor; ASO score, first 2 findings, 7 days of history.
- Starter: ₺749 a month or ₺7.490 a year; 2 apps, 3 storefronts per app, 100 keywords, 5 competitors per app, 1 seat, 10 AI insights a day.
- Growth: ₺1.999 a month or ₺19.990 a year; 5 apps, 10 storefronts per app, 500 keywords, 10 competitors per app, 3 seats, 50 AI insights a day, API and MCP.
- Portfolio: ₺5.999 a month or ₺59.990 a year; 20 apps, unlimited storefronts per app, 3000 keywords, 30 competitors per app, 10 seats, 300 AI insights a day, API and MCP, white-label report, priority support.

- Yearly billing = 10 × the monthly price (2 months free).
- Growth trial: 7 days, no card, once per account; afterwards the account is on the free plan and anything over its limits is paused, not deleted.
- One-time purchases on paid plans: Full ASO audit report ($49 / ₺1.490); +250 keyword pack ($12 / ₺399, 30 days); Extra app slot ($15 / ₺499, 30 days).
- Payment by card through iyzico; card details never reach Uptika. Plan names in Turkish: Ücretsiz, Başlangıç, Büyüme, Portföy.

## FAQ

### Is the free plan really free?

Yes, forever: $0 for 1 app, 1 storefront, 10 keywords and 1 competitor, with the ASO score, the first 2 findings and the last 7 days of history. All findings, AI insights, alerts, exports, full history and the Playbook pages open on paid plans.

### How much do the paid plans cost?

Starter is $29 a month, Growth $79, Portfolio $249. Pay yearly and get 2 months free: $290, $790 and $2,490 a year.

### How does the Growth trial work?

One click in the dashboard opens all of Growth for 7 days. No card, once per workspace. It never turns into a paid plan on its own: when it ends, you are back on the free plan.

### Is my data deleted when a plan ends?

No. You move to the free plan, and whatever is over its limits is frozen: its history stays visible, but no new readings are taken. You choose which app stays active, and everything resumes when you upgrade.

### Can I cancel anytime?

Yes, anytime from the billing page (Settings → Plan and billing). You keep access until the end of the period you paid for and are not charged again. Uptika is a digital service that starts immediately, so there is no right of withdrawal and no partial refund. Details in the [cancellation and refund terms](https://uptika.app/legal/iptal-iade.html) (Turkish).

### Which currency do I pay in?

Turkish lira with a billing address in Turkey, US dollars everywhere else; taxes included. You pay by card through iyzico, your card details never reach Uptika, and a receipt is ready in the dashboard after every payment.

### Is there an API or an MCP server?

Yes, on Growth and Portfolio. Every number in the dashboard is in the REST API, and the MCP server lets Claude and other MCP clients read your ranks, rivals and ad data. The only write access is adding keywords.

### Where does the data come from?

The stores' public search results, charts and app pages. Connect App Store Connect, Google Play Console or Apple Ads and your own installs, revenue and ad numbers come in too. Any estimate is labeled as one.

### Which stores and countries?

The App Store and Google Play. Pick any of the country storefronts the store is open in; every storefront gets its own ranks, charts and score. How many storefronts you track per app depends on your plan.

### How often is it measured?

Keyword ranks and rival pages every day, category charts every 3 hours, reviews every 6 hours. Keyword popularity is re-read every 7 days.

### How long does setup take?

A few minutes: paste your link. No code, no SDK. The first daily reading is ready the next morning.

### Is the Apple Ads connection safe?

It uses Apple's official API with a key you create, and the key is stored encrypted. Nothing that raises spend ever happens on its own; every change needs your approval and is logged.

### Can my team use it?

Yes. Invite teammates; the number of seats depends on the plan. Route alerts to Slack, Discord, Telegram or a webhook.


---

# What is ASO? App Store Optimization in 2026

> ASO (App Store Optimization) is the work of making an app easier to find and more likely to be installed on the App Store and Google Play, by improving the fields each store indexes for search (title, subtitle, keywords, descriptions), the assets that turn a visit into an install (icon, screenshots, video) and the signals the stores rank on (downloads, ratings and reviews, quality).

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

## What does ASO cover?

ASO covers two jobs: being found, and being chosen. Being found means showing up in store search, category charts and featured spots. Being chosen means turning the people who see your app into installs. A listing can fail at either: it can rank well and convert badly, or look great and never be seen.

| Lever | Helps to be found | Helps to be chosen |
|---|---|---|
| Name / title, subtitle, short description | Yes: the strongest text fields | Yes: the first words people read |
| App Store keyword field | Yes | No: it is hidden |
| Category | Yes: Apple indexes primary and secondary category | Yes: it decides where people browse into you |
| Icon, screenshots, preview video | Indirectly, through more installs | Yes: the biggest conversion lever |
| Ratings and reviews | Yes: both stores name them as ranking factors | Yes: shown in search results and on the page |
| Updates, in-app events, promotional content | Indirectly: fresh reasons to show and tap | Yes |
| Localization | Yes: every language has its own searches | Yes |

## Which fields does each store index for search?

The two stores index different fields, so the same app needs different text in each. This table separates what the stores document from what they do not.

| Field | App Store | Google Play |
|---|---|---|
| App name / title | 2–30 characters. Indexed: Apple lists the title under text relevance | 30 characters. The main text field for search |
| Subtitle | 30 characters. Indexed. Changes need a new app version | Does not exist |
| Keyword field | 100 bytes, hidden, comma-separated. Indexed | Does not exist |
| Short description | Does not exist | 80 characters, visible. Google: "Provide a short, one-line description" |
| Long description | Up to 4,000 characters. Not in Apple's list of text-relevance fields; used by web search engines after release | Up to 4,000 characters. Google advises "SEO best practices" in it, within the spam rules |
| Promotional text | 170 characters, changes without a new version. Apple: it "doesn't affect your app's search ranking" | Does not exist |
| Category | Primary and optional secondary category are indexed | Category plus up to 5 tags |
| Screenshots | 1–10 per device size; up to 3 can show in search results | Up to 8 per device type |
| Video | Up to 3 app previews per device size and language | One YouTube promo video |

Two details trip people up. Apple's help pages give the keyword field as 100 **bytes**, so letters like ç, ş, é or ß use more than one of your 100. And on Google Play there is no hidden field at all: everything you index is text people can read, which is why keyword stuffing there is both visible and a policy violation. Exact limits for every field are in [the 30-step ASO checklist](https://uptika.app/en/guides/aso-checklist).

## What affects an app's rank in store search?

Both stores publish the outline and keep the weights private. Apple writes that search results are based on "text relevance (matches for your app's title, subtitle, keywords, and primary category), as well as user behavior (downloads, ratings and reviews, and more)". Google writes that apps "are ranked based on a combination of ratings, reviews, downloads, and other factors".

| Signal | Documented by the store? | What to do |
|---|---|---|
| Text match in indexed fields | Yes (Apple: title, subtitle, keywords, primary category) | Put each important search in a field that counts, once |
| Downloads | Yes, both stores | Conversion work and campaigns raise it |
| Ratings and reviews | Yes, both stores | Ask at good moments, answer bad reviews |
| App quality (crashes, ANRs) | Yes, Google: above the Android vitals thresholds an app is "likely to be less discoverable" | Keep user-perceived crashes under 1.09% and ANRs under 0.47% of daily users |
| Recency and pace of installs | Not documented | Common field observation; treat as a hypothesis |
| Developer (company) name | App Store: yes, App Store Connect Help says your app is searchable by app name and company name. Google Play: not documented | Do not repeat your company name in the keyword field |

The full breakdown, with a decision tree for sudden rank drops, is in [How App Store and Google Play search ranking works](https://uptika.app/en/guides/app-store-search-ranking).

## How is ASO different from SEO?

ASO and SEO share the core idea: learn the words people use, then deserve the click. Three things differ. Store search has no links, so authority comes from installs and ratings instead. The space is tiny: 30 characters of title and, on the App Store, 30 of subtitle and 100 of keywords. And the result card shows your icon, rating and up to three screenshots right in the list, so design is part of ranking work: a better tap rate brings the downloads that both stores count.

## How long does ASO take to work?

ASO has two clocks. The first is review: a text change on the App Store needs a submission, and Apple says it reviews at least 50% of submissions in under 24 hours and 90% in under 48 hours. Google Play changes also pass a review. The second clock is the ranking response. Positions usually settle over the following days, and the effect of a change on installs needs weeks of data to read. Change one thing at a time where you can, write down the date, and compare like with like: the same weekdays, the same country, the same keywords.

## What is a practical ASO process? A 10-step checklist

1. **List 30–50 searches** that describe what your app does, in your users' words, separately for every country you care about. [Keyword research](https://uptika.app/en/guides/app-keyword-research) shows how to do this with free data.
2. **Measure popularity and difficulty** for each search. Start with searches that are clearly relevant, have some popularity and are not owned by giants.
3. **Write the title** with your brand plus the single most valuable search, under 30 characters, without stuffing.
4. **App Store: fill the subtitle and all 100 bytes** of the keyword field. No word twice, no spaces after commas, no plurals of words you already have, no category names, no other apps' names.
5. **Google Play: write a short description** that carries your main search naturally, and use your important searches in the first lines of the long description, as a person would write them.
6. **Pick the right category** (and on Google Play up to 5 tags). See [choosing a category and reading top charts](https://uptika.app/en/guides/app-categories-and-top-charts).
7. **Make the first three screenshots explain the core benefit**, because they can appear in search results. Show the app in use: App Review wants more than half of the screenshots for each device to do that.
8. **Earn ratings at the right moment**, after a success inside the app, through the system prompts, never with a custom pop-up.
9. **Localize** the listing for every country that brings installs: keywords are searched differently in each language.
10. **Track ranks daily and revise every release.** Read rank changes against your own releases and your rivals' listing changes, drop searches nobody types and add the ones rivals win.

The long version, with a source and a field limit for each item, is the [30-step ASO checklist](https://uptika.app/en/guides/aso-checklist). Games have their own rules on screenshots, video and events: see [ASO for mobile games](https://uptika.app/en/guides/aso-for-games).

## Which ASO data is free?

You can do serious ASO with free data. Apple Ads shows a search popularity score from 1 to 5 for keywords you look up in a campaign. App Store Connect Analytics shows impressions, product page views and conversion by source, including App Store search. In Play Console, Grow users > Store performance > Conversion analysis can be broken down by search term, and the traffic sources separate brand searches ("Google Play search") from browsing and category searches ("Google Play explore").

Uptika adds free tools that need no account:

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads any public listing and shows character use, how much of the store's own search suggestions the text covers, and rating strength against the category's top 10.
- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) measures one search in up to 10 countries on both stores: popularity, difficulty and the top 3 apps in each market.
- [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks your text against the limits and the common rejection risks before you submit.
- [Chart Movers](https://uptika.app/en/tools/chart-movers) shows the climbers and new entrants in category charts.

## What are the most common ASO mistakes?

- Writing a slogan in the title instead of the search people actually type.
- Repeating the same word in the name, subtitle and keyword field. Apple counts it once; the repeats are wasted space.
- Putting other apps' names or "best", "#1" and prices into metadata. Apple's guideline 2.3.7 and Google Play's metadata policy both forbid it.
- Translating the listing word for word instead of researching each country's searches.
- Judging a change after one day, or changing five things at once.
- Asking for ratings at first launch, before the app has earned one.

## How do you measure ASO?

ASO is measured with daily keyword ranks per storefront (one store in one country), the popularity and difficulty of each keyword, a visibility index across your keywords, listing conversion and ratings. Uptika reads these every day and combines them into a 0–100 ASO score per storefront: the [methodology](https://uptika.app/en/guides/methodology) shows every formula and weight, [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking) explains the readings, and the [glossary](https://uptika.app/en/guides/aso-glossary) defines each term.

## Where does Uptika fit?

Uptika's ASO puanı (ASO score) turns the checklist above into numbers for your own app: it scores search visibility, keyword coverage, metadata use, competitive strength, ratings, freshness and localization, and lists the findings that cost you the most points. Kelime radarı (keyword radar) tracks your ranks every day, and Rakip günlüğü (competitor log) shows when a rival changes its title or screenshots. Start with the free tools above, or [open a free account](https://uptika.app/app/#/?signup=1): 1 app, 1 storefront and 10 keywords tracked daily, no card needed.

## Questions

### What is app store optimization (ASO)?

ASO is the ongoing work of improving an app's store listing and store signals so that it ranks for the searches people make on the App Store and Google Play, and so that more of the people who see it install it.

### Is ASO worth it, and how is it different from SEO?

ASO applies the idea of SEO to app stores: match what people search, then earn the tap. The ranking signals differ. Apple names text relevance (title, subtitle, keywords, primary category) and user behavior (downloads, ratings and reviews); Google names ratings, reviews and downloads. Links, which matter in web SEO, play no part in store search. Store search traffic costs nothing per install, which is why ASO is usually worth doing before or alongside paid ads.

### How do I do ASO step by step?

List the searches that describe your app, measure their popularity and difficulty, place the best ones in the indexed fields of each store, make the first screenshots explain the core benefit, earn ratings at good moments, then track ranks daily and revise the text with each release. The 10-step checklist on this page follows that order.

### Which ASO tools are free?

Both stores give free data: Apple Ads shows a 1–5 search popularity for keywords, App Store Connect Analytics shows impressions and conversion by source, and Play Console shows the search terms that brought visitors to your listing. Uptika adds free tools without sign-in: Listing X-Ray, Keyword Atlas, Metadata Linter, One-Star Reasons and Chart Movers, and a free plan that tracks 1 app, 1 storefront and 10 keywords daily.

### How long does ASO take to work?

Text changes only go live after a store review; Apple says it reviews at least 50% of submissions in under 24 hours and 90% in under 48 hours. After that, ranks usually move over days, not hours. Judge a change over a few weeks of daily rank readings and compare it with the same weeks before.

## Sources

- [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/)
- [Platform version information: keywords, promotional text, description (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [App information: name and subtitle (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information)
- [Categories and discoverability (Apple Developer)](https://developer.apple.com/app-store/categories/)
- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [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)
- [Understand and grow your app's user base (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859173)
- [Monitor your app's technical quality with Android vitals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844486)
- [Search popularity, Apple Ads glossary](https://ads.apple.com/app-store/help-glossary)

---

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


---

# App keyword research: a step-by-step method with free data

> App keyword research means collecting the searches people type into the App Store and Google Play that fit what your app does, scoring each one for relevance, popularity and difficulty, and placing the best ones in the fields each store indexes, and it can be done well with free data from the stores themselves.

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

## What does app keyword research decide?

Keyword research decides which searches your listing competes for. On the App Store that choice fills three small fields: a 30-character name, a 30-character subtitle and a hidden 100-byte keyword field. On Google Play it shapes a 30-character title, an 80-character short description and a 4,000-character full description that people read. With so little space, the choice matters more than the writing.

Apple says the trade-off directly: popular, functional terms "may drive a lot of traffic, but are highly competitive – especially if you are a newer or smaller app", while less common terms "drive lower traffic, but are less competitive". The method below makes that trade-off with numbers instead of guesses.

## Step 1: where do you find candidate searches for free?

Start wide. Aim for 50–150 candidates per country before you filter.

| Source | Store | What it gives you | Where |
|---|---|---|---|
| Search hints / suggestions | Both | The searches people actually type, in the order the store suggests them | Type your core words letter by letter into the store's search box on a device set to the target country |
| Rivals' visible text | Both | The words the apps on top chose for their title, subtitle or short description | Their product pages |
| Your reviews | Both | Your users' own words for problems and features | The ratings and reviews sections of App Store Connect and Play Console |
| Apple Ads keyword suggestions | App Store | Related terms plus search popularity 1–5 | Apple Ads, inside a search results campaign's ad group |
| Apple Ads search terms report | App Store | Real searches your ads matched, once a term has at least 10 impressions | Apple Ads > Search Terms tab (Search Match or broad match campaigns) |
| Play Console conversion analysis | Google Play | Search terms that brought visitors to your listing, with their conversion | Grow users > Store performance > Conversion analysis, broken down by search term |
| App Store Connect Analytics | App Store | Impressions and conversion from App Store search as a source | Analytics, filtered by source type |

Apple's own advice for its ads applies here too: start with your app's name and the terms that explain the service your app provides or the need it meets, including use cases that are secondary to the main function.

## Step 2: how do you score each search?

Give every candidate four values. Write them into one sheet so the decision is visible.

| Column | Question | Scale |
|---|---|---|
| Relevance | Would a person who types this be happy to find your app? | Yes / partly / no |
| Popularity | How often is it searched, relative to other searches? | Apple Ads: 1–5. Uptika: 1–100, from how early the store's autocomplete suggests it |
| Difficulty | How strong are the apps in today's top 10? | Uptika: 1–100, from the top 10's rating counts (70%) and how many carry the search in their title (30%) |
| Current rank | Where are you now, if anywhere? | Position, or "not ranked" |

Neither store publishes search volumes. Any popularity number, including Apple's 1–5 and Uptika's 1–100, is a relative scale for comparing searches, not a count of searches. Use it to sort, not to forecast installs. The [methodology](https://uptika.app/en/guides/methodology) shows how Uptika's popularity and difficulty are computed.

## Step 3: which searches do you keep? A decision tree

1. **Is it relevant?** If no, drop it, however popular. Apple warns that irrelevant terms make an ad "unlikely to win", and irrelevant traffic will not install.
2. **Is it another app's brand?** Drop it from metadata. Guideline 2.3.7 forbids packing metadata with "trademarked terms, popular app names", and Google Play's metadata policy forbids misleading references to other apps. (Bidding on rival brands in Apple Ads is a separate question; see the [Apple Ads campaign structure](https://uptika.app/en/guides/apple-ads-campaign-structure).)
3. **Is popularity close to the floor?** If almost nobody types it, keep it only if it costs nothing, for example a word already in your text.
4. **Is difficulty high and your app new?** Park it as a long-term target and take the longer, more specific version now ("budget planner for couples" instead of "budget planner").
5. **Are you already at 11–30?** This is the striking distance: a small improvement can bring you to the first page. Give these priority.
6. **Otherwise** rank the rest by popularity ÷ difficulty and take the top of the list for the fields you have.

## Step 4: where does each keyword go?

The field decides how much a keyword can do.

| Store | Field | Rule |
|---|---|---|
| App Store | App name (30) | Your brand plus the single most valuable search |
| App Store | Subtitle (30) | The next most valuable search, as a readable phrase |
| App Store | Keyword field (100 bytes) | Single words, comma-separated, no spaces after commas; never repeat a word from the name, subtitle or category; no plurals of words you already have; no "app" or "game" |
| Google Play | Title (30) | Brand plus the main search; no emoji, no ALL CAPS, no "#1", "free" or "best" |
| Google Play | Short description (80) | The main benefit with your main search, written for people |
| Google Play | Full description (4,000) | Important searches in the first lines and naturally through the text; no keyword lists |

Apple tells you not to repeat words that are already in the name, subtitle or category, so treat the three fields as one pool of words. A phrase in the keyword field such as "Real Estate" is allowed, but many teams use single words so that they can combine with the words in the title and subtitle; that is common practice, not something Apple documents. The full field-by-field comparison is in [What is ASO?](https://uptika.app/en/guides/what-is-aso), and Apple's rules are on its App Store search page, linked under Sources.

## A worked template

Here is the sheet for an invented habit tracker in one country. The scores are illustrative, to show the logic, not real measurements.

| Search | Relevance | Popularity | Difficulty | Rank now | Decision | Field |
|---|---|---|---|---|---|---|
| habit tracker | Yes | High | High | 48 | Keep, long-term | Name |
| daily habits | Yes | Medium | Medium | 22 | Priority: striking distance | Subtitle |
| routine planner | Yes | Medium | Low | Not ranked | Add | Keyword field: routine, planner |
| streak | Partly | Medium | Low | Not ranked | Add as a single word | Keyword field |
| to do list | Partly | High | High | Not ranked | Skip for now | None |
| (a rival's brand) | No | High | High | Not ranked | Drop | None |

## How do you localize keyword research?

Do the research again in each country. The same idea is searched with different words, and a direct translation of your English list misses many of them. On the App Store, Apple's localization table also lists more than one language for many storefronts; the official page presents them as supported languages and does not state how they are used for search, so treat any cross-language indexing as something to test, not a fact. Measure popularity per storefront: a search that is wide open in one country can be crowded in the next.

## What are the most common keyword research mistakes?

- Choosing by popularity alone and ranking nowhere.
- Copying a rival's keywords without checking that they fit your app.
- Repeating words across fields on the App Store, or writing keyword lists on Google Play.
- Treating one popularity number as a search count.
- Never checking again. Rivals change their text, seasons change searches, and your app gains features.

## How often should you redo it?

Review the list with every release that changes your text, and at least monthly: drop searches where you stay unranked after several weeks and nobody seems to type, move striking-distance terms into stronger fields, and add the terms rivals newly win. Track the result daily, per storefront, as described in [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking).

## Where does Uptika fit?

Uptika's free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) measures one search's popularity and difficulty on both stores in up to 10 countries, with each market's top 3 apps. In the panel, Kelime avı (keyword hunt) collects new terms from the store's own autocomplete, from rivals' top-10 terms and from your own listing, and reads popularity and difficulty for each; Fırsatlar (opportunities) lists easy, searched terms you do not track and your positions 11–30; and Kelime radarı (keyword radar) tracks the chosen terms every day. The Kelime alanı (keyword field) packer fills the App Store's 100 bytes without repeats. [Start free](https://uptika.app/app/#/?signup=1) with 10 keywords, or read [how App Store and Google Play search ranking works](https://uptika.app/en/guides/app-store-search-ranking) next.

## Questions

### How do I do keyword research for an app?

Collect candidate searches from the store's own autocomplete, rivals' titles and short texts, your reviews and the stores' free reports; mark each one as relevant or not; measure popularity and difficulty; then put the best relevant ones into the title, subtitle and keyword field (App Store) or title, short and full description (Google Play), and track their ranks daily.

### Is there a free app keyword research tool?

Yes. The stores themselves are free sources: App Store search hints and Google Play suggestions show what people type, Apple Ads shows a 1–5 search popularity for keywords, and Play Console shows the search terms that brought visitors to your listing. Uptika's free Keyword Atlas measures one search's popularity and difficulty in up to 10 countries without sign-in.

### What are long-tail ASO keywords?

Longer, more specific searches such as "habit tracker for students" instead of "habit tracker". Each is searched less, but fewer strong apps target them and the people who type them know what they want. A new app usually ranks for long-tail searches first.

### How do I find keywords for Google Play?

Type your main words into the Play Store search box and note the suggestions, read the titles and short descriptions of the apps on top, and open Play Console > Grow users > Store performance > Conversion analysis to break visitors down by search term. Remember that on Google Play the indexed text is visible, so the searches must read naturally in your title and descriptions.

### How do I check Apple Search Ads keyword popularity?

Inside an Apple Ads search results campaign, the keyword suggestion tool and the Recommendations page show search popularity on a scale of 1 to 5, where 5 is the most popular. Apple describes it as a relative indicator, not a search count.

## Sources

- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Platform version information: keywords (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [Keywords best practices (Apple Ads)](https://ads.apple.com/app-store/best-practices/keywords)
- [Help glossary: search popularity, search terms (Apple Ads)](https://ads.apple.com/app-store/help-glossary)
- [Understand and grow your app's user base (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859173)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [App Review Guidelines 2.3.7 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

---

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


---

# How Uptika measures every number

> Uptika is an ASO and store-intelligence tool that reads App Store and Google Play search results every day; this page explains, step by step, how those readings become keyword popularity, difficulty, visibility and the 0–100 ASO and Uptika scores.

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

## What does Uptika measure, and where does it come from?

Uptika measures what the stores show publicly, plus the numbers you connect yourself. Nothing is guessed: when a reading fails, that day stays empty instead of being filled with an estimate.

| Measurement | Source | Depth | How often |
|---|---|---|---|
| Keyword rank, App Store | iTunes Search API, in search order | First 200 results | Daily, from 04:00 Istanbul time |
| Keyword rank, Google Play | Public Google Play search page | First result page, about 30 apps | Daily |
| Rating counts of the top results | Listings of the first 10 results | Top 10 | With every rank reading |
| Keyword popularity, 1–100 | Store autocomplete: App Store search hints, Google Play suggestions | Up to 10 App Store hints, 5 Play suggestions per prefix | Re-read when older than 7 days |
| Keyword difficulty, 1–100 | Rating counts and titles of the top 10 | Top 10 | With every rank reading |
| Category charts | App Store RSS feeds, Google Play top charts | App Store up to 100, Google Play up to 200 | Every 3 hours |
| Rival listings | App Store lookup, Google Play app page | Title, short text, icon, screenshots, version, price | Daily, compared day to day |
| Rival downloads | Google Play: install count on the listing. App Store: new ratings per day, because Apple publishes no install counts | | Daily |
| Reviews | App Store customer-review RSS per country, Google Play reviews | Newest first | Every 6 hours |

Every storefront (one store in one country, for example Google Play Brazil) has its own readings, charts and score. Your own installs, sources and listing conversion come from App Store Connect and Google Play Console when you connect them; those reports arrive with the delay the stores have.

## How is keyword popularity measured?

Uptika measures popularity by how early the store's own autocomplete offers a search while it is being typed. A search people type often is suggested after one or two letters; a rare one only appears when it is nearly complete, or never.

1. Uptika types the term the way a person would: every letter of the first 8 characters, then word by word, then the whole term.
2. After each prefix it reads the store's suggestions for that country: App Store search hints (up to 10) or Google Play suggestions (up to 5).
3. The term counts as offered when a suggestion is the term itself, or a longer search that starts with it: "visa" is offered when "visa appointment" is suggested.
4. The first prefix where that happens sets the score.

`popularity = 100 − 11 × min(letters − 1, 3) − 5 × max(letters − 4, 0) − slot penalty − 4 if only a longer search was offered`

- **letters**: characters typed when the term was first offered.
- **slot penalty**: the position in the suggestion list (0 = top) × 2 on the App Store, × 4 on Google Play.
- An offered term never scores below 2. A term that is never offered scores 1.

| First offered after | Slot | Offered as | Popularity |
|---|---|---|---|
| 1 letter | Top | The term itself | 100 |
| 2 letters | Top | The term itself | 89 |
| 3 letters | Top | The term itself | 78 |
| 4 letters | 3rd, App Store | The term itself | 63 |
| 4 letters | 3rd, Google Play | The term itself | 59 |
| 6 letters | Top | A longer search | 53 |
| Never | | | 1 |

Popularity is a relative scale, not a search count: neither store publishes organic search volumes. Uptika keeps the raw reading (letters typed, slot, exact or longer), so the scale can be re-tuned without reading the stores again. App Store hints are read in 28 storefronts: US, GB, TR, DE, FR, ES, IT, BR, MX, CA, AU, NL, SE, JP, KR, SA, AE, IN, ID, PT, AR, CO, CL, PL, RU, AZ, UA and EG.

## How is keyword difficulty measured?

Difficulty says how hard it is to pass the apps in today's top 10 for a search. It combines how established those apps are, measured by their rating counts, with how many of them carry the search in their title.

`difficulty = 100 × (0.7 × average strength + 0.3 × title share)`

- **strength** of one app = min(1, log10(rating count + 1) ÷ 5.5). About 316,000 ratings or more is full strength; 10,000 ratings ≈ 0.73; 1,000 ≈ 0.55; 100 ≈ 0.36.
- **title share** = the share of the top 10 whose title contains every word of the search.
- The result is clamped to 1–100 and recomputed with every daily rank reading.

| Top 10 for the search | Average strength | Title share | Difficulty |
|---|---|---|---|
| Apps with about 10,000 ratings each, 6 of 10 titles carry the term | 0.73 | 0.6 | 69 |
| Apps with about 100 ratings each, 1 of 10 titles carries the term | 0.36 | 0.1 | 28 |

## How is search visibility measured?

Visibility is the popularity-weighted share of taps your positions would get across the keywords you track in one storefront, on a 0–100 scale. A visibility of 100 means you are first for every tracked keyword.

| Position | Tap-share weight |
|---|---|
| 1 | 1.00 |
| 2 | 0.60 |
| 3 | 0.45 |
| 4–5 | 0.30 |
| 6–10 | 0.15 |
| 11–20 | 0.06 |
| 21–50 | 0.02 |
| 51 and below | 0.005 |
| Not ranked | 0 |

`visibility = 100 × Σ (popularity × weight of position) ÷ Σ popularity`

A keyword without a popularity reading counts as 10. The weights are a fixed model of how taps fall off down a results list, not measured tap data. Example: three keywords with popularity 80 at #2, 50 at #12 and 20 not ranked give (48 + 3 + 0) ÷ 150 = 34.

## How is the ASO score calculated?

The ASO score rates one app in one storefront, from 0 to 100, as the weighted average of nine parts. Each part is scored from your own numbers; a part without data is left out and the remaining weights are re-normalised, so a missing number never counts as zero.

| Part | Weight | What it measures |
|---|---|---|
| Search visibility | 20 | Visibility above, mapped as 100 × (1 − e^(−visibility ÷ 12)): a visibility of 12 already scores 63 |
| Keyword coverage | 15 | Popularity-weighted share of fitting keywords you rank for: positions 1–3 count fully, 4–10 count 0.75, 11–30 count 0.35, 31–100 count 0.1, deeper 0.03 |
| Metadata efficiency | 15 | How many of your 8 most popular keywords are fully in the indexed fields (55 points), plus how fully the title (15), the subtitle and keyword field (App Store, 10 + 20) or the short description (Google Play, 30) are used; words repeated between title and keyword field cost points |
| 7-day movement | 10 | Popularity-weighted change in tap share over 7 days; 50 means no change |
| Competitive strength | 10 | Your rating count against the median rating count of the top 10 on your most popular keywords, on a log scale |
| Listing conversion | 10 | Google Play store-listing visitors to acquisitions over the last 30 report days; 30% is a full score; organic traffic is used when ads bring more than half the visits. Not scored on the App Store yet |
| Ratings and reviews | 10 | Average rating (4.6 or higher is full) for 55%, number of ratings (1,000 or more is full) for 45%, minus 3 points per unanswered 1–2 star review in the last 30 days |
| Freshness and visuals | 5 | Days since the last update (30 days or fewer is full) for 70%, number of screenshots (6 or more is full) for 30% |
| Localization | 5 | Share of installs from your top 6 countries that see a listing in their own language |

Average rating maps in steps: 4.6 and up = 100, 4.3 = 85, 4.0 = 70, 3.5 = 45, lower = 20.

### Which keywords count?

Only keywords that fit the app count toward the score. Uptika labels every tracked keyword as fitting, your own brand, a rival's brand (people searching for another app by name), or another kind of app (fewer than 30% of the top 10 are in your category). Rival brands and other-intent keywords stay visible in the panel but are left out of the score. Automatic labels are suggestions until you confirm them.

### What do the grades mean?

| Score | Grade |
|---|---|
| 80–100 | Very good |
| 65–79 | Good |
| 50–64 | Average |
| 35–49 | Weak |
| 0–34 | Critical |

## How is the Uptika score calculated?

The Uptika score rates the whole app rather than one storefront: it averages the ASO scores of all the app's storefronts and adds business signals, again leaving out any part without data.

| Part | Weight | What it measures |
|---|---|---|
| ASO | 35 | Average ASO score across the app's storefronts |
| Growth | 15 | Installs in the last 14 days against the 14 before: 50 + 60 × change, so +50% scores 80 |
| Revenue | 15 | Monthly revenue on a log scale (about $1,000 a month is the full level, 65%) and its pace against last month (35%), when revenue data is connected |
| Retention | 10 | Google Play uninstalls ÷ installs over 30 days: 30% or less = 100, 50% = 75, 80% = 45, 100% = 25, above = 10 |
| Category rank | 10 | Best position in the followed charts over the last 2 days: top 10 = 95, top 50 = 75, top 100 = 55, lower = 35, in none = 8 |
| User satisfaction | 10 | Store rating from 3.0 (0) to 4.8 (100) |
| Organic share | 5 | Share of installs from non-paid sources over 30 days; 60% or more is full |

## What does Uptika not do?

- It does not invent search volumes or download counts that the stores do not publish. Rival App Store downloads are not public, so Uptika shows their new ratings per day instead.
- It does not fill a failed reading with a guess. The day stays empty, and any estimate in the panel is labeled as one.
- It reads public results for a country storefront without a signed-in user. What one person sees on their own phone can differ slightly because of personalisation, device and the paid ad slot at the top of App Store search.

## Where can I read more?

- [What is ASO?](https://uptika.app/en/guides/what-is-aso) covers the basics and the differences between the two stores.
- [How keyword rank tracking works](https://uptika.app/en/guides/keyword-rank-tracking) explains the readings in more depth.
- [ASO glossary](https://uptika.app/en/guides/aso-glossary) defines every term used on this page.
- [How to measure ASO impact](https://uptika.app/en/guides/measure-aso-impact) shows how to use these numbers in a clean before-and-after comparison.
- [AI search and app recommendations](https://uptika.app/en/guides/ai-search-app-recommendations) covers discovery in AI assistants, which has no store rank to measure.

## Questions

### How is keyword popularity measured?

Uptika types the term into the store's own autocomplete letter by letter, reads up to 10 App Store search hints or 5 Google Play suggestions after each prefix, and scores the first prefix where the term is offered on a 1–100 scale. It is a relative scale, not a search volume: neither store publishes organic search volumes.

### How is keyword difficulty calculated?

difficulty = 100 × (0.7 × average strength + 0.3 × title share). Each top 10 app's strength is min(1, log10(rating count + 1) ÷ 5.5), and title share is the share of the top 10 whose title contains every word of the search. The result is clamped to 1–100 and recomputed with every daily rank reading.

### What is an ASO score?

The ASO score rates one app in one storefront from 0 to 100 as the weighted average of nine parts: search visibility (20), keyword coverage (15), metadata efficiency (15), 7-day movement (10), competitive strength (10), listing conversion (10), ratings and reviews (10), freshness and visuals (5) and localization (5). A part without data is left out and the other weights are re-normalised.

### How often does Uptika update data?

Keyword ranks are read daily from 04:00 Istanbul time: the first 200 App Store results and about 30 on Google Play. Difficulty is recomputed with every rank reading, popularity is re-read when older than 7 days, category charts every 3 hours and reviews every 6 hours. A failed reading stays empty instead of being estimated.

## Sources

- [iTunes Search API (Apple)](https://performance-partners.apple.com/search-api)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# How App Store and Google Play search ranking works

> App Store search ranks apps on text relevance (matches in the title, subtitle, keyword field and primary category) and user behavior (downloads, ratings and reviews), and Google Play ranks them on a combination of ratings, reviews, downloads and other factors including technical quality; both stores keep the exact weights private.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-search-ranking

## What do the stores officially say?

Both stores describe their search in a few sentences and keep the formula private.

Apple: "Search results are based on a number of factors, including text relevance (matches for your app's title, subtitle, keywords, and primary category), as well as user behavior (downloads, ratings and reviews, and more)." Apple also says ratings and reviews "can influence how your app ranks in App Store search", that the primary and optional secondary category are indexed, and that promotional text "doesn't affect your app's search ranking".

Google: Play search "factors in the overall experience of your app based on user behavior and feedback. Apps are ranked based on a combination of ratings, reviews, downloads, and other factors." On quality, Google says that if an app exceeds the Android vitals bad-behavior thresholds, "it's likely to be less discoverable on Google Play".

## Which signals are documented and which are only observed?

The table labels each signal. "Official" means a store's own page says it; "observed" means it is widely reported in practice but not documented, so treat it as a hypothesis.

| Signal | App Store | Google Play | Label |
|---|---|---|---|
| Words in the title | Yes | Yes | Official (Apple); Google calls the title "particularly helpful" for users to find your app |
| Subtitle | Yes | No such field | Official |
| Hidden keyword field | Yes, 100 bytes | No such field | Official |
| Short and full description | Not in Apple's text-relevance list | Google recommends SEO practice in the description | Official |
| Primary and secondary category | Indexed | Category and up to 5 tags help users find apps | Official |
| Downloads | Yes | Yes | Official |
| Ratings and reviews | Yes | Yes | Official |
| Crash and ANR rates | Not documented for search | Over the thresholds, likely less discoverable | Official (Google) |
| DAU/MAU and user loss | Not documented | Below 8% DAU/MAU or above 5% user loss: a warning may show and some surfaces may not be available | Official (Google) |
| Speed of recent installs | Not documented | Not documented | Observed |
| Conversion from search results | Not documented as such | Not documented as such | Observed; downloads are official |
| Developer (company) name | Searchable: App Store Connect Help says "your app is searchable by app name and company name" | Not documented | Official (Apple) |
| Update frequency | Not documented | Google advises regular updates as a way to improve visibility | Official advice (Google) |

Practical reading: put the text where it counts, then work on the things that create downloads and good ratings. On Google Play, also watch Android vitals, which is the one quality signal a store explicitly ties to discoverability.

## What else appears in search results?

Search results are more than a list of apps. On the App Store they can include developer cards, in-app purchases, in-app events, custom product pages, categories, editorial content and Apple Ads. Your rating and up to three screenshots or previews can show on your card. People who downloaded your app before may see your in-app event card instead of screenshots.

Two newer elements matter for ranking work:

- **Custom product pages with keywords.** You can assign keywords from your latest approved version to a custom product page, so that page appears in search for those keywords instead of the default page. Apple asks that each keyword combination be unique to one page.
- **App tags.** Apple generates tags from your metadata using large language models, AI and human curation; they show in search results and on product pages. Apple says tags are currently supported only in the United States, and you can deselect tags in App Store Connect under App Information > App Store Tags.

At the top of App Store search, an Apple Ads slot can push the first organic result down. When you measure ranks, separate the paid slot from organic positions.

## How do you diagnose a sudden rank drop?

Work through these questions in order. Each one rules out a cause before you change anything.

1. **Is the drop real?** Check the same storefront, device type and search on several days. One day's reading can move; a trend over several days is a signal. Personal history and the ad slot can make what you see on your phone differ from a clean reading.
2. **Did your own text change?** A new version can remove a word from the name, subtitle or keyword field. Compare the live metadata with the previous version. On Google Play, compare the title and both descriptions.
3. **Did Apple modify your keywords?** Guideline 2.3.7 says "Apple may modify inappropriate keywords at any time". If a keyword was a trademark or irrelevant, it may no longer count.
4. **Did a rival change?** A rival that adds your search to its title, ships a big update or starts an event can pass you. Check the apps that moved above you.
5. **Did your ratings change?** A run of low ratings after a release is a common cause on both stores. Read the reviews of the latest version.
6. **Google Play: did Android vitals cross a threshold?** User-perceived crash rate 1.09% and ANR rate 0.47% of daily users overall, or 8% on a single device model. Open Android vitals in Play Console.
7. **Did the search itself change?** Seasonal searches rise and fall. A drop in popularity can mean fewer installs at the same rank.
8. **Did you change category?** On the App Store the primary category is indexed; a change can move you on category-related searches.

If none of these explains it, wait for more readings before reacting. Changing several things at once makes the next drop impossible to explain.

## What should you do first on each store?

| If you have one hour | App Store | Google Play |
|---|---|---|
| Text | Fill the subtitle and all 100 bytes of the keyword field, no repeats | Main search in title and short description, natural full description |
| Category | Choose the primary category where people look for your kind of app | Category plus the 5 most relevant tags |
| Conversion | First three screenshots show the core benefit | Same, plus a feature graphic and video |
| Quality | Fix crashes; ratings follow | Check Android vitals thresholds |
| Ratings | Ask with the system prompt after a success | Use the In-App Review API at a natural pause |

The full field list is in [What is ASO?](https://uptika.app/en/guides/what-is-aso), and picking searches is covered in [app keyword research](https://uptika.app/en/guides/app-keyword-research). For categories and charts, see [choosing a category and reading top charts](https://uptika.app/en/guides/app-categories-and-top-charts).

## How does Uptika read ranks?

Uptika reads the public search results of each storefront every day: on the App Store the first 200 results in search order, starting at 04:00 Istanbul time; on Google Play the first result page. It stores each position so a drop can be checked against your releases and your rivals' listing changes. The details are in [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking) and the [methodology](https://uptika.app/en/guides/methodology).

## Where does Uptika fit?

Kelime radarı (keyword radar) tracks your positions daily and flags sharp drops and rivals that pass you (alert channels and phone notifications are on paid plans), Rakip günlüğü (competitor log) shows the listing changes of the apps that passed you, and Kategori listeleri (category charts) shows your chart rank, read every 3 hours. To check a listing right now, run the free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray). To track your own app every day, [start free](https://uptika.app/app/#/?signup=1).

## Questions

### How does the App Store search algorithm work?

Apple says search results are based on text relevance (matches for the title, subtitle, keywords and primary category) and user behavior (downloads, ratings and reviews, and more). The weights are not published, and Apple says it keeps changing how search works.

### How do I rank an app higher on the Play Store?

Put your main search in the title and short description, write a natural full description, keep crash and ANR rates under the Android vitals thresholds, earn ratings and reviews, and update regularly. Google lists ratings, reviews and downloads as ranking factors and says apps over the vitals thresholds are likely to be less discoverable.

### Why is my app not showing in App Store search?

Common reasons: the search word is not in the name, subtitle or keyword field; the version with your new keywords is not live yet; the app is not available in that country; you are checking a different storefront; or many stronger apps cover the same term. Search for your exact app name first: if that fails, check availability and the live version.

### How do I rank higher on the App Store?

Choose relevant searches you can win, place each once in the name, subtitle or keyword field, make the first screenshots convert, and earn ratings. Apple names downloads and ratings as signals, so conversion work and rank work go together.

### Does the description affect ranking?

On the App Store, Apple lists title, subtitle, keywords and primary category for text relevance, and says promotional text does not affect ranking; the description is not in that list. On Google Play there is no hidden keyword field, and Google recommends SEO practice in the description within its spam rules.

## Sources

- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Categories and discoverability (Apple Developer)](https://developer.apple.com/app-store/categories/)
- [Manage app tags (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/manage-app-tags)
- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Monitor your app's technical quality with Android vitals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844486)
- [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)
- [App Review Guidelines 2.3.7 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

---

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


---

# How keyword rank tracking works on the App Store and Google Play

> To track an app's keyword ranking, search one keyword in one country's store at the same time every day and record the app's organic position; Uptika does this automatically, reading the App Store's first 200 results through the iTunes Search API and Google Play's public search page, which shows about 30.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/keyword-rank-tracking

Keyword rank tracking records where your app appears in a store's organic search results for one keyword, in one country, each day. A single phone search tells you little; a daily reading at a fixed time, kept per storefront, shows trends you can act on. This guide covers manual checks, why phones disagree, what moves ranks, and how to read the series.

Last checked: 5 November 2026, against Apple's App Store search page and Play Console Help (see Sources).

## What is a keyword rank?

A keyword rank is your app's position in the organic search results for one search, in one country storefront, on one day. Position 1 is the first organic result. Paid placements are not positions. If your app is not in the results that can be read, it is "not ranked" for that day; on Google Play that means outside the top 30.

Three things define every rank, and a number without them cannot be compared:

- **Keyword**: the exact search, in the language people type it.
- **Storefront**: one store in one country, for example the App Store in Brazil or Google Play in Germany.
- **Date and time**: when the reading was taken.

## How do I check my app's keyword ranking manually?

You check it by searching the keyword in the store app and counting down to your app, skipping ads. It works, but it gives you one personal sample, not a measurement.

1. Make sure the phone's store is the country you care about. On an iPhone this is your Apple Account's country or region; on Android it is your Google Play country.
2. Open the App Store or Google Play app and search the keyword exactly as a user would type it.
3. Skip any result marked as an ad. On the App Store, the Apple Ads slot sits at the top of results.
4. Count the organic results down to your app. Note the position, the time and the device.
5. Repeat at the same time on other days, on the same device, before you draw a conclusion.

Manual checks break down quickly: one person cannot read 40 keywords in five countries every morning, and you cannot switch countries freely. Before changing the Apple Account country, Apple asks you to use up any store balance and end subscriptions that block the change, and Google's help says you must wait at least 90 days between Google Play country changes.

| | Manual phone check | Daily tracked reading |
|---|---|---|
| What it shows | Your personal, signed-in result | The public result for the storefront |
| Countries | Your account's country only | Any storefront you add |
| Time | Whenever you look | Fixed time each day |
| History | What you wrote down | A stored series per keyword |
| Best use | A quick sanity check | Trends, before/after comparisons |

## Why is my rank different on my phone?

Your phone and a tracker usually agree near the top of the results and drift further down, because they are not reading the same thing. Here is what differs, labelled by how sure we can be.

- **Storefront (official)**: each store shows content by account country or region. Google's help says your Google Play country decides what you find in the store; Apple ties the App Store to your Apple Account's country or region.
- **Device and platform (observed)**: an iPad, an iPhone and an Android tablet can see different lists, for example when an app does not support the device.
- **Signed-in history and personalisation (observed)**: apps you already have, past searches and language settings may shape what you see. Neither store publishes how much personalisation changes search order, so treat this as field observation.
- **Ads (official)**: Apple says the Search tab can show Apple Ads, and search results carry paid slots. Count only organic results.
- **Time (observed)**: results move during the day. A check at 09:00 and a reading at 04:00 can differ by a few places.

Uptika reads the public result for each storefront without a signed-in user, at the same time each day. That makes day-to-day changes comparable, which a phone check cannot promise.

## How does Uptika read App Store ranks?

Uptika reads App Store ranks from the iTunes Search API, which returns apps in search order for a country. Each daily reading keeps the first 200 results, so any position from 1 to 200 is measured exactly.

- The country is the storefront: a search in the US store and in the Turkish store are separate readings.
- The listings of the first 10 results are saved too. Their rating counts, titles and categories feed [keyword difficulty](https://uptika.app/en/guides/methodology) and keyword fit.
- The paid ad slot at the top of search in the App Store app is not part of these results.

## How does Uptika read Google Play ranks?

Uptika reads Google Play ranks from the public Google Play search page for the keyword, with the country and that country's language set, for example Brazil in Portuguese. That page returns its first result page, about 30 apps, so Google Play positions are measured from 1 to 30 and anything deeper reads as "outside the top 30".

## How deep can rankings be tracked?

Rank depth depends on what each store exposes publicly, not on the tracker's ambition.

| | App Store | Google Play |
|---|---|---|
| Source | iTunes Search API | Public search page |
| Depth per reading | First 200 results | First page, about 30 results |
| Country | Storefront of the country | Country and its language |
| Popularity source | App Store search hints, up to 10 per prefix | Play suggestions, up to 5 per prefix |
| Top 10 listings saved | Yes | Yes |
| Reading time | Daily, from 04:00 Istanbul time | Daily, from 04:00 Istanbul time |

In practice the depth difference matters most for new apps. On the App Store you can watch a keyword climb from 180 to 60 long before it reaches page one. On Google Play the same climb is invisible until the app enters the top 30, so watch [Play Console reports](https://uptika.app/en/guides/play-console-reports) for search traffic in the meantime.

## What moves an app's keyword rank?

Both stores name their ranking inputs only in broad terms. Here is what they say, then what to check first when a rank moves.

| | Apple says (App Store search page) | Google says (Play Console Help) |
|---|---|---|
| Text | Matches for the app's title, subtitle, keywords and primary category | Title and description; keep the most important text near the top; no keyword spam |
| Behaviour | Downloads, ratings and reviews, and more | Ratings, reviews, downloads and other factors |
| Experience | Ratings and reviews can influence ranking | The overall experience of the app, based on user behaviour and feedback |
| Limits | Keyword field is comma-separated with no spaces after commas; words in the name, subtitle and category need not be repeated | Title 30, short description 80, full description 4,000 characters |
| Penalties | Other app or company names are not allowed in keywords | Repetitive or irrelevant keywords can lead to suspension |

Apple also indexes the optional secondary category. Google says the full weighting is proprietary, and Apple does not publish one either, so any tool that claims an exact formula for store ranking is guessing.

When a rank moves, check these causes in order:

1. **Your own release**: a new title, subtitle, keyword field or short description changes what you are indexed for. Text changes go live only after review, and positions often take some days to settle (observed, not an official figure).
2. **A rival's listing change**: a competitor adds your keyword to its title. Uptika logs rivals' title, text, icon, screenshot, version and price changes daily so you can see them next to your rank; [competitor analysis](https://uptika.app/en/guides/app-competitor-analysis) shows how to use them.
3. **Ratings and installs**: a burst of installs or ratings, yours or a rival's, moves positions.
4. **Seasonality**: some searches swing with holidays, exams or travel seasons.
5. **Store-side changes**: both stores adjust ranking without notice. When every app in the top 30 moves on the same day, it is the store.

## How often do app rankings update?

Neither store publishes a re-ranking schedule. In practice, results shift continuously as ratings, installs and listings change, so the question that matters is how often you read them. Uptika reads every tracked keyword once a day from 04:00 Istanbul time, re-reads popularity when it is older than 7 days, and reads category charts every 3 hours. One fixed daily reading is enough for ASO decisions; reading more often mostly adds noise.

## How do rankings differ between countries?

Every storefront is its own ranking. The same keyword can be popular in one country and rare in another, the top 10 can be different apps, and your listing may be in a different language there.

- On the App Store, the storefront follows the country; Apple's App Store search hints are read in 28 storefronts for popularity.
- On Google Play, Uptika sets both the country and its language, because Play results depend on both.
- A keyword that ranks 4th in one country and is not ranked in another usually points to a missing or weak localized listing, not to a ranking penalty.

Add a storefront only when you have, or plan, a listing written for it. Tracking English keywords in a country where your page is only in English tells you little about how the local-language searches behave.

## Which keywords should I track?

Track the searches your users would type to find an app like yours, in each country you care about, and keep the list small enough to act on.

1. **Start from your listing**: every term in your title, subtitle, keyword field or short description should be tracked, or it is wasted space.
2. **Add the obvious category searches**: what a new user would type before they know your name.
3. **Check intent**: search each candidate and look at the top 10. If most are a different kind of app, drop it.
4. **Mix sizes**: a few popular searches, more mid-sized ones, and long-tail phrases where a new app can rank.
5. **Add your brand**, and the searches your closest rivals win. Tracking rival brands is fine; putting them in your own listing breaks store rules.
6. **Check popularity and difficulty** before you commit. The free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) shows both for one term in up to 10 countries.

Uptika labels each keyword's fit (fitting, own brand, rival brand, other kind of app) so the [ASO score](https://uptika.app/en/guides/methodology) only counts keywords you can win. The Free plan tracks 10 keywords in one storefront, which is enough to start.

## How should I read a rank series?

Read ranks as a series, not as a single number, and decide on the weekly picture.

- **Same time, every day**: one reading per day at a fixed hour keeps days comparable.
- **Use the weekly median**: the middle value of seven days ignores a one-day spike. Readings of 14, 12, 15, 11, 13, 30 and 12 have a median of 13; the average is about 15, pulled up by the single bad day.
- **Top 10 first**: that is where most taps go. Positions 11 to 30 are "striking distance", where a small push can reach page one.
- **Weight by popularity**: moving from 8 to 4 on a popular search is worth more than from 3 to 1 on a rare one. [Search visibility](https://uptika.app/en/guides/methodology) does this across all your keywords at once.
- **Mark your releases**: put every listing change next to the series, then compare the two weeks before and after.

A rank is not the goal on its own. App Store search results can show your rating and up to three screenshots or previews, so a better rank with a weak first screenshot may not bring installs. Check the result in [App Store Connect analytics](https://uptika.app/en/guides/app-store-connect-analytics) and your [conversion rate](https://uptika.app/en/guides/app-store-conversion-rate), and use [measuring ASO impact](https://uptika.app/en/guides/measure-aso-impact) for a clean before/after method. AI assistants are a separate discovery channel with no rank at all; [AI search and app recommendations](https://uptika.app/en/guides/ai-search-app-recommendations) covers that.

## How does Uptika help?

Start with the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) to choose terms by popularity and difficulty in up to 10 countries. In the panel, Keyword radar tracks rank, popularity and difficulty for each keyword every day, and Instant ping searches any term in any storefront right now when you need a fresh look. The full readings, formulas and limits are in the [methodology](https://uptika.app/en/guides/methodology), and every term on this page is in the [ASO glossary](https://uptika.app/en/guides/aso-glossary). If you are comparing tools, how to choose an ASO tool lists what to check. [Start free](https://uptika.app/app/#/?signup=1), no card needed.

## Questions

### How do I check my app's keyword ranking?

Search the keyword in the App Store or Google Play app on a phone set to the right country, skip anything marked as an ad, and count down to your app. That gives one personal sample. For a comparable number, read the same keyword in the same storefront at a fixed time each day, which is what a rank tracker such as Uptika's Keyword radar does.

### How often do app rankings update?

Neither Apple nor Google publishes a schedule; in practice results shift continuously as ratings, downloads and listings change. Uptika reads every tracked keyword once a day from 04:00 Istanbul time, and category charts every 3 hours. Listing text changes only count once the new version or listing is live.

### Why is my rank different on my phone?

Your phone shows the store of your account's country or region, signed in, on your device, with your apps and history. A rank tracker reads the public result for the storefront without a signed-in user. The two usually agree near the top and drift further down; treat the phone check as an observation, and the daily reading as the series.

### How deep can rankings be tracked?

It depends on what the store exposes. Uptika reads the first 200 App Store results through the iTunes Search API, so any position from 1 to 200 is exact. Google Play's public search page returns about 30 apps, so Play positions are measured from 1 to 30 and deeper ranks read as outside the top 30.

### Are search ads counted as positions?

No. Ranks are organic results only. Paid placements, such as the Apple Ads slot at the top of App Store search, are left out of every reading.

## Sources

- [iTunes Search API (Apple)](https://performance-partners.apple.com/search-api)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Add preview assets and store listing text (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Change your Apple Account country or region (Apple Support)](https://support.apple.com/en-us/118283)
- [Change your Google Play country (Google Play Help)](https://support.google.com/googleplay/answer/7431675)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.
- [Chart Movers](https://uptika.app/en/tools/chart-movers): Daily: a category's top 10 in a country, the climbers, new entrants and apps launched in the last 90 days.

---

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


---

# ASO glossary: 80 terms defined

> This ASO glossary defines 80 App Store Optimization terms, from keyword difficulty to custom product pages, first-time downloads and Apple Ads match types, in one or two precise sentences each, with store limits taken from Apple's and Google's own documentation.

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

This glossary defines 80 ASO terms used across the App Store, Google Play and Uptika. Store limits and rules come from Apple's and Google's own help pages, listed under Sources and checked on 5 November 2026; measurement terms follow Uptika's [methodology](https://uptika.app/en/guides/methodology). Each topic below links to the guide that covers it in depth.

## Search and keywords

How people find apps by typing, and the rules for the words you choose. Terms: keyword, keyword intent, brand keyword, autocomplete, indexed field, metadata, keyword field, keyword stuffing, metadata policy, GEO.

- [What is ASO?](https://uptika.app/en/guides/what-is-aso) covers the basics and how the two stores differ.
- [The App Store keyword field](https://uptika.app/en/guides/app-store-keyword-field) explains the 100-byte limit and how to fill it.
- [AI search and app recommendations](https://uptika.app/en/guides/ai-search-app-recommendations) covers GEO.

## Listing text and visuals

The fields and assets on a listing. Terms: app name, subtitle, promotional text, description, short description, release notes, App Review notes, category, age rating, app icon, screenshots, app preview, feature graphic, promo video.

- [App Store character limits](https://uptika.app/en/guides/app-store-character-limits) lists every limit in one table.
- [App name](https://uptika.app/en/guides/app-name), [App Store subtitle](https://uptika.app/en/guides/app-store-subtitle) and [promotional text vs description](https://uptika.app/en/guides/promotional-text-vs-description) go field by field.
- [How to write an app description](https://uptika.app/en/guides/how-to-write-an-app-description) and [release notes](https://uptika.app/en/guides/release-notes) cover the long texts.
- [Google Play store listing](https://uptika.app/en/guides/google-play-store-listing), [short description](https://uptika.app/en/guides/google-play-short-description) and [full description](https://uptika.app/en/guides/google-play-full-description) cover Play.

## Pages, tests and events

Extra listing versions, experiments and timely content. Terms: custom product page, custom store listing, product page optimization, store listing experiment, A/B test, minimum detectable effect, in-app event, promotional content, featuring, top charts.

- [Custom product pages](https://uptika.app/en/guides/custom-product-pages) and [custom store listings](https://uptika.app/en/guides/custom-store-listings).
- [Store listing experiments](https://uptika.app/en/guides/store-listing-experiments) on Google Play.
- [In-app events](https://uptika.app/en/guides/in-app-events) and [Google Play promotional content](https://uptika.app/en/guides/google-play-promotional-content).

## Countries and languages

Terms: storefront, localization. Read [app store localization](https://uptika.app/en/guides/app-store-localization), the [App Store country and language table](https://uptika.app/en/guides/app-store-localization-languages) and [which countries to localize first](https://uptika.app/en/guides/which-countries-to-localize-first).

## Measurement

Ranks, store analytics and scores. Terms: keyword rank, keyword popularity, keyword difficulty, search visibility, keyword coverage, striking distance, tap-share curve, impressions, product page views, store listing visitors and acquisitions, conversion rate, first-time downloads and redownloads, organic install, traffic source, peer benchmarks, rating count, ASO score, Uptika score.

- [Keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking) and the [methodology](https://uptika.app/en/guides/methodology) explain the Uptika numbers.
- [App Store Connect analytics](https://uptika.app/en/guides/app-store-connect-analytics) and [Play Console reports](https://uptika.app/en/guides/play-console-reports) explain the store numbers.
- [App store conversion rate](https://uptika.app/en/guides/app-store-conversion-rate), [measuring ASO impact](https://uptika.app/en/guides/measure-aso-impact) and [competitor analysis](https://uptika.app/en/guides/app-competitor-analysis) put them to use.

## Release and quality

Terms: App Store Connect, Play Console, TestFlight, internal, closed and open testing, phased release, pre-order and pre-registration, Android vitals, ANR. See [Android vitals](https://uptika.app/en/guides/android-vitals) for the thresholds that affect Play visibility.

## Revenue and retention

Terms: in-app purchase, subscription, offer codes, promotional offer, win-back offer, retention, churn, DAU/MAU, ARPU, LTV. Store numbers for these sit in [App Store Connect analytics](https://uptika.app/en/guides/app-store-connect-analytics) and [Play Console reports](https://uptika.app/en/guides/play-console-reports).

## Apple Ads

Terms: Apple Ads, match types, Search Match, negative keywords, CPT, TTR, CPA and CPI. Paid positions never count as organic ranks in Uptika.

## How do I use these terms in practice?

Start with the words, then the numbers. The free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) shows a term's popularity, difficulty and top 3 in up to 10 countries on both stores, and the [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks your fields against the limits above, keyword-field bytes included. In the panel, Keyword radar tracks rank, popularity and difficulty every day, and the ASO score shows which part of your listing to fix first. [Start free](https://uptika.app/app/#/?signup=1); choosing an ASO tool explains what to look for in any tool.

### ASO (App Store Optimization)

The work of making an app easier to find and more likely to be installed in the App Store and Google Play, through keywords, listing text, visuals, ratings and other store signals.

### Keyword

A search people type in a store. In ASO, a keyword is tracked per storefront, because the same word is searched differently in each country.

### Keyword intent

What the person searching wants. When most of the top 10 for a search are a different kind of app, the search has another intent and is hard to win.

### Brand keyword

A search for an app by its name. Tracking a rival's brand is fine; Apple's keyword rules forbid other apps' and companies' names in your keyword field.

### Autocomplete (search hints, suggestions)

The searches a store suggests while someone types. The App Store calls them search hints; Google Play shows suggestions.

### Indexed field

A listing field the store matches searches against. Apple names the app name, subtitle, keyword field and category; Google does not publish a field list for Google Play, but its help points to the title and description.

### Metadata

All the text of a store listing: name or title, subtitle, keyword field, descriptions, promotional text and release notes.

### Keyword field

A hidden App Store field for comma-separated search terms not already in the name or subtitle, limited to 100 bytes (Apple's search page says 100 characters). Letters such as ç, ü or é take 2 bytes, so a field in those languages fits fewer letters.

### Keyword stuffing

Packing a title or description with repeated or unrelated keywords. Google Play states that repetitive or irrelevant keywords in the title, short or full description can lead to suspension.

### Metadata policy

A store's rules for listing text and graphics. Google Play, for example, bans emoji and repeated special characters in the title, icon and developer name, and ranking or price claims such as "#1" or "10% off" in text and images.

### GEO (generative engine optimization)

Making an app easy for AI assistants and answer engines to find, understand and recommend, mainly through clear, factual and consistent pages about the app on the web.

### App name (title)

The name shown on the listing and in search. The App Store allows 2 to 30 characters, Google Play up to 30. Apple indexes it for search, and Google's search guidance starts with the title.

### Subtitle

The line under the app name on the App Store, up to 30 characters. It is indexed for search and can only be changed when you submit a new version.

### Promotional text

App Store text of up to 170 characters shown above the description. You can change it at any time without a new version; it is not among the fields Apple lists for search.

### Description (full description)

The long listing text, up to 4,000 characters on both stores. Apple's description is plain text without HTML; Google advises putting the most important text at the top of the Google Play description.

### Short description

The summary of up to 80 characters under the title on Google Play. It is the first text visitors read, and in practice it is treated as an important field for Play search.

### Release notes (What's New)

The text that explains what changed in an update. On the App Store it is called What's New, allows up to 4,000 characters and is required for every version after the first.

### App Review notes

Notes for Apple's reviewers in App Store Connect, up to 4,000 bytes. If the app needs a sign-in, Apple requires a demo account that does not expire.

### Category

The store section an app belongs to. On the App Store the primary and optional secondary category are indexed for search, so their words need not be repeated in the keyword field.

### Age rating

The age suitability label a store shows on the listing. Both stores set it from the developer's answers to a content questionnaire in App Store Connect or Play Console.

### App icon

The square image that stands for the app everywhere in the store. App Store icons start from a 1024×1024 px layered design; Google Play icons are 512×512 px 32-bit PNG files up to 1024 KB, masked by Play.

### Screenshots

Images of the app on the listing: 1 to 10 per device size on the App Store, up to 8 per device type on Google Play. App Store search results can show up to three screenshots or previews, so the first ones carry most of the message.

### App preview

A short video on an App Store product page: up to 3 per language and device size, each 15 to 30 seconds long.

### Feature graphic

A 1024×500 px banner, JPEG or 24-bit PNG without transparency, that every Google Play listing needs before it can be published.

### Promo video

One YouTube video added to a Google Play listing as a single URL. Depending on the device, it can autoplay muted for up to 30 seconds.

### Custom product page

An extra App Store product page with its own screenshots, previews, promotional text and URL, up to 70 per app. It can be assigned to keywords and used in Apple Ads.

### Custom store listing

An alternative Google Play listing for a chosen audience, up to 50 per app, targeted by country, pre-registered users, search keyword, lapsed or uninstalled users and other groups.

### Product page optimization

App Store Connect's built-in A/B test of the icon, screenshots and previews: up to 3 treatments against the original page, for up to 90 days, one test at a time.

### Store listing experiment

Google Play Console's built-in A/B test of listing graphics and text: up to 2 variants against the current listing; an experiment stops on its own after 6 months.

### A/B test

Showing two or more versions of a page to random shares of visitors and comparing what they do. Apple calls a test version a treatment; Google Play calls it a variant.

### Minimum detectable effect

In a Play store listing experiment, the smallest difference between a variant and the current listing needed to declare a winner. The smaller it is, the more visitors and time the test needs.

### In-app event

A timely event inside an app, such as a challenge, a season or a launch, shown as an event card on the App Store. Up to 10 can be published at once and each can run up to 31 days.

### Promotional content

Google Play's format for events, offers and major updates, shown on the listing and around the store. It can be submitted up to 60 days before it starts and can run for up to 4 weeks.

### Featuring (editorial)

A placement chosen by the store's editors, such as a story, a collection or a banner. Apple takes featuring nominations in App Store Connect and asks for at least two weeks' notice.

### Top charts

The store lists of top free, top paid and top grossing apps, overall and per category, per storefront.

### Storefront

One store in one country, for example the App Store in Germany. Search results, charts and listings differ by storefront.

### Localization

Adapting listing text and visuals to a country's language and searches, not only translating them. Each App Store storefront has a default language plus supported extra ones; Turkey, for example, lists Turkish and English (U.K.).

### Keyword rank

An app's position in the organic search results for one keyword, in one storefront, on one day. Paid ad slots are not counted.

### Keyword popularity

How often a search is typed, on a relative scale, because neither store publishes search volumes. In Uptika it is 1–100, measured by how early the store's autocomplete offers the search while it is typed.

### Keyword difficulty

How hard it is to reach the top 10 for a search. In Uptika it is 1–100, from the rating counts of the current top 10 (70%) and the share of them with the search in their title (30%).

### Search visibility

The popularity-weighted share of taps an app's positions would get across its tracked keywords, from 0 to 100.

### Keyword coverage

How much of the popular, fitting searches an app ranks for, weighted by how high it ranks.

### Striking distance

Keywords where an app ranks just outside the top 10, roughly positions 11–30, so a small improvement can bring it to page one.

### Tap-share curve

A fixed model of how taps fall off down a results list (position 1 = 1.00, 2 = 0.60, 3 = 0.45 … 51+ = 0.005), used for search visibility. It is a model, not measured tap data.

### Impressions

In App Store Connect, the number of times the app was seen for more than one second on the Today, Games, Apps or Search tabs, product page views included.

### Product page views

In App Store Connect, the number of times the product page was viewed, including pages opened inside other apps through StoreKit.

### Store listing visitors and acquisitions

In Play Console, visitors are users who opened the listing without having the app on any device, and acquisitions are those who then installed it. Since July 2026 Play's reports lead with unique clicks on Install, Open or Pre-register.

### Conversion rate

The share of people who see an app and then get it. App Store Connect divides downloads and pre-orders by unique-device impressions; Google Play reports the share of listing visitors who click Install, Open or Pre-register.

### First-time downloads and redownloads

App Store Connect counts a first-time download when someone gets the app on a device for the first time, and a redownload when someone who had it before adds it again. Together they make total downloads.

### Organic install

An install that did not come from a paid ad, for example from store search, browsing or a link.

### Traffic source (source type)

Where a visit or download came from. App Store Connect separates App Store search, App Store browse, app referrer and web referrer; Play Console separates Google Play search, Google Play explore, and ads and referrals.

### Peer benchmarks

A comparison of an app's metrics with similar apps. App Store Connect shows the 25th, 50th and 75th percentile of a peer group for conversion, retention, crash rate and proceeds; Play Console compares listing click-through rate with peers.

### Rating count

The number of star ratings an app has in a storefront. Apple and Google both name ratings and reviews among their search ranking factors.

### ASO score

Uptika's 0–100 rating of one app in one storefront, from nine weighted parts such as visibility, keyword coverage, metadata, ratings and conversion.

### Uptika score

Uptika's 0–100 rating of a whole app: the average ASO score of its storefronts plus growth, retention, revenue, chart rank, satisfaction and organic share.

### App Store Connect

Apple's web portal for publishing on the App Store: listing text and media, builds, pricing, in-app purchases, TestFlight, analytics and reviews.

### Play Console

Google's web portal for publishing on Google Play: store listings, releases and testing tracks, experiments, statistics, Android vitals and reviews.

### TestFlight

Apple's beta testing service: up to 100 internal and 10,000 external testers per app, with internal builds available to test for 90 days.

### Internal, closed and open testing

Google Play's pre-release tracks: internal testing for up to 100 testers, closed testing for invited lists, open testing for anyone who joins. Personal accounts created after 13 November 2023 must run a closed test with at least 12 testers for 14 days before production.

### Phased release (staged rollout)

Releasing an update to a growing share of users. Apple's phased release runs over 7 days (1%, 2%, 5%, 10%, 20%, 50%, 100%); a Google Play staged rollout only grows when you raise the percentage yourself.

### Pre-order and pre-registration

Collecting interest before launch. On the App Store people can pre-order an upcoming app; on Google Play pre-registered users get a notification at launch, and eligible devices install the app automatically.

### Android vitals

Play Console's technical-quality report. Its bad-behavior thresholds are a user-perceived crash rate of 1.09% and a user-perceived ANR rate of 0.47% of daily users; apps above them are likely to be less discoverable on Google Play.

### ANR (Application Not Responding)

The error Android shows when an app's main thread is blocked for too long. Android vitals reports the share of daily users who hit at least one user-perceived ANR.

### In-app purchase

Anything bought inside an app, such as extra content, credits or a subscription. An App Store product page can show up to 20 in-app purchases and subscriptions in total.

### Subscription

A purchase that renews automatically and gives ongoing access. Apple requires a period of at least 7 days and access on all of the user's devices.

### Offer codes

App Store codes that unlock a subscription offer, such as a free or discounted period. An app can create up to 1 million codes per quarter, and one-time codes stay valid for up to 6 months.

### Promotional offer

An App Store subscription discount that an app offers to current or past subscribers, for example to keep them. Each subscription can have up to 10 active promotional offers.

### Win-back offer

An App Store offer for people whose subscription has ended, targeted by how long ago they left, from 1 to 24 months.

### Retention

The share of new users who still open the app a set number of days after installing. App Store Connect benchmarks day 1, day 7 and day 28 retention.

### Churn (user loss)

The share of users or subscribers who leave in a period. Google Play may show a warning on the store listing when an app's user loss rate exceeds 5%.

### DAU/MAU

Daily active users divided by monthly active users, a measure of how habitually an app is used. Google Play may show a store listing warning when DAU/MAU is below 8%.

### ARPU (average revenue per user)

Revenue in a period divided by active users. App Store Connect's related benchmark is proceeds per paying user, which divides only by the people who paid.

### LTV (lifetime value)

The total revenue a user is expected to bring before leaving. It sets how much you can afford to spend to win one user.

### Apple Ads

Apple's ads in the App Store, formerly Apple Search Ads. Paid positions are separate from organic keyword ranks.

### Match types (broad, exact)

How an Apple Ads keyword is matched to searches. Broad match, the default for new keywords, also covers related variants; exact match, written in [brackets], covers the term and close variants.

### Search Match

An Apple Ads setting that shows an ad for relevant searches automatically, without keywords. Apple suggests it for a discovery campaign.

### Negative keywords

Searches a campaign should not show for. Apple's suggested structure adds the brand, category and competitor campaigns' keywords as exact-match negatives in the discovery campaign.

### CPT (cost per tap)

What an Apple Ads advertiser pays for a tap on an ad. Average CPT is spend divided by taps.

### TTR (tap-through rate)

In Apple Ads, ad taps divided by ad impressions. A low TTR often signals that the ad does not fit the search.

### CPA and CPI (cost per acquisition, cost per install)

Ad spend divided by the installs it brought. Apple Ads reports a tap-through CPA (installs after a tap) and a total CPA (installs after a tap or a view).

## Questions

### What does ASO stand for?

ASO stands for App Store Optimization: the work of making an app easier to find and more likely to be installed in the App Store and Google Play. It covers keywords and listing text, visuals, ratings and reviews, localization and testing. [What is ASO?](https://uptika.app/en/guides/what-is-aso) explains it end to end.

### What is keyword difficulty?

Keyword difficulty is an estimate of how hard it is to reach the top 10 for a search. Neither store publishes it, so each tool computes its own. Uptika's 1–100 difficulty combines the rating counts of the current top 10 (70%) with the share of them that carry the search in their title (30%), as set out in the [methodology](https://uptika.app/en/guides/methodology).

### What is a custom product page?

A custom product page is an extra version of an App Store product page with its own screenshots, previews, promotional text and URL. Apple allows up to 70 per app, and they can be linked from ads and assigned to keywords. The Google Play counterpart is a custom store listing, up to 50 per app.

### What is conversion rate in app stores?

Conversion rate is the share of people who see an app and then get it. App Store Connect divides total downloads and pre-orders by unique-device impressions. Google Play's store listing reports show the share of listing visitors who click Install, Open or Pre-register. See [app store conversion rate](https://uptika.app/en/guides/app-store-conversion-rate) for how to read and improve it.

### What is the difference between ASO and GEO?

ASO targets the search and browse surfaces inside the App Store and Google Play. GEO (generative engine optimization) targets AI assistants and answer engines that recommend apps from what they read on the web. The two overlap, because both reward a clear, accurate description of what the app does.

## Sources

- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [App information (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)
- [Metric definitions (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/reference/metrics-definitions)
- [Peer group benchmarks (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/benchmarks/peer-group-benchmarks)
- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)
- [Product page optimization (Apple Developer)](https://developer.apple.com/app-store/product-page-optimization/)
- [Offer in-app events (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events)
- [Release a version update in phases (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/update-your-app/release-a-version-update-in-phases)
- [Understand keyword match types (Apple Ads Help)](https://ads.apple.com/app-store/help/keywords/0059-understand-keyword-match-types)
- [Campaign structure (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/campaign-structure)
- [Reporting options and definitions (Apple Ads Help)](https://ads.apple.com/app-store/help/reporting/0023-reporting-options-and-definitions)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Add preview assets and store listing text (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Store listing performance (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859173)
- [Store listing experiments (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)
- [Create custom store listings (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)
- [Android vitals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844486)
- [Pre-registration (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9084187)

---

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


---

# Choosing an app category and reading top charts on both stores

> On the App Store you choose a primary and an optional secondary category, both indexed for search, with up to two subcategories for games; on Google Play you choose one category and up to five tags; pick the category where people already look for your kind of app, then read its top charts as a map of the competition, not as a download count.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-categories-and-top-charts

## Why does the category matter?

The category does two jobs. It decides where people find you when they browse or filter, and on the App Store it is also a search signal: Apple writes that "your primary category and optional secondary category are indexed by our search algorithm". On iPhone and iPad the primary category also decides whether you appear under the Apps tab or the Games tab.

| | App Store | Google Play |
|---|---|---|
| What you choose | Primary category, optional secondary category | One category (app or game type), up to 5 tags |
| Games | Games as primary or secondary, plus up to two Games subcategories | Game categories such as Puzzle, Racing, Strategy |
| Kids | Made for Kids checkbox with an age band: 5 and under, 6–8, or 9–11 | Separate Families requirements |
| Indexed for search | Yes, primary and secondary | Google: categories and tags "help users to search for and discover" apps |
| Wrong choice | Guideline 2.3.5: "If you're way off base, we may change the category for you"; irrelevant categories are grounds for rejection | Google recommends only obviously relevant tags |
| Where to set it | App Store Connect > your app > App Information | Play Console > Grow users > Store presence > Store settings > App category |

## How do you choose the primary category?

Apple suggests three questions, and they work on both stores.

1. **What is the app's purpose?** The primary category should describe the main function or subject.
2. **Where do people naturally look for an app like yours?** A photo-sharing social app could sit in Photo & Video or Social Networking; ask which one your users would browse.
3. **Where are similar apps?** People may already know to look there.

A decision tree for the harder cases:

- If your app fits two categories equally, pick as primary the one where the top 10 is weaker (fewer ratings, older updates), and use the other as secondary on the App Store.
- If your app is a game, choose the Games subcategories that describe how it plays, not its theme alone.
- If you want to appear in the Kids category, you must follow the Kids guidelines for the app and every update; on the age rating screen, "Made for Kids" cannot be changed after approval.
- If the category is a stretch, do not choose it. Apple can change it, and a mismatched category brings visitors who will not install.

## How do Google Play tags work?

Google Play lets you add up to five tags in the same App category section. Google's guidance is strict: choose tags that make it "very clear to a user who is unfamiliar with the app" why they apply. Its own example: a multiplayer racing game with vintage cars should use "Racing" and "Car racing", not "Stunt driving" or neighbouring genres that might attract similar players. Change tags only after significant changes to the app, and expect up to 24 hours before changes show. Free games also appear on Google Play Games on PC by default.

The App Store has its own, different tags: app tags that Apple generates from your metadata with AI and human curation. They are currently shown only in the United States, and you can deselect unwanted ones under App Information > App Store Tags.

## How do you read category top charts?

A category chart is the store's own order of the apps that are winning in that category, in one country, right now. Neither store publishes how charts are computed, so treat the rank as a position, not as a download count.

What charts are useful for:

- **Sizing the competition.** The rating counts and update dates of the top 10 tell you how established the leaders are.
- **Spotting movement.** New entrants and fast climbers show what is working this month: a new feature, a seasonal theme, a campaign.
- **Choosing a country.** The same category can be crowded in one country and open in another.
- **Tracking your own launch.** A first appearance in a category chart is a useful early signal for a new app.

What charts cannot tell you: installs, revenue or why an app moved. Pair a chart move with what changed on the listing and in the reviews before you draw a conclusion.

## How do you see charts in another country?

The App Store and Google Play apps show the charts of the country your account and device belong to. To compare countries you need a reading of each country's public charts. Uptika reads category charts every 3 hours (the App Store up to the top 100, Google Play up to the top 200, as listed in the [methodology](https://uptika.app/en/guides/methodology)) for the countries it follows.

## What are the most common category mistakes?

- Picking the biggest category for traffic, then getting lost among apps that do something else.
- Choosing a secondary category that adds nothing on the App Store, when it is indexed and could carry a relevant search.
- Using Google Play tags as a keyword list for neighbouring genres.
- Changing the category often. Each change moves you into different charts and browsing lists, so earlier chart positions stop being comparable.

## Where does Uptika fit?

Kategori listeleri (category charts) in the Uptika panel shows your rank in the free and grossing charts of each market over time, the apps around you and the biggest movers since the previous reading. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows a category's top 10, climbers, new entrants and apps launched in the last 90 days for the markets Uptika reads, and [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) compares your rating count with the category's top 10. For the rest of the store page, see [What is ASO?](https://uptika.app/en/guides/what-is-aso) and the [ASO checklist](https://uptika.app/en/guides/aso-checklist). [Start free](https://uptika.app/app/#/?signup=1) to follow your own categories.

## Questions

### What are the App Store categories and subcategories?

Apple publishes the list with definitions and examples on its Categories and Discoverability page: Books, Business, Developer Tools, Education, Entertainment, Finance, Food & Drink, Games and more. Only Games has subcategories on the App Store for iPhone and iPad, and you can pick up to two of them. Sticker apps for iMessage have their own Stickers category.

### How do App Store category rankings work?

Each category has its own top charts per country, and games also have subcategory charts. Apple does not publish how charts are calculated. Read them as the store's own order of the apps that are winning in that category now.

### How can I see App Store top charts by country?

The App Store app shows the charts of the country your account belongs to. To compare countries you need a reading of each country's public charts; Uptika reads category charts every 3 hours, and its free Chart Movers tool shows the top 10, climbers and new entrants for the markets it reads.

### How many tags can a Google Play app have?

Up to five. Google recommends choosing the tags most obviously relevant to the app and changing them only after significant changes to the app. Changes can take up to 24 hours to show.

### Can I change my app's category?

Yes. On the App Store, edit it under App Information in App Store Connect; Apple's "Required, localizable, and editable properties" reference lists when each property can be changed. On Google Play, go to Grow users > Store presence > Store settings and edit the App category section; changes can take up to 24 hours.

## Sources

- [Categories and discoverability (Apple Developer)](https://developer.apple.com/app-store/categories/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Manage app tags (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/manage-app-tags)
- [Required, localizable, and editable properties (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/required-localizable-and-editable-properties)
- [App Review Guidelines 2.3.5 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Choose a category and tags for your app or game (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859673)

---

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


---

# 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)

---

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


---

# ASO for mobile games: store page, events and launch

> ASO for games follows the same search rules as apps, plus game-specific ones: on the App Store you pick up to two Games subcategories and compete in their charts, and on Google Play games need at least three 16:9 or 9:16 gameplay screenshots and a gameplay video to qualify for the large recommendation formats, where promotional content is available to every game.

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

## What is different about ASO for games?

The search rules are the same as for any app: the App Store indexes the name, subtitle, keyword field and categories, and Google Play reads the title and descriptions, with downloads and ratings counting on both. Three things change for games. Categories have their own subcategory charts. Visuals carry more weight, because Google Play shows games in large formats built from screenshots, video and the feature graphic. And games live on updates and seasons, so events and promotional content become a regular ASO tool rather than an extra.

## How do you choose a game's category?

On the App Store you can set Games as the primary or secondary category and pick **up to two Games subcategories**. Apple says players can browse those subcategories and the Games subcategory charts. Pick them by how the game plays, not only its theme: a word game with a fantasy look still belongs where word-game players browse.

On Google Play a game has one game category plus up to five tags. Google's own example: a multiplayer racing game with vintage cars should use "Racing" and "Car racing", not "Stunt driving" or neighbouring genres. Free games also appear on Google Play Games on PC by default. The full decision tree is in [choosing a category and reading top charts](https://uptika.app/en/guides/app-categories-and-top-charts).

## Which keywords work for games?

Players search by genre ("puzzle"), mechanic ("merge", "match 3", "idle"), theme ("zombie", "farm"), mode ("offline", "multiplayer") and sometimes by a known franchise. Keep franchise and rival names out of your metadata: Guideline 2.3.7 forbids trademarked terms and popular app names, and Google Play's metadata policy forbids misleading references to other apps. Mechanic and mode words are often less crowded than the genre word and describe the game more precisely. The method for scoring them is in [app keyword research](https://uptika.app/en/guides/app-keyword-research).

## What are Google Play's rules for game screenshots and video?

Google Play's preview-asset guidelines treat games separately. These are the requirements to be eligible for the formats that show groups of recommended games:

| Asset | Requirement for games | Source rule |
|---|---|---|
| Screenshots | At least three 16:9 landscape (min 1920×1080) or three 9:16 portrait (min 1080×1920) | Recommendation formats |
| What they show | The in-game experience, so players see what the gameplay is like | Preview asset guidelines |
| Text on images | Taglines only if needed, no more than 20% of the image; in-game UI need not be localized, overlays should be | Preview asset guidelines |
| Hands and devices | No people interacting with the device unless the core gameplay is off-device | Preview asset guidelines |
| Video | Not required, but highly recommended for games; Google says a game needs a preview video to be shown in certain parts of Google Play | Preview video |
| Video content | Actual gameplay early, within the first 10 seconds; at least 80% representative of the experience; pre-rendered scenes only as support | Preview video |
| Feature graphic | Required (1024×500); for games it is shown in the large recommendation format | Feature graphic |

The general limits still apply: up to 8 screenshots per device type, sides between 320 and 3,840 px, and no ranking or price claims such as "#1" or "50% off" in any image.

## What are the App Store's rules for game visuals?

On the App Store, screenshots must show the app in use (Guideline 2.3.3), and App Review approves a set only when more than half of the screenshots for each device show the game in use. App previews may "only use video screen captures of the app itself" (Guideline 2.3.4), are 15–30 seconds long and can be up to 3 per language and device size. Apple's search page says your rating and up to three screenshots or previews can show in search results, so the first three images do most of the work. Metadata must suit a 4+ audience even if the game is rated higher (Guideline 2.3.8): no gore or guns pointed at a character in the icon or screenshots.

## How do events and promotional content help a game?

Both stores let you advertise what happens inside the game.

| | App Store in-app events | Google Play promotional content |
|---|---|---|
| Who can use it | All apps and games | All games; apps that meet eligibility criteria |
| Where it shows | Event cards in search, on your product page and in editorial spots; people who downloaded before see the event card in search | Your store listing, and with featuring possibly the homepage and search results |
| Limits | Up to 10 published at once, 15 approved; up to 31 days; published up to 14 days before start | Submit up to 60 days ahead; approval can take up to 4 days; up to 4 weeks; preview up to 14 days |
| Text | Event name 30, short description 50, long description 120 characters | Event name is internal; content set per event type |
| Featuring | Through editorial selection | Featuring requests at least 14 days before start; app developers get up to 6 broad-audience featuring slots per quarter |

Plan events around real content: a new season, a limited mode, a holiday update. An event with nothing new inside tends to waste the card.

## What should you know before launching a game?

1. **Accounts and costs.** Apple Developer Program 99 USD a year; Google Play developer account 25 USD once, 18+.
2. **Google Play testing rule.** Personal developer accounts created after 13 November 2023 need a closed test with at least 12 testers opted in for 14 continuous days before applying for production.
3. **Age rating.** Loot boxes push an App Store rating to at least 9+, infrequent simulated gambling to 13+, and real-money gambling to 18+. Answer honestly (Guideline 2.3.6).
4. **Loot boxes.** Guideline 3.1.1 requires games that sell randomized items to disclose the odds of each item type before purchase.
5. **Spam rules.** Guideline 4.3 warns against apps "indistinguishable from what's already widely available" and names drinking games among low-value kinds; Google Play's spam policy forbids repetitive content and multiple near-identical apps.
6. **Measure from day one.** Record keyword ranks and chart positions before launch, so the launch effect is visible.

## Where does Uptika fit?

Kategori listeleri (category charts) in the Uptika panel follows your game's rank in the free and grossing charts of each market, read every 3 hours, and the apps moving around you. Kelime radarı (keyword radar) tracks genre and mechanic searches daily, and Rakip günlüğü (competitor log) shows when a rival game changes its title, icon or screenshots. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows today's climbers and new entrants in a category, including games launched in the last 90 days. [Start free](https://uptika.app/app/#/?signup=1), and see the [ASO checklist](https://uptika.app/en/guides/aso-checklist) for the full pre-launch list.

## Questions

### How do I do ASO for mobile games?

Research the searches players use (genre, mechanic, theme), put the strongest in the title and, on the App Store, the subtitle and keyword field; choose Games subcategories that describe how the game plays; show real gameplay in the first screenshots and the video; use in-app events on the App Store and promotional content on Google Play for updates and seasons; and track ranks and category charts daily.

### How do I publish a game on Google Play, and what does it cost?

Create a Google Play developer account (a one-time 25 USD fee; you must be at least 18), create the app in Play Console as a game, complete the store listing and App content forms, and release through a testing track. New personal accounts created after 13 November 2023 must run a closed test with at least 12 testers opted in for 14 continuous days before production.

### How much does it cost to publish a game on the App Store?

The Apple Developer Program costs 99 USD a year, shown in local currency in some regions. There is no extra fee per game.

### Can I publish a game on the Play Store for free?

Not entirely: the Google Play developer account has a one-time 25 USD registration fee. After that there is no fee per game or per update; Google takes a service fee only on paid apps and in-app purchases.

## Sources

- [Categories and discoverability (Apple Developer)](https://developer.apple.com/app-store/categories/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [In-app events (Apple Developer)](https://developer.apple.com/app-store/in-app-events/)
- [Offer in-app events (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events)
- [App preview specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-preview-specifications)
- [App Review Guidelines 2.3.4, 3.1.1, 4.3 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Age ratings values and definitions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/age-ratings-values-and-definitions)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)
- [Choose a category and tags (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859673)
- [App testing requirements for new personal developer accounts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/14151465)
- [Register for a Google Play developer account (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6112435)
- [Apple Developer Program enrollment (Apple Developer)](https://developer.apple.com/programs/enroll/)

---

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


---

# App Store rejection reasons and fixes (2026), guideline by guideline

> Most App Store rejections cite one of a small set of App Review Guidelines (2.1 App Completeness, 2.3 Accurate Metadata, 3.1.1 In-App Purchase, 4.2 Minimum Functionality, 4.3 Spam and 5.1.1 Data Collection and Storage), and each is fixed by changing the build or the metadata, replying in App Store Connect, or, if you believe the decision is wrong, appealing to the App Review Board.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-rejection-reasons

## How does App Review decide?

App Review checks every new app, update, in-app purchase, in-app event and custom product page against the [App Review Guidelines](https://developer.apple.com/app-store/review/guidelines/). The current version was last updated on **16 October 2026**; check that date before you rely on any rejection guide, including this one. Apple says it typically reviews at least 50% of submissions in under 24 hours and 90% in under 48 hours, and that complex apps, or apps rejected repeatedly for the same guideline, take longer.

When something fails, the submission's status changes to **Unresolved Issues** and you get a message in App Store Connect that names the guideline. Apple's own statistic tells you where to look first: "On average, over 40% of unresolved issues are related to guideline 2.1: App Completeness, which covers crashes, placeholder content, incomplete information, and more."

## Which guidelines cause most rejections, and how do you fix each?

Each row gives the guideline as Apple numbers and names it, what the reviewer usually saw, and the fix. The detailed guides go deeper on each.

| Guideline | What the reviewer usually saw | Fix |
|---|---|---|
| 2.1 App Completeness | Crash on launch or on a key flow; placeholder text; dead links; no demo account; backend off | Test on a device with the latest OS; remove placeholders; give a demo account that works at submission; keep the backend on. See [Guideline 2.1](https://uptika.app/en/guides/guideline-2-1-app-completeness) |
| 2.1(b) In-app purchases | A configured purchase the reviewer could not find or buy | Make every IAP complete and reachable, or explain in the review notes why one is not visible |
| 2.3.3 Screenshots | Screenshots that only show a splash, login page or marketing art | More than half of the screenshots for each device must show the app in use |
| 2.3.7 Accurate metadata | Other apps' names, trademarks, prices or irrelevant terms in the name, subtitle or keywords | Remove them; describe your own app. See [metadata rejections](https://uptika.app/en/guides/app-store-metadata-rejections) |
| 2.3.10 | Names, icons or imagery of other mobile platforms or alternative marketplaces | Remove them from metadata and screenshots, including status bars |
| 2.3.12 | A generic "What's New" for a significant change | List the new features specifically |
| 2.3.6 Age rating | A rating that does not match the content | Answer the questionnaire honestly. See [App Store age rating](https://uptika.app/en/guides/app-store-age-rating) |
| 3.1.1 In-App Purchase | Digital content unlocked by another payment method, or a link to buy outside the app where not permitted | Use in-app purchase for digital goods, or qualify for an entitlement or exception. See [Guideline 3.1.1](https://uptika.app/en/guides/guideline-3-1-1-in-app-purchase) |
| 3.1.2(a) Subscriptions | A subscription shorter than seven days, or one that does not work on all the user's devices | Offer periods of at least seven days that work everywhere the app is available |
| 4.1 Copycats | An app that copies another app's name, icon or interface | Make the identity your own; do not use another developer's brand without approval |
| 4.2 Minimum Functionality | A repackaged website, a collection of links or too little functionality | Add native features and lasting value. See [Guideline 4.2](https://uptika.app/en/guides/guideline-4-2-minimum-functionality) |
| 4.3 Spam | Multiple near-identical apps (4.3(a)) or an app in a saturated category with nothing new (4.3(b)) | Merge variants into one app; show what is meaningfully different. See [Guideline 4.3](https://uptika.app/en/guides/guideline-4-3-spam) |
| 4.8 Login Services | A third-party or social login as the main account method without an equivalent option | Also offer a login service that limits data to name and email, lets users hide their email and does not track for ads without consent |
| 5.1.1(i) Privacy policy | No privacy policy link in App Store Connect or in the app | Add both links; the policy must say what is collected, how and why, how third parties protect it, and how to delete data |
| 5.1.1(ii) Purpose strings | A permission prompt with a vague reason | Write one specific sentence per protected resource, localized |
| 5.1.1(v) Account sign-in | Forced login for an app without account features, or account creation without in-app deletion | Let people use non-account features without a login; offer account deletion inside the app. See [Guideline 5.1.1](https://uptika.app/en/guides/guideline-5-1-1-data-collection) |
| 5.1.1(ix) Regulated fields | Banking, health, gambling, crypto exchange or air travel submitted by an individual | Submit from the legal entity that provides the service, with documentation |

Not a guideline but a common blocker in the European Union: every developer must declare a trader status under the Digital Services Act, and traders' contact details are shown on the product page. See [DSA trader status](https://uptika.app/en/guides/dsa-trader-status-app-store).

## What should you do after a rejection? A decision tree

1. **Read the whole message.** Note every guideline it cites; one fix rarely covers two guidelines.
2. **Is it metadata only?** If the issue is in text or screenshots, fix it and resubmit. Apple says that after a metadata issue "you can resubmit the same build".
3. **Is it the build?** Fix it, upload a new build, and resubmit. In the submission you can edit rejected items once, or remove them and continue with the approved ones.
4. **Did the reviewer miss something?** Reply in App Store Connect with the clarification: where the feature is, a working demo account, a short screen recording. Many 2.1 issues end here.
5. **Do you disagree after replying?** Submit an appeal to the App Review Board. Cite the guideline and explain point by point how the app meets it. One appeal per rejected app; do not appeal after you have already resubmitted a fix.
6. **Is the app already live and this is a bug fix?** Apple says bug fixes for live apps "will not be delayed over guideline violations except for those related to legal or safety issues". If App Review offers this, reply that you accept and will address the issue in the next submission.
7. **Is timing critical?** You can request an expedited review for a critical bug fix or an event-related release. Reserve it for real urgency.

The full appeal procedure, with a template, is in [replying to App Review and appealing](https://uptika.app/en/guides/app-review-board-appeal).

## How do you reply to App Review in App Store Connect?

1. In Apps, select the app.
2. At the top of the page, click the link that says there are unresolved issues.
3. In the In Progress section, click Resolve next to the submission.
4. Click Reply to App Review, write your reply, attach files if useful, and click Reply.

A reply that works is short and specific:

> Hello App Review team. Thank you for the review of version 2.4 (build 118). Regarding Guideline 2.1: the sign-in screen needs an account, so we added a demo account to App Review Information (user: review@example.com, password in the notes). The feature you mentioned is under Settings > Sync; a 40-second screen recording is attached. The backend is live 24/7 during review.

Avoid long arguments, marketing language and references to other apps that "were approved"; the board judges your app against the guideline.

## What should you check before you submit?

Apple's own "Before You Submit" list from the guidelines, with the details that most often go wrong:

- **Test for crashes and bugs** on a real device with the latest OS.
- **Complete and accurate metadata**: no placeholder text, working URLs, a support URL with real contact details (Guideline 1.5).
- **Full access for the reviewer**: an active demo account or a fully featured demo mode. Demo credentials must work at submission; subscription apps should give an account with an expired subscription so the reviewer can see the whole purchase flow.
- **Backend services live** during review.
- **Review notes** that explain non-obvious features and in-app purchases. App Review notes can hold up to 4,000 bytes.
- **Documentation** for regulated features (medical, finance, gambling, third-party content rights).
- **Privacy**: privacy policy link in App Store Connect and in the app; purpose strings for every protected resource; in-app account deletion if users can create accounts.
- **Metadata hygiene**: no other apps' names, no prices in screenshots or name, no other platforms' names, screenshots that show the app in use.

## How is a Google Play rejection different?

Google Play works with Developer Program Policies rather than numbered guidelines, shows issues on the Policy status page in Play Console, and has a ladder of outcomes: rejection, removal, suspension and account termination, where suspensions count as strikes. The fixes and the appeal path are in [Google Play rejections and policy violations](https://uptika.app/en/guides/google-play-rejection-reasons).

## Where does Uptika fit?

Many metadata rejections can be caught before you submit. The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks your name, subtitle, keyword field and promotional text in your browser for other brands, "best", "#1", "free", prices, emoji, other platforms' names and placeholder text, the risks that Guideline 2.3.7 and 2.3.10 cover. In the panel, Sayfa denetimi (listing audit) runs a rejection-risk check on your live page's most visible text, and Rakip günlüğü (competitor log) shows how rivals in your category describe themselves. Uptika does not see your App Store Connect messages and cannot appeal for you. [Start free](https://uptika.app/app/#/?signup=1).

## Questions

### What are the most common App Store rejection reasons?

Apple says that on average over 40% of unresolved issues relate to Guideline 2.1 App Completeness: crashes, placeholder content, broken links, missing demo accounts and incomplete information. Other frequent citations are 2.3 Accurate Metadata (screenshots, keywords, other platforms' names), 4.2 Minimum Functionality (repackaged websites), 4.3 Spam, 5.1.1 Data Collection and Storage (privacy policy, purpose strings, account deletion) and 3.1.1 In-App Purchase.

### How do I appeal an App Store rejection?

First reply to the rejection message in App Store Connect with the clarification App Review needs. If that does not resolve it and you believe your app follows the guidelines, submit an appeal to the App Review Board, citing the specific guideline and explaining point by point how the app meets it. Submit one appeal per rejected app and address every cited guideline in it.

### What is the App Store rejection rate?

Apple does not give an overall rejection rate on its App Review pages. What it does publish is that it reviews at least 50% of submissions in under 24 hours and 90% in under 48 hours, and that over 40% of unresolved issues relate to Guideline 2.1.

### Why did Apple reject my app?

The rejection message in App Store Connect names the guideline, often quotes it, and describes what the reviewer saw, sometimes with a screenshot. Start from that guideline number in the table on this page, fix the cause, and reply or resubmit.

### How do App Store and Google Play rejections differ?

App Store rejections arrive as messages tied to App Review Guidelines in App Store Connect, and you can reply in the same thread. Google Play sends policy notices tied to Developer Program Policies, shows them on the Policy status page, and has a separate ladder of rejection, removal, suspension and account termination. See the Google Play rejection guide for that side.

## Sources

- [App Review Guidelines (Apple Developer, last updated October 16, 2026)](https://developer.apple.com/app-store/review/guidelines/)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [Overview of submitting for review (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/overview-of-submitting-for-review)
- [Reply to App Review messages (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/reply-to-app-review-messages)
- [Manage a submission with unresolved issues (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/manage-a-submission-with-unresolved-issues)
- [Appeal to the App Review Board (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/appeal-to-the-app-review-board)
- [Request an expedited review (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/request-expedited-review)
- [Provide information for a complete review (App Review Help)](https://developer.apple.com/help/app-review/before-submitting-for-review/complete-review)
- [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)
- [5.1.1(ii) Write clear purpose strings (App Review Help)](https://developer.apple.com/help/app-review/guideline-reference/5-1-1-purpose-strings)
- [Manage EU Digital Services Act trader requirements (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-compliance-information/manage-european-union-digital-services-act-trader-requirements)
- [App Store search: keywords (Apple Developer)](https://developer.apple.com/app-store/search/)

---

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


---

# Google Play store listing: title, short and full description

> A Google Play store listing has three text fields, an app name of up to 30 characters, a short description of up to 80 and a full description of up to 4,000, plus an icon, a required feature graphic, screenshots and an optional YouTube video, and all of it must follow Google Play's metadata policy.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-store-listing

A Google Play store listing is the page people see before they install: an app name (30 characters), a short description (80), a full description (4,000), an icon, a feature graphic, screenshots and an optional video. Unlike the App Store, Google Play has no hidden keyword field. The text people read is the text search reads, so every word has to work for both.

> Last checked on 5 November 2026 against Play Console Help. Limits and menu names change; the sources are listed at the end of the page.

## What fields does a Google Play store listing have?

A Google Play store listing has three text fields and a set of graphics. Play Console Help gives these limits and specs:

| Field | Limit or spec | Notes |
|---|---|---|
| App name | 30 characters | One localized name per language |
| Short description | 80 characters | The first text users see on your detail page; they can expand it to the full description |
| Full description | 4,000 characters | No rich formatting is documented; see the [full description guide](https://uptika.app/en/guides/google-play-full-description) |
| App icon | 512 × 512 px, 32-bit PNG with alpha, up to 1024 KB | No badges that suggest ranking or price |
| Feature graphic | 1024 × 500 px, JPEG or 24-bit PNG, no alpha | Required to publish |
| Screenshots | Up to 8 per device type; at least 2 in total to publish | JPEG or 24-bit PNG, no alpha, each side 320 to 3,840 px |
| Preview video | One YouTube URL | Optional; not a playlist or channel URL |
| Alt text | 140 characters or less per image | For screen-reader users |
| Tags | Up to 5 | Set with the category on the Store settings page |
| Contact details | Email required | Website recommended, phone optional |

The character limits apply equally to full-width and half-width characters, so a Japanese or Chinese title also gets 30 characters, not fewer. Your store listing is shared across tracks, including testing tracks.

## Which fields does Google Play search use?

Google says that "the text in your store listing helps users discover your app", but it does not publish which field weighs how much. What it does say, field by field:

- **Title**: make it unique and accessible, avoid common terms, and keep it focused, because long titles may be shortened on some devices.
- **Short description**: Google's store listing guidance says this text "appears in places like search results" and should summarise your app's biggest benefits.
- **Full description**: use SEO best practices, but without keyword spamming, and make sure the most important text is visible in the top half of the page.
- **Beyond text**: Google Play ranks apps "based on a combination of ratings, reviews, downloads, and other factors", and the weights are proprietary. App quality counts too: see [Android vitals](https://uptika.app/en/guides/android-vitals).

In practice, it is commonly observed that a search term in the title moves rank more than the same term in the short description, and the short description more than the full description. Google does not confirm this order, so measure it on your own keywords instead of assuming it.

## What does the Google Play metadata policy forbid?

The metadata policy forbids misleading, improperly formatted, irrelevant, excessive or inappropriate metadata anywhere in the listing, and it sets extra rules for the title, icon and developer name (the full rule set is in the [Google Play metadata policy guide](https://uptika.app/en/guides/google-play-metadata-policy)). In the title, icon and developer name:

- No emoji, emoticons or repeated special characters.
- No ALL CAPS unless it is part of your brand name.
- No text or image that indicates store performance or ranking, such as "#1", "App of the year", "Best of Play 20XX", "Popular" or award icons.
- No price or promotional information, such as "10% off", "$50 cash back" or "free for a limited time only". Google's store listing guidance adds that words like "Free" and "No Ads" promote deals and do not belong in titles or developer names.
- No text that suggests a Google Play program, such as "Editor's choice" or "New".

In the descriptions, the policy names unattributed or anonymous user testimonials, comparisons with other apps or brands, and word blocks or vertical and horizontal word lists as common violations. The policy applies to every translation of your listing too.

| Violation | Example (invented app) | Policy-safe version |
|---|---|---|
| Ranking claim in the title | NOTARA #1 Best Notes App | Notara: Notes & Checklists |
| ALL CAPS that is not the brand | NOTARA NOTES | Notara Notes |
| Price or deal in the title | Notara: Free, No Ads | Notara: Notes & Checklists |
| Repeated special characters | Notara!!! Notes *** | Notara Notes |
| Promotional badge on the icon | "50% OFF" ribbon on the icon | The plain app icon |
| Keyword list in the description | notes, notepad, memo, notebook, notes free | A sentence that uses "notes" once, naturally |
| Anonymous testimonial | "Best app ever!" (a user) | A sourced, attributed quote, or none |

## How much keyword repetition gets an app suspended?

Play Console Help warns that "repetitive or irrelevant keyword usage in your app name, short description, or full description" can create an unpleasant user experience and result in app suspension. Google does not publish a safe number of repeats or a keyword density. Its own bad example is a run of near-duplicate phrases ("Car racing, car driving, race cars, car races…"). A practical rule: put each important term in the title or short description once, use it in the full description where a sentence needs it, and never list terms without a sentence around them. The [full description guide](https://uptika.app/en/guides/google-play-full-description) has a worked template.

## What graphics does the listing need?

The listing needs an icon, a feature graphic and at least two screenshots to publish; a video is optional. Play Console Help adds rules that decide where your graphics can appear:

- **Screenshots**: up to 8 per device type, at least 2 across device types to publish, JPEG or 24-bit PNG without alpha, each side between 320 and 3,840 px, and the long side no more than twice the short side.
- **Recommendation formats**: some Google Play sections show apps in a large format using screenshots. To be eligible, apps need at least four screenshots at 1080 px or more (16:9 landscape at least 1920 × 1080, or 9:16 portrait at least 1080 × 1920); games need at least three such screenshots.
- **Feature graphic**: 1024 × 500 px, required. It is the cover of your video and appears in large-format collections.
- **Preview video**: one YouTube URL (not a playlist or channel), public or unlisted, ads turned off, not age-restricted. It may autoplay muted for up to 30 seconds, depending on the device and connection.
- **Text on graphics**: Google's guidelines ask you to avoid words like "Best", "#1", "Top", "New", "Discount", "Sale" or "Million Downloads", and calls to action like "Download now". Not following these recommended guidelines does not affect the listing page itself, but it can limit promotional opportunities.
- **Alt text**: describe each image in 140 characters or less, for example "The transaction complete screen."

## How do you edit your store listing in Play Console?

You edit the store listing on the Store listings page in Play Console. These are the menu names in Play Console Help on 5 November 2026:

1. Sign in to Play Console and select your app.
2. Go to **Grow users → Store presence → Store listings**. One older help page still calls this page "Main store listing" (Grow users → Store presence → Main store listing); it is the same default listing.
3. Open your default store listing and fill in the fields under "App details": app name, short description and full description. Each field has a counter.
4. In the "Graphics" section, upload the icon, feature graphic and screenshots for each device type, add the YouTube URL and write alt text for each image.
5. For category, tags and contact details, go to **Grow users → Store presence → Store settings**. Tag changes can take up to 24 hours to show on Google Play.
6. Save, then submit your changes for review from the Publishing overview page.
7. After the listing is live, record your rank for each target keyword for at least a week before you judge the change.

## How do Google Play listing translations work?

Your default language is English (United States, en-US) unless you choose another one, and you can add translations of the listing text along with in-language screenshots and other graphics. If you do not add a translation, Google Play shows an automated Google Translate version or your default language, with a note telling the user the text was translated automatically. Automated translation is not supported for Armenian, Raeto-Romance, Tagalog and Zulu.

Google says that a professional translation of your description "can lead to better search results and discoverability for worldwide users". Write each language for the words people actually type there; a literal translation often misses them. The [localization guide](https://uptika.app/en/guides/app-store-localization) covers how to choose terms per market, and [custom store listings](https://uptika.app/en/guides/custom-store-listings) let you show a different listing per country.

## What does a fixed listing look like? A before and after

Here is an invented notes app called Notara. The "before" version breaks several rules at once; the "after" version keeps the same search terms and passes the policy.

| Field | Before | After |
|---|---|---|
| Title | NOTARA #1 Best Notes App FREE (29 characters) | Notara: Notes & Checklists (26 characters) |
| Short description | The best free notes app! Notes, notepad, notebook, memo, notes free, notes app (78) | Write notes, checklists and voice memos, then find any of them in seconds. (74) |
| Full description, first lines | NOTES APP NOTEPAD MEMO. Best notes app of the year! | Notara keeps your notes, checklists and voice memos in one place and finds any of them as you type. |
| Feature graphic | "#1 NOTES APP, 50% OFF" in large letters | A clean view of a checklist being ticked, no claims |

What changed and why:

- The title drops the ranking claim, the ALL CAPS and the word "Free"; "Notes" and "Checklists" stay as search terms.
- The short description replaces a keyword list with one benefit sentence that still contains "notes", "checklists" and "voice memos".
- The full description opens with what the app does, because users may only read the first few sentences.
- The feature graphic loses words Google asks you to avoid ("#1", a discount).

## What should you check before you publish?

- Title at or under 30 characters, no emoji, no ALL CAPS, no "#1", "Best", "Free" or price.
- Short description at or under 80 characters, one clear benefit, not repeated word for word in the full description.
- Full description at or under 4,000 characters, the key message in the first lines, no keyword lists, no anonymous testimonials.
- Feature graphic 1024 × 500 and at least four 1080 px screenshots if you want the large recommendation formats.
- Alt text on every image, 140 characters or less.
- Every translation checked against the same rules.

## How Uptika helps

Paste your title, short description and full description into the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter): it checks the 30, 80 and 4,000 limits, repeated words and claims like "best", "#1" and "free", in your browser. [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) runs the same checks on any live Google Play link. After you publish, the free [Keyword radar](https://uptika.app/en/product/keyword-radar) reads your Google Play rank for each keyword every day from the public search page, which shows the first page of about 30 apps, so you can see whether the new text moved you. You can [start on the free plan](https://uptika.app/app/#/?signup=1) without a card.

## Questions

### What are the Google Play store listing requirements?

To publish, you need an app name (up to 30 characters), a short description (up to 80), a full description (up to 4,000), a 512 × 512 icon, a 1024 × 500 feature graphic, at least two screenshots across device types and a contact email address. All of it must follow the metadata policy: no emoji, ALL CAPS, ranking or price claims in the title, icon or developer name, and no keyword stuffing.

### What is the Google Play title character limit?

The app name on Google Play can be up to 30 characters. Play Console Help says the limit is the same for full-width and half-width characters, and you can add one localized name per language.

### How do you do ASO on Google Play?

Put the words people search for into the title, short description and full description where they read naturally, without repetition. Then keep the quality signals healthy: Google says search ranks apps on a combination of ratings, reviews, downloads and other factors. Test graphics and descriptions with store listing experiments and track your rank for each keyword daily.

### Does Google Play index the full description?

Google does not publish a field-by-field list. It says the text in your store listing helps users discover your app and recommends SEO best practices in the description without keyword spamming. So treat the full description as searchable text that must also read well for people.

### Can I change my Google Play listing without a new app release?

Yes. Store listing text and graphics are edited in Play Console and do not need a new app bundle. The changes still go through review before they appear on Google Play.

## Sources

- [Create and set up your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Choose a category and tags for your app or game (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859673)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Google Play full description: 4,000 characters, repetition and formatting

> The Google Play full description is the long text on your store listing, up to 4,000 characters, and it should open with a plain summary of what the app does, use each search term where a sentence needs it, and avoid the repetition, keyword lists and claims that Google's metadata policy forbids.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-full-description

The Google Play full description is the longest text field on a store listing: up to 4,000 characters, shown when a user expands the short description. Google says the text in your store listing helps users discover your app, so the description is searchable. It is also policy-checked, and repetition here can get an app suspended.

> Last checked on 5 November 2026 against Play Console Help.

## How long can a Google Play full description be?

The full description can be up to 4,000 characters. The limit is the same for full-width and half-width characters, and Play Console shows a counter as you type. Longer is not better: Google's metadata policy says shorter descriptions tend to give a better experience, especially on small screens, and that "excessive length, detail, improper formatting, or repetition" can be a violation.

| Field | Limit | Role |
|---|---|---|
| App name | 30 characters | Name and main search term |
| Short description | 80 characters | First text on the detail page; summary of the biggest benefit |
| Full description | 4,000 characters | Full explanation; searchable, but not the place for keyword lists |

## How many times can a keyword be repeated safely?

There is no official safe number. Google does not publish a repeat count or a keyword density for Google Play. What it does publish:

- Play Console Help: repetitive or irrelevant keyword usage in the app name, short description or full description "can create an unpleasant user experience and result in app suspension".
- The metadata policy lists "word blocks and vertical/horizontal word lists" as a common violation.
- Google's store listing guidance shows a bad example made of near-duplicates ("Car racing, car driving, race cars, car races, race track…").
- Google's search guidance says to use SEO best practices in the description while staying clear of keyword spamming.

A workable rule that stays inside those lines: write for a person first. Each main term appears where a sentence genuinely needs it, usually once or twice in the whole text. Related terms (synonyms, the plural, the activity name) appear in different sentences, not stacked together. If a paragraph still reads well when you say it out loud, the repetition is fine.

## Does the Play Store description support HTML or formatting?

Play Console Help does not document HTML, bold text or other rich formatting for the full description. For promotional content, a different Play feature, Google's content guidelines say plainly "Don't use HTML tags". Because the support is not documented, the safe choice is plain text:

- Short paragraphs separated by a blank line.
- Simple lines that start with a dash or a similar plain character for feature lists.
- No ALL CAPS headlines, no rows of special characters, no emoji runs. Google's search guidance also asks you to avoid excessive emoji or ASCII characters in the description because they cause problems for screen reader and voice control users.

A feature list is not the same as a keyword list. "- Sync notes between your phone and tablet" is a feature with a sentence. "notes, notepad, memo, notebook" is a word list, and the policy names that as a violation.

## How should the first paragraph be written?

The first paragraph should say what the app does, for whom, and the main result, in two or three plain sentences. Google gives two reasons: users may only read the first few sentences, and the most important text should be visible in the top half of the page without scrolling.

The same paragraph is also the part most likely to be quoted elsewhere. In practice, web search snippets and AI assistants tend to reuse a listing's clearest statement, and a vague opening ("Welcome to the ultimate experience!") gives them nothing to quote. Name the app, its category in everyday words and two or three concrete things it does.

Do not paste the short description as the first line. Google's guidance says not to repeat your short description in your full description; build on it instead.

## What must the full description never contain?

These are named in Google's metadata policy and store listing guidance:

- Claims about store performance or ranking: "#1", "App of the year", "Best of Play 20XX", "Popular".
- Price and promotional information: "10% off", "$50 cash back", "free for a limited time only".
- Unattributed or anonymous user testimonials.
- Misleading or irrelevant references to other apps or products, or comparisons with other apps or brands.
- Profanity or content unsuitable for a general audience.

The policy applies to every translation of your listing, so check each language, not only the default one.

## Is there a template for a Google Play full description?

Yes, the structure below fits most apps in well under 4,000 characters. Replace the bracketed parts; keep each block short.

1. **Summary (2–3 sentences)**: "[App name] helps [who] [do what]. [One concrete result]."
2. **Why it is different (1 short paragraph)**: the one or two things your app does that others in the category usually do not, stated as facts.
3. **Main features (4–8 plain lines)**: one feature per line, each a short sentence that may contain one search term.
4. **How it works (2–4 lines)**: the first steps a new user takes.
5. **Plans and access (1–2 sentences)**: what is free and what needs a purchase or subscription, without prices or discounts.
6. **Privacy and support (1–2 sentences)**: what data stays on the device, and how to reach you.

Here is the summary block written for an invented notes app, Notara:

> Notara keeps your notes, checklists and voice memos in one place and finds any of them as you type. It works offline and syncs between your phone and tablet when you are back online.

Then check the whole text: under 4,000 characters, no line that is only keywords, no repeated short description, no claims.

## How Uptika helps

Paste the full description into the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) to check the 4,000-character limit, repeated words and claims like "best", "#1" and "free" before you publish; it runs in your browser. The [store listing guide](https://uptika.app/en/guides/google-play-store-listing) covers the title and graphics, and the [short description guide](https://uptika.app/en/guides/google-play-short-description) has examples by category. After the change goes live, the free [Keyword radar](https://uptika.app/en/product/keyword-radar) records your Google Play rank for each keyword every day, so you can see whether the new description moved you. [Start free](https://uptika.app/app/#/?signup=1).

## Questions

### What is the Google Play full description character limit?

The full description can be up to 4,000 characters. Play Console Help says the limit is the same for full-width and half-width characters, and the field has a counter while you type.

### What are the best practices for a Google Play long description?

Lead with what the app does and who it is for, because users may only read the first few sentences. Keep it succinct, use search terms naturally, do not repeat the short description word for word, and leave out ranking claims, prices and anonymous testimonials.

### How many times should a keyword appear in the description?

Google publishes no number and no keyword density. It warns that repetitive or irrelevant keyword usage can lead to suspension. Use a term where a sentence needs it, usually once or twice for the main terms, and never in a list.

### Does the Play Store description support HTML or bold text?

Play Console Help does not document HTML or rich formatting for the full description. For promotional content, Google says not to use HTML tags. Plain text with line breaks and short lines is the safe choice.

## Sources

- [Create and set up your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Content quality guidelines for promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12929944)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Google Play short description: 80 characters, with examples

> The Google Play short description is a line of up to 80 characters that users see first on your store listing and that Google says appears in places like search results, so it should state your app's biggest benefit in plain words, with no price, ranking claim or keyword list.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-short-description

The Google Play short description is the one line under your app name on the store listing, up to 80 characters. Play Console Help calls it "the first text users see when looking at your app's detail page", and Google's store listing guidance says it "appears in places like search results". Users tap it to expand the full description.

> Last checked on 5 November 2026 against Play Console Help.

## What is the Google Play short description character limit?

The limit is 80 characters, counting spaces and punctuation. Play Console Help says the limit applies equally to full-width and half-width characters, so Japanese, Chinese and Korean listings also get 80. Every Turkish, German or accented letter counts as one character on Google Play; the byte limit some people mention belongs to the App Store keyword field, not to Google Play.

## What does Google say a short description should do?

Google's guidance for this field, which it calls the promotional description in its store listing best practices, comes down to six points:

- Explain the app's core purpose in 80 characters or less.
- Highlight the biggest advantages and unique features.
- Use simple language and get to the point.
- Be accurate and do not mislead.
- No pricing or ranking: no offers such as "free" or "discount", no claims such as "#1" or "Best".
- Keep it suitable for a general audience.

Two more rules: do not repeat the short description in the full description, and avoid repetitive or irrelevant keywords, which Play Console Help says can lead to suspension.

## Is the short description indexed in Google Play search?

Google does not say field by field what search reads. It says the text in your store listing helps users discover your app, and it describes the short description as appearing in search results. In practice, practitioners commonly observe that a term in the short description helps rank more than the same term in the full description and less than in the title. Because Google does not confirm that order, put one or two of your most important search terms into the short description naturally and measure the result on your own keywords.

## Can you use emoji in the short description?

The metadata policy's explicit emoji rule covers the app title, icon and developer name: "Don't use emojis, emoticons, or repeated special characters in these metadata elements." The short description is not named in that sentence. The same policy, however, forbids "improperly formatted" or "excessive" metadata anywhere in the listing, and Google's search guidance asks you to avoid excessive emoji or ASCII characters in the description because they confuse screen readers and voice control. Google does not say more than that about emoji in the short description. The safe reading: plain text, and at most a symbol that carries meaning, never a row of them.

## Which patterns work, and which break the rules?

These patterns stay within Google's guidance:

- **Verb + object + result**: "Track spending, set monthly budgets and see where your money goes."
- **Job + differentiator**: what the app does, then the one thing that sets it apart.
- **Audience + outcome**: who it is for and what they get.
- **Two or three concrete features** joined in one sentence.

These break the rules or waste the line:

- Price or deals: "Free", "50% off", "No ads for a limited time".
- Ranking claims: "#1", "Best", "Top rated", "Popular".
- Keyword lists: "notes, notepad, memo, notebook".
- Calls to action with nothing else: "Download now and try it today!"
- The app name again: it already sits above the short description.

## What are good Google Play short description examples?

Here are 24 examples for invented apps, grouped by category. Every one is at or under 80 characters (counted with `String.length` in Node.js, spaces and punctuation included).

| Category | Short description | Characters |
|---|---|---|
| Finance | Track spending, set monthly budgets and see where your money goes each week. | 76 |
| Finance | Split shared bills with friends and settle up in one tap, in any currency. | 74 |
| Finance | Turn photos into scanned receipts and export expenses for your tax return. | 74 |
| Productivity | Write notes, checklists and voice memos, then find any of them in seconds. | 74 |
| Productivity | Scan paper documents to clean PDFs, sign them and share them from your phone. | 77 |
| Productivity | Read and annotate PDFs, highlight text and sync notes across your devices. | 74 |
| Health and fitness | Build daily habits with streaks, gentle reminders and a clear weekly view. | 74 |
| Health and fitness | Plan workouts, log sets and reps, and watch your strength grow week by week. | 76 |
| Health and fitness | Guided breathing and sleep sounds to help you wind down in five minutes. | 72 |
| Health and fitness | Track your cycle, symptoms and moods with private, on-device predictions. | 73 |
| Education | Learn Spanish with 10-minute lessons, speaking practice and spaced review. | 74 |
| Education | Learn to code in short lessons with a built-in editor and real projects. | 72 |
| Education | Practice piano with your own keyboard: the app listens and shows what to fix. | 77 |
| Travel | Plan trips day by day, keep bookings in one place and share plans offline. | 74 |
| Travel | Track flights live: gate changes, delays and arrival times on your lock screen. | 79 |
| Maps and outdoors | Find walking and cycling routes near you, with offline maps and elevation. | 74 |
| Food and shopping | Shared grocery lists that sync instantly, sorted by aisle for faster shopping. | 78 |
| Food and shopping | Book a table at local restaurants, see menus and get a reminder before you go. | 78 |
| Food and shopping | Order groceries from local stores and get them delivered in your time slot. | 75 |
| Parenting | Track your baby's feeds, sleep and diapers, and share the log with your partner. | 80 |
| Photography | Edit photos with precise color, light and crop tools, then export in full size. | 79 |
| Puzzle game | Merge matching tiles, clear the board and beat 300 hand-made puzzle levels. | 75 |
| Word game | Solve daily crosswords in three sizes, with hints that never spoil the answer. | 78 |
| Strategy game | Build your city, trade with neighbors and defend it in real-time battles. | 73 |

A before and after for the invented notes app:

| | Text | Characters | Problem |
|---|---|---|---|
| Before | The best free notes app! Notes, notepad, notebook, memo, notes free, notes app | 78 | "Best", "free", a keyword list and repeats |
| After | Write notes, checklists and voice memos, then find any of them in seconds. | 74 | None: one benefit, three search terms, plain text |

## How do you test a short description with store listing experiments?

You test it with a localized store listing experiment, the experiment type that can include your app's descriptions. Default graphics experiments only test the icon, feature graphic and screenshots. Play Console Help gives these limits: up to 2 variants per experiment, one default graphics experiment or up to five localized experiments at a time, and experiments stop automatically after 6 months.

1. In Play Console, go to **Grow users → Store presence → Store listings**.
2. In the "Experiment" column of the listing, click **Set up**.
3. Name the experiment (50 characters or fewer) and choose **Experiment on a localized listing**, then pick the languages to test.
4. Choose the target metric: unique user install clicks, unique user open clicks or unique user pre-registration clicks. Play Console estimates how long the test will need.
5. Select the short description as the asset to test and enter your variant. Google recommends testing one asset at a time so you know what caused the change.
6. Save and submit the changes for review from the Publishing overview page.

The [store listing experiments guide](https://uptika.app/en/guides/store-listing-experiments) explains the results screen, minimum detectable effect and how long to run a test.

## How Uptika helps

Before you publish or test a new line, paste it into the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter): it counts against the 80-character limit and flags repeated words, "best", "#1" and "free" in your browser. An experiment measures installs; it does not show what the new wording did to search. The free [Keyword radar](https://uptika.app/en/product/keyword-radar) records your Google Play rank for each keyword every day, so you can see whether a winning variant also kept your positions. See also the [store listing](https://uptika.app/en/guides/google-play-store-listing) and [full description](https://uptika.app/en/guides/google-play-full-description) guides. [Start free](https://uptika.app/app/#/?signup=1).

## Questions

### What is the Google Play short description length?

Up to 80 characters, including spaces and punctuation. Play Console Help says the limit is the same for full-width and half-width characters.

### Is the Google Play short description indexed for search?

Google does not publish a field-by-field list of what search reads. Its store listing guidance says the short description appears in places like search results, and its search guidance says the text in your store listing helps users discover your app. Treat it as searchable and write it for people.

### Can I use emojis in the Google Play short description?

The metadata policy bans emoji, emoticons and repeated special characters explicitly in the title, icon and developer name. It does not name the short description in that rule, but it forbids improperly formatted or excessive metadata anywhere, and Google's search guidance asks you to avoid excessive emoji in the description. Plain text is the safe choice.

### Can I A/B test my short description?

Yes, with a localized store listing experiment in Play Console, which can test your app's descriptions in up to five languages with up to two variants. Default graphics experiments test only the icon, feature graphic and screenshots.

## Sources

- [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)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Run A/B tests on your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Google Play store listing experiments: rules and duration

> Store listing experiments are Play Console's built-in A/B tests: you show up to two variants of your icon, feature graphic, screenshots or, in localized experiments, descriptions to a share of store visitors, and Google Play reports which version wins on installs, opens or pre-registrations.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/store-listing-experiments

Store listing experiments let you test changes to your Google Play listing on real visitors before you roll them out to everyone. Play Console splits a share of listing visitors between your current listing and up to two variants, then tells you which performed best on installs, opens or pre-registrations. They work on default and custom store listings.

> Last checked on 5 November 2026 against Play Console Help. Google renamed "global experiments" to "default graphics experiments"; they work the same way.

## What are the rules for Google Play store listing experiments?

The limits in Play Console Help are short:

| Rule | Value |
|---|---|
| Variants per experiment | Up to 2, tested against the current listing |
| Experiments at the same time | 1 default graphics experiment, or up to 5 localized experiments |
| Experiment name | 50 characters or fewer, visible only to you |
| Maximum run time | Stops automatically after 6 months |
| Listings you can test | Default store listing and custom store listings |
| Target metrics | Unique user install clicks, unique user open clicks, unique user pre-registration clicks |
| Statistical settings | Audience percentage, minimum detectable effect, confidence level |

After 6 months, no new data is collected, no variant is applied and all traffic goes back to the current listing. You can still see the finished experiment and its data.

## What can each experiment type test?

There are two experiment types, and the difference decides what you can test:

- **Default graphics experiment**: tests the icon, feature graphic and screenshots in your default listing language. If you have localized graphics in a language, users viewing your listing in that language are left out of the experiment, even if you only test the icon.
- **Localized experiment**: tests the icon, feature graphic, screenshots and/or your app's descriptions in up to five languages. Only users viewing your listing in the chosen languages see the variants.

Text is only testable in a localized experiment. Play Console Help does not list the app name as a testable asset. If your listing has one language, a localized experiment runs for users who view it in that default language.

## What do the target metrics and statistics settings mean?

Play Console Help defines the three target metrics:

| Metric | Definition (Play Console Help) |
|---|---|
| Unique user install clicks | Users who installed your app and did not have it installed on any other device at the time |
| Unique user open clicks | Installed users who opened your app |
| Unique user pre-registration clicks | Users who pre-registered for your app |

Older articles on the web talk about "first-time installers" and "retained first-time installers"; the current help page uses the three metrics above.

The advanced settings change how strict the test is:

- **Experiment audience percentage**: the share of listing impressions that see a variant instead of the current listing, split equally between variants.
- **Minimum detectable effect (MDE)**: the smallest difference between a variant and the control that counts as a win or loss. If the measured difference is smaller, the result is a draw.
- **Confidence level**: how often the reported confidence interval will contain the true performance. A higher level lowers the chance of a false positive.

Google says the default settings give results "in the shortest time with reasonable accuracy", and changing them can make an experiment run longer.

## How do you set up a store listing experiment?

1. Sign in to Play Console and go to **Grow users → Store presence → Store listings**.
2. In the "Experiment" column for the listing you want to test, click **Set up**. If the option is not available, Play Console asks you to fully roll out that store listing first.
3. Enter the experiment name and choose the type: **Graphics experiment on default listing** or **Experiment on a localized listing** (then pick the languages).
4. Choose the target metric. The page shows an estimate of the time and the number of installs, opens or pre-registrations the test needs.
5. Optionally adjust the number of variants, audience percentage, MDE and confidence level.
6. Click **Next**, pick the asset type to test and upload or write the variants. Google recommends changing one asset at a time.
7. Save, then submit the changes for review from the Publishing overview page.

## How long should a store listing experiment run?

Run it until Play Console reports a result, and plan the length from your traffic using the estimate on the setup page. There is no single right number of days, and Google does not publish one. The logic behind the estimate:

- **Traffic sets the pace.** An experiment needs a certain number of installs (or opens) in each arm. A listing with many daily visitors reaches it in days; a small one can take weeks.
- **A smaller MDE needs more data.** Detecting a small improvement needs many more visitors than detecting a large one. If the estimate is too long, test a bolder change or accept a larger MDE.
- **More variants split the traffic.** Two variants each get half the experiment audience, so each needs longer than a single variant would.
- **A higher audience percentage is faster** but shows the untested variant to more people.
- **Whole weeks avoid weekday bias.** Weekend visitors can behave differently from weekday visitors, so run whole weeks.
- **Avoid unusual periods.** A holiday, a feature on Google Play or a big ad campaign changes who visits, and a result from that week may not hold afterwards.

If the result is "More data needed", come back later; Google says it will tell you if a result is expected in less than a week.

## How do you read and apply the results?

Results are on the same Store listings page: the Experiments tab lists all of them, and each listing's "Experiment" column links to its own. The "Results" section explains the outcome with its confidence interval and MDE and may recommend an action:

- **A variant performed well**: you may see a recommendation to apply it.
- **More than one variant beat the current listing, or the result is a draw**: review the numbers and decide which to apply.
- **The current listing performed best**: click **Keep current listing**.

An experiment measures installs or opens from your listing. It does not measure search rank. If a winning variant changes your description, check your keyword positions in the weeks after you apply it.

## How do Google Play experiments compare with Apple product page optimization?

| | Google Play store listing experiments | Apple product page optimization |
|---|---|---|
| Variants | Up to 2 | Up to 3 treatments |
| Tests at a time | 1 default graphics or up to 5 localized | 1 |
| Maximum length | Stops automatically after 6 months | Up to 90 days |
| What you can test | Icon, feature graphic, screenshots; descriptions in localized experiments | App icon, screenshots, app previews |
| Text | Descriptions, in localized experiments | Not testable |
| Result metric | Unique user installs, opens or pre-registrations | Conversion rate, improvement and confidence per treatment |
| Statistics you set | Audience percentage, MDE, confidence level | Traffic proportion; Apple recommends acting at 90% confidence or more |
| Duration estimate | Shown on the setup page | Optional estimate during setup |
| Review | Changes are submitted for review | New metadata needs App Review; alternate icons must be in the app binary |
| Change after start | Not described in Play Console Help | Not possible once the test has started |

## How Uptika helps

Uptika has no A/B duration calculator; Play Console's own estimate on the setup page is the right tool for that. Before you test text, run each variant through the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) so a winning variant cannot carry a "best", "#1" or a repeated word into your listing. After you apply a winner, the free [Keyword radar](https://uptika.app/en/product/keyword-radar) reads your Google Play rank for each keyword every day, so you can spot a search side effect that the experiment cannot show. Related guides: [short description](https://uptika.app/en/guides/google-play-short-description), [custom store listings](https://uptika.app/en/guides/custom-store-listings) and [measuring ASO impact](https://uptika.app/en/guides/measure-aso-impact). [Start free](https://uptika.app/app/#/?signup=1).

## Questions

### What are Google Play store listing experiments?

They are A/B tests built into Play Console. You create up to two variants of store listing assets, Google Play shows them to a share of visitors next to your current listing, and the results show which version performs best on the metric you chose.

### How many variants can a Play experiment have?

Up to two variants against the current listing. Per app you can run one default graphics experiment or up to five localized experiments at the same time.

### How long should a store listing experiment run?

Until Play Console declares a result. The setup page estimates the time and the number of installs, opens or pre-registrations needed, based on your settings. Run whole weeks so weekday and weekend visitors are both included; experiments stop automatically after 6 months.

### What is minimum detectable effect?

It is the smallest difference between a variant and the current listing that the experiment will treat as a real win or loss. A smaller difference counts as a draw. Setting it lower needs more visitors and more time.

### Can I test my app title in a store listing experiment?

Play Console Help lists the icon, feature graphic, screenshots and, in localized experiments, your app's descriptions. It does not list the app name as a testable asset.

## Sources

- [Run A/B tests on your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)
- [Create custom store listings to target specific user segments (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)
- [Product page optimization (Apple Developer)](https://developer.apple.com/app-store/product-page-optimization/)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.
- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# Google Play custom store listings: target by country, keyword and lapsed users

> A Google Play custom store listing is an alternative version of your store listing, up to 50 per app, with its own name, icon, descriptions and graphics, shown to a segment you choose: a country, people searching specific keywords, lapsed or churned users, buyer groups, ad traffic or visitors from a unique URL.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/custom-store-listings

Custom store listings let one Android app show different store pages to different people. Your existing listing becomes the default store listing; each custom listing replaces it for the segment it targets. That can be a country, a set of Play search keywords, people who stopped using the app, buyer groups, ad traffic or anyone who opens a special link.

> Last checked on 5 November 2026 against Play Console Help.

## What can a custom store listing change?

A custom store listing can change your app's name, icon, short and full descriptions and graphic assets. Your contact details, privacy policy and app category are shared across all versions of the listing. You can create up to 50 custom store listings per app.

Custom store listings are not translated automatically. You choose a default language for each one, and users in the targeted countries see that language unless you add their language as a translation. Google recommends adding translations for every language spoken in the countries you target. Your default listing, by contrast, can fall back to automatic Google Translate translations.

## Which audiences can a custom store listing target?

Play Console Help lists these targeting options:

| Targeting option | Who sees the listing (Play Console Help wording, shortened) |
|---|---|
| Country/Region | Users in a specific location |
| Search keywords | Users who discover your app on Play using specific search terms |
| Pre-registration | Users who can pre-register for your app |
| Churned users | Users who uninstalled your app |
| Lapsed users | Users who haven't opened your app in the last 28 days |
| Lapsed and churned users | Either of the two above |
| Non-buyers | Users who installed your app but never bought from it |
| One-time buyers | Users who bought from your app once |
| Repeat buyers | Users who bought more than once, including subscription payments |
| Lapsed buyers | Users who bought from your app but haven't bought in the last 180 days |
| Ads traffic | Users who arrive from your Google Ads campaign |
| Custom audiences | Groups you define from specific behaviors or attributes |
| Unique URL | Anyone who opens the listing's own link |

Some limits apply:

- **Country**: you can target several countries with one listing, but each country with only one custom listing at a time. A country is unavailable until your app is released there to production or a testing track.
- **Churned and lapsed users**: these options do not apply to new apps.
- **Pre-registration**: shown only in countries where the app is in pre-registration, not where it is released.
- **Ads traffic**: after the listing is approved, you select it as a landing page in Google Ads. Google notes ad-targeted listings currently show on AdMob and not on ads in Google Play search.
- **Unique URL**: the link is `https://play.google.com/store/apps/details?id=[packageName]&listing=[parameter]`; the parameter must be unique and use lowercase letters, digits, period, hyphen, underscore or tilde.

## How do you create a custom store listing?

You need a published default store listing first. Then:

1. Open Play Console and select your app.
2. Go to **Grow users → Store presence → Custom store listings**.
3. Click **Create custom store listing** and choose: create a new listing, duplicate an existing listing (including the default one), or create a new listing within a group.
4. Under "Listing details", type a name for your own reference. Users never see it, and it cannot be edited later.
5. Next to "Targeting", choose the audience segment.
6. Under "App details", set the default language with **Manage translations → Change default language**, and add translations with **Manage your own translations**.
7. Type the app name, short description and full description.
8. Upload the graphics in the "Graphics" section, then click **Create**.

Store listing groups help when you run many listings. Every app starts with a "Default store listing group"; listings in a group inherit its icon, screenshots and descriptions, and changing a group asset updates every listing in the group.

## How do search keyword listings work?

A search keyword listing shows your custom page to people who find your app through the Play search terms you pick. The steps:

1. When choosing the audience, select **Search keywords**, then **Select search keywords**.
2. Click the keywords Play Console shows as already bringing you traffic, or enter and run searches for new ones.
3. Click **View variations** on a keyword to see the spelling corrections and translations in that keyword bundle, and select or deselect them.
4. Save, then fill in the listing text and graphics as above.

Play Console may offer to "Generate descriptions using Gemini" from your published default listing and the chosen search terms; you can insert, edit or discard the suggestions.

Use this for searches with a clear, different intent. For example, an invented fitness app could show a running-focused listing to people searching "running plan" and a yoga-focused one to people searching "yoga for beginners", while everyone else sees the general listing.

## Does a custom store listing affect search ranking?

Google does not say that it does. A search keyword listing changes what a person sees after searching those terms. Play Console Help says nothing about it changing where your app ranks for them. Google does say that search ranks apps on a combination of ratings, reviews, downloads and other factors, so a page that turns more searchers into installs could help over time. That is an expectation to measure, not a documented rule.

## How do you measure a custom store listing?

Custom listings appear as a breakdown in store listing performance reports once they receive enough visitors; Google does not publish the threshold. You can also run [store listing experiments](https://uptika.app/en/guides/store-listing-experiments) on custom store listings, not only on the default one, to test their assets.

## How do Google Play custom store listings compare with Apple custom product pages?

| | Google Play custom store listings | Apple custom product pages |
|---|---|---|
| Maximum per app | 50 | 70 |
| What can change | App name, icon, descriptions, graphics | Screenshots, app previews, promotional text |
| Targeting | Country, search keywords, pre-registration, churned, lapsed (28 days), buyer groups, lapsed buyers (180 days), ads traffic, custom audiences, unique URL | Unique URL, search keywords, Apple Ads ad variations |
| Search keywords | Chosen from Play search terms, with spelling and translation variations | Assigned from the keywords of your latest approved app version |
| Unique link | Yes, with a listing= parameter you choose | Yes, generated automatically |
| Translations | No automatic translation; add each language | Localizable |
| Metrics | Breakdown in store listing reports after enough visitors | In App Analytics after at least 5 first-time downloads |
| Review | Reviewed and approved before use | Approved before it is visible |
| Device requirement | Not stated | iOS 15 and iPadOS 15 or later; deep links need iOS 18 or iPadOS 18 |

The biggest practical difference: on Google Play you can change the app name and icon per segment, and you can target people by their past behavior (lapsed, churned, buyers). Apple's pages keep the app name and icon and change the visual story and promotional text. The [custom product pages guide](https://uptika.app/en/guides/custom-product-pages) covers Apple's side in detail.

## How Uptika helps

Before you write a keyword listing, use the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) to see how popular and how crowded a term is in each country, and [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) to see how your default listing covers the store's own suggestions. After it goes live, the free [Keyword radar](https://uptika.app/en/product/keyword-radar) records your Google Play rank for each of those keywords every day (the first page, about 30 apps), so you can see whether the new page changed anything. See also the [store listing guide](https://uptika.app/en/guides/google-play-store-listing). [Start free](https://uptika.app/app/#/?signup=1).

## Questions

### What is a custom store listing on Google Play?

It is a second (or third, up to fiftieth) version of your store listing that Google Play shows to a segment you target instead of the default listing. You can change the app name, icon, descriptions and graphics; contact details, privacy policy and category stay shared.

### How many custom store listings can I create?

Up to 50 per app. A country can only be targeted by one custom store listing at a time.

### Can I target search keywords with a custom store listing?

Yes. Choose "Search keywords" as the audience and pick the Play search terms that should lead to the listing, from keywords already bringing you traffic or new ones you search for. Each keyword is a bundle that includes spelling corrections and translations you can select or deselect.

### Does a custom store listing change my search rankings?

Play Console Help does not say that it does. A search keyword listing changes what people see after they search those terms; Google does not describe any effect on where your app ranks. Track your rank for those keywords to see what happens in your case.

## Sources

- [Create custom store listings to target specific user segments (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)
- [Run A/B tests on your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.
- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# Android vitals and visibility: the 1.09% crash and 0.47% ANR thresholds

> Google Play makes an app less discoverable when its user-perceived crash rate reaches 1.09% or its user-perceived ANR rate reaches 0.47% of daily users across all devices, or 8% on a single device model, and it generally looks at the last 28 days of Android vitals data.

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

Android vitals is the Play Console report on your app's technical quality: crashes, ANRs (App Not Responding), start-up time, rendering and battery use. A few of these metrics, the core vitals, feed directly into how visible your app is on Google Play. Cross a bad behavior threshold and Google says your app is likely to be less discoverable.

> Last checked on 5 November 2026 against Play Console Help.

## What are the Android vitals bad behavior thresholds?

Google Play sets bad behavior thresholds on the core vitals. These are the ones that apply to phone and tablet apps:

| Core vital | Overall bad behavior | Per device model | What is counted |
|---|---|---|---|
| User-perceived crash rate | At least 1.09% of daily users | At least 8% on a single device model | Crashes the user likely noticed, for example while an activity is on screen or a foreground service runs |
| User-perceived ANR rate | At least 0.47% of daily active users | At least 8% on a single device model | Currently only "input dispatching timed out" ANRs |
| Excessive partial wake locks (beta) | More than 5% of battery sessions with partial wake locks totalling over 3 hours | Not set | In beta: does not currently make the app less discoverable |
| Excessive battery usage (watch face) | More than 1% of watch face sessions | More than 1% per device model | Wear OS watch faces only |

Google Play generally considers the last 28 days of data when it evaluates quality, but it may act sooner when there is a spike.

## How are crash and ANR rates calculated?

Both rates are shares of daily users, not shares of sessions or crashes. A daily user is one user on one device on one day: someone who uses your app on two devices counts twice, and two people sharing one device count once.

- **User-perceived crash rate** is the percentage of daily users who had at least one user-perceived crash. It is lower than the overall crash rate because it leaves out crashes the user probably did not notice.
- **User-perceived ANR rate** is the percentage of daily active users who had at least one user-perceived ANR. It is lower than the overall ANR rate for the same reason.
- **Multiple-crash and multiple-ANR rates** count users with two or more, which points to loops.

The data comes from users who opted in to share usage and diagnostics data, on a subset of devices and Android versions. It excludes uncertified device models and app versions not installed through Google Play, and it is updated daily.

## How do bad vitals affect visibility on Google Play?

Quality is one of several signals behind store search (the others are in [how App Store and Google Play search ranking works](https://uptika.app/en/guides/app-store-search-ranking)). For vitals, Google states three effects:

1. **Lower discoverability**: if your app exceeds a bad behavior threshold, it is "likely to be less discoverable on Google Play".
2. **Device steering**: if the bad behavior is on specific device models, Google Play steers users on those devices away from your app towards more suitable ones.
3. **Store listing warning**: in some cases a warning appears on your listing to set user expectations and offer alternatives with higher technical quality.

Google does not publish how many positions a bad vital costs, and it ranks search on "a combination of ratings, reviews, downloads, and other factors". Crashes also cost you indirectly: they produce one-star reviews and uninstalls, which feed those other signals.

## What are the DAU/MAU and user loss rate thresholds?

These two "core value" metrics measure whether people keep using the app, not whether it is stable. Google's wording:

| Metric | Definition | Threshold | Possible effect |
|---|---|---|---|
| DAU/MAU | Daily active users (opened the app at least once that day) divided by monthly active users (opened it at least once in 28 days) | Does not meet 8% | A warning may be shown on your store listing, and the app may not be eligible for certain Google Play surfaces |
| User loss rate | Users who uninstalled your app from all their devices, compared with users who have it installed on at least one active device (turned on in the past 30 days) | Exceeds 5% | A warning may be shown on your store listing, and the app may not be eligible for certain Google Play surfaces |

Google says a high user loss rate "can suggest there is low core value for users". These are product problems more than code problems: onboarding, notifications and the reason to come back.

## Where do you find Android vitals in Play Console?

1. Open Play Console and go to **Monitor and improve → Android vitals → Overview**.
2. Pick the date range in the upper right. If there is no data, your app does not have enough data points for the filters you chose.
3. Read the core vitals at the top, then the "Critical issues" section: bad behaviors (over a threshold) and anomalies (sharp changes, such as a jump in ANR rate).
4. Open **View details** on a metric for its threshold, category benchmarks, peer comparison and trend.
5. Break the data down by app version, Android version, form factor, device model and country.
6. To get email alerts, go to **Setup → Notifications** or click **Manage notifications** in the core vitals section. Notifications are currently only available for anomalies, not for bad behaviors.

How long data is kept:

| Where | Retention |
|---|---|
| Play Console | Previous 90 days |
| Play Developer Reporting API | Three years |

## What should you fix first?

Fix in the order that protects visibility fastest:

1. **Any core vital over its overall threshold.** User-perceived crash rate at 1.09% or more, or user-perceived ANR rate at 0.47% or more. Start with the largest clusters on the Crashes and ANRs page: Google says the more users a cluster affects, the more it adds to the rate.
2. **Any device model at 8% or more.** Users on that model are steered away. Check the device model breakdown and the Reach and devices overview (**Monitor and improve → Reach and devices → Overview**) for hardware or Android-version patterns.
3. **Anomalies after a release.** A sudden rise usually traces to the newest version; compare by app version and consider halting a staged rollout.
4. **Metrics close to a threshold.** The 28-day window means a problem today keeps counting for weeks, so fix a rising rate before it crosses.
5. **DAU/MAU and user loss rate.** These need product work, not crash fixes, and take longer to move.
6. **Other vitals.** Slow start-up (cold start of 5 seconds or more counts as slow), slow and frozen frames, wake-ups and permission denials affect experience and reviews even though they are not core vitals.

After a fix ships, expect the 28-day figures to fall gradually as old bad days leave the window.

## How Uptika helps

Uptika does not read your vitals; Play Console does that. What it shows is the effect on the store. The free [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) tool sorts recent 1–2 star reviews by reason, so a crash wave shows up as a cluster of complaints. The free [Keyword radar](https://uptika.app/en/product/keyword-radar) reads your Google Play rank for each keyword every day (first page, about 30 apps), and on the Starter plan, Alerts send a message to Slack, Discord, Telegram, a webhook or your phone when your rating or ranks drop. See also the [store listing guide](https://uptika.app/en/guides/google-play-store-listing). [Start free](https://uptika.app/app/#/?signup=1).

## Questions

### What are the Android vitals bad behavior thresholds?

For user-perceived crash rate: 1.09% of daily users across all device models, or 8% on a single device model. For user-perceived ANR rate: 0.47% of daily active users across all device models, or 8% on a single device model.

### Does crash rate affect Google Play ranking?

Google says user-perceived crash rate and ANR rate are core vitals that affect your app's discoverability. An app over a bad behavior threshold is likely to be less discoverable, and users on a problem device model may be steered to other apps. Google does not publish how much rank is lost.

### What is user-perceived ANR rate?

It is the percentage of daily active users who had at least one ANR (App Not Responding) that the user likely noticed. Currently only "input dispatching timed out" ANRs count, so it is always lower than the overall ANR rate.

### How long does Google Play use vitals data?

Google Play generally considers the last 28 days when it evaluates app quality, but it may act sooner after a spike. Play Console keeps Android vitals data for 90 days and the Play Developer Reporting API for three years.

### What does a DAU/MAU warning mean?

DAU/MAU measures how many monthly users open the app on a given day. If it does not meet Google's 8% threshold, or if user loss rate is above 5%, a warning may be shown on your store listing and the app may not be eligible for certain Google Play surfaces.

## Sources

- [Monitor your app's technical quality with Android vitals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844486)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)

## Free tools

- [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons): Sorts an app's recent 1-2★ reviews by reason: crashes, ads, price, login, speed, with the version gap.
- [Chart Movers](https://uptika.app/en/tools/chart-movers): Daily: a category's top 10 in a country, the climbers, new entrants and apps launched in the last 90 days.

---

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


---

# Google Play promotional content (LiveOps): events, offers and featuring

> Google Play promotional content (also known as LiveOps) lets games and eligible apps publish time-bound offers, events and major updates that appear on the store listing, in search results and in the Apps or Games tab, submitted up to 60 days ahead, reviewed in up to four days and run for up to four weeks.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-promotional-content

Promotional content is Google Play's place for news inside your app: a sale, a weekend tournament, a big new feature. You create it in Play Console, and Google Play shows it on your store listing and, depending on eligibility and featuring, on the Apps or Games tab, the Events tab and in search results. Many developers call it LiveOps.

> Last checked on 5 November 2026 against Play Console Help.

## What is Google Play promotional content and who can use it?

Promotional content is a self-service Play Console tool for showing fresh, time-bound content to users outside your app: to bring them back, drive offers or attract new users.

Eligibility differs for apps and games:

- **Games**: promotional content is available for all games.
- **Apps**: available for apps that meet Google's eligibility criteria for Premium growth tools.
- **Featuring, deep links and audience targeting**: available to apps and games that meet the Premium growth tools criteria.

Where it appears: the Apps or Games tab, the Events tab, search results and your store listing. The Events tab exists only for games and only in some countries; Google lists Australia, Brazil, Canada, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Korea, Mexico, Russia, Taiwan, Türkiye, the UK and the US. By default, every approved event shows on your store listing.

## What types of promotional content are there?

You must pick the right type; Google says misclassified content may have limited visibility.

| Type | Subtypes | Example (Google's) |
|---|---|---|
| Offers | Discounts, value-adds, free-of-charge rewards, subscription trials | "20% off your first order", "Free 7-day trial" |
| Time-limited events | Real-time, competitions or challenges, special | A tournament, a live-streamed sporting event, a crossover event |
| Major updates | New features and announcements, new content, pre-registration announcements | New levels in a game, new movies in a streaming app |

Promotional content must be new, noteworthy and user-facing. Google rejects promotions for general service descriptions, evergreen content or routine events, and the event must be running in the app at the same time.

## When should you submit promotional content?

Plan backwards from the start date. These are the timing rules in Play Console Help:

| Rule | Value |
|---|---|
| Earliest submission | 60 days before the start date |
| Review time | Up to four days; submit at least four days before the start |
| Featuring requested | Submit at least 14 days before the start |
| Maximum duration | Four weeks; Google's FAQ adds that time-limited events must end within 30 days of the start |
| Major update duration | Set at 28 days |
| Pre-registration announcement duration | Set at one week |
| Preview before start | Up to 14 days, so users can ask to be notified; on by default; not available for offers |
| Multi-country start dates | All within the same calendar quarter; one event uses one quota item |
| After submitting | The event can no longer be edited |

A simple calendar for an event that starts on day 0:

1. **Day −60 to −30**: create the event and prepare text and images in every target language.
2. **Day −14 at the latest**: submit if you want to request featuring.
3. **Day −14 to day 0**: preview window, if you keep the preview on.
4. **Day −4 at the latest**: submit if you are not requesting featuring.
5. **Day 0**: the event must be live in the app at the same time.

## How do you create a promotional content event?

1. Go to **Grow users → Store presence → Promotional content** and click **Create Event**.
2. Add event information: an internal event name, the event type, countries or regions, start and end date and time, the preview option and the audience.
3. Choose the audience: everyone, potential users (never installed from Play), or a specific audience such as churned users, lapsed users (no open in 28 days), non-buyers, one-time buyers, repeat buyers, lapsed buyers (no purchase in 180 days) or a custom audience. Buyer-state options only work with purchases made through Google Play billing.
4. Optionally add a deep link to send users to the exact place in your app.
5. Request featuring if you are eligible and have requests left.
6. Add the tagline, description and images (and optionally an animation and a video).
7. Localize with **Manage translations → Manage your own translations**. Events are shown only to users whose country and language match a description you provided.
8. Click **Submit event**, or **Save as draft**. You cannot edit an event after you submit it.

## How does featuring work and how many requests do you get?

Featuring places your app or event on high-visibility areas of Google Play, including the homepage and search results. Both the app and the event content must meet Google's quality guidelines, and featuring is still not guaranteed. Requests reset at the start of each quarter:

| Audience of the event | Games | Apps |
|---|---|---|
| Broad (all users or potential users) | 4 featuring requests per quarter | Up to 6 featuring slots per quarter |
| Specific audience | 2 featuring requests per quarter | 2 featuring requests per quarter |

A request is used only when you asked for featuring, the event starts in the current quarter and it is submitted, not a draft. Cancelling before the start returns it. You can create as many events as you like without requesting featuring. Eligible events may also be picked for the "Spotlight" format, a full-width placement at the top of Apps Home; for that the tagline must be 48 characters or fewer in single-byte languages (23 in double-byte languages such as Chinese, Japanese or Korean).

## What are the text and image rules?

Google's content quality guidelines are strict, and wrong-language text is a common reason for rejection:

- **Tagline**: up to 80 characters, says clearly what the event or offer is; for offers, the value appears in the first 40 characters. No line breaks, no generic text like "Weekly event".
- **Description**: up to 500 characters (Google recommends at least 100). Explains the benefit and how to take part; no bullet points, no repeat of the tagline, no general app description.
- **Text style**: no more than one "!" or "?" in a row, no sequences of special characters, no HTML tags, no ALL CAPS except acronyms, coupon codes or a brand styled that way.
- **Primary image**: 1920 × 1080, 16:9, JPG or 24-bit PNG, with no text (no logo, slogan or event name) and key elements inside the safe zone. A square image is also required.
- **Video**: highly recommended; a public YouTube video with monetization turned off.
- **Uniqueness**: no reused images, taglines or descriptions from other events, and no identical or very similar events live at the same time.

## How does Google Play promotional content compare with App Store in-app events?

| | Google Play promotional content | App Store in-app events |
|---|---|---|
| Who can use it | All games; apps that meet Premium growth tools criteria | No separate eligibility tier described |
| Types | Offers, time-limited events, major updates | Badges: Challenge, Competition, Live Event, Major Update, New Season, Premiere, Special Event |
| How many | No total limit stated; featuring requests limited per quarter | Up to 10 published at once, 15 approved per app |
| Longest event | Four weeks | 31 days |
| Shortest event | Not stated | 15 minutes |
| Shown before start | Preview up to 14 days | Published up to 14 days before start |
| Earliest submission | 60 days before start | Not stated |
| Review | Up to four days | Must be approved by App Review |
| Regional start times | All within the same calendar quarter | All within 48 hours of each other |
| Main text | Tagline 80, description 500 characters | Event name 30, short description 50, long description 120 characters |
| Audience targeting | Everyone, potential users, user and buyer states, custom audiences | Not covered in the help page used here |

The [in-app events guide](https://uptika.app/en/guides/in-app-events) covers Apple's side step by step.

## How Uptika helps

Uptika has no event calendar. What it can show is the effect of an event on the store. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool lists each day's category top 10, climbers and new entrants, so you can see whether a rival's event moved them. The free [Keyword radar](https://uptika.app/en/product/keyword-radar) records your Google Play rank for each keyword every day, so you can compare the weeks before, during and after your event. On the Starter plan, Alerts send a message to Slack, Discord, Telegram, a webhook or your phone when your ranks or rating move. Start with the [store listing guide](https://uptika.app/en/guides/google-play-store-listing) and keep an eye on [Android vitals](https://uptika.app/en/guides/android-vitals) before a big update. [Start free](https://uptika.app/app/#/?signup=1).

## Questions

### What is Google Play promotional content?

It is a self-service Play Console tool for showcasing timely content, such as special offers, limited-time events and major updates. It appears across the Play Store, including the Apps or Games tab, the Events tab (games, in some countries), search results and your store listing. It is available for all games and for apps that meet Google's eligibility criteria for Premium growth tools.

### How early should I submit a promotional content event?

You can submit it at the earliest 60 days before the start date. Approval can take up to four days, so submit at least four days ahead, and at least 14 days ahead if you request featuring.

### How do I request featuring for a Play event?

If your app is eligible and has featuring requests left for the quarter, turn on the featuring request while creating the event and submit it at least 14 days before the start date. Apps get up to 6 featuring slots per quarter for events targeting a broad audience and 2 for a specific audience; featuring is never guaranteed.

### What content types does Play promotional content support?

Three types: offers (discounts, value-adds, free rewards, subscription trials), time-limited events (real-time, competitions or challenges, special events) and major updates (new features and announcements, new content, pre-registration announcements). Misclassified content may get limited visibility.

## Sources

- [Promotional content overview (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12929029)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)
- [Content quality guidelines for promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12929944)
- [Offer in-app events (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events)

## Free tools

- [Chart Movers](https://uptika.app/en/tools/chart-movers): Daily: a category's top 10 in a country, the climbers, new entrants and apps launched in the last 90 days.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# EU Digital Services Act (DSA) trader status on the App Store

> Under Articles 30 and 31 of the EU Digital Services Act, every App Store developer must declare in App Store Connect whether they are a trader, and Apple verifies and shows a trader's address, phone number and email on the product page in all 27 EU countries, while non-traders' EU customers are told that consumer-protection rights do not apply.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/dsa-trader-status-app-store

## What does the DSA require on the App Store?

Articles 30 and 31 of the Digital Services Act (DSA) require Apple, as an online marketplace, to verify and display contact information for every trader who distributes apps on the App Store in the European Union. In App Store Connect this becomes one declaration: are you a trader or not?

- **Everyone declares.** Apple says that "even if you don't distribute apps in the EU, you'll still need to declare a trader status".
- **Traders are shown.** Once verified, a trader's address, phone number and email appear on the App Store product page in all 27 EU territories.
- **Non-traders are labelled.** If you are not a trader, EU consumers are informed that consumer rights from consumer-protection law do not apply to contracts between you and them.
- **When you are asked.** If you have not declared yet, App Store Connect asks the next time you submit a new app.

## Are you a trader? A decision tree

Apple cannot decide this for you, and its page says its guidance "does not constitute legal advice". The DSA defines a trader as any natural or legal person "acting ... for purposes relating to his or her trade, business, craft or profession". Apple lists factors from the European Commission's guidance. Use them in order:

1. **Do you distribute on the App Store in the EU?** If not (only outside the EU, only TestFlight, or only alternative distribution), you are not acting as a trader on the App Store.
2. **Does the app make money?** In-app purchases, a paid app or an ad-supported app, especially at volume, point towards trader.
3. **Do you promote products or services to consumers**, including through advertising? That points towards trader.
4. **Are you registered for VAT?** That points towards trader.
5. **Do you build the app as part of your business or profession?** If yes, trader. If you are a hobbyist with no intention to commercialize, you may not be a trader.
6. **Do you have a legal business status?** Apple notes that a legal status associated with a business activity "would suggest you may be a trader", whether you enrolled as an individual or an organization.

If you are unsure, ask a legal adviser before you declare. You can set the account-level status and then turn trader status off or on for specific apps.

## What appears on the product page?

| Enrolled as | What you provide | What EU users see |
|---|---|---|
| Individual, trader | Address or P.O. box, phone number, email; payment account details; a document verifying your name and address | Your address (or P.O. box), phone and email |
| Organization, trader | Phone number and email; payment account details; a business document. The address tied to your D-U-N-S Number is used automatically | The D-U-N-S address, phone and email |
| Not a trader | No contact details | A notice that consumer-protection rights do not apply |

Traders also certify that they only offer products or services that comply with EU law. If you show a P.O. box or another alternate address, you must upload a document that shows your connection to it, such as a receipt or a bill. The display details are for the App Store only and do not change your Apple Developer Program membership record.

## How do you declare trader status? Step by step

Required role: Account Holder or Admin.

1. In App Store Connect, select **Business** at the top of the page.
2. On the **Agreements** tab, scroll to the **Compliance** section.
3. Next to **Digital Services Act**, click **Complete Compliance Requirements**.
4. Choose "This is a trader account" or "This is not a trader account". Non-traders click Done here.
5. Traders enter or confirm the contact information and click Next.
6. Verify the email address with two-factor authentication.
7. Verify the phone number with two-factor authentication. If the number cannot receive codes, you can request manual verification.
8. Upload a current document that verifies your business name and address (business or legal records), plus proof for any alternate address.
9. Review the details and click **Confirm**.

### How do you change the status for one app?

In **Apps**, select the app, click **App Information** in the sidebar, scroll to **App Store Regulations and Permits**, and under **Digital Services Act** click **Edit**. If you declare an app as a trader app for the first time, you enter and verify the contact details that will show on that app's page.

### What is the Labels and Markings URL?

Under the same section you can optionally add a **Labels and Markings URL** for labels or markings required by EU law. It is shown on the product pages of apps for which you are a trader, and you can edit it at any time.

## What are the common mistakes?

- **Assuming "individual" means "not a trader".** The test is what you do, not how you enrolled. A solo developer who sells subscriptions may well be a trader.
- **Using a phone number that cannot receive 2FA codes** and getting stuck at step 7. Request manual verification instead.
- **Forgetting that the details are public** in the EU. If you do not want your home address shown, consider a P.O. box with the supporting document.
- **Mixing it up with the support URL.** Guideline 1.5 separately requires an easy way to contact you through the app and its support URL. The DSA details do not replace it.
- **Leaving the declaration to the last minute** before an EU launch. Verification steps take time.

## How does this fit with App Review?

The DSA declaration is a compliance step, not an App Review Guideline, but it can block a new app submission until you complete it. For guideline rejections, see [App Store rejection reasons and fixes](https://uptika.app/en/guides/app-store-rejection-reasons); for disagreements with App Review, see [replying to App Review and appealing](https://uptika.app/en/guides/app-review-board-appeal).

## Where does Uptika fit?

Uptika does not file compliance information for you; that stays in App Store Connect. What it does is watch your listing in each storefront you track: Kelime radarı (keyword radar) reads your positions in each EU country every day, and if your app stops appearing in a storefront's search results, the drop shows in the next morning's Günlük ping (daily brief). For the rest of the launch list, see the [ASO checklist](https://uptika.app/en/guides/aso-checklist), or [start free](https://uptika.app/app/#/?signup=1).

## Questions

### What is DSA trader status in App Store Connect?

It is your declaration, required by the EU Digital Services Act, of whether you act as a trader (for purposes of your trade, business, craft or profession) when you distribute apps on the App Store in the EU. If you are a trader, Apple verifies your contact details and shows them on your product pages in the EU.

### Do I have to declare if I don't sell in the EU?

Yes. Apple says that even if you don't distribute apps in the EU, you still need to declare a trader status. If you only distribute outside the EU, through TestFlight or through alternative distribution, you are not acting as a trader on the App Store, and you can declare yourself a non-trader.

### What happens if I don't declare trader status?

App Store Connect asks for the declaration the next time you submit a new app, so you cannot complete that submission without it. Apple's current help page does not publish a separate removal date; declare it before your next submission to avoid delays.

### Is my address shown on the App Store?

Only if you declare yourself a trader, and only on your product pages in the EU. Individuals enter an address or a P.O. box (with a document that links them to it), a phone number and an email. For organizations, the address tied to the D-U-N-S Number is shown automatically, plus the phone and email you enter.

### Does my app need an Impressum or legal notice on the App Store?

The DSA trader details Apple shows on the product page are Apple's way of meeting its own DSA duties as a marketplace. Whether your app or website also needs a separate legal notice under national law is a legal question for your adviser; Apple's page states that its material is not legal advice.

## Sources

- [Manage European Union Digital Services Act trader requirements (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-compliance-information/manage-european-union-digital-services-act-trader-requirements)
- [Required, localizable, and editable properties (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/required-localizable-and-editable-properties)
- [App Review Guidelines 1.5 Developer Information (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

---

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


---

# App competitor analysis: read rivals' keywords and listing changes

> App competitor analysis means choosing the few apps that compete with you for the same searches in the same storefront, reading their title, subtitle or short description, screenshots, release rhythm and ratings, inferring their keywords from where they rank, and logging every change they make by date, while keeping their brand names out of your own metadata.

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

Competitor analysis in ASO is not about copying. It is about knowing who takes the clicks on the searches you want, what they say to win them, and when they change it. Done well, it gives you two things: a list of keyword gaps, and an early warning when a rival moves.

## How do you choose which rivals to follow?

Choose by search overlap first, then refine by category and size. The apps that matter are the ones that appear next to you for the same searches in the same storefront, not the biggest names in your field.

| Criterion | How to check | Why it matters |
|---|---|---|
| Search overlap | For your 10 to 20 target keywords, count how often each app is in the top 10 | These apps take the taps you want |
| Category | Same primary category | Apple indexes the primary and optional secondary category in search |
| Rating count | Similar order of magnitude to yours | A rival with 100 times your ratings is a benchmark, not a peer |
| Storefront | Same country and language | Ranks and listings differ per storefront |
| Momentum | Climbing the category chart or new in it | Newcomers often test aggressive text |

Keep three groups: two or three direct peers, one or two leaders you learn from, and newcomers you watch. A short list you read every week beats a long one you never open.

## What should you read on a rival's listing?

Read the fields that the store indexes first, then the ones that win the tap.

| What | App Store | Google Play | What it tells you |
|---|---|---|---|
| Title | Up to 30 characters | Up to 30 characters | Their top keyword bet |
| Second text field | Subtitle, up to 30 characters | Short description, up to 80 characters | Their second bet and their pitch |
| Hidden or long text | Keyword field, up to 100 bytes, not visible | Full description, up to 4,000 characters, visible | On Play, the terms they repeat; on the App Store, infer from ranks |
| First screenshots | Up to three screenshots or previews can show in search results | Screenshots and feature graphic | The promise that wins the tap in a results list |
| Release rhythm | Version history | "Updated on" date | How fast they ship and test |
| Ratings | Average and count per country | Average and count | Social proof against yours |
| Recent low reviews | Customer reviews | Reviews | Their weak points, which are your opportunity |
| Price and in-app purchases | Product page | Listing | How they monetise |

## How can you see a rival's keywords?

On Google Play you read them: the title, short description and full description are public, so note the terms they repeat. On the App Store the keyword field is hidden, so you infer it from where the rival ranks. The wider method for finding and scoring terms is in [app keyword research](https://uptika.app/en/guides/app-keyword-research).

1. List your candidate keywords for one storefront.
2. Read the top 10 for each, daily, at a fixed time.
3. Where the rival ranks well for a word that is not in its title or subtitle, that word is probably in its keyword field or comes from its category or behaviour signals.
4. Mark keywords where the rival ranks and you do not: these are your gaps.
5. Mark keywords where you both rank: these are where you go head to head, and where their changes hit you first.

Apple's search ranking also uses user behaviour such as downloads, ratings and reviews, so a strong rank is not proof that a word is in the rival's metadata.

## How do you log rival changes?

Keep one row per change, with the date you first saw it.

| Date seen | Rival | Store and country | Field | Before | After | Likely aim | Shared keywords, rank before | After 2 to 4 weeks | Your action |
|---|---|---|---|---|---|---|---|---|---|
| 2026-11-03 | Rival A | App Store, US | Subtitle | Budget and expenses | Budget planner and bill tracker | Rank for "bill tracker" | bill tracker: you 9, they 15 | | |
| 2026-11-04 | Rival B | Google Play, US | Screenshots | Feature list | Results-first, big headline | Raise click-through | | | |

What to log: title, subtitle or short description, icon, screenshots, price and in-app purchase changes, version and release notes, and any event or promotion. What to look for over time: whether their shared-keyword ranks rose after the change, and whether yours fell. Use the same reading window you use for your own changes; see [how to measure the impact of an ASO change](https://uptika.app/en/guides/measure-aso-impact).

## Can you put a rival's name in your metadata?

No. Both stores treat it as a metadata violation, and Apple is explicit.

> **Policy box.** App Store Connect Help on the keyword field: "Names of other apps or companies aren't allowed." Guideline 2.3.7: "don't try to pack any of your metadata with trademarked terms, popular app names, pricing information, or other irrelevant phrases just to game the system"; app subtitles "should not ... reference other apps". Apple's App Store search page lists "Competing app names" among keywords not to include, and says improper keyword use is a common reason for rejection. Google Play's metadata policy forbids misleading or irrelevant metadata, lists "data comparison of apps or brands" among common violations, and bans text that indicates store performance or ranking, such as "#1" or "App of the year".

Copying a rival's app is a separate risk: guideline 4.3(b) says Apple will not accept apps that are indistinguishable from what is already widely available, and names categories such as dating, flashlight and simple timers as well established.

## What is the legitimate way to appear on rival searches?

Paid search. Apple Ads recommends four campaign types: brand, category, competitor and discovery. The competitor campaign "focuses on keywords for apps that are similar to yours, within the same or a related app category"; Apple advises exact match keywords with Search Match off for it, and adding those keywords as exact match negatives in the discovery campaign. Apple's keyword guide also suggests considering popular brand names that provide similar services, because people often try several apps for the same job. This puts your ad on a rival's search without touching your metadata.

## Common mistakes

- Following the biggest apps in the category instead of the ones that share your searches.
- Reading a rival once, instead of keeping a dated log.
- Copying a rival's subtitle word for word: you inherit their keyword bet without their ratings.
- Treating a rival's strong rank as proof of what is in its keyword field.
- Reacting to a change before your own ranks show any effect.

## How Uptika helps

Paste a rival's store link into the free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) to see its character use and rating against the category top 10, and run [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) on it to sort its recent low reviews by reason. In the panel, Head to head (free) shows the keywords you share with a rival and who leads on each, the App dossier (free) gives any app's page, rating trend and keywords, and the Rival log (Starter) records rivals' title, screenshot and price changes by date. [Create a free account](https://uptika.app/app/#/?signup=1). How ranks are read is in [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking).

## Questions

### How do I do app store competitor analysis?

Pick rivals by search overlap first: the apps that rank in the top 10 for most of your target keywords in your storefront. For each, read the indexed text, the first three screenshots, release dates, ratings and recent low reviews, then log every change by date and compare it with your shared keyword ranks.

### How can I see a competitor app's keywords?

On Google Play the indexed text is visible on the listing. On the App Store the keyword field is hidden, so you infer it: search the terms you care about in the rival's storefront and note where the rival ranks, especially for words that are not in its title or subtitle.

### Can I use competitor names as keywords?

Not in your metadata. Apple says names of other apps or companies are not allowed in the keyword field, and guideline 2.3.7 forbids packing metadata with trademarked terms or popular app names. Apple Ads, by contrast, recommends a competitor campaign with exact match keywords for similar apps, which is the legitimate route.

### How do I track competitor app updates?

Save a snapshot of each rival's title, subtitle or short description, screenshots, version and price every day, compare day to day, and write each difference into a change log with the date. Then check your shared keyword ranks over the following weeks.

## Sources

- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [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/)
- [Campaign structure best practices (Apple Ads)](https://ads.apple.com/app-store/best-practices/campaign-structure)
- [Keyword best practices (Apple Ads)](https://ads.apple.com/app-store/best-practices/keywords)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.
- [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons): Sorts an app's recent 1-2★ reviews by reason: crashes, ads, price, login, speed, with the version gap.

---

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


---

# App icon sizes: iOS 1024×1024 and Google Play 512×512

> An iPhone, iPad or Mac app icon is designed on a 1024×1024 px square canvas and the system scales and masks it, while Google Play needs a separate 512×512 px 32-bit PNG store icon of up to 1,024 KB that you upload as a full square without rounded corners or shadow.

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

## What size is an app icon on each store?

The short answer: **1024×1024 px for Apple, 512×512 px for the Google Play store listing.** The table collects the official specs for every platform as of November 2026.

| Platform | Canvas size | Shape after the system mask | Format and notes |
|---|---|---|---|
| iOS, iPadOS, macOS | 1024×1024 px | Rounded rectangle | Layered (Icon Composer) or a flat image; default, dark, clear and tinted appearances |
| visionOS | 1024×1024 px | Circle | Layered, 3D |
| watchOS | 1088×1088 px | Circle | Layered |
| tvOS | 800×480 px | Rounded rectangle | Layered, parallax |
| Google Play store icon | 512×512 px | Rounded square, radius 30% of the icon | 32-bit PNG with alpha, sRGB, up to 1,024 KB, no shadow |

Apple's icons support sRGB, Gray Gamma 2.2 and Display P3 (wide colour, except visionOS). Google Play's store icon is sRGB.

## How does the iOS icon work now?

Since the layered icon system, iOS, iPadOS, macOS and watchOS icons are built from a **background layer and one or more foreground layers**. The system adds Liquid Glass effects (specular highlights, refraction, translucency) that adapt to size and can look different between system versions.

You have two formats:

1. **An Icon Composer file (recommended).** You import foreground layers into Icon Composer, which ships with Xcode, set the background colour or gradient, and annotate the default, dark and mono (clear and tinted) variants. You control which elements get the glass effect.
2. **A flat bitmap such as PNG.** The system tries to split it into a foreground and a background layer so it can build the dark and tinted variants. It applies glass effects only to large, simple shapes, not to thin lines or text.

App Store Connect has no separate icon upload: the icon is part of the build. If you want to change it after release, you upload a new version and submit it for review.

## What are the iOS appearances?

On iOS, iPadOS and macOS, people can set Home Screen icons to **default, dark, clear or tinted**. Apple lists six appearance slots: default, dark, clear light, clear dark, tinted light and tinted dark. If you do not design a variant, the system generates it. Apple's advice:

- Keep the core shapes the same in every appearance so people can still find your app.
- Base the dark icon on the light one, with complementary colours and no very bright images.
- Alternate icons in iOS and iPadOS need their own dark, clear and tinted variants, and go through review like the main icon.

## What are the Google Play icon rules?

From the Android Developers icon specification and Play Console Help:

- **Final size** 512×512 px, **32-bit PNG**, **sRGB**, **max 1,024 KB**.
- **Shape:** a full square. Google Play applies the mask dynamically; the corner radius equals 30% of the icon size.
- **Shadow:** none. Google Play adds the drop shadow. Lighting and shadows inside the artwork are fine.
- **Background:** pick an opaque colour. Transparent areas show the Play UI colour.
- **Logos:** if the logo's shape matters, place it on the keyline grid instead of stretching it to full bleed. Illustrated artwork usually works full bleed.
- **Not allowed:** text or graphics that suggest ranking, deals or install incentives, participation in a Play program, or anything misleading, such as a fake notification dot.

The store icon is not your launcher icon. The launcher icon is the adaptive icon in your app bundle; the Play store icon should be a higher-resolution version of the same design.

## How do I make an icon that reads at small sizes?

Both stores show your icon tiny in search results and charts, next to rival icons. A few tests catch most problems:

1. **The thumbnail test.** Shrink the icon to the size it has in a search result on a phone. If you can no longer tell what it is, it has too much detail.
2. **The squint test.** Blur it. One clear silhouette should remain.
3. **The neighbour test.** Place it next to the top ten icons in your category. If it blends in by colour or shape, change one of the two.
4. **The text test.** Apple advises text only when it is essential to the brand; it does not localize and gets too small to read. A single letter can work as a mnemonic.
5. **The appearance test.** View the dark and tinted versions on iOS. A logo that depends on one colour may disappear in tinted mode.

Apple also advises illustrations over photos, no very thin lines, no copies of standard UI, and no replicas of Apple hardware.

## Can I test icons before I commit?

Yes, on both stores. On the App Store, [product page optimization](https://uptika.app/en/guides/product-page-optimization) can test up to three alternate icons against the original, as long as all of them are already in the live app binary as alternate icons and sized at 1024×1024 px. On Google Play, store listing experiments can test the icon as one asset of a default graphics or localized experiment.

## Common mistakes

- Uploading an icon with pre-rounded corners. Both stores mask it again, which leaves odd edges.
- Adding a drop shadow to the Google Play icon. Play adds its own.
- A transparent background on Google Play, which shows the Play UI colour behind it.
- Badges like "New", "Sale" or "#1" on the icon. Google Play's metadata policy bans them, and Apple asks you to avoid context words like "New".
- Assuming the iOS icon can change without a release. It cannot; it ships in the binary.

## How do I see how my icon compares?

The Uptika Search mirror shows your search result card, icon included, next to the apps that rank above you for a keyword you track, and the Rival log records the day a competitor changes its icon. [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) is free and reads any public listing without sign-in. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

Related specs: [App Store screenshot sizes](https://uptika.app/en/guides/app-store-screenshot-sizes), [Google Play screenshot and feature graphic sizes](https://uptika.app/en/guides/google-play-screenshot-sizes) and [App preview video specs](https://uptika.app/en/guides/app-preview-video-specs).

## Questions

### What is the App Store icon size?

1024×1024 px. Apple's Human Interface Guidelines give a 1024×1024 px square layout for iOS, iPadOS and macOS (and visionOS), 1088×1088 px for watchOS and 800×480 px for tvOS. The system scales the icon down for Settings, notifications and other places.

### What is the Google Play icon size?

The Google Play store icon is 512×512 px, 32-bit PNG with alpha, sRGB, and at most 1,024 KB. Google Play applies rounded corners (radius 30% of the icon size) and a shadow itself.

### App icon size in pixels for iPhone and Android?

Design the iPhone icon at 1024×1024 px and let Xcode and the system produce the smaller sizes. For Android, upload a 512×512 px icon to the Play store listing; the launcher icon inside the app is a separate adaptive icon defined in the app bundle.

### Do I need to round the corners of my app icon?

No, on either store. Apple masks iOS, iPadOS and macOS icons into a rounded rectangle and says to provide square, unmasked layers. Google Play masks its 512×512 icon and adds the shadow, and asks you not to round the corners yourself.

### Can I change my app icon without an update?

On the App Store, no: the icon ships in the app binary, so you need a new version and a review. You can test alternate icons that are already in the binary with product page optimization. On Google Play, the store icon is a listing asset you change in Play Console.

## Sources

- [App icons (Human Interface Guidelines)](https://developer.apple.com/design/human-interface-guidelines/app-icons)
- [Add an app icon (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/add-an-app-icon)
- [Google Play icon design specifications (Android Developers)](https://developer.android.com/distribute/google-play/resources/icon-design-specifications)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)

---

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


---

# App launch checklist: from 6 weeks out to launch day

> A smooth app launch starts about six weeks out, because several store rules need lead time: new personal Google Play accounts need a 14-day closed test with at least 12 testers before production, Apple asks for featuring nominations at least two to three weeks ahead, Google Play featuring requests need 14 days, and promotional content can take up to four days to approve.

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

## Which store rules set the timeline?

| Rule | Lead time | Store |
|---|---|---|
| Closed test with at least 12 testers opted in for 14 days in a row, for personal accounts created after 13 November 2023 | 14 days plus the production access review | Google Play |
| Featuring nomination | At least 2 weeks; 3 weeks advised in App Store Connect Help; up to 3 months for wider consideration | App Store |
| Featuring request on promotional content | Submit at least 14 days before the event | Google Play |
| Promotional content approval | Up to 4 days; earliest submission 60 days before the start | Google Play |
| In-app event | Can be promoted up to 14 days before it starts; lasts up to 31 days | App Store |
| Pre-order release date | 2 to 180 days after publishing the pre-order (new app) | App Store |
| Pre-registration | Up to 90 days per country | Google Play |
| App Review | Apple says 50% of submissions are reviewed in under 24 hours and 90% in under 48 hours | App Store |

## 6 weeks out: accounts, builds, testing

- Apple Developer Program membership active; Google Play developer account verified.
- Paid Apps agreement accepted in App Store Connect and payments profile set up in Play Console, if you charge.
- App record created in both consoles; bundle ID and package name final. Step by step: [publish on the App Store](https://uptika.app/en/guides/publish-app-app-store), [publish on Google Play](https://uptika.app/en/guides/publish-app-google-play).
- **Google Play personal account opened after 13 November 2023:** start the closed test now. At least 12 testers must stay opted in for 14 consecutive days before you can apply for production access: [the 12 testers, 14 days rule](https://uptika.app/en/guides/google-play-12-testers-14-days).
- TestFlight round with internal and external testers on iOS: [TestFlight guide](https://uptika.app/en/guides/testflight-guide).
- Crash reporting and analytics in the build.
- Decide launch countries and languages.

## 4 weeks out: store listing and assets

- Name (30), subtitle (30) and keyword field (100 bytes) on the App Store; title (30), short description (80) and full description (4,000) on Google Play, written around real searches.
- Screenshots at the required sizes: iPhone medium Dynamic Island (1206×2622 or 1179×2556), plus a 6.9-inch set; iPad 13-inch if supported; Google Play phone screenshots and the 1024×500 feature graphic. See [App Store screenshot sizes](https://uptika.app/en/guides/app-store-screenshot-sizes) and [Google Play graphics](https://uptika.app/en/guides/google-play-screenshot-sizes).
- Icons: 1024×1024 in the iOS build, 512×512 PNG for Google Play: [App icon sizes](https://uptika.app/en/guides/app-icon-sizes).
- Optional app preview (15–30 s) and Google Play YouTube video: [App preview video specs](https://uptika.app/en/guides/app-preview-video-specs).
- Localized text and captions for each launch language.
- Privacy details on the App Store and the Data safety form on Google Play; age rating and content rating questionnaires.
- Prices and in-app products set: [App Store pricing](https://uptika.app/en/guides/app-store-pricing).

## 3 weeks out: demand and featuring

- **Featuring nomination** in App Store Connect (type App Launch), with countries, a clear description and up to 5 supporting links: [How to get featured](https://uptika.app/en/guides/get-featured-app-store-google-play).
- **Pre-order** on the App Store or **pre-registration** on Google Play if you want people waiting on launch day: [Pre-registration and pre-orders](https://uptika.app/en/guides/pre-registration-and-pre-orders).
- Website or landing page with store badges and links.
- A press and community list, with a short note and assets ready.

## 2 weeks out: events and promotional content

- **In-app event** created and submitted if you have a launch challenge or content drop; it can be promoted up to 14 days early.
- **Google Play promotional content** event submitted, with featuring requested at least 14 days before the start (approval can take up to four days).
- Apple Ads and Google App campaigns drafted, not started: brand terms and a few precise category terms.

## 1 week out: submission and release settings

- Submit the iOS build for review with **App Review notes** (up to 4,000 bytes) and a non-expiring **demo account** if the app needs a login.
- Choose the App Store release option: manual release, automatic after approval, or scheduled after a date.
- Google Play production release prepared; decide on a staged rollout percentage.
- Support email and a help page live; review reply templates written.

## Launch day

- Release on both stores; check that the listing is live in every launch country.
- Open the listing on a phone in each main country: right language, right screenshots, prices correct.
- Start ads campaigns.
- Post to your community and email list with direct store links.
- Thank pre-orderers or pre-registered users in the app if you planned it.

## First week after launch

- Crashes and ANRs daily; on Google Play, user-perceived crash rates above 1.09% or ANR rates above 0.47% count as bad behaviour.
- Reply to reviews, especially low ratings that mention bugs.
- Ranks for your target searches in each country.
- Impressions, product page views and conversion rate per country.
- Ask for ratings with the system prompts after a success moment, never on first launch.
- Note what to change in the first update; plan the release notes.

## How does Uptika help after launch?

From launch day, Uptika's Keyword radar records your rank for every target search daily (top 200 on the App Store, top 30 on Google Play), category charts are read every 3 hours, new reviews every 6 hours, and the Daily ping summarizes the night's changes each morning. The Rival log shows what competitors change around your launch. For a free check of the listing before you launch, run [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) or paste your text into the [Metadata Linter](https://uptika.app/en/tools/metadata-linter). The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

More on the bigger plan: [How to increase app downloads](https://uptika.app/en/guides/increase-app-downloads) and [How to market an app](https://uptika.app/en/guides/how-to-market-an-app).

## Questions

### What should be on an app launch checklist?

Accounts and agreements, testing (TestFlight, Google Play closed testing), store listing text and assets for each language, privacy and content declarations, pricing, pre-orders or pre-registration, featuring nominations, launch-day release settings, and a plan for the first week: reviews, crashes, ranks and conversion.

### What should I do before launching an app?

Test on real devices, complete the store listing and declarations, set prices and agreements, prepare screenshots at the required sizes, nominate the launch for featuring, set up pre-orders or pre-registration if you want demand on day one, and decide whether to release automatically or manually after approval.

### What is on an iOS app launch checklist?

An Apple Developer membership, a Paid Apps agreement if you charge, a TestFlight round, screenshots for the required iPhone and iPad sizes, name, subtitle, keywords and description, privacy details, age rating, review notes with a demo account if login is needed, a release option, and a featuring nomination.

### How do I launch an app successfully?

Give the store rules their lead time, launch with a listing that converts, create a moment (pre-orders, an event, a featuring nomination), and watch the first week closely: crashes, reviews, search ranks and conversion per country. Fix the biggest problem first.

## Sources

- [Nominate your app for featuring (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-featuring-nominations/nominate-your-app-for-featuring)
- [Getting featured on the App Store (Apple Developer)](https://developer.apple.com/app-store/getting-featured/)
- [In-app events (Apple Developer)](https://developer.apple.com/app-store/in-app-events/)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)
- [App testing requirements for new personal developer accounts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/14151465)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)

---

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


---

# App preview video specs for the App Store and Google Play

> An App Store app preview is a 15 to 30 second screen-capture video of up to 500 MB at no more than 30 fps, uploaded at 886×1920 px for iPhone or 1200×1600 px for iPad, up to three per device size and language, while Google Play takes a single YouTube link that may autoplay muted for up to 30 seconds.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-preview-video-specs

## What are the App Store app preview specs?

App previews are optional short videos on your product page. You can upload up to three per supported device size and language, and they play before your screenshots on iPhone, iPad, Mac and Apple TV. These are Apple's requirements as of November 2026:

| Setting | H.264 | ProRes 422 (HQ only) |
|---|---|---|
| Length | 15 to 30 seconds | 15 to 30 seconds |
| Max file size | 500 MB | 500 MB |
| Container | .mov, .m4v, .mp4 | .mov |
| Target bit rate | 10–12 Mbps | VBR about 220 Mbps |
| Video profile | Progressive, up to High Profile Level 4.0 | Progressive, no external references |
| Max frame rate | 30 fps | 30 fps |
| Audio | Stereo, 256 kbps AAC, 44.1 or 48 kHz | Stereo, PCM (16, 24 or 32-bit) or 256 kbps AAC, 44.1 or 48 kHz |
| Default poster frame | 5 seconds in | 5 seconds in |

Processing after upload can take up to 24 hours. macOS, tvOS and visionOS previews are landscape only; iOS previews can be portrait or landscape.

## Which resolutions does App Store Connect accept?

App Store Connect does not want the device's native pixels. It accepts a fixed set of resolutions per display class, because most previews are screen recordings.

| Display class | Accepted resolution (portrait / landscape) |
|---|---|
| All current iPhones with Dynamic Island or Face ID, and iPhone Duo | 886×1920 / 1920×886 |
| iPhone with Home button, large (8 Plus and earlier Plus models) | 1080×1920 / 1920×1080 |
| iPhone with Home button, medium (SE 2nd and 3rd gen, 8 and earlier) | 750×1334 / 1334×750 |
| iPhone with Home button, 4-inch | 1080×1920 / 1920×1080 |
| iPhone with Home button, 3.5-inch | Previews not supported |
| iPad 13-inch, 11-inch, 10.5-inch | 1200×1600 / 1600×1200 |
| iPad Pro 12.9-inch (2nd gen) | 1200×1600 / 1600×1200, or 900×1200 / 1200×900 |

If you leave a size empty, App Store Connect uses a scaled preview from a related size, the same way it does for screenshots. If a localized preview is missing, the preview in the next best available language is used.

> If your preview has a different aspect ratio from your screenshots, Apple shows it in the "A Closer Look" section of the product page instead of first.

## What can the video show?

Guideline 2.3.4 is strict: previews may only use **video screen captures of the app itself**. You may add narration and video or text overlays to explain anything the footage does not make clear. Stickers and iMessage extensions may show the experience inside Messages. Like all metadata, the video must also be suitable for a 4+ rating (2.3.8) and must not show other mobile platforms (2.3.10).

Practical consequences:

- No live-action footage of people using phones as the main content.
- No rendered marketing trailer that is not the app.
- Captions are fine and useful, because previews **autoplay muted** on the product page.

## How should I structure a 30-second preview?

Apple notes that previews autoplay with the sound off, so the first seconds have to work visually. A structure that fits the rules:

1. **0–3 s:** the core screen in action, with a short caption stating the main benefit.
2. **3–12 s:** the main task from start to result, in one continuous flow.
3. **12–25 s:** two or three secondary features, each a few seconds, each with a caption.
4. **25–30 s:** end on the screen people will use most. Leave the poster frame on a clear, readable moment.

Set the poster frame yourself: it shows wherever the video does not autoplay and during app install. Poster frames cannot be edited after the asset is approved.

## How do I export and upload?

1. Record on device or in the Simulator, then edit in any video editor.
2. Export H.264 at 886×1920 (iPhone portrait) and 1200×1600 (iPad portrait), 30 fps, 10–12 Mbps, stereo AAC 256 kbps. Keep it between 15 and 30 seconds and under 500 MB.
3. In App Store Connect, in **Apps**, choose the app and the version in the sidebar.
4. In **Product Page Information**, open **App Previews and Screenshots**, pick the device tab and drop the file into the well. You can also upload to the **Asset Library** and pick it with **Browse Assets**.
5. To set the poster frame, open **View All Sizes in Media Manager**, hold the pointer over the preview and choose **Edit Poster Frame**.
6. Submit with the version (or with a custom product page or a product page optimization test).

## How does the Google Play preview video work?

Google Play handles video differently: there is **one preview video per store listing, added as a YouTube URL** in the Graphics section of the main store listing (Grow users > Store presence > Main store listing).

| Rule | Detail |
|---|---|
| Link | The video's own YouTube URL; no playlist or channel URL, no timecode parameters |
| Visibility | Public or unlisted, not private |
| Ads | Must be off (turn off monetization); copyrighted content with monetization claims can force ads, so use a clean video |
| Restrictions | Not age-restricted, must be embeddable |
| Where it shows | Before the screenshots on the listing; may also show on home and search |
| Autoplay | May autoplay inline, muted, for up to 30 seconds depending on device, settings and network |
| Cover | The feature graphic, with a play button, when the video does not autoplay |

Google recommends showing the real app within the first 10 seconds, keeping at least 80% of the video as actual app experience, avoiding hands tapping devices unless the use is off-device, adding captions, and not using ranking, price or call-to-action text. Games need a preview video to appear in some parts of Google Play.

## What about the new App Store header and search videos?

From iOS and iPadOS 27, apps can add separate creative assets for the product page header and search results, including video from 5 to 30 seconds at 30 or 60 fps. These follow guideline 2.3.14, not 2.3.4, so they can show brand or seasonal content. They are covered in [New App Store creative assets](https://uptika.app/en/guides/app-store-header-and-search-assets).

## Common mistakes

- Uploading at native device resolution (for example 1320×2868). Use 886×1920.
- Exporting at 60 fps. App previews accept at most 30 fps.
- A 12-second clip. The minimum is 15 seconds.
- Footage that is not the app, which fails 2.3.4.
- A Google Play video with ads or set to private, which will not show.

## How do I know if a video helps?

Test it. On the App Store, [product page optimization](https://uptika.app/en/guides/product-page-optimization) can compare a page with and without a preview. In Uptika, the Rival log records when competitors change their screenshots or icon, and [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) counts the previews and screenshots on any public page for free. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

Related specs: [App Store screenshot sizes](https://uptika.app/en/guides/app-store-screenshot-sizes), [Google Play graphics](https://uptika.app/en/guides/google-play-screenshot-sizes) and [App icon sizes](https://uptika.app/en/guides/app-icon-sizes).

## Questions

### What are the App Store preview video specs?

Length 15 to 30 seconds, file size up to 500 MB, H.264 (.mov, .m4v or .mp4, 10–12 Mbps) or ProRes 422 HQ (.mov), at most 30 frames per second, stereo audio. Accepted resolutions are 886×1920 (portrait) or 1920×886 (landscape) for current iPhones and 1200×1600 or 1600×1200 for iPad.

### App preview video size and length?

Up to 500 MB and between 15 and 30 seconds. You can upload up to three previews per device size and language.

### How do I add an app preview video?

In App Store Connect, open your app version, go to Product Page Information > App Previews and Screenshots, choose the device tab and drop the video into the well, or reuse one from the Asset Library. Processing can take up to 24 hours.

### Does Google Play support promo videos?

Yes, one preview video per store listing, added as a YouTube URL in the Graphics section of the store listing. It must be public or unlisted, embeddable, not age-restricted and without ads.

### What can an App Store app preview show?

Guideline 2.3.4 says previews may only use video screen captures of the app itself. You can add narration and video or text overlays to explain what is not clear from the footage.

## Sources

- [App preview specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-preview-specifications)
- [Manage your App Store assets (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/manage-your-app-store-assets)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [Creative assets specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/creative-assets-specifications)
- [App Review Guidelines, 2.3.4 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)

---

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


---

# App review analysis: turn complaints into a release plan

> App review analysis means tagging every review by type (bug, price, ads, request, praise) and by version, counting the tags each week, and turning the biggest counts into release tasks, which is more than the stores' built-in summaries do because those describe themes but do not plan your work.

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

## Why analyze reviews at all?

Reviews are the only feedback channel where users describe problems in their own words, attached to a version, a country and a star rating, without you asking. Read one by one they feel like noise; counted by type each week they show which problem is growing, which fix worked, and which request keeps returning.

## What do the stores' own tools give you?

| | Apple | Google Play |
|---|---|---|
| Built-in summary | Review summaries on the product page, generated with large language models from user reviews and refreshed regularly | Reviews analysis in Play Console: review summaries with common themes found by machine learning |
| Where it is available | United States plus 8 English-language storefronts (AU, CA, IN, IE, NZ, SG, ZA, UK) | Play Console, for your app |
| Benchmarks | None | How each topic affects your rating compared with peer apps |
| After your replies | Users can update their reviews; email alerts for edits | Updated ratings after replies |
| What it does not do | Tag by version, count week over week, turn themes into tasks | Same |

Apple's summary is written for shoppers on the product page, not for you. Google's analysis is closer to a developer tool, but neither gives you a stable weekly count by your own categories, and neither knows your release plan.

## Which tagging scheme works?

Keep one **main tag** per review, from a fixed list. Add a **sub-tag** for the screen or feature. Always store **version, country, store and stars**.

| Main tag | Use it when the review mainly says | Typical sub-tags |
|---|---|---|
| Bug | Something does not work as designed | Crash, sync, login, payment, notifications |
| Performance | Slow, battery, size, heat | Launch time, loading, battery |
| Price | Too expensive, trial, subscription terms | Paywall, renewal, refund |
| Ads | Too many, intrusive, misleading | Frequency, full-screen, rewarded |
| Account and data | Lost data, cannot delete, privacy worry | Deletion, restore, permissions |
| Request | Asks for a feature or a platform | Feature name |
| Usability | Confusing, cannot find something | Screen name |
| Praise | Positive, names what works | Feature name |
| Other | Off-topic, unclear, spam | |

Rules that keep the data clean:

- One main tag only. If a review mentions two things, tag the one that decided the star rating.
- Do not create new main tags during the week; add them at the monthly review, if a pattern needs it.
- Tag 3-star reviews too: they often hold the most precise requests.

## The weekly 30-minute routine

1. **Collect** all new reviews from both stores for the last 7 days (in Play Console you can filter by date, version and rating; the Developer API returns reviews with text from the last week).
2. **Tag** each review with main tag, sub-tag, version.
3. **Count** by main tag, and by version for Bug and Performance.
4. **Compare** with last week and with the version before.
5. **Decide**: the top one or two growing tags become release tasks; one praise theme goes into the store listing or What's New.
6. **Reply** to the reviews behind the chosen tasks, saying what will change (see [replying to app reviews](https://uptika.app/en/guides/reply-to-app-reviews)).
7. **Log** the decision so next week you can check whether the fix reduced the tag.

## A template for the weekly note

| Field | Example |
|---|---|
| Week | 2026-W45 |
| Reviews read | 84 (App Store 31, Google Play 53) |
| Top tags | Bug: 22 (sync 14), Price: 15, Request: 12 (dark mode 7) |
| Change vs last week | Bug +9 after version 3.2; Price stable |
| Decision | Fix sync on Android 12 in 3.2.1; reply to 14 sync reviews |
| Praise to reuse | "Plans for the week in two taps" (11 mentions) |
| Check next week | Sync tag below 5 after 3.2.1 |

The numbers above are an illustration of the format, not data from a real app.

## How do you turn tags into a release plan?

- **A growing bug tag on the latest version** is a hotfix, not a roadmap item. If you are mid-rollout, pause it (see [negative reviews and rating drops](https://uptika.app/en/guides/negative-app-reviews)).
- **A stable price or ads tag** is a product decision: test the paywall copy or ad frequency, do not argue in replies.
- **Repeated requests** go into the roadmap with their count; when you ship one, reply to the old reviews that asked for it.
- **Praise themes** are your best store copy: they are the words users chose. Use them in screenshots and the description, and keep track of whether conversion changes.

## Common mistakes

- Reading only 1-star reviews: you miss what users love and the precise 3-star requests.
- Mixing versions: a fixed bug keeps "growing" when old-version reviews are counted with new ones.
- Letting an AI summary replace counting. Summaries describe themes; counts tell you whether a fix worked.
- Analyzing without acting: every routine ends with one decision and one reply batch.

## Do it with Uptika

Uptika's **Review insights** (Starter plan and up) reads the last 6 months of App Store and Google Play reviews for your app and groups them into complaints, praise, requests and bugs, each with the number of reviews behind it and short verbatim quotes, plus the average rating by version and by month, computed from the reviews themselves. The **Reviews** page lists every review with filters for store, country, stars, version and answered. To see this kind of breakdown for any app, including a rival, run the free [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) tool, or [start free](https://uptika.app/app/#/?signup=1). More ways to earn reviews worth analyzing are in [how to get more app reviews](https://uptika.app/en/guides/get-more-app-reviews).

## Questions

### How do I analyze app reviews?

Export or collect a week of reviews from both stores, tag each one with one main type (bug, performance, price, ads, account, request, praise, other) plus version and country, count the tags, and compare with the previous week. The top two growing tags become tasks for the next release.

### What are App Store review summaries?

Short paragraphs on the product page that Apple generates with large language models from individual user reviews and refreshes regularly. They are live in the United States and in 8 more English-language storefronts: Australia, Canada, India, Ireland, New Zealand, Singapore, South Africa and the United Kingdom.

### Where is Reviews analysis in Play Console?

Under Ratings and reviews. It shows review summaries with common themes found by machine learning, benchmarks of how each topic affects your rating compared with peers, and updated ratings after your replies.

### How should I categorize app reviews?

Use one main tag per review from a short fixed list, add a sub-tag for the feature or screen, and always keep version, country and star rating. A fixed list makes weeks comparable; free-form tags drift.

## Sources

- [View and analyze your app's ratings and reviews (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/138230)
- [Ratings, reviews and responses (Apple Developer)](https://developer.apple.com/app-store/ratings-and-reviews/)
- [Reply to reviews (Google Play Developer API)](https://developers.google.com/android-publisher/reply-to-reviews)

---

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


---

# App Store and Google Play character limits (2026 table)

> On the App Store the app name and subtitle are limited to 30 characters each, the keyword field to 100 bytes, promotional text to 170 characters and the description to 4,000 characters; on Google Play the app name is limited to 30 characters, the short description to 80 and the full description to 4,000.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-character-limits

The App Store gives you 30 characters for the app name and 30 for the subtitle, 100 bytes for the hidden keyword field, 170 characters of promotional text and 4,000 characters of description. Google Play gives 30 characters for the title, 80 for the short description and 4,000 for the full description. The tables below add every other text field, whether it counts for search, and whether changing it needs a new app version.

> Last checked: 5 November 2026, against the Apple and Google help pages listed under Sources. Stores change these pages without notice; when a number here and the store's own form disagree, the form wins.

## What are the App Store character limits?

Every text field you fill in App Store Connect has its own limit. The "Indexed" column says what Apple states about App Store search; "Needs a new version" says whether the change has to ship with an app version.

| Field | Limit | Unit | Indexed for App Store search? | Needs a new version? | Source |
|---|---|---|---|---|---|
| App name | 2 to 30 | characters | Yes. Apple: your app is searchable by app name and company name | Yes, after the first release: change it when you create a new version (or when the version's status allows editing) | [App information](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information) |
| Subtitle | 30 | characters | Yes. Apple tells you not to repeat its words in the keyword field | Yes. Apple: you update it when submitting a new version | [Product page](https://developer.apple.com/app-store/product-page/) |
| Keywords | 100 | bytes (Apple's search page says "100 characters") | Yes, hidden from users | Apple does not state it on the pages cited; in practice keyword changes ship with a version | [Platform version information](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information) |
| Primary and secondary category | Picked from a list | none | Yes. Apple: both are indexed by the search algorithm | Not stated on the pages cited | [App Store search](https://developer.apple.com/app-store/search/) |
| Promotional text | 170 | characters | No. Apple: it does not affect search ranking | No. Apple: update it at any time without a new version | [Product page](https://developer.apple.com/app-store/product-page/) |
| Description | 4,000 | characters, plain text, no HTML | Not among the fields Apple lists for App Store search; Apple says it is used for web search engine results | It is a version field; Apple names only promotional text as editable without a submission | [Platform version information](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information) |
| What's New in This Version | 4,000 | characters | Not among the search fields Apple lists | Yes, written per version; not available for the first version, required for every later one | [Platform version information](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information) |
| App Review notes | 4,000 | bytes | No, only App Review sees it | Sent with a submission | [Platform version information](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information) |
| In-app event reference name | 64 | characters | No, internal only | No: once the app is approved, an event can be submitted with or without an app version | [Offer in-app events](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events) |
| In-app event name | 30 | characters | Event cards can appear in search; Apple does not say how their text is indexed | Same as above | [Offer in-app events](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events) |
| In-app event short description | 50 | characters | Shown on the event card | Same as above | [Offer in-app events](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events) |
| In-app event long description | 120 | characters | Shown on the event details page | Same as above | [Offer in-app events](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events) |
| In-app purchase display name | 35 | characters | In-app purchases can appear in search results | Not stated on the pages cited | [Product page](https://developer.apple.com/app-store/product-page/) |
| In-app purchase description | 55 | characters | Shown with the purchase | Not stated on the pages cited | [Product page](https://developer.apple.com/app-store/product-page/) |
| Custom product page promotional text | No separate number on the custom product page help; plan for the same 170 | characters | No, promotional text does not affect ranking | No: custom product page metadata is reviewed independently of an app update | [Custom product pages](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions) |

Two related counts that are not text limits: the product page can showcase up to 20 in-app purchases and subscriptions in total across its two sections, and an app can have up to 10 in-app events published and 15 approved at the same time. An event runs for at most 31 days and can be published up to 14 days before it starts.

## What are the Google Play character limits?

Google Play has fewer text fields. Google says the same limits apply to full-width and half-width characters, so Japanese, Chinese and Korean listings get the same 30, 80 and 4,000.

| Field | Limit | Unit | Indexed for Play search? | Needs a new release? | Source |
|---|---|---|---|---|---|
| App name | 30 | characters | Google: the text in your store listing helps users discover your app | No new release; edit it in Store listings, then send the change for review | [Store listing](https://support.google.com/googleplay/android-developer/answer/9859152) |
| Short description | 80 | characters | Same as above | Same as above | [Store listing](https://support.google.com/googleplay/android-developer/answer/9859152) |
| Full description | 4,000 | characters | Same as above | Same as above | [Store listing](https://support.google.com/googleplay/android-developer/answer/9859152) |
| Screenshot alt text | 140 | characters | Accessibility text for each screenshot | Same as above | [Preview assets](https://support.google.com/googleplay/android-developer/answer/9866151) |
| Release notes | 500 | Unicode characters per language | Not a listing field | Yes, written per release | [Prepare a release](https://support.google.com/googleplay/android-developer/answer/9859348) |

The listing is edited in Play Console under **Grow users → Store presence → Store listings**. Google adds a warning that matters more than any limit: repetitive or irrelevant keywords in the app name, short description or full description can lead to the app being suspended. More on each field in the [Google Play store listing guide](https://uptika.app/en/guides/google-play-store-listing).

## Why is the keyword field 100 bytes and not 100 characters?

App Store Connect Help says the keyword field holds "up to 100 bytes", while Apple's App Store search page says "100 characters". For plain English the two numbers are the same, because in UTF-8, the standard text encoding, each ASCII letter, digit and comma takes 1 byte. Letters outside ASCII take 2 bytes or more:

- Turkish ç, ğ, ı, ö, ş, ü: 2 bytes each.
- German ä, ö, ü, ß: 2 bytes each.
- Accented letters such as é, á, ã, ñ: 2 bytes each.
- Most Chinese, Japanese and Korean characters: 3 bytes each.

So a keyword field in Turkish or German fits fewer than 100 letters. A worked example, counted with `Buffer.byteLength` in Node.js:

| Keyword field | Characters | Bytes | Fits? |
|---|---|---|---|
| `Haushaltsbuch,Ausgaben,Einnahmen,Sparen,Budgetplaner,Kassenbuch,Geldbörse,Rücklagen,Finanzübersicht` (German) | 99 | 102 | No: 3 umlauts push it over |
| Same field without `Rücklagen` | 89 | 91 | Yes, 9 bytes free |
| `bütçe,harcama,gelir gider,birikim,tasarruf,fatura,borç,cüzdan,aylık plan,kredi kartı,döviz,altın` (Turkish) | 96 | 104 | No: 8 Turkish letters add 8 bytes |
| Same field without `altın` | 90 | 97 | Yes, 3 bytes free |

A character counter would show both first fields as under 100. The limit Apple's help states is in bytes, so count bytes. Other fields (name, subtitle, promotional text, description) are given in characters, so an umlaut there costs one character like any letter. The App Review notes field is the other one counted in bytes, which matters if you write notes in a language with many non-ASCII letters. The full method for packing the field is in the [App Store keyword field guide](https://uptika.app/en/guides/app-store-keyword-field).

## What does "needs a new version" mean?

On the App Store, most product page text belongs to a version. You edit it on the version page in App Store Connect (in **Apps**, pick the app, then the platform version in the sidebar), and it goes live only when that version passes review and is released. Name and category sit under **App Information**, but Apple still ties a name change to a new version after the first release.

What Apple states plainly:

- **Promotional text** is the exception: Apple says you can update it at any time without submitting a new version. Use it for news that changes faster than your release cycle; see [promotional text vs description](https://uptika.app/en/guides/promotional-text-vs-description).
- **Subtitle**: Apple says you update it when submitting a new version.
- **App name**: change it when you create a new version or when the version's status permits editing.
- **In-app events** and **custom product pages** go to review on their own, without an app update.

What Apple does not state: we could not find an official sentence that the **keyword field** can only change with a new version. App Store Connect shows it on the version page and developers commonly report that it ships with a version, but treat that as field practice, not an Apple rule. The same goes for the description. On Google Play, listing text is not tied to a release at all: you edit it, then send the change for review from the Publishing overview page.

## What are the most common character limit mistakes?

- **Trusting a character counter for keywords.** For the Turkish field above it shows 96, while the byte count is 104. Count bytes.
- **Spaces after commas.** Apple asks for commas with no spaces in the keyword field; every space costs a byte.
- **Repeating words.** Words already in the name, subtitle or category are wasted in the keyword field, and Apple asks you not to repeat them.
- **Plurals and duplicates.** Apple lists "climbs" and "climb" as duplicates; keep one.
- **Keywords in the promotional text or description.** Apple says promotional text does not affect ranking and asks you not to stuff the description.
- **Prices and claims in the name or subtitle.** Guideline 2.3.7 rules out prices, trademarked terms, popular app names and unverifiable claims in metadata.
- **Filling Google Play text with repeats.** Google warns that repetitive keywords can lead to suspension.
- **Writing What's New for version 1.0.** The field does not exist for the first version.
- **Assuming one limit for alt text.** Google Play screenshot alt text has its own 140-character cap.

## Quick checklist before you submit

1. App name between 2 and 30 characters, no price, no other app's name.
2. Subtitle up to 30 characters, no words repeated from the name; see the [subtitle guide](https://uptika.app/en/guides/app-store-subtitle) and [app name guide](https://uptika.app/en/guides/app-name).
3. Keyword field at or under 100 bytes (count bytes, not letters), commas without spaces, no word from the name, subtitle or category.
4. Promotional text up to 170 characters, written for people, not for search.
5. Description up to 4,000 characters, plain text, strongest sentence first; see [how to write an app description](https://uptika.app/en/guides/how-to-write-an-app-description).
6. What's New up to 4,000 characters for every update; see [release notes](https://uptika.app/en/guides/release-notes).
7. App Review notes up to 4,000 bytes, with a working demo account if the app needs sign-in.
8. In-app event texts: 30 / 50 / 120 characters; see [in-app events](https://uptika.app/en/guides/in-app-events).
9. Google Play: title 30, short description 80, full description 4,000, alt text 140, release notes 500 per language.
10. Every localization checked separately: limits apply per language, and multi-byte letters change the keyword field budget.

## How can Uptika help?

The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) runs in your browser and checks every field above against its limit, including the keyword field in bytes, and flags repeated words, singular/plural pairs and brand or claim risks. To see how a live listing uses its space, paste the store link into [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray). In the panel, the [ASO score](https://uptika.app/en/product/aso-score) gives metadata efficiency 15 of its 100 points: how many of your most popular keywords sit in the indexed fields and how fully the title, subtitle and keyword field are used. The free plan needs no card: [create an account](https://uptika.app/app/#/?signup=1).

## Questions

### What is the App Store app name character limit?

The app name must be at least 2 and no more than 30 characters. App Store Connect Help states both numbers, and guideline 2.3.7 of the App Review Guidelines repeats the 30-character cap. After the first release you change the name when you create a new version.

### What is the App Store subtitle character limit?

The subtitle can be up to 30 characters and appears under the app name across the App Store. Apple says you update it when you submit a new version, so plan subtitle tests around your release schedule.

### What is the Google Play title character limit?

The Google Play app name is limited to 30 characters. Google says the same limit applies to full-width and half-width characters, so a Japanese or Chinese title also gets 30.

### How long can the App Store description be?

Up to 4,000 characters of plain text with line breaks; HTML is not supported. Only the first lines show before "more", and Apple calls the first sentence the most important one.

### What is the release notes character limit?

On the App Store, What's New in This Version allows up to 4,000 characters and is required for every version after the first. On Google Play, release notes allow up to 500 Unicode characters per language.

### What is the Play Store short description character limit?

The short description is limited to 80 characters. It is the first text people read on the listing, so spend it on what the app does and the main search term, not on slogans.

## Sources

- [App information (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)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Offer in-app events (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events)
- [Submit an in-app event (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/submit-an-in-app-event)
- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Create and set up your app: store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Prepare and roll out a release (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859348)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# App Store and Google Play commission rates in 2026, with worked examples

> In 2026 Apple takes 30% of paid app and in-app purchase sales, or 15% for Small Business Program members and for subscription renewals after a subscriber's first paid year, while Google Play charges, in the US, UK, EEA, Japan and Australia, 10% plus a 5% billing fee on subscriptions and 20–25% plus 5% on other sales, and 15% on the first $1M elsewhere.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-google-play-commission

## What are the commission rates, in one table?

The table summarizes the official rates as of 5 November 2026. Rates change; check the linked pages before you set prices.

| Store and case | Rate | Source |
|---|---|---|
| App Store, standard (paid apps and in-app purchases) | 30% | License Agreement, Schedule 2 |
| App Store, Small Business Program member | 15% | Small Business Program page |
| App Store, auto-renewing subscription after the subscriber's first year of paid service | 15% (you receive 85%) | Auto-renewable subscriptions page |
| Google Play, US, UK, EEA, Japan, Australia: first $1M of annual earnings | 10% + 5% billing fee | Service fees page |
| Google Play, same regions: auto-renewing subscriptions (new and existing installs) | 10% + 5% billing fee | Service fees page |
| Google Play, same regions: other transactions, new installs | 20% + 5% billing fee | Service fees page |
| Google Play, same regions: other transactions, existing installs | 25% + 5% billing fee, or 20% for external web links | Service fees page |
| Google Play, all other markets: developers in the 15% tier | 15% on the first $1M a year, 30% above | Service fees page |
| Google Play, all other markets: auto-renewing subscriptions | 15% | Service fees page |

The **billing fee** applies when a user buys an in-app digital item with Google Play Billing, or on the first purchase of a paid app or game. Members of Google's Play Games Level Up or Apps Experience programs get lower rates in the new-fee regions (see below).

## How does the App Store commission work?

**Standard rate: 30%.** Schedule 2 of the Apple Developer Program License Agreement sets Apple's commission at 30% of the price for sales of apps and in-app purchases.

**Subscriptions after one year: 15%.** Apple's subscription page says: during a subscriber's first year you receive 70% of the price at each billing cycle, minus taxes; after a subscriber has one year of paid service, you receive 85%. If a subscription lapses and is renewed within 60 days, the paid days resume counting.

**Small Business Program: 15%.** Developers who earned up to $1M in proceeds in the previous calendar year, and new developers, can qualify. The limit covers you and all your associated developer accounts, for the previous calendar year and the current one. Members receive 85% on subscriptions from the first billing cycle. If you pass $1M during the year, the standard rate applies to future sales; if you fall below again, you can re-qualify the following year.

How to enroll:

1. Be the **Account Holder** of the Apple Developer Program membership.
2. Accept the latest **Paid Apps agreement** (Schedule 2) in App Store Connect.
3. List all **associated developer accounts**, then submit the enrollment from the Small Business Program page.

Apple adjusts proceeds 15 days after the end of the fiscal month in which the enrollment is approved, so enroll before your launch month if you can.

**Regional terms.** The License Agreement has separate attachments for some storefronts, including the EU, Japan and Brazil, with different commission rates for developers who use alternative payment processing or link to outside offers. If you sell in those markets on those terms, read the attachment that applies to you.

## How does the Google Play service fee work in 2026?

Google split its fee in two systems.

**1. Users in the US, UK, EEA, Japan and Australia.** The fee depends on whether the user's install is **new** or **existing**, with a regional rollout date as the cut-off: **30 June 2026** for the EEA, UK and US, and **30 September 2026** for Australia and Japan.

- **New install:** the user's first install or first update of the app from Google Play happened on or after the rollout date.
- **Existing install:** it happened before that date.

| Fee type | Auto-renewing subscriptions (new and existing installs) | Other transactions, new installs | Other transactions, existing installs |
|---|---|---|---|
| First $1M of annual earnings | 10% + 5% billing fee | 10% + 5% billing fee | 10% + 5% billing fee |
| Standard | 10% + 5% billing fee | 20% + 5% billing fee | 25% + 5% billing fee, or 20% for external web links |
| Play Games Level Up or Apps Experience programs | 10% + 5% billing fee | 15% + 5% billing fee | 20% + 5% billing fee, or 15% for external web links |

**2. All other markets, until the new fees roll out globally.**

| Fee type | Fee |
|---|---|
| Developers enrolled in the 15% service fee tier | 15% of the first $1M earned each year, 30% above $1M |
| Auto-renewing subscriptions | 15%, regardless of earnings |
| Other transactions | 15% or lower for developers in programs such as the Play Media Experience Program |

For South Korea and India, if you offer an alternative billing system next to Google Play's, the fee on those alternative transactions is the Google Play rate reduced by 4 percentage points.

## Worked examples: how much do I keep?

These examples apply the official rates to a simple price. They ignore tax and currency conversion, which both stores handle per country, so your real payout will differ.

**Example 1: a $9.99 monthly subscription, App Store.**

| Case | Apple's share | You receive |
|---|---|---|
| Standard, subscriber's first year | 30% = $3.00 | $6.99 |
| Standard, after one year of paid service | 15% = $1.50 | $8.49 |
| Small Business Program, any month | 15% = $1.50 | $8.49 |

**Example 2: the same subscription on Google Play.**

| User's region | Google's share | You receive |
|---|---|---|
| US, UK, EEA, Japan, Australia | 10% + 5% = 15% = $1.50 | $8.49 |
| Other markets | 15% = $1.50 | $8.49 |

**Example 3: a $4.99 one-time in-app purchase on Google Play, US user, developer above $1M in annual earnings.**

| Install type | Google's share | You receive |
|---|---|---|
| New install | 20% + 5% = 25% = $1.25 | $3.74 |
| Existing install | 25% + 5% = 30% = $1.50 | $3.49 |

**A formula you can reuse:** net = price × (1 − commission rate), before tax. For Google Play in the new-fee regions, the commission rate is the service fee plus the 5% billing fee when Google Play Billing is used.

## Which costs are not in the commission?

- **Membership fees:** Apple's developer program is $99 a year (shown in local currency in some regions); a Google Play developer account is a one-time $25.
- **Taxes:** both stores collect and remit sales tax or VAT in many countries; Apple defines proceeds as sales net of its commission and certain taxes and adjustments.
- **Currency:** Apple sets comparable prices across 175 storefronts from your base price; Google converts using the exchange rate on the day you set the price. See [App Store pricing](https://uptika.app/en/guides/app-store-pricing).
- **Refunds and chargebacks:** these reverse the sale and the commission on it.

## How do I lower the rate legitimately?

1. **Enroll in the App Store Small Business Program** if you qualify; it is not automatic.
2. **Make sure you are in Google Play's 15% tier** if you earn under $1M a year; Google's 15% tier needs enrollment too.
3. **Prefer subscriptions for recurring value.** Both stores charge less on subscriptions (Apple after year one, Google at 15% or 10% + 5%). Only do this when the product truly gives ongoing value; both stores require it.
4. **Retain subscribers past year one.** On the App Store, every subscriber who reaches a year of paid service moves to 15%. [Subscription offers](https://uptika.app/en/guides/app-store-subscription-offers), [win-back offers](https://uptika.app/en/guides/win-back-offers) and [offer codes](https://uptika.app/en/guides/app-store-offer-codes) are the official tools for this.

## What does this mean for pricing?

The fee is a percentage, so it does not change which price point is best; it changes your margin. Decide the model first ([How apps make money](https://uptika.app/en/guides/app-monetization-models)), then the price ([App Store pricing](https://uptika.app/en/guides/app-store-pricing) and [Google Play subscriptions](https://uptika.app/en/guides/google-play-subscription-offers)), then check the net with the formula above.

## How does Uptika help here?

Uptika does not read your revenue. It tracks the store side that drives it: the Rival log records the day a competitor changes its price or its listing, the App dossier keeps any app's versions and changes, and Chart Movers shows daily top-grossing movement in a category for free: [Chart Movers](https://uptika.app/en/tools/chart-movers). The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### What is the Google Play commission in 2026?

It depends on the user's region. For users in the US, UK and EEA (from 30 June 2026) and Australia and Japan (from 30 September 2026): 10% + 5% billing fee on the first $1M of annual earnings and on all auto-renewing subscriptions; above that, 20% + 5% for other transactions from new installs and 25% + 5% (or 20% for external web links) from existing installs. In all other markets: 15% on the first $1M a year for developers enrolled in the 15% tier, 30% above it, and 15% on auto-renewing subscriptions.

### How much is the App Store commission?

Apple's standard commission is 30% on paid apps and in-app purchases. It drops to 15% for members of the App Store Small Business Program (up to $1M in proceeds a year) and for auto-renewing subscription renewals after a subscriber has more than one year of paid service. Some storefronts, such as the EU, Japan and Brazil, have separate terms with other rates.

### How do I qualify for 15% on the App Store?

Join the App Store Small Business Program: you and your associated developer accounts must have earned no more than $1M in proceeds in the previous calendar year and stay under $1M in the current one. The Account Holder enrolls, accepts the Paid Apps agreement and lists associated accounts.

### Do Google Play subscriptions cost 15% from day one?

Yes. Outside the new-fee regions, auto-renewing subscriptions are charged 15% regardless of earnings. In the US, UK, EEA, Japan and Australia, auto-renewing subscriptions are 10% plus a 5% billing fee for both new and existing installs.

### Is the commission charged on tax?

Apple defines proceeds as sales net of its commission and certain taxes and adjustments, and both stores collect and remit tax in many countries. How tax interacts with the fee depends on the country, so check the payout reports in App Store Connect and Play Console for your exact numbers.

## Sources

- [Service fees (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/112622)
- [App Store Small Business Program (Apple Developer)](https://developer.apple.com/app-store/small-business-program/)
- [Auto-renewable subscriptions (Apple Developer)](https://developer.apple.com/app-store/subscriptions/)
- [Apple Developer Program License Agreement, Schedule 2 (Apple Developer)](https://developer.apple.com/support/terms/apple-developer-program-license-agreement/)
- [Set up paid apps and pricing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6334373)

---

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


---

# App Store Connect analytics: impressions, page views and conversion explained

> App Store Connect Analytics is Apple's built-in report on how people find and use your app: it counts impressions, product page views, downloads, sales and usage, splits them by source such as App Store search or web referrer, and shows App Store metrics only after at least five first-time downloads or pre-orders.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-connect-analytics

App Store Connect Analytics answers three questions: how many people saw your app, how many of them downloaded it, and where they came from. It also covers sales, subscriptions, retention and crashes. Apple adds privacy thresholds and opt-in rules, so small apps see gaps, and the newest days are not final yet.

## Where do you find App Store Connect Analytics?

Open App Store Connect, go to Apps, select your app and click the **Analytics** tab. Apple lists the required role as Account Holder, Admin, Finance or Sales. The sidebar is organised by question:

| Section | What it answers |
|---|---|
| Overview | Key metrics and recent trends at a glance |
| Sources (under Acquisition) | How people discover the app and how that turns into downloads |
| Product Pages | Default and custom product pages, plus product page optimization tests |
| In-App Events | Event impressions, page views and outcomes |
| Campaigns | Your campaign links |
| Sales, Subscriptions, Offers, Cohorts | Money, plans, trials and offers over time |
| Retention | How often people open the app on the days after install |
| Benchmarks | Your metrics against peer groups |
| Metrics | A free chart view with filters and comparisons |

Analytics is one of three reporting tools. Sales and Trends gives next-day sales and units; Payments and Financial Reports shows settled proceeds. Use Analytics for the funnel, the other two for money that is final.

## What do the main metrics mean?

These are Apple's definitions, shortened. The exact names matter because they are what you pick in the metric menu.

| Metric | Apple's definition |
|---|---|
| Impressions | Times your app was viewed on the Today, Games, Apps and Search tabs for more than one second; includes product page views |
| Impressions (Unique Devices) | Unique devices that viewed your app on those tabs; includes unique product page views |
| Product Page Views | Times your product page was viewed, including when another app loads it with StoreKit |
| Product Page Views (Unique Devices) | Unique devices that viewed your product page |
| Conversion Rate | Total downloads and pre-orders divided by unique device impressions |
| First Time Downloads | First-time downloads on iOS, macOS, tvOS or visionOS devices |
| Redownloads | Taps on the redownload button; not auto-updates or device restores |
| Total Downloads | First Time Downloads plus Redownloads |
| Pre-Orders | Pre-orders placed, minus cancelations |
| Updates | App updates, including auto-updates |
| Installations | Completed installs, including redownloads on the same device and Family Sharing; opt-in data |
| Sessions | Times the app was used for at least two seconds; returning from the background counts again |
| Active Devices | Devices with at least one session in the period |
| Crashes | Total crashes; detailed logs are in Xcode |
| Deletions | Times the app was deleted from the Home Screen or through Manage Storage |
| Proceeds | Estimated amount you receive: customer price minus applicable taxes and Apple's commission |
| Sales | Total billed to customers; not the same as proceeds |
| Paying Users | Unique Apple Accounts that paid for the app or an In-App Purchase |

Two notes. **Impressions are not views of your page**: a person scrolling past your icon in search results counts. **Downloads and installations differ**: downloads come from the App Store; installations, sessions, active devices and deletions are usage data that only include people who agreed to share data with developers.

## What are the source types?

The source type is where a person tapped through to your product page before viewing or first downloading your app.

| Source type | What Apple counts |
|---|---|
| App Store search | Views and downloads from App Store search, including ads in search results |
| App Store browse | Browsing the App Store, for example the Today, Games or Apps sections |
| App referrer | A link in another app, including apps that use StoreKit and Apple apps such as Messages, but not Safari; on iOS, taps from browsers other than Safari also land here |
| Web referrer | A link on a website in Safari; after a chain of redirects, the last URL in the chain is the referrer |
| App Clip | A link inside your App Clip |
| Institutional Purchase | Downloads through Apple Business or Apple School Manager |
| Unavailable | Downloads before April 15, 2017, downloads via gift cards, promo codes or device management software, and some subscription plan changes |

Each time someone manually redownloads your app, the source resets and later sales and usage are attributed to the new source. Because App Store search includes Apple Ads in search results, there is no purely organic search line in this report. For a full reading method by source see [App store conversion rate](https://uptika.app/en/guides/app-store-conversion-rate).

## Why does it say "not enough data"?

Apple holds data back until there is enough of it to protect privacy. The thresholds Apple states:

- **App Store metrics** (impressions, page views, conversion): at least five first-time downloads or pre-orders.
- **Download metrics:** at least five first-time downloads.
- **Usage metrics:** at least five active devices in the selected date range, from people who opted in.
- **App referrers, web referrers and campaign links:** need a minimum threshold before they display. Campaign links appear after more than one day and at least five App Units.
- **Custom product pages and PPO tests:** appear after five first-time downloads attributed to them.
- **Analytics reports via the API:** rows with data from fewer than five users or devices are left out, and a small amount of statistical noise is added.

What to do: widen the date range, remove filters (a single country or device often falls under the threshold), or read the weekly view. Apple does not publish the exact threshold for referrer data.

## How fresh is the data?

Treat the last two days as unfinished. Apple says that in the Analytics Reports API a day's data "is considered complete two days after the reporting date", and that the first recurring report arrives about 24 to 48 hours after you request it. Sales and Trends gives next-day sales and units. Apple does not state a fixed delay for the dashboard itself, so a sudden drop on the most recent day is usually incomplete data, not a real fall; check again two days later.

## How do you read custom product page results?

Go to Analytics, then **Acquisition, Product Pages**, and click a page name. Each custom product page shows product page views, total downloads, conversion rate and proceeds, once it has at least five first-time downloads. The Metrics view lets you filter by product page and compare several pages.

What to know before you compare:

- You can publish up to 70 custom product pages; each has a unique URL and can vary screenshots, previews and promotional text.
- A custom product page can appear in search for keywords you assign from the latest approved version's keyword list, once the page is approved.
- Compare a custom page with the default page for the same source and country. A page reached from an ad link and the default page reached from browse have different audiences.

Apple's own reference is that referring people to a custom product page lifts conversion by 2.5 percentage points on average over the 1.6% average of default pages. More in [Custom product pages](https://uptika.app/en/guides/custom-product-pages).

## How do you read product page optimization (PPO) results?

Go to Analytics, then **Acquisition, Product Pages**; the most recent test is shown in the Product Page Optimization section, and "See All Tests" lists older ones. A test appears once five first-time downloads are attributed to it and then updates daily.

| Label or field | Meaning |
|---|---|
| Collecting Data | Not enough data yet to tell |
| Performing Better / Performing Worse | The treatment beats or trails the baseline with at least 90% confidence |
| Likely to be Inconclusive | At the current pace there will not be enough data within 90 days |
| Estimated Conversion Rate | Apple's estimate per variant, using test data plus existing data |
| Estimated Relative Lift (Improvement) | Relative change against the baseline |
| Credible Interval | The range where the rate or lift falls with 90% probability |

Apple uses Bayesian statistics here, which is why rates are called "estimated". Test rules from Apple: up to three treatments, one test at a time, up to 90 days, and a test cannot be changed once started. Do not stop a test as soon as a lift appears; wait for a label.

## Can you pull the data by API?

Yes. The Analytics Reports API in the App Store Connect API delivers App Store engagement reports (discovery and engagement, web preview), commerce reports (downloads, pre-orders, purchases, subscription events and states) and usage reports (sessions, crashes, installations and deletions, opt-in). An ONGOING request generates daily, weekly and monthly reports; a ONE_TIME_SNAPSHOT returns available history.

## Common reading mistakes

- Reading conversion for all sources together, then crediting a screenshot change for a shift in traffic mix.
- Comparing usage metrics (opt-in only) with download metrics (all downloads).
- Treating Sales as money you receive; Proceeds is the estimate of that.
- Judging the last day before it is complete.
- Comparing App Store Conversion Rate with Google Play's click-through rate; see [Play Console reports](https://uptika.app/en/guides/play-console-reports).

## How Uptika helps

Start with the free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) to see how your listing uses each field and where your rating stands against the category top 10. In the panel, Analytics (Starter) brings App Store Connect and Play Console downloads, sources, countries and revenue into one place, and Keyword radar (free) adds the daily rank, popularity and difficulty of each keyword, so a change in impressions can be matched to a change in rank. Rank readings are explained in [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking). [Create a free account](https://uptika.app/app/#/?signup=1).

## Questions

### How do I read App Store Connect analytics?

Open your app, choose the Analytics tab and start in Overview to spot a change. Then open Acquisition, Sources, pick one metric such as Conversion Rate, and read each source and country separately before you compare periods.

### What are App Store impressions?

Apple counts an impression each time your app is viewed for more than one second on the Today, Games, Apps or Search tabs of the App Store, and product page views are included. Impressions (Unique Devices) counts each device once and is the denominator of Conversion Rate.

### Why does App Store Connect analytics show not enough data?

Apple hides data until a privacy threshold is met: App Store and download metrics need at least five first-time downloads, usage metrics at least five active devices, and app referrers, web referrers and campaign links need a minimum amount of data. Usage data only comes from people who agreed to share it.

### Is App Store Connect analytics delayed?

Yes. Apple says the Analytics Reports API treats a day's data as complete two days after the reporting date, and the first recurring report arrives about 24 to 48 hours after you request it. Read the last two days as provisional.

### Can I get App Store Connect analytics through an API?

Yes. The Analytics Reports API in the App Store Connect API delivers reports on App Store engagement, commerce and app usage, either as recurring daily, weekly and monthly reports or as a one-time snapshot of history.

## Sources

- [Overview of reporting tools (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/measure-app-performance/overview-of-reporting-tools)
- [Analytics dashboard (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/overview/analytics-dashboard/)
- [Metric definitions (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/reference/metrics-definitions)
- [Filters and dimensions (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/reference/filters-and-dimensions)
- [Acquisition (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/acquisition/acquisition)
- [Product Page Optimization results (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/acquisition/product-page-optimization)
- [Custom Product Pages analytics (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/acquisition/custom-product-pages)
- [Analytics reports API (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/overview/analytics-reports-api/)
- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)
- [Product page optimization (Apple Developer)](https://developer.apple.com/app-store/product-page-optimization/)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.
- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# App store conversion rate: how it is calculated and what counts as good

> App Store conversion rate is total downloads and pre-orders divided by unique device impressions, Google Play now reports a store listing click-through rate (visitors who tapped Install, Open or Pre-register), and the only conversion figure either store publishes is Apple's 1.6% average for default product pages.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-conversion-rate

Conversion rate is the share of people who see your app and then take the install step. Apple measures it from unique device impressions to downloads; Google, since mid-2026, from store listing visitors to Install, Open or Pre-register clicks. The two numbers start at different points of the funnel, so never compare an App Store rate with a Play rate.

## How does each store calculate conversion rate?

Each store uses its own numerator and denominator. Apple starts at the impression (your app shown on the Today, Games, Apps or Search tab for more than one second); Google starts at the store listing visit.

| | App Store | Google Play |
|---|---|---|
| Metric name | Conversion Rate | Click-through Rate (CTR); legacy: store listing conversion rate |
| Numerator | Total downloads and pre-orders | Unique users who clicked Install, Open or Pre-register (legacy: store listing acquisitions) |
| Denominator | Impressions (Unique Devices) | Store listing visitors |
| What an impression or visit is | Your app viewed on the Today, Games, Apps or Search tabs for more than one second; product page views are included | A user who visited your listing and did not already have the app installed on any device |
| Where to find it | Apps, your app, Analytics tab, Acquisition, Sources (pick Conversion Rate in the metric menu) | Grow users > Store performance > Conversion analysis |
| Shown from | At least five first-time downloads or pre-orders | When the report has data; terms with too few visitors fall into "Other" |

In formula form:

- App Store: `conversion rate = (total downloads + pre-orders) ÷ unique device impressions`
- Google Play: `CTR = unique users who clicked Install, Open or Pre-register ÷ store listing visitors`

Worked example. A habit tracker called Notara gets 20,000 unique device impressions and 400 downloads on the App Store in a week: its conversion rate is 400 ÷ 20,000 = 2.0%. On Google Play the same week, 3,000 people visit its listing and 900 tap Install: its CTR is 30%. Neither number is "better"; the first counts everyone who scrolled past the icon, the second only people who opened the page.

> Google Play changed its store listing reports in mid-2026. Its help page dates the change to July 2026 (one paragraph says June 2026). Click-through Rate "replaces the legacy Conversion Rate metric"; the acquisition-based figures stay available in Statistics and in exports. If your Play conversion jumped that month, check the definition before you celebrate.

## Is there an official conversion rate benchmark?

Yes, exactly one, and it comes from Apple. On its custom product pages page Apple writes: "Developers see a 2.5 percentage point increase on average when referring people to a custom product page. This is a 156% increase compared to the 1.6% average conversion rate on default product pages."

Read it carefully:

- **1.6%** is Apple's average for default product pages, across developers. It is not a target for your category, country or traffic mix.
- **+2.5 percentage points** is the average lift Apple reports when people are referred to a custom product page, for example from an ad or a link that matches what they were looking for.
- Google publishes no public average for Play listings.

Treat every other "app store conversion benchmark" as a third-party sample, and before you use one, check which apps, countries and sources it covers. The peer comparisons inside the two consoles are a better yardstick (see below).

## Why do you have to split conversion rate by source?

You have to split it because each source brings people with a different intent, and the total moves whenever the mix moves even if your page did not change.

| Store | Source in the report | What it covers |
|---|---|---|
| App Store | App Store search | Views and downloads from App Store search, including ads shown in search results |
| App Store | App Store browse | Browsing the Today, Games or Apps sections |
| App Store | App referrer | A link in another app, including apps that load your page with StoreKit and Apple apps such as Messages (not Safari); on iOS, taps from browsers other than Safari also count here |
| App Store | Web referrer | A link on a website opened in Safari |
| Google Play | Google Play search | Searches for your app's name or closely associated brand, not counting ads on search results |
| Google Play | Google Play explore | Browsing, plus taps on search autocomplete suggestions and category searches such as "racing game" |
| Google Play | Ads and referrals | Ads and referral links, including the inline install overlay outside the Play Store |

Two traps follow from these definitions:

1. **On the App Store, "search" mixes organic and paid.** Apple includes downloads from ads in search results in the App Store search source. If you start an Apple Ads campaign, your search conversion can change without any change to your page.
2. **On Google Play, "search" means brand search only.** Generic searches are counted under Google Play explore. A person typing your name already wants you, so do not compare a brand-search rate with a category-search rate.

## How do you read your conversion rate, step by step?

1. Pick one country and one store. Mixed countries hide language and price effects.
2. In App Store Connect, open your app, go to the Analytics tab, then Acquisition, then Sources. Choose Conversion Rate in the metric menu and look at App Store search and App Store browse separately.
3. In Play Console, open Grow users > Store performance > Conversion analysis. Filter by traffic source, then by country, and read visitors, clicks and CTR.
4. Use whole weeks and compare the same weekdays, because traffic differs by day of the week.
5. Note anything that changed in the period: a release, a new screenshot set, an ad campaign, a rank jump for a broad keyword.
6. Only then compare with the peer benchmarks.

## How do you build your own peer comparison?

Both consoles compare you with similar apps, so use them before any outside number.

- **App Store Connect:** open the Analytics tab and choose Benchmarks in the sidebar. Apple forms peer groups by category, business model and download volume and shows the 25th, 50th and 75th percentile. Conversion Rate is one of the benchmarked metrics, with day 1, 7 and 28 retention, crash rate and proceeds metrics. Benchmarks are weekly and use differential privacy.
- **Play Console:** the click-through rate chart in Conversion analysis compares your daily rate with your peers' median, 25th and 75th percentile; the breakdown table compares your total for the period with the peers' median for the last 28 days. Benchmarks only appear when you view performance by country, language, install state or traffic source, and only when the peer set has enough data. The Statistics page also has a Compare to peers tab.

Stores do not show a named rival's conversion rate, and no outside tool can read it. What you can compare directly is what decides who gets the impression: rank on shared keywords, rating counts, screenshots and text.

## What changes conversion rate besides your page?

Before you credit or blame a new screenshot set, rule these out:

- **Traffic mix:** more browse or ad traffic, a feature, or a new referral link.
- **Rank on broad keywords:** ranking for a popular, loosely related search adds impressions from people with weaker intent, so the rate can fall while downloads rise.
- **Ratings and price:** your rating can show in App Store search results, so a drop in average rating, or a new price, changes how people react before they open the page.
- **Season and country:** holidays and paydays change who is browsing.
- **Definitions:** Apple counts pre-orders once; Google moved to click-based metrics in 2026.

Common mistakes: comparing App Store and Play rates; reading the all-sources total; comparing a week with an Apple Ads launch to a week without; judging a change after two days.

## How Uptika helps

Start with the free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): paste your store link and see your rating against the category top 10 and three concrete fixes. In the panel, Analytics (Starter) puts your App Store Connect and Play Console downloads, sources and countries in one place, and Keyword radar (free) shows your daily rank, popularity and difficulty per keyword, so you can see whether a conversion change came with a rank change. The Apple Ads pages (Starter) show spend and cost per install next to your organic rank for each keyword. [Create a free account](https://uptika.app/app/#/?signup=1); the rest of the reading guide is in [App Store Connect analytics](https://uptika.app/en/guides/app-store-connect-analytics) and [Play Console reports](https://uptika.app/en/guides/play-console-reports).

## Questions

### What is a good app store conversion rate?

There is no single good number, because the rate depends on the source, the category, the country and how the store counts it. The useful definition of good is "at or above the median of apps like yours", which both stores show you: Apple in the Benchmarks section of App Store Connect Analytics, Google in the click-through rate benchmarks of Play Console.

### What is the average App Store conversion rate?

Apple states a 1.6% average conversion rate on default product pages, and a 2.5 percentage point increase on average when people are referred to a custom product page. Apple publishes no other average, so treat any other figure as a third-party sample.

### Is there a Google Play conversion rate benchmark?

Google publishes no public average. Inside Play Console, the store listing click-through rate chart compares your daily rate with your peers' median, 25th and 75th percentile, and the Statistics page has a Compare to peers tab.

### How is conversion rate calculated in App Store Connect?

Apple defines Conversion Rate as total downloads and pre-orders divided by unique device impressions. A pre-order counts once, when it is placed, and is not counted again when the app downloads.

### Why did my Google Play conversion rate change in 2026?

Google changed the store listing reports in mid-2026: the main rate is now a click-through rate based on unique Install, Open and Pre-register clicks, which replaces the legacy Conversion Rate. The old acquisition-based figures are still in Statistics and in exports, so compare like with like.

## Sources

- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [Metric definitions (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/reference/metrics-definitions)
- [Acquisition (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/acquisition/acquisition)
- [Peer group benchmarks (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/benchmarks/peer-group-benchmarks)
- [Understand and grow your app's user base (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859173)
- [View app statistics (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/139628)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.
- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# App Store localization languages by country

> App Store Connect Help gives each of the 175 App Store storefronts a default language, and 104 of them also have one or more additional supported languages; this page reproduces that table and explains what it means for your keywords.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-localization-languages

## Which languages does each App Store country support?

Every App Store storefront (the store of one country or region) has a default language, and many also have additional supported languages. App Store Connect Help publishes the full list: 175 storefronts, of which 104 have at least one additional language and 71 have English (U.K.) only. The table below copies it as Apple writes it.

Apple's wording matters. The help page calls these the **default language** and **additional supported language(s)** of each storefront. It does not use the word "indexed". What Apple says about search is on a different help page: people can search for your app using localized keywords in all countries or regions where the App Store supports that language.

## What languages can App Store metadata use?

App Store Connect Help lists 50 languages and locales for metadata:

Arabic, Bangla, Catalan, Chinese (Simplified), Chinese (Traditional), Croatian, Czech, Danish, Dutch, English (Australia), English (Canada), English (U.K.), English (U.S.), Finnish, French, French (Canada), German, Greek, Gujarati, Hebrew, Hindi, Hungarian, Indonesian, Italian, Japanese, Kannada, Korean, Malay, Malayalam, Marathi, Norwegian, Odia, Polish, Portuguese (Brazil), Portuguese (Portugal), Punjabi, Romanian, Russian, Slovak, Slovenian, Spanish (Mexico), Spanish (Spain), Swedish, Tamil, Telugu, Thai, Turkish, Ukrainian, Urdu, Vietnamese.

Apple's list writes "Slovenia"; the storefront table writes "Slovenian".

## Storefronts with additional supported languages

Read on 2026-11-05 from App Store Connect Help. Names and spellings are Apple's, including "Simplified Chinese" for China mainland.

| Storefront | ISO code | Default language | Additional supported language(s) |
|---|---|---|---|
| Algeria | DZA | English (U.K.) | Arabic, French |
| Argentina | ARG | Spanish (Mexico) | English (U.K.) |
| Australia | AUS | English (Australia) | English (U.K.) |
| Austria | AUT | German | English (U.K.) |
| Bahrain | BHR | English (U.K.) | Arabic |
| Belgium | BEL | English (U.K.) | Dutch, French |
| Belize | BLZ | English (U.K.) | Spanish (Mexico) |
| Benin | BEN | English (U.K.) | French |
| Bolivia | BOL | Spanish (Mexico) | English (U.K.) |
| Bosnia and Herzegovina | BIH | English (U.K.) | Croatian |
| Brazil | BRA | Portuguese (Brazil) | English (U.K.) |
| Burkina Faso | BFA | English (U.K.) | French |
| Cambodia | KHM | English (U.K.) | French |
| Cameroon | CMR | French | English (U.K.) |
| Canada | CAN | English (Canada) | French (Canada) |
| Chad | TCD | English (U.K.) | French |
| Chile | CHL | Spanish (Mexico) | English (U.K.) |
| China mainland | CHN | Simplified Chinese | English (U.K.) |
| Colombia | COL | Spanish (Mexico) | English (U.K.) |
| Congo, Democratic Republic of the | COD | English (U.K.) | French |
| Congo, Republic of the | COG | English (U.K.) | French |
| Costa Rica | CRI | Spanish (Mexico) | English (U.K.) |
| Cote d’Ivoire | CIV | French | English (U.K.) |
| Croatia | HRV | English (U.K.) | Croatian |
| Cyprus | CYP | English (U.K.) | Greek, Turkish |
| Czechia | CZE | English (U.K.) | Czech |
| Denmark | DNK | English (U.K.) | Danish |
| Dominican Republic | DOM | Spanish (Mexico) | English (U.K.) |
| Ecuador | ECU | Spanish (Mexico) | English (U.K.) |
| Egypt | EGY | English (U.K.) | Arabic, French |
| El Salvador | SLV | Spanish (Mexico) | English (U.K.) |
| Finland | FIN | English (U.K.) | Finnish |
| France | FRA | French | English (U.K.) |
| Gabon | GAB | French | English (U.K.) |
| Germany | DEU | German | English (U.K.) |
| Greece | GRC | English (U.K.) | Greek |
| Guatemala | GTM | Spanish (Mexico) | English (U.K.) |
| Guinea-Bissau | GNB | English (U.K.) | French |
| Guyana | GUY | English (U.K.) | French |
| Honduras | HND | Spanish (Mexico) | English (U.K.) |
| Hong Kong | HKG | Chinese (Traditional) | English (U.K.) |
| Hungary | HUN | English (U.K.) | Hungarian |
| India | IND | English (U.K.) | Bangla, Gujarati, Hindi, Kannada, Malayalam, Marathi, Odia, Punjabi, Tamil, Telugu, Urdu |
| Indonesia | IDN | English (U.K.) | Indonesian |
| Iraq | IRQ | English (U.K.) | Arabic |
| Israel | ISR | English (U.K.) | Hebrew |
| Italy | ITA | Italian | English (U.K.) |
| Japan | JPN | Japanese | English (US) |
| Jordan | JOR | English (U.K.) | Arabic |
| Kuwait | KWT | English (U.K.) | Arabic |
| Laos | LAO | English (U.K.) | French |
| Lebanon | LBN | English (U.K.) | Arabic, French |
| Libya | LBY | English (U.K.) | Arabic |
| Luxembourg | LUX | English (U.K.) | French, German |
| Macau | MAC | Chinese (Traditional) | English (U.K.) |
| Madagascar | MDG | English (U.K.) | French |
| Malaysia | MYS | English (U.K.) | Malay |
| Mali | MLI | English (U.K.) | French |
| Mauritania | MRT | English (U.K.) | Arabic, French |
| Mauritius | MUS | English (U.K.) | French |
| Mexico | MEX | Spanish (Mexico) | English (U.K.) |
| Montenegro | MNE | English (U.K.) | Croatian |
| Morocco | MAR | English (U.K.) | Arabic, French |
| Netherlands | NLD | Dutch | English (U.K.) |
| New Zealand | NZL | English (Australia) | English (U.K.) |
| Nicaragua | NIC | Spanish (Mexico) | English (U.K.) |
| Niger | NER | English (U.K.) | French |
| Norway | NOR | English (U.K.) | Norwegian |
| Oman | OMN | English (U.K.) | Arabic |
| Pakistan | PAK | English (U.K.) | Urdu |
| Panama | PAN | Spanish (Mexico) | English (U.K.) |
| Paraguay | PRY | Spanish (Mexico) | English (U.K.) |
| Peru | PER | Spanish (Mexico) | English (U.K.) |
| Poland | POL | English (U.K.) | Polish |
| Portugal | PRT | Portuguese (Portugal) | English (U.K.) |
| Qatar | QAT | English (U.K.) | Arabic |
| Republic of Korea | KOR | Korean | English (U.K.) |
| Romania | ROU | English (U.K.) | Romanian |
| Russia | RUS | Russian | English (U.K.), Ukrainian |
| Rwanda | RWA | English (U.K.) | French |
| Saudi Arabia | SAU | English (U.K.) | Arabic |
| Senegal | SEN | English (U.K.) | French |
| Serbia | SRB | English (U.K.) | Croatian |
| Seychelles | SYC | English (U.K.) | French |
| Singapore | SGP | English (U.K.) | Chinese (Simplified) |
| Slovakia | SVK | English (U.K.) | Slovak |
| Slovenia | SVN | English (U.K.) | Slovenian |
| Spain | ESP | Spanish (Spain) | Catalan, English (U.K.) |
| Suriname | SUR | English (U.K.) | Dutch |
| Sweden | SWE | Swedish | English (U.K.) |
| Switzerland | CHE | German | English (U.K.), French, Italian |
| Taiwan | TWN | Chinese (Traditional) | English (U.K.) |
| Thailand | THA | English (U.K.) | Thai |
| Trinidad and Tobago | TTO | English (U.K.) | French |
| Tunisia | TUN | English (U.K.) | Arabic, French |
| Türkiye | TUR | English (U.K.) | Turkish |
| Ukraine | UKR | English (U.K.) | Russian, Ukrainian |
| United Arab Emirates | ARE | English (U.K.) | Arabic |
| United States | USA | English (US) | Arabic, Chinese (Simplified), Chinese (Traditional), French, Korean, Portuguese (Brazil), Russian, Spanish (Mexico), Vietnamese |
| Uruguay | URY | English (U.K.) | Spanish (Mexico) |
| Vanuatu | VUT | English (U.K.) | French |
| Venezuela | VEN | Spanish (Mexico) | English (U.K.) |
| Vietnam | VNM | English (U.K.) | Vietnamese |
| Yemen | YEM | English (U.K.) | Arabic |

## Storefronts with English (U.K.) only

These 71 storefronts have English (U.K.) as the default language and no additional language in Apple's table:

Afghanistan, Albania, Angola, Anguilla, Antigua and Barbuda, Armenia, Azerbaijan, Bahamas, Barbados, Belarus, Bermuda, Bhutan, Botswana, British Virgin Islands, Brunei, Bulgaria, Cape Verde, Cayman Islands, Dominica, Estonia, Eswatini, Fiji, Gambia, Georgia, Ghana, Grenada, Iceland, Ireland, Jamaica, Kazakhstan, Kenya, Kosovo, Kyrgyzstan, Latvia, Liberia, Lithuania, Malawi, Maldives, Malta, Micronesia, Moldova, Mongolia, Montserrat, Mozambique, Myanmar, Namibia, Nauru, Nepal, Nigeria, North Macedonia, Palau, Papua New Guinea, Philippines, Sao Tome and Principe, Sierra Leone, Solomon Islands, South Africa, Sri Lanka, St. Kitts and Nevis, St. Lucia, St. Vincent and the Grenadines, Tajikistan, Tanzania, Tonga, Turkmenistan, Turks and Caicos Islands, Uganda, United Kingdom, Uzbekistan, Zambia, Zimbabwe.

## What patterns stand out in the table?

- **English (U.K.) is almost everywhere.** It appears in 172 of 175 storefronts. The three exceptions are the United States (English (US)), Canada (English (Canada) with French (Canada)) and Japan (Japanese with English (US)).
- **Türkiye's default is English (U.K.).** Turkish is listed as the additional language, not the default.
- **One Spanish for the Americas.** Spanish (Mexico) is the default in Mexico and most of Latin America, and an additional language in the United States, Belize and Uruguay. Spanish (Spain) appears only in Spain.
- **Portuguese splits by country.** Portuguese (Brazil) is the default in Brazil and additional in the United States; Portuguese (Portugal) appears only in Portugal.
- **French is the most common additional language.** French appears in 32 storefronts; French (Canada) only in Canada.
- **The widest lists.** India has 11 additional languages; the United States has 9.

## Which localization does a user see?

Apple explains the rule with an example: your primary language is English and you add French.

1. People whose device language is French see the French localization.
2. People in storefronts where the App Store supports French but not English also see French.
3. People can search for your app with your French keywords in all storefronts where the App Store supports French.
4. If no localization matches, the next most relevant one is used; elsewhere your primary language shows.

Apple also notes that the language shown can vary with device and system settings.

## Can I use an extra localization for more keywords?

This is a common practice, not an Apple recommendation. In a storefront with two or more languages, developers fill the keyword field of an additional localization as well, so the app can be found for more terms. In the United States that could be the Spanish (Mexico) localization; in Türkiye, a Turkish app may fill both Turkish and English (U.K.).

What Apple confirms: localized keywords are searchable in every storefront that supports that language. What Apple does not say: how much weight a second localization's keywords get, whether words combine across localizations, or whether it equals the primary language. Each localization has its own keyword field of up to 100 bytes.

The risks are real, and they follow from Apple's own rules:

- **Real people read it.** Keywords are hidden, but the localization's name, subtitle, description and screenshots are shown to everyone whose device uses that language. A Spanish-speaking user in the United States sees your Spanish (Mexico) page.
- **It travels.** A localization is used in every storefront that supports its language. Spanish (Mexico) is the default across most of Latin America, and English (U.K.) appears in 172 storefronts. Keywords written for one country land in all of them.
- **Relevance rules still apply.** Apple names irrelevant terms, competing app names and trademarks as common keyword rejection reasons. Keywords must describe your app in every localization.
- **Do not repeat.** Apple says not to repeat words from your name, subtitle or category in the keyword field, and to skip plurals of words you already have. It does not document repeats across localizations; in practice, use each field for new terms.

Measure it like any other change: track the added terms in that storefront for a few weeks before and after.

## How do I use the table for my app?

1. Find the storefronts you care about in the table.
2. For each one, note the default and additional languages.
3. Decide which localizations you will write for real users first; those are the ones people will read.
4. Research keywords per storefront, in that storefront's own autocomplete.
5. Fill each localization's name, subtitle and keyword field; mind the 100-byte limit (accented letters take 2 bytes).
6. Track ranks per storefront after release.

The wider method is in [app store localization](https://uptika.app/en/guides/app-store-localization), country priorities are in [which countries to localize first](https://uptika.app/en/guides/which-countries-to-localize-first), and field rules are in [the App Store keyword field](https://uptika.app/en/guides/app-store-keyword-field).

## How does Uptika help?

There is no store-language map tool in Uptika; this page is the reference. To check one term across markets, use the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): up to 10 countries on both stores, with popularity, difficulty and the top 3 apps in each. To track ranks per storefront every day, [create a free account](https://uptika.app/app/#/?signup=1).

## Questions

### Which languages are available per App Store country?

Each storefront has one default language and often additional supported languages, listed in App Store Connect Help. For example, the United States has English (US) plus nine more, Türkiye has English (U.K.) plus Turkish, and Germany has German plus English (U.K.). The full table is on this page.

### What is the App Store localization languages list?

App Store Connect Help lists 50 languages and locales for metadata, from Arabic, Bangla and Catalan to Ukrainian, Urdu and Vietnamese. English has four variants (Australia, Canada, U.K., U.S.), and French, Portuguese and Spanish have two each.

### Can I add extra keywords with another localization?

Many developers do: in a storefront that supports two languages, they fill the keyword field of the second localization too. Apple says people can search for your app with localized keywords in all countries where the App Store supports that language, but it does not say how much weight those keywords get. Treat it as a practice to measure, and remember real users see that localization.

### Which localization does a user see?

Apple says people see the localization that matches their device language; if none matches, the next most relevant one; otherwise your primary language. People in countries where the App Store supports your added language but not your primary one also see the added language.

## Sources

- [App Store localizations (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-store-localizations)
- [Localize app information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/localize-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/)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# App store localization: local search terms, not translation

> App store localization means rewriting your listing's name, subtitle, keywords, descriptions and screenshots around the words people in each market actually search and read, which is a different job from translating your English text word for word.

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

## What is app store localization?

App store localization is adapting your store listing to each market: the name, subtitle, keywords, short and full descriptions, screenshots and previews. The goal is not a correct translation but a listing that matches what people in that country type into search and understand at a glance. A perfect translation of the wrong words still ranks for nothing.

Apple puts it plainly on its product page guidance: localize your description, keywords, app previews and screenshots for each market, and tailor your keywords to that market. Google Play shows your listing in the user's language when you have added a translation for it.

## What is the difference between translating and localizing?

Translation keeps your meaning; localization keeps your **search demand**. The difference shows most clearly in the keyword field. Here is a worked example for an invented habit tracker going from English to German.

| Step | Keyword field | Characters | Bytes |
|---|---|---|---|
| English original | `habit,tracker,routine,daily,planner,streak,goals,reminder,journal` | 65 | 65 |
| Word-for-word German | `gewohnheit,tracker,routine,täglich,planer,serie,ziele,erinnerung,tagebuch` | 73 | 74 |
| Localized German (illustrative) | `gewohnheitstracker,gewohnheiten,routine,tagesplaner,ziele,erinnerung,morgenroutine` | 82 | 82 |

What went wrong in the literal version:

- **"serie"** is the German word for a TV series, so it pulls the wrong searches.
- **"tagebuch"** means diary: a different app type, and a searcher wanting a diary will not install a habit tracker.
- **Split words.** German users often type compounds such as "Gewohnheitstracker". Apple does not document how its search splits compounds, so test both forms in the store's autocomplete before choosing.
- **Bytes.** The "ä" in "täglich" takes 2 bytes. App Store Connect Help limits the keyword field to 100 bytes, while Apple's search page says 100 characters; plain ASCII letters are 1 byte each, but ä, ö, ü, ß, é, ç, ş, ğ and similar letters are 2 bytes in UTF-8. A German or Turkish field can hold fewer than 100 letters.

The localized row is an illustration of the method, not real search data. The real set comes from what the German storefront's autocomplete suggests and from popularity readings. Our [Metadata Linter](https://uptika.app/en/tools/metadata-linter) counts bytes, repeats and singular-plural pairs in any language.

## Which fields should I localize on each store?

Localize every field that is searched or seen before the install. This table lists them with their limits and when they can change.

| Store | Field | Limit | Localizable | When it can change |
|---|---|---|---|---|
| App Store | App name | 30 characters | Yes | With a new version |
| App Store | Subtitle | 30 characters | Yes | With a new version |
| App Store | Keywords | 100 bytes | Yes; not copied from the primary language when you add one | Apple does not state this in one rule; in practice submitted with a version |
| App Store | Description | 4,000 characters | Yes; not copied from the primary language | With a new version |
| App Store | Promotional text | 170 characters | Yes | Any time, without a new version |
| App Store | Screenshots | Up to 10 per device size | Yes; copied from the primary language until you replace them | With a new version |
| App Store | App previews | Up to 3 per localization and device size | Yes | With a new version |
| App Store | What's New | 4,000 characters | Yes | With each version |
| App Store | In-app purchase names and descriptions | Up to 20 items shown on the product page | Yes | Any time |
| Google Play | App name | 30 characters | Yes, as a translation | Any time from Play Console |
| Google Play | Short description | 80 characters | Yes | Any time from Play Console |
| Google Play | Full description | 4,000 characters | Yes | Any time from Play Console |
| Google Play | Graphics (screenshots, feature graphic) | Store specs | Yes, optional; otherwise the default language's graphics show | Any time from Play Console |
| Google Play | In-app product titles and descriptions | | Yes | Any time |

On the App Store, the name, subtitle, keywords and primary category are the fields Apple names as text relevance for search. Promotional text, by Apple's own words, does not affect search ranking. On Google Play, the title, short description and full description are the text fields; Google also warns that repetitive or irrelevant keywords in them can lead to suspension.

## How does the App Store choose which language to show?

Apple explains it with an example on its localization help page. If English is your primary language and you add French:

1. People whose device language is French see the French localization.
2. People in countries where the App Store supports French but not English also see French.
3. People can search for your app using your French keywords in all countries where the App Store supports French.
4. If no localization matches someone's language, the next most relevant one is used; elsewhere, your primary language shows.

Apple adds that the language shown can vary with device and system settings. Each storefront has a default language and, often, additional supported languages:

| Storefront | Default language | Additional supported languages |
|---|---|---|
| United States | English (US) | Arabic, Chinese (Simplified), Chinese (Traditional), French, Korean, Portuguese (Brazil), Russian, Spanish (Mexico), Vietnamese |
| Türkiye | English (U.K.) | Turkish |
| Germany | German | English (U.K.) |
| France | French | English (U.K.) |
| Brazil | Portuguese (Brazil) | English (U.K.) |
| Spain | Spanish (Spain) | Catalan, English (U.K.) |
| Mexico | Spanish (Mexico) | English (U.K.) |
| Japan | Japanese | English (US) |

> Apple calls these the default and additional supported languages of each storefront. The table itself does not say they are "indexed" for search; the statement about searching with localized keywords comes from the help page quoted above. In Apple's table, English (U.K.) appears in 172 of 175 storefronts; the exceptions are the United States, Canada and Japan.

The full list of 175 storefronts is in the [App Store storefront and language table](https://uptika.app/en/guides/app-store-localization-languages), including the practice of using an extra supported language for more keywords and its risks.

## How does Google Play handle translations?

Play Console offers four routes, according to its translation help page:

- **Your own translations.** On the store listing page, use **Manage translations**, then **Select languages**, pick the languages and click **Apply** and **Save**. You can add localized graphics too; without them, the default language's graphics show.
- **Paid human translation.** Under **Grow users > Translations > Store listings and products**, you can order translations of the title, short description, full description and in-app products from a third-party vendor. Google says they are completed within seven days, and not every language pair is available.
- **Free machine translation**, from the same page, for Arabic, French (France), German, Indonesian, Italian, Japanese, Portuguese (Brazil), Spanish (Latin America), Spanish (Spain) and Thai. Google notes these are not reviewed by humans.
- **Automatic translation for users.** If you add nothing, people viewing your listing in an untranslated language can choose an automated translation, with a notice at the top. Google lists Armenian, Raeto-romance, Tagalog and Zulu as unavailable.

Two related tools are separate: **Grow users > Translations > App strings** translates the strings inside your app with Gemini, and custom store listings target countries rather than languages. Google does not say how translated or machine-translated listing text affects search ranking, so research local terms either way.

## How do I localize a listing, step by step?

1. **Pick the countries.** Start where you already get downloads without a localized page; the method is in [which countries to localize first](https://uptika.app/en/guides/which-countries-to-localize-first).
2. **Collect local searches.** Type your core terms into each country's store search and note the autocomplete suggestions. Check their popularity and difficulty in that country.
3. **Write the name and subtitle natively.** Put the strongest local term where it reads naturally; a native speaker should review it.
4. **Fill the keyword field by bytes.** No repeats from the name or subtitle, no plurals of words you already have, no spaces after commas.
5. **Localize the first screenshots.** Captions in the local language; Apple says search results can show up to three screenshots.
6. **Add the language in App Store Connect.** In **Apps**, select the app, click the primary language at the top right, scroll to **Not Localized**, hover the language and click the add button (+). Enter the metadata and click **Save**. The app name and privacy policy URL are entered under **App Information** the same way.
7. **Measure** per country, as below.

## How do I measure localization by country?

Measure each storefront separately, because ranks and downloads are per country. Localization is one lever among several; the others are in [how to increase app downloads](https://uptika.app/en/guides/increase-app-downloads).

- **Rank per storefront.** Track the localized keywords in the country itself, daily. Uptika reads App Store ranks per country storefront and Google Play ranks with the country and its language set.
- **Downloads by country.** App Store Connect and Play Console both report downloads by country or region. Compare four weeks before and after the release.
- **Conversion.** If impressions rise but downloads do not, the screenshots or text are not convincing locals yet.
- **Give it time.** Text changes go through review and then need some days to settle in search.

## What are the common mistakes?

- Translating the English keyword field word for word.
- Leaving English screenshots under a translated description.
- Forgetting that keywords and the description are not copied when you add a language: the new localization ships with an empty keyword field unless you fill it.
- Counting characters instead of bytes in languages with accented letters.
- Brand or competitor names in another language. Apple's rules on trademarks and other app names apply in every locale.
- Never checking the result per country.

## How does Uptika help with localization?

Start with the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): one term in up to 10 countries on both stores, with popularity, difficulty and the top 3 apps in each market. In the panel, the free **Localization** page shows countries without a page in their language and where your downloads come from, and **New markets** on the Starter plan lists countries that already send you installs or visitors without a localized page, then reads the store's autocomplete there. [Create a free account](https://uptika.app/app/#/?signup=1) to start.

## Questions

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

In App Store Connect, open your app, click the primary language at the top right, hover the language under Not Localized and click the add button (+). Then enter the localized name, subtitle, keywords, description, promotional text and screenshots. Research each market's own search terms first instead of translating your English keywords.

### Which languages does App Store Connect support?

App Store Connect Help lists 50 languages and locales for metadata, from Arabic to Vietnamese, including four English variants (Australia, Canada, U.K., U.S.), two French, two Portuguese and two Spanish variants. Each country storefront has a default language and often additional supported languages.

### Does localization increase downloads?

Apple says a localized product page lets people in different regions understand your app more easily and may make them more likely to download it. Neither store publishes an average uplift, so measure it yourself: rank and downloads per country, a few weeks before and after.

### Why was my App Store localization rejected?

Apple names improper keyword use as a common rejection reason: trademarked terms, celebrity names, irrelevant terms, competing app names, or objectionable terms. These rules apply in every language, so a translated keyword list can fail review for the same reasons as an English one.

## Sources

- [App Store localizations (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-store-localizations)
- [Localize app information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/localize-app-information)
- [Required, localizable, and editable properties (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/required-localizable-and-editable-properties)
- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Translate and localize your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844778)
- [Create custom store listings (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.
- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# App Store metadata rejections: Guidelines 2.3.3, 2.3.7, 2.3.10 and 2.3.12

> App Store metadata rejections come from Guideline 2.3: screenshots must show the app in use in more than half of each device's set (2.3.3), names, subtitles and keywords may not carry trademarks, other app names, prices or irrelevant phrases (2.3.7), metadata may not show other mobile platforms (2.3.10), and "What's New" must describe significant changes (2.3.12).

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-metadata-rejections

## What does Guideline 2.3.3 require from screenshots?

Screenshots must show your app being used, and App Review counts. The guideline text (App Review Guidelines, last updated October 16, 2026):

> "2.3.3 Screenshots should show the app in use, and not merely the title art, login page, or splash screen. They may also include text and image overlays (for example, to demonstrate input mechanisms, such as an animated touch point or Apple Pencil) and show extended functionality on device, such as Touch Bar."

Apple's [2.3.3 help article](https://developer.apple.com/help/app-review/guideline-reference/2-3-3-screenshots) turns this into a rule: App Review takes the set for each supported device into account "and will approve only those submissions where more than half of screenshots show the app in use." Its example: with three screenshots per device, two must show the app in use; with four, three must. The rest can be marketing images.

What the article also says:

- The count can differ by device, and one screenshot is enough if it shows the app in use.
- Each localization's set is judged the same way.
- One image of the app may span several screenshots.
- Overlays, captions and a device frame are fine as long as the app interface is not crowded out. Hardware alone, or an overlay with no app behind it, does not count.
- Update screenshots with each version so they match the current interface.

## What does Guideline 2.3.7 forbid in names, subtitles and keywords?

2.3.7 covers the text fields that search reads. The full text:

> "2.3.7 Choose a unique app name, assign keywords that accurately describe your app, and don't try to pack any of your metadata with trademarked terms, popular app names, pricing information, or other irrelevant phrases just to game the system. App names must be limited to 30 characters. Metadata such as app names, subtitles, screenshots, and previews should not include prices, terms, or descriptions that are not specific to the metadata type. App subtitles are a great way to provide additional context for your app; they must follow our standard metadata rules and should not include inappropriate content, reference other apps, or make unverifiable product claims. Apple may modify inappropriate keywords at any time or take other appropriate steps to prevent abuse."

"Unverifiable product claims" is where "best", "#1" and "most popular" in a subtitle get caught. The copycat help article adds: "Don't include references to popular app names or trademarked terms in any metadata field."

## What are the keyword field rules?

The keyword field is hidden from users but read by search and by App Review. From Apple's [App Store search page](https://developer.apple.com/app-store/search/) and App Store Connect Help:

- The field holds 100 characters on the search page; App Store Connect Help states the limit as 100 bytes, so letters such as é, ü or ş take more than one.
- Separate terms with commas and no spaces; phrases may contain spaces, as in Property,House,Real Estate.
- Each keyword must be longer than two characters.
- Don't repeat words already in your app name, subtitle or category. Your app is also searchable by its name and company name.
- Avoid plurals of words you already use ("climbs" and "climb" count as duplicates), "app" or "game", filler words like "the", and special characters unless they are part of your brand.
- Don't include unauthorized trademarked terms, celebrity names, terms not relevant to the app, competing app names, or offensive terms. Apple calls improper keywords "a common reason for App Store rejections."
- Promotional text does not affect search ranking, so do not use it to display keywords.

## What does Guideline 2.3.10 say about other platforms?

Keep the listing about Apple platforms. The text:

> "2.3.10 Make sure your app is focused on the experience of the Apple platforms it supports, and don't include names, icons, or imagery of other mobile platforms or alternative app marketplaces in your app or metadata, unless there is specific, approved interactive functionality. Make sure your app metadata is focused on the app itself and its experience. Don't include irrelevant information."

This catches "also on Android" lines, other stores' badges, screenshots taken on another platform and status bars from other devices; the 2.3.3 help article notes that screenshots referencing third-party platforms, such as in a status bar, are assessed under 2.3.10.

## What does Guideline 2.3.12 require in "What's New"?

Release notes must name significant changes. The text:

> "2.3.12 Apps must clearly describe new features and product changes in their 'What's New' text. Simple bug fixes, security updates, and performance improvements may rely on a generic description, but more significant changes must be listed in the notes."

"Bug fixes and improvements" is acceptable only when that is all the version contains. "What's New" holds up to 4,000 characters, is not available for the first version and is required for every later one. Related 2.3.1(a) asks you to describe new features with specificity in the Notes for Review too; generic descriptions there will be rejected.

## What do before-and-after fixes look like?

Invented examples for a budget planner, one per rule:

| Field | Rejected version | Fixed version | Rule |
|---|---|---|---|
| Subtitle | #1 Budget App, Free Forever | Plan monthly spending by category | 2.3.7: unverifiable claim, price term |
| Keyword field | budget, budgets, money app, [a rival app's name] | expense,savings,bills,allowance,payday | 2.3.7 and keyword rules: spaces, plural, "app", other app name |
| Screenshot set | Splash art, logo, login, one app screen | Four app screens with captions, one brand image | 2.3.3: majority must show the app in use |
| Screenshot caption | Only 0.99 this week | Set a limit, see what's left | 2.3.7: prices in screenshots |
| Description | Also available on Android and the web | Syncs across your iPhone and iPad | 2.3.10: other platform names |
| What's New | Bug fixes and improvements (version adds shared budgets) | New: shared budgets for two people. Fixed a sync delay. | 2.3.12: significant change not listed |

## How do you resubmit after a metadata rejection?

Fix the field, then resubmit. Apple says that if your app was rejected for a metadata issue, you can resubmit the same build after resolving it; no new binary is needed. If you think the reviewer misread the listing, reply in App Store Connect first. The [appeal guide](https://uptika.app/en/guides/app-review-board-appeal) covers when to go further, and the [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons) lists the other guidelines.

## Where Uptika fits

Uptika does not decide review outcomes, but metadata is the part of a rejection you can check before you submit. The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) runs in your browser on your name, subtitle and keyword field and flags limits, repeats, singular and plural waste, other brands, "best", "#1" and "free", prices, emoji, ALL CAPS, other platforms' names and placeholder text. The free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads a live listing and shows its character use. In the panel, **Sayfa denetimi** (page audit) runs the same rejection-risk check on your live listing, and **Kelime alanı** (keyword field) packs the 100-character field without words already in the name or subtitle and without spaces after commas. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What is Guideline 2.3.3 screenshots?

2.3.3 says screenshots should show the app in use, not merely title art, a login page or a splash screen. Apple's help article adds the rule App Review applies: it approves only when more than half of the screenshots for each device show the app in use.

### What is Guideline 2.3.7 accurate metadata?

2.3.7 asks for a unique app name of up to 30 characters and keywords that describe the app, and forbids packing metadata with trademarked terms, popular app names, pricing information or irrelevant phrases. Subtitles may not reference other apps or make unverifiable product claims.

### Can screenshots show prices?

2.3.7 says names, subtitles, screenshots and previews should not include prices, terms or descriptions that are not specific to the metadata type, and 2.3.14 bars specific or discounted pricing in creative assets. Keep prices on the paywall inside the app.

### Can I mention Android in my App Store listing?

No, unless there is specific, approved interactive functionality. 2.3.10 says not to include names, icons or imagery of other mobile platforms or alternative app marketplaces in your app or metadata. A status bar from another platform in a screenshot is also assessed under 2.3.10.

### Do I need a new build to fix a metadata rejection?

No. Apple's App Store Connect Help says that if your app was rejected for a metadata issue, you can resubmit the same build after resolving it.

## Sources

- [App Review Guidelines 2.3 Accurate Metadata (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#accurate-metadata)
- [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 Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Platform version information: keywords, What's New (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [4.1 Preventing copycat and impersonation rejections (App Review Help)](https://developer.apple.com/help/app-review/guideline-reference/4-1-prevent-copycat-rejection)
- [Reply to App Review messages (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/reply-to-app-review-messages)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# App Store pricing: price points, country prices and scheduled changes

> On the App Store you pick one of 800 price points (100 higher points up to $10,000 are available on request) for a base country or region, and Apple sets comparable prices in the other 174 storefronts and keeps them adjusted for exchange rates and taxes unless you set a country's price by hand.

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

## How does App Store pricing work?

Three ideas cover it:

1. **Price points.** Instead of numbered tiers, you choose from **up to 800 price points**. If you need more expensive prices, you can request **100 additional higher price points, up to $10,000**, through Apple's request form.
2. **A base country or region.** You set the price once in your base storefront. Apple generates comparable prices for the **other 174 storefronts and 43 currencies**, following each country's usual pricing conventions and accounting for exchange rates and certain taxes.
3. **Automatic or manual.** By default Apple keeps the other storefronts in line with your base price and tells you in advance about changes. Apple never changes the price in your base country. If you set a country's price yourself, Apple stops adjusting it, and tax or currency changes there become your job.

Before you can charge, the Account Holder must accept the **Paid Apps agreement** in App Store Connect. Without it, apps can only be free.

## How do I set a price, step by step?

Required role: Account Holder, Admin or App Manager.

1. In **Apps**, select your app.
2. In the sidebar, under **Monetization**, click **Pricing and Availability**.
3. In **Price Schedule**, click **Add Pricing**.
4. Choose the base country or region and a price. The menu first shows 25 common price points for that country; click **See Additional Prices** for the rest.
5. Review the generated prices for all storefronts. Leave them as they are for automatic management, or change specific countries.
6. Confirm.

You can do the same through the App Store Connect API.

## How do I schedule a price change?

Open **Pricing and Availability**, click the add button (+) next to **Price Schedule**, and pick one of three change types:

| Change type | What it does | Apple's automatic adjustments |
|---|---|---|
| Global Price Change | New price in your base country; Apple recomputes all others | Continue everywhere |
| Temporary Price Change | A price for chosen countries between a start and end date, up to one year | Paused in those countries during the period; if the base country is included, paused in all 175 |
| Custom Price Change | Manual prices for specific countries, or for all 175 | Stop in the countries you manage by hand; if the base country is included, stop everywhere |

Rules that catch people:

- Effective dates can be set from today up to the **end of the next calendar year**.
- **Changing the base country deletes all scheduled price changes** and takes effect immediately. In-app purchases follow the app's new base country unless you set theirs separately.
- After a Custom Price Change that includes your base country, Apple no longer updates any storefront for taxes or exchange rates. To hand control back to Apple, create a **Global Price Change**.
- Some upcoming changes, such as Apple's own tax or currency adjustments, cannot be deleted.

The Price Schedule marks countries you set by hand as **Manually Adjusted** and shows upcoming **Foreign Exchange or Tax Rate Adjustments**.

## Automatic or manual country prices?

Automatic keeps prices consistent, avoids people hunting for a cheaper storefront and reduces mistakes, which is why Apple recommends it. Manual makes sense when you have a reason per market, for example purchasing power, but every manual country then needs watching.

A practical middle path:

1. Pick the base country where most of your revenue comes from.
2. Leave automatic pricing on.
3. Override only the few markets where you have data that a different price works better, and review them a few times a year.

## How is Google Play pricing different?

| | App Store | Google Play |
|---|---|---|
| Price grid | 800 price points, 100 more up to $10,000 on request | Any price within each currency's allowed range |
| Country prices | Generated from a base country, auto-adjusted | Converted from your default price at the exchange rate on the day you set it; refresh manually |
| Local conventions | Applied automatically | Locally relevant pricing patterns applied on conversion |
| Templates | No | Pricing templates: up to 400 per account, 1,000 items each |
| Paid to free | Possible | Paid to free is possible; once free, the app cannot become paid again |
| Where | Apps > Monetization > Pricing and Availability | Products > App pricing ("Make your app paid") |

## Which price should I choose?

Neither store publishes conversion data by price point, so pick by your model and test. Look at what rival apps in your category charge in each country, then check your net after the store's share with [App Store and Google Play commission rates](https://uptika.app/en/guides/app-store-google-play-commission). For subscriptions, introductory and promotional offers let you discount without changing the list price: see [App Store subscription offers](https://uptika.app/en/guides/app-store-subscription-offers) and [offer codes](https://uptika.app/en/guides/app-store-offer-codes). For choosing the model itself, see [How apps make money](https://uptika.app/en/guides/app-monetization-models).

## How do I watch rival prices?

The Uptika Rival log records the day a competitor changes its price, title, screenshots or version, and the App dossier shows any app's listing history. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows daily top-grossing movement in a category and country. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### How do App Store price tiers work now?

The old numbered tiers were replaced by price points. You choose from up to 800 price points in your base country or region; Apple derives comparable prices for every other storefront. You can request 100 additional higher price points, up to $10,000.

### How does App Store pricing by country work?

Apple uses your base country or region to generate comparable prices on the other 174 storefronts and 43 currencies, following local pricing conventions, and updates them for exchange-rate and tax changes. You can override any country by hand, but then Apple stops adjusting that country for you.

### How do I change my app price in App Store Connect?

In Apps, select the app, open Pricing and Availability under Monetization, and click the add button next to Price Schedule. Choose a Global, Temporary or Custom price change, pick the date and price, review the country prices and click Confirm.

### Can I run a temporary sale on the App Store?

Yes. A Temporary Price Change sets a start and end date (up to one year long) for chosen countries; during it Apple does not adjust prices in those countries, and the price returns afterwards.

## Sources

- [Set a price (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-pricing/set-a-price)
- [Schedule price changes for apps (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-pricing/schedule-price-changes-for-apps)
- [Set up paid apps and pricing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6334373)

---

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


---

# App Store review time in 2026: how long it takes and how to speed it up

> Apple says App Review typically reviews at least 50% of submissions in less than 24 hours and 90% in less than 48 hours, and after approval a release can take up to 24 hours to appear on every storefront.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-review-time

## How long does App Store review take?

Apple publishes one official figure: App Review works around the clock and typically reviews **at least 50% of submissions in less than 24 hours and 90% in less than 48 hours**. That covers the review itself. After approval, a release can take **up to 24 hours** to reach all storefronts.

| Stage | Official timing |
|---|---|
| App Review (app versions and items) | 50% under 24 hours, 90% under 48 hours |
| Appearing on the App Store after release | Up to 24 hours |
| Manual release left waiting | Apple emails a reminder after 30 days in Pending Developer Release |
| TestFlight beta review | No published figure; first build needs a full review |

Apple does not publish separate weekend, holiday or per-category times, and anyone who quotes such numbers is quoting their own experience, not Apple.

## What does each status mean?

| Status | Meaning | What you do |
|---|---|---|
| Prepare for Submission | Record exists, metadata still in progress | Finish metadata and attach a build |
| Ready for Review | Added for review, not yet submitted | Click Submit for Review |
| Waiting for Review | Apple has it, review not started | Wait; keep the demo account working |
| In Review | A reviewer is on it | Watch for messages in App Store Connect |
| Pending Developer Release | Approved, waiting for you (manual release) | Click Release This Version when ready |
| Processing for Distribution | Approved and processing, ready within 24 hours | Nothing |
| Ready for Distribution | Live (or ready to go live) | Check the product page |
| Rejected / Metadata Rejected | Not accepted | Read the message, fix, reply or resubmit |
| Developer Rejected | You pulled it from review | Resubmit when ready |

Each platform can have one app version in review at a time, plus one extra submission with items such as in-app events or custom product pages. Apple notes submissions may not be reviewed in the order you send them.

## Why do some reviews take longer?

Apple names the reasons itself: complex apps, apps that **present new issues**, and apps **repeatedly rejected for the same guideline** or that tried to manipulate the review get more scrutiny. In practice the avoidable causes are:

- A login with no working demo account in App Review notes (guideline 2.1 asks for full access).
- Features hidden behind hardware, a QR code or a server switch with no instructions.
- Review notes that do not explain what is new or unusual.
- Resubmitting the same build after a rejection without addressing the message.

## How can you speed it up?

1. **Submit complete.** Demo account, review notes and in-app purchases in the same submission. A rejection costs far more time than any queue.
2. **Answer messages fast.** Rejections and questions arrive in App Store Connect. A quick, specific reply often resolves a metadata issue without a new build.
3. **Choose the release option before submitting.** Manual or scheduled release lets you submit early and still launch on your day.
4. **Use expedited review only when it is real.** Apple accepts requests for a **critical bug fix** (with steps to reproduce on the current version) or an app tied to a **dated event** (event, date and how the app relates). Apple warns that abusing the system can get your future requests refused.
5. **Know the bug fix rule.** For apps already on the store, Apple says bug fixes will not be delayed over guideline violations except legal or safety issues: you can ask to ship the fix and address the issue in the next submission.

## How does it compare with Google Play?

Google Play does not give percentages. Its help pages say review can take up to 7 days or longer in exceptional cases, and new personal accounts first pass a 12-tester closed test. Details are in [Google Play review time](https://uptika.app/en/guides/google-play-review-time).

## Planning a launch around review

- Submit at least a week before a public date, with manual release, so a rejection leaves time to fix.
- Run the final build through [TestFlight](https://uptika.app/en/guides/testflight-guide) first.
- For updates, use [phased release](https://uptika.app/en/guides/phased-release-staged-rollout) so the new version reaches users gradually.
- The full submission path is in [How to publish an app on the App Store](https://uptika.app/en/guides/publish-app-app-store).

Uptika cannot see your review queue, but it sees the result: when the new name, subtitle or text you submitted appears on the public App Store page, Uptika marks the day it went live, and **Keyword radar** shows how your ranks moved from that day. Try it on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### How long does App Store review take?

Apple's figure: at least 50% of submissions are reviewed in less than 24 hours and 90% in less than 48 hours. Complex apps, new kinds of issues and apps rejected repeatedly for the same guideline take longer.

### Does App Review work on weekends?

Apple says App Review works around the clock. It does not publish separate weekend or holiday figures, so plan launches with a margin rather than counting on a specific day.

### How do I request an expedited App Store review?

Use the expedited review request form linked from Apple's App Review page. Apple accepts it for critical bug fixes (include steps to reproduce the bug in the current version) and for apps tied to a dated event (include the event, its date and the app's link to it). Overuse can get future requests refused.

### How long after approval does the app appear on the App Store?

With automatic release, the app goes out on approval; with manual release you click Release This Version. Either way Apple says it can take up to 24 hours to appear on all selected storefronts.

### Why is my app stuck in Waiting for Review?

Waiting for Review means Apple has your submission but has not started. Apple does not review strictly in submission order. If it has been far longer than 48 hours and you have a real deadline, use the expedite form; otherwise leave the submission in place, because removing it and submitting again creates a new submission.

## Sources

- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [App Review Guidelines: After You Submit (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Overview of submitting for review (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/overview-of-submitting-for-review)
- [App and submission statuses (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-and-submission-statuses)
- [Select an App Store version release option (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-your-apps-availability/select-an-app-store-version-release-option)
- [Invite external testers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/test-a-beta-version/invite-external-testers)

---

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


---

# App Store screenshot sizes 2026: every iPhone and iPad size

> To submit an app in 2026, App Store Connect requires at least one screenshot for iPhone with Dynamic Island (medium display), 1179×2556 or 1206×2622 px in portrait, and, if the app runs on iPad, one for the 13-inch iPad, 2064×2752 or 2048×2732 px; each size takes 1 to 10 JPEG or PNG images without transparency.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-screenshot-sizes

## Which screenshot sizes are required to submit?

Apple's screenshot specifications page, checked on 5 November 2026, says you must provide:

- **iPhone:** at least one screenshot for **iPhone with Dynamic Island (medium display)**.
- **iPad (if your app supports iPadOS):** at least one screenshot for the **13-inch iPad display**.

Everything else can be scaled down from what you upload. Each device size takes **1 to 10 screenshots**, in **.jpeg, .jpg or .png**, and images **cannot include alpha channels or transparency**.

> Many pages still say the 6.9-inch size is the only "required" iPhone size. Apple's current text names the medium Dynamic Island display instead. The same page is not fully consistent, though (see below), so the safe route is to upload two iPhone sets: 6.9-inch and 6.1-inch.

## What are all the iPhone screenshot sizes?

Portrait sizes are listed; landscape is the same pair reversed (for example 2868×1320). "Scaled from" tells you which set App Store Connect uses when you leave a size empty.

| Display class | Example devices | Accepted portrait sizes (px) | If not provided |
|---|---|---|---|
| Dynamic Island, large (the "6.9-inch" set) | iPhone Air, 18 Pro Max, 17 Pro Max, 16 Pro Max, 16 Plus, 15 Pro Max, 15 Plus, 14 Pro Max | 1260×2736, 1290×2796, 1320×2868 | Scaled from Face ID large |
| Face ID, large (the "6.5-inch" set) | iPhone 14 Plus, 13 Pro Max, 12 Pro Max, 11 Pro Max, 11, XS Max, XR | 1284×2778, 1242×2688 | Required if no 6.9" set; otherwise scaled from 6.9" |
| Dynamic Island, medium (the "6.1-inch" set) | iPhone 18 Pro, 17 Pro, 17, 16 Pro, 16, 15 Pro, 15, 14 Pro | 1179×2556, 1206×2622 | Required to submit (per the page's summary) |
| Face ID, medium | iPhone 17e, 16e, 14, 13 Pro, 13, 13 mini, 12 Pro, 12, 12 mini, 11 Pro, XS, X | 1170×2532, 1125×2436, 1080×2340 | Scaled from Dynamic Island medium |
| Home button, large | iPhone 8 Plus, 7 Plus, 6S Plus, 6 Plus | 1242×2208 | Scaled from Face ID medium |
| Home button, medium | iPhone SE (2nd, 3rd gen), 8, 7, 6S, 6 | 750×1334 | Scaled from Home button, large |
| Home button, 4" | iPhone SE (1st gen), 5S, 5C, 5 | 640×1136 (with status bar), 640×1096 (without) | Scaled from Home button, medium |
| Home button, 3.5" | iPhone 4S, 4 | 640×960 (with status bar), 640×920 (without) | Scaled from 4" |
| iPhone Duo, outer display | iPhone Duo | 1398×2034 | Required from April 2027 for apps built with the iOS 27.1 SDK or later |
| iPhone Duo, inner display | iPhone Duo | 2007×2853 | Same as above |

## Where does Apple's page contradict itself?

The summary at the top of the specifications page names the medium Dynamic Island display as the required iPhone size. The table further down still says the 6.5-inch Face ID size is "required if app runs on iPhone and screenshots for iPhone with Dynamic Island (large display) aren't provided." Read together:

1. Upload a **6.1-inch medium Dynamic Island set** (1206×2622 or 1179×2556). It covers the stated submission requirement.
2. Upload a **6.9-inch large Dynamic Island set** (1320×2868 is the largest). It covers the table's 6.5-inch condition and gives the sharpest images on the biggest phones.
3. Let App Store Connect scale everything else.

If App Store Connect itself shows a required slot as empty when you submit, trust the upload page; it reflects what your submission needs.

## What are all the iPad screenshot sizes?

| Display class | Example devices | Accepted portrait sizes (px) | If not provided |
|---|---|---|---|
| 13" | iPad Pro (M5, M4), iPad Pro (1st–6th gen), iPad Air (M4, M3, M2) | 2064×2752, 2048×2732 | Required if the app runs on iPad |
| 12.9" | iPad Pro (2nd gen) | 2048×2732 | Scaled from 13" |
| 11" | iPad Pro (M5, M4, 1st–4th gen), iPad Air (M4, M3, M2, 4th, 5th gen), iPad (A16), iPad (10th gen), iPad mini (A20 Pro, A17 Pro, 6th gen) | 1488×2266, 1512×2316, 1668×2420, 1668×2388, 1640×2360 | Scaled from 13" |
| 10.5" | iPad Pro, iPad Air (3rd gen), iPad (7th–9th gen) | 1668×2224 | Scaled from 12.9" |
| 9.7" | Older iPad, iPad Air, iPad mini (2–5) | 1536×2048, 768×1024 (with status bar); 1536×2008, 768×1004 (without) | Scaled from 10.5" |

## How does scaling work?

If your interface looks the same across device sizes and languages, Apple says you only need screenshots for the highest required resolution; App Store Connect scales them down for smaller sizes. You can still upload sizes yourself when a smaller layout really differs, for example when a feature is only on iPad. Removing a screenshot also removes it from every size that uses a scaled version of it.

## What about Mac, Apple TV, Vision Pro and Apple Watch?

| Platform | Accepted sizes (px) |
|---|---|
| Mac (16:10) | 1280×800, 1440×900, 2560×1600, 2880×1800 |
| Apple TV | 1920×1080, 3840×2160 |
| Apple Vision Pro | 3840×2160 |
| Apple Watch Ultra 3, Ultra 4 | 422×514 |
| Apple Watch Ultra, Ultra 2 | 410×502 |
| Apple Watch Series 10, 11, 12 | 416×496 |
| Apple Watch Series 7, 8, 9 | 396×484 |
| Apple Watch Series 4–6, SE | 368×448 |
| Apple Watch Series 1–3 | 312×390 |

Apple Watch screenshots must use the same size across all localizations.

## Where do screenshots appear, and which ones matter most?

Up to ten screenshots show on the product page. In search results, depending on orientation, the first one to three screenshots appear when there is no app preview, so Apple advises making those first frames carry the essence of the app. If you upload app previews, they always play before the screenshots on the product page. That makes frames 1–3 the ones to design first; [How to design store screenshots that convert](https://uptika.app/en/guides/design-app-store-screenshots) covers what to put on them.

From iOS and iPadOS 27, apps can also add creative assets for the product page header and search results, which are separate from screenshots: see [New App Store creative assets](https://uptika.app/en/guides/app-store-header-and-search-assets).

## What content rules apply to screenshots?

Two App Review Guidelines matter most (guidelines last updated 16 October 2026):

- **2.3.3:** screenshots should show the app in use, not just title art, a login page or a splash screen. Text and image overlays are allowed, for example to show input or extended functionality.
- **2.3.8:** metadata, screenshots included, must be suitable for a 4+ rating even if the app is rated higher.

Guideline 2.3.7 also says metadata such as screenshots should not include prices or terms that are not specific to the metadata type, and 2.3.10 bars names, icons or imagery of other mobile platforms.

## How do I upload screenshots in App Store Connect?

1. In **Apps**, select your app, then select the version under the platform in the sidebar.
2. In **Product Page Information**, open the **App Previews and Screenshots** tab.
3. Pick the device tab and drag your files into the well, or click **Browse Assets** to reuse approved files from the **Asset Library**.
4. To manage every size and scaled slot, click **View All Sizes in Media Manager**.
5. For other languages, switch the localization in the menu at the top right.
6. Submit with the version. Screenshots can be uploaded while the version is in Prepare for Submission, Invalid Binary, Rejected, Metadata Rejected or Developer Rejected status.

Screenshots and previews now live in the **Asset Library**, so you can reuse them for custom product pages and product page optimization tests without uploading again.

## Checklist before you upload

1. 6.9-inch set at 1320×2868 and 6.1-inch set at 1206×2622, portrait (or the landscape pairs).
2. 13-inch iPad set at 2064×2752 if the app runs on iPad.
3. PNG or JPEG, flattened, no transparency.
4. One to ten per size; the first three tell the story on their own.
5. The app in use on every frame, no splash or login screens as the main image.
6. No prices, no other platforms' names or devices, 4+ suitable imagery.
7. Localized captions for every language you localize.

## How can I see what rivals show?

The Search mirror page in the Uptika panel shows your App Store or Google Play search result card, with the icon, title, subtitle and first three screenshots, next to the apps that rank above you for a tracked keyword, and the Rival log records the day a competitor changes its screenshots or icon. Without signing in, [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads any public product page, including how many screenshots and previews it has. The Free plan covers one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

The Google Play equivalent of this page is [Google Play screenshot, feature graphic and icon sizes](https://uptika.app/en/guides/google-play-screenshot-sizes); icons are covered in [App icon sizes](https://uptika.app/en/guides/app-icon-sizes), video in [App preview video specs](https://uptika.app/en/guides/app-preview-video-specs), and testing different sets in [Product page optimization](https://uptika.app/en/guides/product-page-optimization). For the bigger picture of store optimization, start with [What is ASO?](https://uptika.app/en/guides/what-is-aso).

## Questions

### What screenshot sizes does the App Store require in 2026?

Apple's screenshot specifications page says that to submit you need at least one screenshot for iPhone with Dynamic Island (medium display), accepted at 1179×2556 or 1206×2622 px in portrait, and at least one for the 13-inch iPad (2064×2752 or 2048×2732 px) if your app supports iPad. The same page's table also marks 6.5-inch (1284×2778 or 1242×2688) as required when no 6.9-inch set is provided, so uploading both a 6.9-inch and a 6.1-inch set is the safe route.

### What iPad screenshot size does App Store Connect need?

The 13-inch iPad size: 2064×2752 px portrait or 2752×2064 px landscape, with 2048×2732 also accepted. Smaller iPad sizes are scaled from it if you do not provide them.

### How many screenshots can I upload?

Between 1 and 10 per device size and per localization, as .jpeg, .jpg or .png files without an alpha channel.

### Why does App Store Connect reject my screenshot dimensions?

Usually because the file is not one of the exact accepted pixel sizes, has an alpha channel (transparency), or is in the wrong orientation for the slot. Export at one of the listed sizes, flatten transparency, and check portrait versus landscape.

### Do I need 6.5-inch screenshots?

Only if you do not upload a 6.9-inch set. The table on the specifications page marks 6.5-inch (1284×2778 or 1242×2688) as required when screenshots for iPhone with Dynamic Island (large display) are not provided. If you upload a 6.9-inch set, the 6.5-inch slot can use scaled versions.

## Sources

- [Screenshot specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/screenshot-specifications)
- [Manage your App Store assets (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/manage-your-app-store-assets)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Review Guidelines, 2.3.3 and 2.3.8 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

---

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


---

# App Store subscription offers: introductory, promotional, offer codes and win-back

> The App Store has four subscription offer types: introductory offers for new subscribers, shown automatically on the product page; promotional offers for current or lapsed subscribers, shown only inside your app (up to 10 per subscription); offer codes you distribute yourself (up to 1 million per app per quarter); and win-back offers for lapsed subscribers, which the App Store itself can show.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-subscription-offers

## How do the four offer types compare?

| | Introductory offer | Promotional offer | Offer code | Win-back offer |
|---|---|---|---|---|
| For whom | New to the subscription group | Current and lapsed subscribers | Whoever you choose: new, existing and/or expired | Lapsed subscribers that match your rules |
| Where it shows | Automatically on the product page for eligible people; applied at purchase | Only inside your app | Redemption URL, App Store code redemption, or your app | Product page, editorial and personalized spots (if promoted), Manage Subscriptions, in-app StoreKit message |
| Who decides eligibility | Apple: one introductory offer per person per group | You, in your app | You, when creating the offer | Apple applies your rules |
| Limits | One current and one future offer per storefront | Up to 10 active per subscription | 1 million codes per app per quarter; up to 10 active offers per subscription | Up to 350 per subscription; 5 live per storefront |
| Types | Free, Pay as you go, Pay up front | Free, Pay as you go, Pay up front | Free, Pay as you go, Pay up front | Free, Pay as you go, Pay up front |
| Code needed in the app | No (shown by StoreKit) | Yes, a signed (JWS) request | Only for in-app redemption | Only for the in-app message |
| Editable after creation | No | Price only | No | Some fields, see below |

**Offer types explained once:** *Free* is a free period. *Pay as you go* is a discounted price for several billing periods. *Pay up front* is one discounted payment that covers a set duration.

## When should I use which? A decision tree

1. **Someone has never subscribed in this group?** Use an **introductory offer**. It appears on the product page without extra work.
2. **Someone subscribes now and you want to keep them or move them up** (for example at cancel time or to upgrade to annual)? Use a **promotional offer** in your app.
3. **Someone left and you can reach them inside the app?** A **promotional offer** works if they still open the app.
4. **Someone left and no longer opens the app?** Use a **win-back offer**; Apple can show it on the product page and in Manage Subscriptions.
5. **You want to reach people outside the app** (email, partners, events, a podcast)? Use **offer codes**: one-time codes for controlled groups, custom codes for public campaigns.

## How do introductory offers work?

Introductory offers give new subscribers a free trial or a lower price at the start. Each person can redeem **one introductory offer per subscription group**, so a free trial in one plan blocks a second one in another plan of the same group. You can set one current and one future offer per storefront, in any of the 175 App Store countries and regions.

Allowed durations:

| Standard period | Pay as you go | Pay up front | Free trial |
|---|---|---|---|
| 1 week | 1–12 weeks | 1, 2, 3, 6 months; 1 year | 3 days; 1, 2 weeks; 1, 2, 3, 6 months; 1 year |
| 1 month | 1–12 months | 1, 2, 3, 6 months; 1 year | Same as above |
| 2 months | 2, 4, 6, 8, 10, 12 months | 1, 2, 3, 6 months; 1 year | Same as above |
| 3 months | 3, 6, 9, 12 months | 1, 2, 3, 6 months; 1 year | Same as above |
| 6 months | 6, 12 months | 1, 2, 3, 6 months; 1 year | Same as above |
| 1 year | 1 year | 1, 2, 3, 6 months; 1 year | Same as above |

Setup: **Apps > your app > Subscriptions > group > subscription > Subscription Prices > View all Subscription Pricing > Set up Introductory Offer.** Choose countries, start and end dates, the type, duration and price, review the prices for all 175 storefronts and click **Confirm**. Introductory offers cannot be edited; delete and recreate instead, from the **Introductory Offers** tab.

## How do promotional offers work?

Promotional offers give a discounted price for a set duration to **existing and previously subscribed customers**. They can be accepted even if the person already used an introductory offer. You present them **only inside your app**, with StoreKit and a signed request (JWS). Each subscription can have **up to 10 active** promotional offers.

Setup: **Subscriptions > group > subscription > Subscription Prices > add (+) > Create Promotional Offer.** Enter a **reference name** and an **offer identifier** (your app uses the identifier), choose the type, duration and price, review and **Confirm**. Only the price can be edited later.

Typical uses: a discount shown when someone opens the cancel flow, an upgrade price from monthly to annual, or a thank-you for long-time subscribers.

## How do offer codes work?

Offer codes are codes you hand out: **one-time-use codes** in batches of 500 to 25,000, or a **custom code** like SPRINGPROMO with a redemption limit of up to 25,000 per batch. The app limit is **1 million codes per quarter**, shared across all subscriptions. One-time-use codes expire at most six months after creation; custom codes can have no end date. You choose eligibility: new, existing and/or expired subscribers. Full steps: [How to create App Store offer codes](https://uptika.app/en/guides/app-store-offer-codes).

## How do win-back offers work?

Win-back offers target **lapsed subscribers** of a specific subscription product. You set:

- **Minimum paid duration** they must have had (1–24 months, or 3, 4 or 5 years).
- **Time since last subscribed**, a range between 1 and 24 months (for example 5–11 months).
- Optionally, **wait between offers** of 2–24 months before the same person can redeem again.

Limits: **350 per subscription**, **5 live per storefront** at once, **at least 3 days** long, starting **no earlier than tomorrow**. You can mark an offer **High Priority** to signal which matters most to you. If you **Promote** a win-back offer on the App Store (it needs an approved subscription image), it replaces in-app purchase promotions in that storefront. Details and where each placement appears by OS version: [Win-back offers](https://uptika.app/en/guides/win-back-offers).

## Common mistakes

- **Assuming a second free trial is possible** in the same group. It is one introductory offer per person per group.
- **Stacking discounts by accident:** an offer code set to "Yes" for introductory interaction gives the introductory offer first, then the code's offer.
- **Forgetting promotional offers need server signing.** Without it the offer cannot be presented.
- **Too many overlapping campaigns.** Offers cannot be edited after creation; plan names and dates first.
- **Trial terms not clear in the app.** Apple's guideline 3.1.2(c) asks you to describe clearly what the user gets for the price before they subscribe.

## How do offers affect commission?

Apple's commission is a share of what the customer pays, so a discounted period earns proportionally less, and a free period earns nothing. After a subscriber accumulates one year of paid service, your share rises from 70% to 85% (members of the Small Business Program get 85% from the start). Paid days stop counting while a subscription has lapsed and resume if it renews within 60 days. See [App Store and Google Play commission rates](https://uptika.app/en/guides/app-store-google-play-commission).

## What is the Google Play equivalent?

Google Play builds offers into the subscription itself: a subscription has base plans, and each base plan has offers with eligibility rules (new customer acquisition, upgrade or developer determined) and phases (free trial, single payment, discounted recurring payments). See [Google Play subscriptions: base plans and offers](https://uptika.app/en/guides/google-play-subscription-offers).

## How does Uptika help?

Uptika does not read your subscription data. It watches the store side: the Rival log records the day competitors change their price or listing, and the ASO score and Keyword radar show whether more people can find your page in the first place. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### Introductory offer vs promotional offer?

An introductory offer is for people new to the subscription group, appears automatically on your product page for eligible people, and each person can redeem one per group. A promotional offer is for existing or previously subscribed customers, can only be presented inside your app with a signed request, and can be taken even after an introductory offer.

### How do I set up an introductory offer in App Store Connect?

Apps > your app > Subscriptions > group > subscription > Subscription Prices > View all Subscription Pricing > Set up Introductory Offer. Choose countries, start and end dates, then Pay as you go, Pay up front or Free with a duration and price, review the prices and Confirm.

### What are win-back offers?

Offers for lapsed subscribers that you configure by subscription product with eligibility rules (minimum paid duration, time since they left, wait between offers). Apple can show them on your product page, in editorial and personalized spots, on the Manage Subscriptions page and inside your app via a StoreKit message.

### How many promotional offers can a subscription have?

Up to 10 active promotional offers per subscription. Offer codes also allow up to 10 active offers per subscription, and win-back offers allow up to 350 per subscription with at most 5 live per storefront.

### Can a free trial be longer than a month?

Yes. Introductory free trials can be 3 days, 1 or 2 weeks, or 1, 2, 3 or 6 months, or 1 year, whatever the standard subscription length.

## Sources

- [Set up introductory offers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-subscriptions/set-up-introductory-offers-for-auto-renewable-subscriptions)
- [Set up promotional offers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-subscriptions/set-up-promotional-offers-for-auto-renewable-subscriptions)
- [Set up subscription offer codes (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-subscriptions/set-up-offer-codes)
- [Set up win-back offers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-subscriptions/set-up-win-back-offers)
- [Auto-renewable subscriptions (Apple Developer)](https://developer.apple.com/app-store/subscriptions/)

---

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


---

# App Store subtitle: what to write in 30 characters, with 40 examples

> The App Store subtitle is the line of up to 30 characters under your app name; Apple indexes it for search and lets you change it when you submit a new version, so the best subtitle pairs one search term people really type with the outcome they get, without repeating words already in your name.

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

The subtitle is the short phrase under your app name on the product page and in App Store search results. It has room for 30 characters. Apple reads it for search, so it does two jobs at once: it tells a person what the app does in one glance, and it adds search terms the name could not hold. You change it only with a new version.

## What are the App Store subtitle rules?

The subtitle is limited to 30 characters, is optional, can be localized, and changes when you submit a new version. Everything else is guidance from Apple's product page advice and the App Review Guidelines.

| Rule | What Apple says | Source |
|---|---|---|
| Length | Up to 30 characters | App Store Connect Help, App information |
| Where it shows | Below the app name throughout the App Store, including search results | Creating your product page; App Store search |
| Search | Text relevance includes matches for title, subtitle, keywords and primary category | App Store search |
| When it changes | You can update it when submitting a new version | Creating your product page |
| Tone | Avoid generic descriptions such as "world's best app"; highlight features or typical uses | Creating your product page |
| Review | Must follow standard metadata rules; no inappropriate content, no references to other apps, no unverifiable product claims | Guideline 2.3.7 |
| Localization | Localizable per language | App Store Connect Help |

> The subtitle counts characters. The keyword field counts bytes (up to 100 bytes). Do not mix up the two: a 30-letter Turkish or German subtitle is fine, while the same letters in the keyword field may use more than one byte each. See the [keyword field guide](https://uptika.app/en/guides/app-store-keyword-field).

## Is the subtitle indexed for App Store search?

Yes. Apple's search page says results depend on text relevance, meaning matches for your app's title, subtitle, keywords and primary category, plus user behavior such as downloads, ratings and reviews. Apple does not publish how much each field weighs. In practice, many teams treat the name as the strongest field and the subtitle as the next one, because both are visible and both are indexed.

Two consequences follow:

- A word in the subtitle is already searchable. Do not repeat it in the keyword field; Apple asks you not to repeat words from the name, subtitle or category there.
- Words can combine across fields. If the subtitle says "budget planner" and the keyword field holds "monthly", a search for "monthly budget" can match. Apple does not document how fields combine, so check real ranks after release instead of assuming.

## What should an App Store subtitle say?

A strong subtitle names what the app does with a term people search for, and adds the outcome or the use case. Use this formula:

`search term + benefit or use case`

1. Pick one search term your users type that is not already in your name. "Budget planner", "home workouts", "offline maps".
2. Add the result, the setting or the audience: "for freelancers", "no equipment", "in one tap".
3. Read it as a sentence fragment a person would understand without the name above it.
4. Count it. 30 characters includes spaces and punctuation.
5. Check it against the name: no word should appear twice.

Here is how the formula fixes common weak subtitles. Names and apps are invented.

| Weak subtitle | Problem | Better subtitle |
|---|---|---|
| The best app for your money (27) | Generic claim, no search term | Budget planner & expense log (28) |
| Your ultimate fitness partner (29) | Slogan, says nothing specific | Home workouts, no equipment (27) |
| Home workouts for everyone (26), under the name "Fitly: Home Workouts" | Repeats the name's words | Strength and HIIT in 20 min (27) |
| Simple. Fast. Beautiful. (24) | Three adjectives, zero features | Notes that sync everywhere (26) |
| #1 photo editor, now free (25) | Ranking claim and price in metadata | Photo editor with film filters (30) |

Guideline 2.3.7 says metadata such as app names and subtitles should not include prices, and subtitles must not make unverifiable product claims. A "#1" or "best" claim is hard to verify, so leave it out.

## 40 App Store subtitle examples by category

Every example below is invented and generic, and is 30 characters or fewer, counted character by character including spaces. Use them as patterns, not as copy: your best subtitle depends on the terms your own users search for and on the words already in your name.

### Productivity

| Subtitle | Characters |
|---|---|
| Notes, lists and quick memos | 28 |
| Plan your day in two minutes | 28 |
| To-do list, smart reminders | 27 |
| Scan documents to clean PDFs | 28 |
| Focus timer for deep work | 25 |

### Health and fitness

| Subtitle | Characters |
|---|---|
| Home workouts, no equipment | 27 |
| Step counter and walk tracker | 29 |
| Water reminder and hydration | 28 |
| Yoga for beginners at home | 26 |
| Sleep sounds for calm nights | 28 |

### Finance

| Subtitle | Characters |
|---|---|
| Budget planner & expense log | 28 |
| Split bills with friends fast | 29 |
| Track spending by category | 26 |
| Savings goals made simple | 25 |
| Invoice maker for freelancers | 29 |

### Education

| Subtitle | Characters |
|---|---|
| Learn Spanish in short lessons | 30 |
| Flashcards with spaced review | 29 |
| Exam prep with daily quizzes | 28 |
| Speak English with confidence | 29 |
| Typing practice, track speed | 28 |

### Photo and video

| Subtitle | Characters |
|---|---|
| Photo editor with film filters | 30 |
| Remove background in one tap | 28 |
| Video editor for short clips | 28 |
| Collage maker with layouts | 26 |
| Scan old photos to digital | 26 |

### Travel

| Subtitle | Characters |
|---|---|
| Trip planner and packing list | 29 |
| Offline maps for hiking trails | 30 |
| Live flight tracker and alerts | 30 |
| Currency converter, offline | 27 |
| Shared itinerary for groups | 27 |

### Food and lifestyle

| Subtitle | Characters |
|---|---|
| Meal planner and grocery list | 29 |
| Easy recipes from your fridge | 29 |
| Calorie counter, macro tracker | 30 |
| Plant care and watering alerts | 30 |
| Habit tracker for daily goals | 29 |

### Games

| Subtitle | Characters |
|---|---|
| Relaxing word puzzle, offline | 29 |
| Sudoku with daily challenges | 28 |
| Classic solitaire card game | 27 |
| Merge puzzle with cozy rooms | 28 |
| Chess puzzles, daily tactics | 28 |

Notice the patterns: most examples are a noun phrase people search ("meal planner", "step counter") plus a qualifier that sells ("no equipment", "offline", "in one tap"). Apple's search page lists generic terms such as "app" or "game" as words to avoid in the keyword field because they are too broad; the same logic applies here, which is why "card game" only works when paired with "solitaire".

## When and how do you change the subtitle?

You change the subtitle with a new version. Apple's product page guidance says you can update it when submitting a new version of your app. The field sits on the App Information page in App Store Connect: in Apps, select your app, click App Information under General in the sidebar, pick the language from the menu at the top right, edit, then click Save. The new subtitle goes live with the version that passes review.

A safe routine for a subtitle change:

1. Write down your current ranks for the terms in the old and new subtitle, in each storefront you care about. [Keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking) explains how to read them.
2. Change one field per release where you can. If the name, subtitle and keyword field all change together, you cannot tell which change moved a rank.
3. Ship the version and note the release date.
4. Compare daily ranks over the following weeks, not the first day. Rankings take time to settle after a release; this is common observation, Apple gives no official timeline.
5. Keep the change if the new terms gain and the old ones hold, or roll back with the next version.

For short-lived messages, such as a sale or a seasonal feature, use promotional text instead: Apple lets you change it at any time without a new version, but it does not affect search ranking. The [promotional text guide](https://uptika.app/en/guides/promotional-text-vs-description) covers the difference, and [in-app events](https://uptika.app/en/guides/in-app-events) are the better place for time-bound content.

## Common subtitle mistakes

- Repeating the app name's words. Every repeated word wastes characters on a term that is already indexed.
- A slogan with no searchable term. "Life, simplified" may be on brand, but nobody searches it.
- Claims and prices: "best", "#1", "free". Guideline 2.3.7 names prices and unverifiable claims.
- Other apps' names. Guideline 2.3.7 says subtitles must not reference other apps.
- One subtitle for every language. Each localization has its own subtitle; translate the search term people use in that language, not the English word. See [App Store localization](https://uptika.app/en/guides/app-store-localization).
- Changing it every release without measuring. Keep a change long enough to read its effect.

## Checklist before you submit

- 30 characters or fewer, counted with spaces.
- At least one term people search, not already in the name.
- One concrete benefit, feature or use case.
- No price, ranking claim, "best" or other app names.
- Words not repeated in the keyword field.
- Each localization written for its own language.
- Current ranks saved, so you can compare after release.

The full list of field limits for both stores is in [App Store character limits](https://uptika.app/en/guides/app-store-character-limits). For the version text that ships alongside a subtitle change, see [release notes](https://uptika.app/en/guides/release-notes).

## How Uptika helps

Paste your name, subtitle and keyword field into the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter): it counts characters and keyword-field bytes, flags words repeated across fields, singular and plural pairs, and brand or claim risks, all in your browser. After the release, the free "Keyword radar" in the panel reads your daily rank, popularity and difficulty for each keyword, so you can see whether the new subtitle earned its place. The [keyword radar page](https://uptika.app/en/product/keyword-radar) shows how it works, and you can [start free](https://uptika.app/app/#/?signup=1) without a card.

## Questions

### What is the App Store subtitle character limit?

The subtitle can be up to 30 characters, the same as the app name. App Store Connect counts characters, so spaces, commas and the ampersand each count as one. There is no minimum and the field is optional.

### Is the App Store subtitle indexed for search?

Yes. Apple lists text relevance as matches for your app's title, subtitle, keywords and primary category. That makes the subtitle one of the four text sources Apple names for App Store search.

### Can I change the subtitle without a new version?

Apple says you can update the subtitle when you submit a new version of your app. Plan subtitle changes with a release, and use promotional text, which changes at any time, for short-term messages.

### Should the subtitle repeat words from the app name?

No. Apple advises not repeating words from the app name, subtitle or category in the keyword field, and a repeated word in the subtitle spends characters on a term the name already covers. Use those characters for a second search term or a clear benefit.

### What makes a bad App Store subtitle?

Generic claims such as "world's best app", slogans that name no feature, prices, and references to other apps. Apple asks you to avoid generic descriptions, and guideline 2.3.7 says subtitles must not reference other apps or make unverifiable product claims.

## Sources

- [App information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Apple Ads (formerly Apple Search Ads) setup, step by step

> To set up Apple Ads you create an account with the Apple Account tied to your App Store Connect team, link the two, add a payment method, then create a search results campaign (countries, daily budget, bid strategy), an ad group (max CPT bid, Search Match, keywords) and an ad, for an app that is already available on the App Store.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/apple-ads-setup

## What is Apple Ads?

Apple Ads (formerly Apple Search Ads) is Apple's ad platform for promoting iPhone and iPad apps inside the App Store. With Apple Ads Advanced your ad can run in four placements: the Today tab, the Search tab (top of the suggested apps list), search results, and product pages while people browse (at the top of the "You Might Also Like" list). Ads are built from the metadata and assets you already uploaded in App Store Connect, and every ad carries an ad disclosure icon.

This guide focuses on search results ads, because the search term is the clearest signal of what someone wants, and walks through that path end to end.

## What do you need before you start?

Apple's checklist for a first campaign is short, and each item can block you:

1. **An app on the App Store.** Apple asks you to "have an app live on the App Store". Apps in pre-order can be promoted too, and for them Apple recommends the manual bid strategy (Manage Bids) instead of Maximize Conversions.
2. **The right Apple Account.** Use the Apple Account associated with your App Store Connect account. It must have an email address: accounts that use only a phone number are not accepted.
3. **An App Store Connect role that can link accounts.** Apple's linking page names Account Holder, Admin, App Manager or Marketing, and you need to sign in to both with the same email.
4. **A payment method.** Visa, Mastercard (including Apple Card) and American Express are accepted, plus UPI for payments in Indian Rupees. Prepaid cards, gift cards and digital wallets are not.
5. **A learning budget.** Treat the first weeks as the cost of finding out which searches convert.

If your app was just released, Apple notes it can take up to 24 hours before it appears in campaign creation.

## Apple Ads Basic or Advanced?

Pick Advanced if you want to choose keywords and see which searches convert; pick Basic if you want a fixed cost per install and no daily management. Both are run by Apple; they differ in control and pricing.

| | Apple Ads Basic | Apple Ads Advanced |
|---|---|---|
| Placements | Search results only | Today tab, Search tab, search results, product pages |
| You pay for | Installs, up to a max cost-per-install (max CPI) you set | Taps, up to a max cost-per-tap (max CPT) you set |
| Keywords and audiences | None: Apple matches the ad for you | You choose keywords, match types, negatives, audiences |
| Budget | Monthly, up to 10,000 USD per app per month | Daily budget per campaign, no maximum |
| Apps | Up to 50 | Unlimited |
| Reporting | Quick-view dashboard, no keyword data | Detailed reports, search terms, Insights |
| APIs | AdServices Attribution API | AdServices Attribution API and Apple Ads Platform API |

Apple suggests a max CPI in Basic "based on what we know about your app and what other developers are willing to pay to reach the same users", and recommends using it. If you start creating an Advanced account and try to switch to Basic halfway, you get an error: finish the Advanced account and link it to App Store Connect first.

The rest of this guide covers Advanced, because it is the only option that tells you which keywords work.

## How do you create the Apple Ads account?

The account form asks for details you cannot change later, so decide them before you click.

1. On the Apple Ads site, click **Get Started** (Advanced) or open the Basic page.
2. Sign in with your Apple Account and choose your language and date/time format.
3. Fill in account name, country or region, currency, time zone, legal entity name, whether you act as an agent, the primary contact and email notifications.
4. Accept the Apple Advertising Services Terms of Service.
5. Complete **Business Details** with tax information (legal entity name, business entity status, tax ID such as a VAT ID, registered address).
6. Add the payment method.

> Currency and time zone are permanent. Billing runs on UTC regardless of the time zone you pick. Account currencies are AUD, GBP, CAD, RMB (mainland China only), EUR, INR (UPI only), JPY, MXN, NZD and USD; to use another currency later you need a new account.

## How do you link App Store Connect?

You cannot promote an app until an App Store Connect account is linked. As an Account Admin or Campaign Group Manager: on the Campaigns dashboard, click the down arrow above Campaigns, choose **Settings**, then **Link accounts** (or **Change** if one is already linked). Clear your browser cache and sign in again afterwards.

Linking matters for money too. Apple says eligible developers get a one-time **100 USD promo credit** on a new account (converted to your account currency, terms apply), but only if the top-level account is linked: if you link only a campaign group, the credit is not applied. You can check it on the Billing page under Account Settings.

## How do you create your first search results campaign?

Here is the flow in the Advanced interface, with the choices that matter at each step.

1. On the **Campaigns** dashboard, click **Create Campaign** and choose your app.
2. Choose the placement: **Search results**.
3. Choose countries or regions. Group markets that share language and customer value; give big markets their own campaign. In some countries, such as Brazil, your metadata and screenshots must be in the country's default language.
4. Click **Continue** and name the campaign after its theme, for example "US – Category".
5. Set a **daily budget**: the average you want to spend per day over a month. Monthly spend will not exceed daily budget × 30.4, and single days can go above it.
6. Choose the bid strategy (next section). For Maximize Conversions, set a **target CPA**.
7. Schedule: start now or later, with an optional end date. To stop a campaign going live the moment a payment method is added, set its status to **Pause** while creating it.
8. Create the **ad group**: name it after the keyword theme, set the **default max CPT bid**, switch **Search Match** on or off, add keywords, and keep audience at all eligible users unless you have a reason.
9. Choose the ad: the **default ad** (built from your product page) or an **ad variation** from a custom product page. Then click **Create Campaign**.

Removing a campaign or ad group is final: it cannot be restored. Pause instead when unsure.

## Maximize Conversions or Manage Bids?

Choose Manage Bids if you want to pick keywords and set a price per tap for each; choose Maximize Conversions if you want Apple's auto-bidder to buy installs around a target cost.

| | Maximize Conversions | Manage Bids |
|---|---|---|
| You set | Target CPA (ideal cost per tap-through install) and daily budget | Max CPT bid per ad group or keyword, daily budget |
| Keywords | Search Match finds them; you cannot manage keyword bids | You add keywords and choose match types |
| Ad group | Created automatically, Search Match required | You build each one |
| Best for | Live apps, broad reach with little management | Control, testing, brand and competitor terms |
| Pre-order apps | Not designed for them | Recommended by Apple |

Apple recommends letting a Maximize Conversions campaign run **at least two weeks** before changing its target CPA. You can switch strategies later from the Campaigns dashboard (Actions > Edit Bid Strategy).

Either way, an ad is shown only when your app is relevant to the search. In Apple's words: "If your app isn't relevant to what the user is searching for, it won't be displayed — regardless of how much you may be willing to pay." You also cannot choose or bid for a specific ad position. The math behind bids is in [Apple Ads cost and bids](https://uptika.app/en/guides/apple-ads-cost-and-bids).

## How should you structure campaigns?

Apple recommends four search results campaigns, one per keyword theme:

| Campaign | Keywords | Match type | Search Match |
|---|---|---|---|
| Brand | Your app and company name | Exact | Off |
| Category | What the app does, its genre | Exact | Off |
| Competitor | Similar apps in your or related categories | Exact | Off |
| Discovery | All keywords above as broad (ad group 1); no keywords (ad group 2) | Broad | Off in ad group 1, on in ad group 2 |

In discovery, add every brand, category and competitor keyword as an **exact match negative**, so discovery only finds new terms. When a search term performs, move it to the right campaign as exact match and add it to discovery's negatives. The full template, with a worked example, is in [Apple Ads campaign structure](https://uptika.app/en/guides/apple-ads-campaign-structure); match types are explained in [Apple Ads match types](https://uptika.app/en/guides/apple-ads-match-types).

Apple also notes that competitor keywords, Search Match and broad match "may not be appropriate for all countries and regions".

## Where can Apple Ads run?

Apple lists **91 countries and regions** for Today tab, Search tab and search results ads, and **90** for product page ads, which are not available in mainland China. Advertising in mainland China needs your business and app approved first. A separate list shows the countries where advertisers may reside.

Two country rules catch people out:

- **France (Sapin Law):** only the advertiser who owns both the app and the Apple Ads account can promote an app on the App Store in France. Agencies acting for a France-based client cannot.
- **Language:** in some countries, like Brazil, the product page must be in the local default language.

During campaign creation only countries available for the chosen placement appear, and only where your app is for sale.

## What should you check in the first two weeks?

1. **Day 1:** campaign status is Running, not On Hold. Apple lists the reasons for On Hold: no valid payment method, a declined card, an end date in the past, or a policy violation.
2. **Day 1–2:** the ad preview shows your current screenshots. Metadata changes can take up to 24 hours to reach the preview and up to two hours to reach the live ad.
3. **Day 2–3:** impressions are coming in. If a relevant, popular keyword has few impressions, you may be outbid; Apple suggests trying a higher bid, using its recommended bid as a guide.
4. **Day 3–7:** open the **Search Terms** tab. Terms appear only after at least 10 impressions; below that you see "low volume".
5. **Day 7:** add obvious mismatches as negative keywords; move terms with installs from discovery to exact match.
6. **Day 7–14:** compare cost per install by campaign. Lower bids on keywords that get taps but cost more per install than your target.
7. **Day 14:** for Maximize Conversions, this is the earliest Apple suggests changing the target CPA.
8. **Every day:** spend is in line with daily budget × 30.4 over the month.

## What are the most common setup mistakes?

- **Wrong currency or time zone.** Both are permanent.
- **Linking only a campaign group.** The new account credit then is not applied.
- **One campaign for everything.** Brand, category and competitor terms then share a budget and bid, and you cannot tell which theme pays.
- **Broad match everywhere.** Apple's bidding guidance says "most of your traffic should come from exact match".
- **No negatives in discovery.** Discovery then buys the same terms your exact campaigns already target.
- **Changing a match type in place.** You cannot: pause the keyword and re-add it with the new match type.
- **Judging after three days.** Search term data needs impressions, and the auto-bidder needs time.
- **Advertising a weak product page.** Taps you pay for land on it; fix screenshots before raising bids.

## Where does Uptika fit?

Apple Ads shows paid results; Uptika puts them next to your organic rank. On paid plans (Starter and up), after you connect your Apple Ads account in Settings > Integrations with your API credentials, Uptika's Apple Ads pages show **Performance** (spend, impressions, taps, installs, TTR, CR, CPT, CPA against the previous period), your **Campaigns**, **Opportunities** (search terms that convert but are not exact keywords yet, terms that spend without installs, keywords far above your target cost) and **Ads and search rank**, which lists per keyword your organic rank today and 7 days ago, Uptika popularity, Apple's search popularity (1–5) and the Apple Ads state and results. Every change Uptika proposes needs your explicit confirmation and can be undone.

For keyword ideas before you spend, check terms in the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) and see how your product page reads in [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray). In the panel, **Kelime avı** (keyword hunt) suggests new terms from the store's own autocomplete and from what rivals rank for. [Create an account](https://uptika.app/app/#/?signup=1) to start.

## Questions

### How do I set up Apple Search Ads?

Sign up for Apple Ads with the Apple Account linked to your App Store Connect team, fill in account and tax details, add a payment method and link App Store Connect. Then click Create Campaign, choose your app, the search results placement and countries, set a daily budget and bid strategy, create an ad group with a max CPT bid and keywords, and choose your ad. Your app must already be available on the App Store.

### What is the difference between Apple Ads Basic and Advanced?

Basic runs only in search results, has no keywords or audience settings, and charges per install up to a max cost-per-install you set, with a monthly budget of up to 10,000 USD per app and up to 50 apps. Advanced charges per tap, runs on the Today tab, Search tab, search results and product pages, and gives you keywords, bids, custom product page ads, full reporting and the Platform API.

### How do I create an Apple Search Ads account?

Click Get Started on the Apple Ads site (or open the Basic page for a Basic account), sign in with your Apple Account, choose language and date format, and fill in account name, country or region, currency, time zone, legal entity name and primary contact. Accept the terms, complete Business Details with tax information and add a payment method. Currency and time zone cannot be changed later.

### Is Apple Ads available in my country?

Apple lists 91 countries and regions for Today tab, Search tab and search results ads, and 90 for product page ads (not mainland China). A separate list shows where advertisers may reside. Check Apple's Countries and Regions page, because your campaign can only target places where both Apple Ads and your app are available.

### Do I get free credit when I start Apple Ads?

Apple says eligible developers get a one-time 100 USD credit on a new account. You must be a developer and registered account holder in App Store Connect with at least one app for sale, and you must link your top-level Apple Ads account (not a campaign group) to App Store Connect. Terms and conditions apply.

## Sources

- [Create campaigns (Apple Ads Help)](https://ads.apple.com/app-store/help/campaigns/0005-create-campaigns)
- [Set up an account (Apple Ads Help)](https://ads.apple.com/app-store/help/get-started/0004-set-up-an-account)
- [Link App Store Connect accounts (Apple Ads Help)](https://ads.apple.com/app-store/help/get-started/0012-link-app-store-connect-accounts)
- [Set your payment method (Apple Ads Help)](https://ads.apple.com/app-store/help/get-started/0030-set-your-payment-method)
- [Solve account setup and access issues (Apple Ads Help)](https://ads.apple.com/app-store/help/get-started/0052-solve-setup-and-access-issues)
- [Compare Apple Ads solutions (Apple Ads Help)](https://ads.apple.com/app-store/help/apple-ads-basic/0001-compare-apple-ads-solutions)
- [Promote an app with Apple Ads Basic (Apple Ads Help)](https://ads.apple.com/app-store/help/apple-ads-basic/0039-promote-an-app-with-basic)
- [Apple Ads promo credit (Apple Ads Help)](https://ads.apple.com/app-store/help/billing/0032-apple-ads-promo-credit)
- [Ad placement options (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0081-ad-placement-options)
- [Search results (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0082-search-results)
- [Use the Maximize Conversions bid strategy (Apple Ads Help)](https://ads.apple.com/app-store/help/campaigns/0095-maximize-conversions)
- [Campaign structure (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/campaign-structure)
- [Keywords (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/keywords)
- [Countries and regions (Apple Ads)](https://ads.apple.com/app-store/countries-and-regions)
- [Glossary (Apple Ads Help)](https://ads.apple.com/app-store/help-glossary)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Apple Ads ad variations with custom product pages

> In Apple Ads, an ad variation is a search results ad built from a custom product page you set up in App Store Connect, so each ad group can show screenshots and previews that match its keyword theme and send taps to that page, optionally with a deep link into the app on iOS and iPadOS 18 and later.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/apple-ads-custom-product-pages

## What is an Apple Ads ad variation?

An ad variation is a search results ad whose screenshots and app previews come from a custom product page rather than your default product page. Apple's glossary also calls it a "custom ad". The custom product page is both the creative and the destination: whoever taps the ad lands on that page.

Without one, Apple Ads runs a **default ad**, built from the screenshots and previews of your default product page in the order you uploaded them in App Store Connect.

Custom product pages are used across placements: as ad variations in search results, as the tap destination of Search tab ads, and as the required destination of Today tab ads.

## Why use custom product pages in ads?

Because a search shows intent, and the ad can answer that intent directly. Someone searching for a budget planner and someone searching for a bill reminder may want the same app for different reasons; one default page can't lead with both.

Apple publishes one figure on this:

> "Developers see a 2.5 percentage point increase on average when referring people to a custom product page. This is a 156% increase compared to the 1.6% average conversion rate on default product pages." Source: [Apple Developer, custom product pages](https://developer.apple.com/app-store/custom-product-pages/).

It is an average across developers, not a forecast for your app. Measure your own pages (see below).

## How do you map keyword themes to custom product pages?

One ad group per theme, one custom product page per ad group. The example below is invented.

> Invented example: a personal finance app. Themes, keywords and pages are illustrations, and "[your app name]" stands for its brand.

| Ad group (theme) | Example keywords | Custom product page | First screenshot leads with | Deep link target |
|---|---|---|---|---|
| Budget | [budget planner], [monthly budget] | "Budget" page | The monthly budget screen | Budget setup |
| Bills | [bill reminder], [bill tracker] | "Bills" page | Upcoming bills with reminders | Add a bill |
| Savings | [savings goal], [save money] | "Savings" page | A goal with progress | New savings goal |
| Brand | [your app name] | Default page | Overall value | none |

Rules that keep the mapping clean:

- **Keep themes in separate ad groups.** Each ad group can have only one active custom ad, so a mixed ad group forces one page on several intents.
- **Match the page to the keyword's intent**, starting with the first screenshot, since search results ads show your creative right in the results.
- **Brand searches can usually stay on the default page**: the person already knows the app.
- **Keep organic keyword assignments distinct.** In App Store Connect you can also assign keywords to a custom product page for organic search; Apple asks for a unique keyword set per page. That is separate from the keywords in your Apple Ads ad groups.

## How do you create an ad variation?

First, in App Store Connect (Account Holder, Admin, App Manager or Marketing role):

1. Open **Apps**, select the app, click **Custom Product Pages** in the sidebar, then **Create Custom Product Page**.
2. Enter a reference name, start blank or from an existing page, and add screenshots, app previews and promotional text for each localization.
3. Optionally add a deep link, then submit the page for review. Custom product pages must be approved before they are visible, and they can be submitted without a new app version.

Then, in Apple Ads:

1. From the **Ad Groups** dashboard, click the ad group to open its **Ads** dashboard.
2. Click **Create Ad** and name the custom ad.
3. Select the custom product page. It sets the creative and the landing page.
4. Preview the ad (if you are testing icons in App Store Connect, the preview icon may differ) and click **Save**.

If the ad group already runs a custom ad, Apple asks whether to activate the new one and pause the current one. You can also change which page an ad group uses at any time.

## How do deep links work with ad variations?

A deep link on a custom product page sends people who tap **Open** to a specific place in your app instead of the home screen.

- For search results ad variations, deep links work on **iOS or iPadOS 18 and later**.
- The link can be a universal link or a custom URL; Apple recommends universal links and advises against URL shorteners or extra redirects.
- The deep link must be **approved** with the custom product page before it works, so submit the page for review after adding it.
- Test it yourself first: Apple suggests pasting the URL into the Notes app and tapping it.

## How do you measure custom product page ads?

Use two places:

- **Apple Ads**: the Ads dashboard of each ad group shows current and historical performance for every ad variation and the default ad, so you can compare them inside the same ad group.
- **App Analytics** in App Store Connect shows, per custom product page, impressions, downloads, redownloads and conversion rate, and lets you compare against the default page, plus retention and average proceeds per paying user. Metrics appear after a page receives at least **five first-time downloads**.

Compare like with like: the same ad group, the same period, the same countries. A page that converts better but brings users who leave faster is not a win; check retention before you roll it out wider.

## What limits should you know?

| Limit | Value |
|---|---|
| Custom product pages per app | Up to 70 |
| Active custom ads per ad group | 1 |
| Minimum OS for custom product pages | iOS 15 and iPadOS 15 |
| Minimum OS for deep links | iOS 18 and iPadOS 18 |
| Metrics visible in App Analytics | After 5 first-time downloads per page |
| Review | Every page, and every change, needs App Review approval |

## Where does Uptika fit?

Uptika does not create custom product pages or ads; that stays in App Store Connect and Apple Ads. On paid plans, after you connect Apple Ads, the **Performance** page shows spend, impressions, taps, installs, TTR, CR, CPT and CPA against the previous period, **Campaigns** lists your campaigns, and **Ads and search rank** shows each keyword's organic rank next to its paid results, which tells you where a theme still needs ad support. Check how your default page reads first with the free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray). Match type choices for each theme are in [Apple Ads match types](https://uptika.app/en/guides/apple-ads-match-types), and setup is in [Apple Ads setup](https://uptika.app/en/guides/apple-ads-setup). [Create an account](https://uptika.app/app/#/?signup=1) to start.

## Questions

### How do I use custom product pages in Apple Search Ads?

Create and get approval for a custom product page in App Store Connect first. Then, in a search results ad group, open the Ads dashboard, click Create Ad, name the ad, select the custom product page and save. The page's screenshots and previews become the ad creative, and people who tap the ad land on that page.

### What is an ad variation in Apple Ads?

An ad variation (also called a custom ad) is a search results ad whose creative comes from a custom product page instead of your default product page. Each ad group can have one active custom ad; where you create none, or if the custom ad is put on hold for compatibility issues, the default ad runs.

### Do custom product page ads improve conversion?

Apple publishes an average: developers see a 2.5 percentage point increase when referring people to a custom product page, compared with a 1.6% average conversion rate on default product pages. That is an average across developers, not a promise for your app; compare your own pages in App Analytics.

### Can I deep link from an Apple Ads custom product page?

Yes. You can select a custom product page that has a deep link, which sends people to a specific place in your app. For search results ad variations, deep links work on devices running iOS or iPadOS 18 and later. The deep link must be approved with the custom product page before it works.

## Sources

- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)
- [Create ad variations (Apple Ads Help)](https://ads.apple.com/app-store/help/ads/0077-create-ad-variations)
- [Search results (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0082-search-results)
- [Ad placement options (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0081-ad-placement-options)
- [Glossary (Apple Ads Help)](https://ads.apple.com/app-store/help-glossary)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Apple Ads campaign structure: brand, category, competitor and discovery

> Apple recommends four search results campaigns, each built around one keyword theme: brand, category and competitor campaigns with exact match keywords and Search Match off, plus a discovery campaign that uses broad match and Search Match to find new search terms, with every keyword from the other three added to it as an exact match negative.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/apple-ads-campaign-structure

## Why does campaign structure matter in Apple Ads?

Because budgets and countries are set per campaign, and bids, keywords and ad variations per ad group, the way you split keywords decides what you can see and control. Apple puts it simply: separate campaigns by keyword theme. Then each theme gets its own budget, its own bids and its own numbers, and a costly competitor term can't hide inside a cheap brand campaign.

## What are the four campaign types?

| Campaign | Focus | Match type | Search Match | Bids |
|---|---|---|---|---|
| Brand | Your app and company name | Exact | Off | Most aggressive on best performers |
| Category | Non-branded terms for your genre and what the app does | Exact | Off | Most aggressive on best performers |
| Competitor | Apps similar to yours, same or related category | Exact | Off | Most aggressive on best performers |
| Discovery | Finding new search terms | Broad (ad group 1), none (ad group 2) | Off in 1, on in 2 | More moderate |

Apple says the first three "will drive your core performance, so they should be monitored closely". The discovery campaign exists to feed them.

## How do you build it? A worked example

> Invented app, for illustration: a habit tracker called Stepwise, advertised in the United States. Keywords and rivals are placeholders, not recommendations.

| Campaign | Ad group | Keywords (match type) | Search Match | Negatives |
|---|---|---|---|---|
| US – Brand | Brand exact | [stepwise], [stepwise app], [stepwise habits] | Off | none needed |
| US – Category | Habits exact | [habit tracker], [daily habits], [routine planner] | Off | [habit tracker for kids] |
| US – Category | Goals exact | [goal tracker], [streak tracker] | Off | none yet |
| US – Competitor | Rivals exact | [rival habit app A], [rival habit app B] | Off | none needed |
| US – Discovery | Broad | stepwise, habit tracker, daily habits, routine planner, goal tracker, streak tracker, rival habit app A, rival habit app B (all broad) | Off | Every exact keyword above, as exact negatives |
| US – Discovery | Search Match | none | On | Same exact negatives |

Notes on the example:

- **Exact match is written in brackets**, like [habit tracker], when you add it to an ad group.
- **Two ad groups in one category campaign** keep themes apart when you want different bids or a different custom product page per theme.
- **Category negatives** are terms your app does not serve. Apple's own example: an advanced puzzles app might add the exact negative "kids puzzles".
- **Countries:** give large markets their own set of campaigns; group countries with a similar language, customer value or region. If you run one campaign per country, you can mirror the same four themes as ad groups inside it.

## What is the weekly discovery-to-exact routine?

Discovery only pays off if you harvest it. Once a week:

1. **Open the Search Terms tab** of the discovery campaign. Terms need at least 10 impressions before they appear; below that you see "low volume".
2. **Sort by installs and cost per install.** Look for terms that convert at or under your target cost.
3. **Promote winners.** Add each one as an exact match keyword to the right campaign: your name goes to brand, a rival's name to competitor, everything else to category.
4. **Close the loop.** Add the same term to discovery as an exact match negative, so discovery stops buying it.
5. **Cut losers.** A term that gets taps but no installs becomes a negative: in discovery, and in brand, category and competitor if it shows up there too. Apple's example is a music lessons app that sees the term "tuning app" drive taps without installs.
6. **Adjust bids.** Raise bids on exact keywords that convert under target or get few impressions; lower them on ones that convert above target.

> Apple's bidding guide: "For optimal performance, most of your traffic should come from exact match." If discovery spends more than your exact campaigns month after month, the harvest step is being skipped.

## What goes on the negative keyword cross-list?

The cross-list stops your own campaigns from buying the same search twice.

| Add these negatives | To this campaign | Match type |
|---|---|---|
| Every brand, category and competitor keyword | Discovery (both ad groups) | Exact |
| Each newly promoted search term | Discovery | Exact |
| Search terms with taps and no installs | Discovery, and any campaign where they appear | Exact, or broad to block every word order |
| Terms for an audience you don't serve | Category and discovery | Exact or broad |

Exact is the default match type for negatives and blocks only that exact term; a broad negative blocks searches that contain all of its words, in any order. You can add up to 5,000 negative keywords per ad group by bulk upload. The details are in [Apple Ads match types](https://uptika.app/en/guides/apple-ads-match-types).

## How do you find keywords to start with?

Start from the customer, not the dictionary. Apple's keyword guide suggests your app's name, terms for the service your app provides or the need it meets (including secondary uses), and other popular brand names that provide similar services. Mix:

- **General terms** (more reach, more competition), such as "music app" in Apple's example;
- **Specific terms** (better tap-to-install rate, less reach), such as "acoustic guitar lessons".

Inside Apple Ads, the **keyword suggestion tool** shows search popularity based on App Store searches, on a 1 to 5 scale where 5 is the most popular. Once campaigns have run, the **Recommendations** page suggests keywords people use for apps like yours, and discovery's **Search Terms** tab shows real queries.

For deeper research before you spend, see [App keyword research](https://uptika.app/en/guides/app-keyword-research), and for the money side, [Apple Ads cost and bids](https://uptika.app/en/guides/apple-ads-cost-and-bids).

## Where does Uptika fit?

The routine above is exactly what Uptika's Apple Ads **Opportunities** page lists after you connect your Apple Ads account on a paid plan: search terms that convert but are not exact keywords yet, terms that spend without installs (negative candidates), and keywords far above your target cost. **Ads and search rank** adds your organic rank for each keyword, today and 7 days ago, next to Apple's search popularity and the paid results, so you can see where a strong organic position already covers a term. Nothing is changed without your explicit confirmation, and changes can be undone. For new terms, **Kelime avı** (keyword hunt) pulls ideas from the store's autocomplete and from rivals' top-10 terms; the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) checks one term across up to 10 countries. Setup basics are in [Apple Ads setup](https://uptika.app/en/guides/apple-ads-setup), or [create an account](https://uptika.app/app/#/?signup=1).

## Questions

### How should I structure Apple Search Ads campaigns?

Apple's template is four search results campaigns: brand (your app and company name), category (what your app does), competitor (similar apps) and discovery. The first three use exact match keywords with Search Match off; discovery has one broad match ad group and one Search Match ad group with no keywords. Split big countries into their own campaigns, or group similar ones.

### What is a discovery campaign in Apple Ads?

It is the campaign that finds new search terms for you. It holds a broad match ad group with all your keywords (Search Match off) and a Search Match ad group with no keywords (Search Match on). All brand, category and competitor keywords are added to it as exact match negatives, so it only buys terms you are not already bidding on.

### Should I bid on competitor keywords?

Apple's own template includes a competitor campaign, and its keyword guidance notes that people often download and try several apps that serve the same purpose. Your ad still only shows if Apple judges your app relevant to the search, and Apple warns that competitor keywords may not be appropriate in every country or region. Keep them in their own campaign so their cost is visible.

### How do I find keywords in Apple Search Ads?

Use the keyword suggestion tool inside your account, which shows search popularity on a 1 to 5 scale, the Recommendations page once campaigns have run, and the Search Terms tab of your discovery campaign. Start with your app name and the words people use for the job your app does, then add both general and specific terms.

## Sources

- [Campaign structure (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/campaign-structure)
- [Keywords (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/keywords)
- [Understand keyword match types (Apple Ads Help)](https://ads.apple.com/app-store/help/keywords/0059-understand-keyword-match-types)
- [Use negative keywords (Apple Ads Help)](https://ads.apple.com/app-store/help/keywords/0060-use-negative-keywords)
- [Manual bidding (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/bidding)
- [Glossary (Apple Ads Help)](https://ads.apple.com/app-store/help-glossary)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# Apple Ads cost: CPT bids, budgets and the CPI math

> Apple Ads has no list price: in Advanced you pay per tap, never more than your max CPT bid and often less, the price comes from an auction where your app's relevance to the search counts alongside your bid, and a campaign's monthly spend is capped at its daily budget × 30.4.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/apple-ads-cost-and-bids

## How does Apple Ads decide what you pay?

You pay per tap, and the max CPT bid you set is a ceiling, not a price. Apple's bidding guide says the max CPT bid "is the most you'll ever pay for a tap — many times you'll pay less."

Whether your ad shows depends on two things together: how relevant your app is to the search, and your bid. Apple is explicit that money cannot buy relevance: if your app does not match what the person searched for, it is not shown "regardless of how much you may be willing to pay". You also cannot choose or bid for a particular ad position.

Bids live at two levels. The **default max CPT bid** on an ad group applies to every keyword in it; a bid you set on one keyword overrides that default for that keyword only. New keywords added later still get the ad group default.

Apple Ads Basic works differently: you pay per install, up to a **max CPI** that Apple suggests or you set, and the budget is monthly (up to 10,000 USD per app).

## How does the daily budget work?

The daily budget is the average you want to spend per day over a month, not a hard daily stop. Apple caps the month instead: a campaign's monthly spend won't be more than daily budget × 30.4, the average number of days in a calendar month. On days with more opportunity, spend can go over the daily figure.

| Daily budget | Monthly ceiling (× 30.4) |
|---|---|
| 10 | 304 |
| 25 | 760 |
| 50 | 1,520 |
| 100 | 3,040 |

The campaign keeps spending every month until you pause it, remove it or reach its end date. With an end date, it won't spend more than its number of days × the daily budget.

## Which metrics turn a tap into a cost per install?

Apple's reports use these definitions (from the Apple Ads glossary):

- **Average CPT**: spend ÷ taps.
- **TTR** (tap-through rate): taps ÷ impressions.
- **CR (tap-through)**: installs from ad taps ÷ taps.
- **Average CPA (tap-through)**: spend ÷ installs from ad taps. This is your cost per install from taps.
- **ROAS**: revenue ÷ ad cost × 100.

Installs count as tap-through when they happen within 30 days of the tap; view-through installs (seen, not tapped) are counted within one day of the view. Both new downloads and redownloads are included unless you look at those columns separately.

The link that matters: **CPA = average CPT ÷ CR**. A page that converts twice as well halves your cost per install at the same bid.

## A worked example

> The numbers below are invented to show the arithmetic. They are not benchmarks, averages or expectations for any country or category.

A habit tracker called Stepwise runs one category campaign for 30 days:

| Line | Value | How it is calculated |
|---|---|---|
| Spend | 450.00 | from the report |
| Taps | 300 | from the report |
| Average CPT | 1.50 | 450 ÷ 300 |
| Installs (tap-through) | 150 | from the report |
| CR (tap-through) | 50% | 150 ÷ 300 |
| Average CPA | 3.00 | 450 ÷ 150, or 1.50 ÷ 0.50 |
| Revenue from those users in your window | 360.00 | from your own revenue data |
| ROAS | 80% | 360 ÷ 450 × 100 |

At 80% ROAS the campaign returns 0.80 for every 1.00 spent within that window. Whether that is acceptable depends on how much those users pay after the window, which only your own data can tell.

## How do you work out the CPT you can afford?

Start from what an install is worth to you, not from someone else's average.

1. **Value per install.** Revenue from a group of users over a fixed window (for example 30 or 90 days), divided by the number of users. Use organic users first if you have no paid ones yet.
2. **Target CPA.** The most you will pay per install. Set it below value per install if the campaign must pay back inside the window.
3. **Affordable average CPT = target CPA × CR.** With an invented target CPA of 4.00 and a 40% CR, you can afford an average of 1.60 per tap.
4. **Max CPT.** Because you often pay less than your max, the max CPT bid can sit above the affordable average; start near Apple's suggested bid, then let the CPA tell you where to move it.

For Maximize Conversions campaigns, the target CPA is the input itself: Apple's auto-bidder aims for it on average, so a single day can be over or under. Apple recommends waiting at least two weeks before changing it, and using the daily budget if you want to control total spend.

## Why is there no "average CPT" for your country?

Apple does not publish average CPT or CPI figures by country, category or keyword, and a single average would mislead you anyway. Each search term has its own auction, with its own advertisers and its own relevance to your app. Your CR depends on your product page, your ratings and the term's intent. Two apps bidding on the same word can end up with very different costs per install.

What Apple does give you is your own context:

- a **suggested max CPT** when you create an ad group, based on what Apple knows about your app and what advertisers with similar apps are willing to pay;
- **recommended bids** in the Max CPT Bid column on the All Keywords dashboard;
- the **Recommendations** page, with impression share, rank, search popularity, installs, spend, average CPA and CPT, and estimates of installs, spend and average CPA.

The most reliable estimate is a small test: a few exact match keywords per theme, a budget you accept losing, and one to two weeks of data before you judge.

## When should you raise or lower a bid?

Apple's help lists the scenarios:

| Situation | Apple's suggestion |
|---|---|
| A keyword converts at a CPA below your target | Raise its max CPT in small steps to win more impressions within target |
| Few impressions on a popular, relevant keyword | You may be outbid; raise the bid, using the recommended bid as a guide |
| Search Match finds terms that bring conversions | Add them as keywords and test a higher bid for more impressions |
| A keyword gets taps but converts at a CPA above your target | Lower the bid to keep CPA down; expect fewer impressions |

Apple also recommends a **tiered** setup: the most aggressive bids on important exact match keywords, strong bids on similar broad match keywords, and more moderate bids on Search Match discovery. In the bidding guide's words: "For optimal performance, most of your traffic should come from exact match." Keep broad and exact keywords in separate ad groups or campaigns so each tier has its own bid. The four-campaign template behind this is in [Apple Ads campaign structure](https://uptika.app/en/guides/apple-ads-campaign-structure).

Seasons matter too: Apple suggests adjusting bids on existing keywords, or adding new keywords with stronger bids, around seasonal peaks.

## Where does Uptika fit?

Uptika does not set your bids and has no budget calculator; the arithmetic above is meant for your own spreadsheet. On paid plans, after you connect your Apple Ads account, Uptika's **Performance** page shows spend, taps, installs, CPT and CPA against the previous period, and **Opportunities** flags keywords far above your target cost and terms that spend without installs. **Ads and search rank** shows, per keyword, your organic rank next to the paid results, so you can see where you already rank well organically before raising a bid. Any change needs your confirmation. Setup steps are in [Apple Ads setup](https://uptika.app/en/guides/apple-ads-setup); check keyword popularity first in the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas), or [create an account](https://uptika.app/app/#/?signup=1).

## Questions

### How much does Apple Search Ads cost?

There is no fixed price or minimum spend. In Apple Ads Advanced you pay per tap, up to the max CPT bid you set, and you control total spend with a daily budget: a campaign never spends more than daily budget × 30.4 in a month. In Apple Ads Basic you pay per install up to a max CPI, with a monthly budget of up to 10,000 USD per app.

### What is a good cost per tap on Apple Ads?

A good CPT is one your conversion rate and revenue can pay for. Apple does not publish average CPTs by country or category, and the price differs by search term and competition. Work backward: the most you can pay per install × your tap-to-install rate = the average CPT you can afford.

### What is Apple Search Ads cost per install?

Apple reports it as average CPA (tap-through): campaign spend divided by installs from people who tapped your ad, counted within 30 days of the tap. It equals your average CPT divided by your conversion rate, so it depends as much on your product page as on your bid.

### What is the best Apple Search Ads bidding strategy?

Apple recommends tiered bids: the most aggressive max CPT on important exact match keywords, strong bids on similar broad match keywords, and moderate bids on Search Match discovery. Raise bids on keywords that convert below your target cost or get few impressions; lower them on keywords that get taps but install above your target.

## Sources

- [Considerations for keyword bids (Apple Ads Help)](https://ads.apple.com/app-store/help/bids-and-budget/0076-considerations-for-keyword-bids)
- [Manual bidding (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/bidding)
- [Search results (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0082-search-results)
- [Create campaigns (Apple Ads Help)](https://ads.apple.com/app-store/help/campaigns/0005-create-campaigns)
- [Use the Maximize Conversions bid strategy (Apple Ads Help)](https://ads.apple.com/app-store/help/campaigns/0095-maximize-conversions)
- [Compare Apple Ads solutions (Apple Ads Help)](https://ads.apple.com/app-store/help/apple-ads-basic/0001-compare-apple-ads-solutions)
- [Glossary (Apple Ads Help)](https://ads.apple.com/app-store/help-glossary)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# Apple Ads match types: broad, exact and Search Match

> Apple Ads search results campaigns have two keyword match types, broad match (the default for new keywords, matching related variants and terms) and exact match (written in [brackets], matching the term and close variants only), plus Search Match, a setting that matches your ad to searches without any keywords; negative keywords default to exact match.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/apple-ads-match-types

## What is a match type in Apple Ads?

A match type is a keyword setting that controls which searches can trigger your ad. Apple Ads search results campaigns have exactly two: **broad** and **exact**. Search Match is not a third match type; it is an ad group switch that works without keywords.

| | Broad match | Exact match | Search Match |
|---|---|---|---|
| What it is | Keyword setting | Keyword setting | Ad group setting |
| Default for | New keywords | Negative keywords | On by default in Manage Bids ad groups |
| How to write it | keyword | [keyword] | No keywords needed |
| Reach | Wide | Narrow | Wide, decided by Apple |
| Control | Medium | Highest | Lowest |

## How does broad match work?

Broad match runs your ad on relevant variants of your keyword and on related terms. The glossary lists singulars, plurals, misspellings, synonyms, related searches and phrases that include the term fully or partially.

Apple's example: the broad keyword **photo edit free** might match "edit photo free", "free photos editor", "app for editing photos", "photo collage maker", "photo filters", and even the Japanese term for photo editor.

Apple also warns that broad match "can generate a broader range of terms" based on your keywords, including terms related to the category or to the names of similar products and services, and that it may not suit every campaign or country. The Search Terms tab shows which real searches your broad keywords matched.

## How does exact match work?

Exact match gives you the tightest control. It matches the specific term and closer variants than broad match: spelling variations, word rearrangements, translations and other variants Apple's systems consider close.

Apple's example: the exact keyword **[photo edit free]** matches "photo edit free" and may also match "photoeditfree", "edit photo free", "free photos editor", "fre photo editor" and "free photo editor app".

You will usually get fewer impressions than with broad match, but Apple notes that tap-through and conversion rates on those impressions may be higher, because the searches sit closer to your keyword.

> A keyword's match type can't be changed after you add it. To switch, pause the keyword and add it again with the other match type.

## What does Search Match do?

Search Match matches your ad automatically to relevant App Store searches, using your product page metadata, information about similar apps in the same genre and other search data. Apple notes this can be especially useful in markets where you don't know the local language.

- In **Manage Bids** campaigns it is on by default; you can switch it off per ad group under "Edit ad group settings".
- In **Maximize Conversions** campaigns it is required in the automatic ad group and can't be switched off.
- Apple recommends turning it on in a campaign or ad group dedicated to keyword discovery, then moving the high-performing search terms it finds to your other campaigns.

## Which match type belongs in which campaign?

This follows Apple's recommended four-campaign structure.

| Campaign | Keywords | Match type | Search Match | Bid level |
|---|---|---|---|---|
| Brand | App and company name | Exact | Off | Most aggressive |
| Category | What the app does | Exact | Off | Most aggressive on top performers |
| Competitor | Similar apps | Exact | Off | Most aggressive on top performers |
| Discovery, ad group 1 | All keywords from the three above | Broad | Off | Strong to moderate |
| Discovery, ad group 2 | None | none | On | Moderate |

Keep broad and exact keywords in separate ad groups or campaigns so you can bid on them separately. The full template and the weekly routine are in [Apple Ads campaign structure](https://uptika.app/en/guides/apple-ads-campaign-structure).

## How do negative keyword match types work?

Negative keywords keep your ad off searches you don't want to pay for. They default to **exact match**.

| Negative type | Blocks | Apple's example |
|---|---|---|
| Exact (default) | Only that exact word or phrase; not close variants or different word order | An advanced puzzles app adds exact negative "kids puzzles"; a search for "kids puzzles apps" can still show the ad |
| Broad | Any search containing all of its words, in any order | Broad negative "kids puzzle games" blocks "kids puzzle games" and "puzzle games kids", but not "kids puzzle apps"; broad negative "kids puzzle" blocks that too |

Use exact negatives by default so you don't block relevant searches by accident; use broad negatives when a word combination should never show your ad. Two common uses:

- **Cross-campaign negatives:** every exact keyword from brand, category and competitor added to discovery as an exact negative.
- **Non-converters:** search terms that get taps but no installs.

You can add negatives during campaign or ad group creation, from the Negative Keywords tab, by turning existing keywords into negatives (Actions > Add as Negative Keywords), or by bulk upload of up to 5,000 per ad group.

## Where does Uptika fit?

On paid plans, after you connect Apple Ads, Uptika's **Opportunities** page lists search terms that convert but are not yet exact keywords, and terms that spend without installs as negative candidates. **Ads and search rank** shows each keyword's organic rank next to its paid results. Every change needs your confirmation and can be undone. If your ad variations use custom product pages, see [Apple Ads custom product pages](https://uptika.app/en/guides/apple-ads-custom-product-pages); setup basics are in [Apple Ads setup](https://uptika.app/en/guides/apple-ads-setup). [Create an account](https://uptika.app/app/#/?signup=1) to start.

## Questions

### What are Apple Search Ads match types?

There are two: broad match and exact match. Broad match is the default for new keywords and runs your ad on relevant variants of the keyword and related terms. Exact match, written as [keyword], matches the specific term and close variants such as misspellings or reordered words. Search Match is a separate ad group setting, not a match type.

### What is Search Match in Apple Ads?

Search Match automatically matches your ad to relevant App Store searches without keywords, using your product page metadata, information about similar apps in the same genre and other search data. It is on by default in Manage Bids campaigns, required in the automatic ad group of Maximize Conversions campaigns, and best used in a dedicated discovery ad group.

### Broad vs exact match in Apple Ads: which should I use?

Use exact match for keywords you know convert, in brand, category and competitor campaigns, with your strongest bids. Use broad match in a discovery campaign to find new terms, with more moderate bids. Apple's bidding guide says most of your traffic should come from exact match.

### How do negative keywords work in Apple Search Ads?

Negative keywords stop your ad from showing for certain searches. They default to exact match, which blocks only that exact term, not close variants or longer searches containing it. A broad match negative blocks any search that contains all of its words, in any order. Add them at campaign or ad group level.

## Sources

- [Understand keyword match types (Apple Ads Help)](https://ads.apple.com/app-store/help/keywords/0059-understand-keyword-match-types)
- [Use negative keywords (Apple Ads Help)](https://ads.apple.com/app-store/help/keywords/0060-use-negative-keywords)
- [Understand Search Match (Apple Ads Help)](https://ads.apple.com/app-store/help/campaigns/0006-understand-search-match)
- [Campaign structure (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/campaign-structure)
- [Manual bidding (Apple Ads best practices)](https://ads.apple.com/app-store/best-practices/bidding)
- [Glossary (Apple Ads Help)](https://ads.apple.com/app-store/help-glossary)

---

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


---

# Apple Developer account: cost, individual or organization, and D-U-N-S

> An Apple Developer Program membership costs 99 USD per membership year (shown in local currency where Apple prices it locally), and you enroll either as an individual under your legal name or as an organization, which needs a D-U-N-S Number, a legal entity, a work email on the company domain and a public website.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/apple-developer-account

## How much does an Apple Developer account cost?

The Apple Developer Program costs **99 USD per membership year**. Apple notes that prices may vary by region and are listed in local currency during enrollment, so a developer in Turkey, India or the UK sees a local amount at checkout. The fee renews yearly; if the membership lapses, your apps are removed from sale until you renew.

| Item | What Apple states |
|---|---|
| Fee | 99 USD per membership year |
| Currency | Local currency during enrollment, where Apple prices locally |
| Fee waiver | Possible for nonprofits, accredited educational institutions and government entities that meet requirements |
| Individual or organization | Same fee |
| Free alternative | A free Apple Account can build in Xcode and test on your own device, but cannot publish |

## What does the membership unlock?

The paid membership is what gives you App Store Connect (where you create the app record, the store page and submissions), TestFlight for beta testing, certificates and provisioning profiles for distribution, and code-level support. With a free Apple Account you can install your own build on your own device through Xcode, use the developer forums and download beta software, but you cannot ship anything to other people.

## Individual or organization: which should you choose?

Choose by **whose name you want on the App Store** and **who owns the apps legally**. Apple shows the account name as the seller name on every app's product page.

1. **Do you have a registered legal entity** (a corporation, limited company, partnership)? If not, enroll as an individual. A sole proprietorship or trade name is not accepted as an organization.
2. **Should buyers see a company name or your personal name?** Individual accounts show your legal name as the seller. Organization accounts show the company name.
3. **Will more than one person manage the account?** Both types can invite users in App Store Connect, but an organization account is the clean choice for a team that may change over time.
4. **Will you sell in the EU?** Every developer must declare a trader status under the EU Digital Services Act. If you are a trader, your address, phone and email are shown on the EU product page. For an individual, that is your personal contact data; for an organization, it is the company's.
5. **Do you plan to sell or transfer the business later?** Apps under a company are easier to move with the company.

> If you are unsure and already have a company, enroll as the organization. Moving apps later means an app transfer, which is slower than starting in the right account.

## What do you need for an individual account?

- An Apple Account with two-factor authentication turned on.
- The legal age of majority in your region.
- Your **legal first and last name** in the Apple Account. Apple warns that an alias, nickname or company name in the name fields delays approval.
- A legal name, email, phone and street address you can confirm. P.O. boxes are not accepted.

## What do you need for an organization account?

- A **D-U-N-S Number** for the legal entity (government entities excepted).
- A **legal entity** status. DBAs, fictitious business names, trade names and branches are not accepted.
- **Legal binding authority**: the person enrolling becomes the Account Holder and must be an owner or founder, an executive, a senior project lead, or an employee granted that authority.
- A **work email** on the organization's own domain.
- A **public, working website** on a domain associated with the organization. Social media pages and parked domains are not accepted.

## How does the D-U-N-S Number work?

A D-U-N-S Number is a free nine-digit identifier for a business entity at a specific location. Apple uses it to verify the organization's identity, legal status and address.

1. Look your company up with Apple's D-U-N-S lookup tool. Many registered companies already have a number.
2. If there is none, submit your legal entity name, headquarters address, mailing address and your work contact details through the same flow. The request is free.
3. Wait. Apple's support page says to allow **up to 5 business days** to receive the number, then **up to 2 business days** for Apple to receive your record. Expediting the number request does not shorten the second wait.
4. Enroll with the company name exactly as it appears in the D-U-N-S record.

If enrollment says your company is "not listed as a legal entity", the record shows a different legal status (for example sole proprietorship) or an unverified one. Fix the record with the issuer using your registration documents, or enroll as an individual if you are a sole proprietor.

## How do you enroll, step by step?

1. Sign in with the Apple Account you will keep as the Account Holder (2FA on). You can enroll on the web or in the Apple Developer app.
2. Choose individual or organization.
3. Enter legal name, address and phone exactly as on your documents (and, for organizations, the D-U-N-S record).
4. Pay the membership fee in the currency offered.
5. After approval, the Account Holder signs the latest agreement in App Store Connect under Business. Apple does not let you add an app until that agreement is signed. Paid apps and in-app purchases also need the Paid Apps agreement with tax and banking details.
6. Declare your EU trader status under Business, Agreements, Compliance, Digital Services Act.

## How long does approval take?

Apple does not publish an enrollment approval time. The waits Apple documents are the D-U-N-S ones above. The usual causes of slow approval are avoidable: a nickname or company name in an individual's name fields, a company name that differs from the D-U-N-S record, a personal email for an organization, or a website that is a placeholder.

## Common mistakes

- Enrolling a company with a Gmail-type address instead of a domain email.
- Using a trade name instead of the registered legal name.
- Letting an employee enroll with their personal Apple Account, which then becomes the Account Holder for the company.
- Forgetting the yearly renewal: apps leave the store when the membership lapses.
- Skipping the trader declaration and then not being able to distribute in the EU.

## What comes after the account?

With the membership active you can create the app record, upload builds and start testing. The full path is in [How to publish an app on the App Store](https://uptika.app/en/guides/publish-app-app-store), and beta testing is covered in the [TestFlight guide](https://uptika.app/en/guides/testflight-guide). If you ship on Android too, the Google side is a one-time 25 USD account: see [Google Play developer account](https://uptika.app/en/guides/google-play-developer-account).

Once your first version is live, Uptika's **Keyword radar** tracks your rank for the searches that matter in every country, and **Daily ping** sends one morning summary of what moved. The [free plan](https://uptika.app/app/#/?signup=1) covers one app, one storefront and 10 keywords, no card needed.

## Questions

### How much does an Apple Developer account cost?

The Apple Developer Program is 99 USD per membership year. During enrollment Apple may show the price in your local currency, and it renews every year. Nonprofits, accredited educational institutions and government entities that meet Apple's requirements can ask for a fee waiver.

### Does an organization account cost more than an individual one?

No. Both are 99 USD per membership year. The difference is paperwork: an organization needs a D-U-N-S Number, a legal entity, a work email on its own domain and a working public website, and the person enrolling must be able to sign legal agreements for it.

### How do I get a D-U-N-S Number?

Use Apple's D-U-N-S lookup first: your company may already have one. If not, you can submit your company details through the same flow for a free number. Apple says to allow up to 5 business days to receive it and up to 2 more business days before Apple can see it.

### How long does Apple take to approve a developer account?

Apple does not publish an approval time for enrollment. The documented waits are on the D-U-N-S side (up to 5 business days for the number, up to 2 business days for Apple to receive it). Using your legal name and matching company details avoids the most common delays.

### Can I start without paying?

Yes, partly. A free Apple Account lets you build in Xcode and test on your own device. Publishing on the App Store, App Store Connect and TestFlight need the paid membership.

## Sources

- [Enrollment (Apple Developer Program)](https://developer.apple.com/programs/enroll/)
- [D-U-N-S Number (Apple Developer Support)](https://developer.apple.com/support/D-U-N-S/)
- [Choosing a membership (Apple Developer Support)](https://developer.apple.com/support/compare-memberships/)
- [Manage EU Digital Services Act trader requirements (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-compliance-information/manage-european-union-digital-services-act-trader-requirements)
- [Add a new app (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-an-app-record/add-a-new-app)

---

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


---

# Asking for ratings on iOS: RequestReviewAction and SKStoreReviewController

> On iOS you ask for a rating only through Apple's system prompt (RequestReviewAction in SwiftUI, AppStore.requestReview(in:) in UIKit, formerly SKStoreReviewController), which the system shows at most three times per app in 365 days, so call it after a moment of real success and never from a button.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/ios-rating-prompt-requestreview

## What are the rules for asking for ratings on iOS?

Apple allows exactly one way to ask for a rating inside an app: the **system prompt** from StoreKit. Guideline 5.6.1 says to use the provided API and that Apple will **disallow custom review prompts**. You call the API; StoreKit decides whether to show it.

| Rule | Source |
|---|---|
| Use the system prompt, no custom rating pop-ups | App Review Guidelines 5.6.1 |
| Shown at most 3 times per app in 365 days (person who has not rated) | StoreKit documentation |
| Already rated: shown only for a new version and after 365+ days | StoreKit documentation |
| Do not call it from a button tap | StoreKit documentation |
| No effect in TestFlight; always shown in development | StoreKit documentation |
| Do not force a rating to unlock features | App Review Guidelines 3.2.2(x) |
| No paid, incentivized or fake reviews | App Review Guidelines 3.0 and 5.6.3 |

People can also turn off rating prompts for all apps on their device, so even a perfectly timed call can show nothing.

## Which API should you use?

| Framework | API | Available from |
|---|---|---|
| SwiftUI | RequestReviewAction via the requestReview environment value | iOS 16 |
| UIKit | AppStore.requestReview(in: UIWindowScene) | iOS 16 |
| UIKit, older targets | SKStoreReviewController.requestReview(in:) | iOS 14, deprecated from iOS 18 |
| Legacy | SKStoreReviewController.requestReview() | Deprecated since iOS 14 |

## SwiftUI example

The pattern is three lines inside your view:

1. `import StoreKit`
2. `@Environment(\.requestReview) private var requestReview`
3. `requestReview()` at the moment you chose, for example when a "plan finished" screen appears

A typical place is an `.onAppear` or a state change on a success screen, guarded by your own counter, for example: only after the third completed workout and not more than once per version.

## UIKit example

1. `import StoreKit`
2. `if let scene = view.window?.windowScene { AppStore.requestReview(in: scene) }`

Call it on the main actor, after the success view is on screen, never inside a button's action.

## When should you ask?

Apple's Human Interface Guidelines give the timing rules; turn them into a decision path:

1. **Has the person shown engagement?** Completed a level, finished a task, reached a goal. If not, do not ask.
2. **Is this first launch or onboarding?** Do not ask. People have not formed an opinion and may rate low.
3. **Are they in the middle of something?** Do not interrupt; wait for a natural break.
4. **Did you ask recently?** Leave at least a week or two between requests.
5. **Did something just go wrong** (an error, a failed payment, a crash recovery)? Do not ask now.
6. All clear: call the API and continue your flow as if nothing happened. You will not know whether the prompt appeared.

## How do you test it?

- **Development builds**: the prompt always appears, so you can check placement and flow.
- **TestFlight**: the request has no effect. Do not report a bug when testers never see it.
- **Production**: StoreKit applies its limits; there is no way to force the prompt.

## Can you link to the review page instead?

Yes, for a persistent "Rate this app" entry in settings. Apple suggests appending `action=write-review` to your App Store product URL, which opens the page where people can write a review. Use this for a button; use the system prompt for moments.

## Mistakes that break the rules or waste the prompt

- A "Do you like the app?" pre-screen that sends happy users to the prompt and unhappy ones to email. It is a custom review flow and filters feedback, which the guidelines treat as manipulation.
- Rewards for ratings (coins, unlocks, discounts).
- Calling the API on every launch: the limit runs out on bad moments.
- A "Rate us" button wired to the system prompt; it may silently do nothing.

## What happens after the rating?

Ratings and written reviews arrive in App Store Connect under **Ratings and Reviews**, where you can reply. How to answer well is in [replying to app reviews](https://uptika.app/en/guides/reply-to-app-reviews), and what to do when ratings fall is in [negative reviews and rating drops](https://uptika.app/en/guides/negative-app-reviews). The Android counterpart is the [Google Play In-App Review API](https://uptika.app/en/guides/google-play-in-app-review-api).

To see whether a new prompt placement changes anything, Uptika's **Reviews** page shows both stores' reviews with the rating distribution and weekly average, filterable by version, and the free [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) tool sorts any app's recent 1-2 star reviews by cause. The [free plan](https://uptika.app/app/#/?signup=1) starts with one app.

## Questions

### How do I use requestReview in SwiftUI?

Read the requestReview environment value with @Environment(\.requestReview) and call it like a function at the chosen moment. It is available from iOS 16. StoreKit decides whether the prompt actually appears.

### How many times can I ask for a rating on iOS?

You can call the API as often as you like, but the system shows the prompt at most three times per app in 365 days for someone who has not rated. If they have rated, it shows again only for a new app version and after more than 365 days since their last review.

### When should an app ask for a rating?

After people have shown engagement: a finished level, a completed task, a successful result. Apple's guidelines say to avoid first launch and onboarding, avoid interrupting a task, and leave at least a week or two between requests.

### Why doesn't requestReview show in TestFlight?

By design. Apple's documentation says the request has no effect in apps distributed through TestFlight. In development builds the prompt always appears so you can test the flow.

### Is SKStoreReviewController deprecated?

Yes. SKStoreReviewController.requestReview() was deprecated in iOS 14 in favour of requestReview(in:), and the SKStoreReviewController class is deprecated from iOS 18 in favour of AppStore.requestReview(in:). In SwiftUI use RequestReviewAction.

## Sources

- [RequestReviewAction (Apple Developer Documentation)](https://developer.apple.com/documentation/storekit/requestreviewaction)
- [requestReview(in:) for UIWindowScene (Apple Developer Documentation)](https://developer.apple.com/documentation/storekit/appstore/requestreview(in:)-1q8qs)
- [SKStoreReviewController requestReview() (Apple Developer Documentation)](https://developer.apple.com/documentation/storekit/skstorereviewcontroller/requestreview())
- [Ratings and reviews (Human Interface Guidelines)](https://developer.apple.com/design/human-interface-guidelines/ratings-and-reviews)
- [Ratings, reviews and responses (Apple Developer)](https://developer.apple.com/app-store/ratings-and-reviews/)
- [App Review Guidelines 5.6.1 and 3.2.2 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

---

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


---

# Custom product pages on the App Store: setup, keywords and Apple Ads

> A custom product page is one of up to 70 extra versions of your App Store product page, each with its own screenshots, app previews, promotional text, keywords and unique URL, that you send ad or campaign traffic to and can also show in search for the keywords you assign to it.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/custom-product-pages

## What is a custom product page?

A custom product page is an additional version of your App Store product page. Apple lets you publish up to 70 per app. Each can show different screenshots, app previews, promotional text and keywords, has its own URL, and is reviewed by Apple. People see it through its link, an Apple Ads ad, or a search for a keyword you assigned.

Everyone who does not arrive through one of those routes sees your default product page. The idea is simple: someone who tapped an ad about budgeting for couples should land on a page that talks about budgeting for couples, not on a generic overview.

## What can differ on a custom product page, and what stays the same?

Apple lists four parts that can differ: screenshots, app previews, promotional text and keywords. Everything else comes from your app and its default page.

| Item | Can differ per custom page? | Note |
|---|---|---|
| Screenshots | Yes | Same specifications as the default page |
| App previews | Yes | Same specifications as the default page |
| Promotional text | Yes | Up to 170 characters; Apple says promotional text does not affect search ranking |
| Keywords | Yes, assigned | Picked from the keywords of your latest approved app version |
| Deep link | Yes, optional | Opens a place inside the app; iOS and iPadOS 18 or later |
| App name, subtitle, icon, description | No | Not in Apple's list of parts that can differ |
| Localizations | Yes | Each page is localizable; keywords are chosen per localization |
| URL | Unique per page | Adds a product page ID parameter to your default page URL |

## What are the limits and rules?

These are Apple's published rules, as of the date on this page.

| Rule | Value |
|---|---|
| Pages per app | Up to 70 |
| Operating system | iOS 15 and iPadOS 15 or later; older devices see the default page |
| Before you can create one | The app has the Ready for Distribution status in at least one country or region |
| Review | Every page, and its deep link, must be approved before people can see it |
| Submission | With or without an app version once your app is approved; with your first version if it is not yet approved |
| Editing during review | Screenshots, previews, promotional text and keywords are locked while the page is in review |
| Metrics | In App Analytics, after the page receives at least five first-time downloads |
| Deep links | Work for people on iOS 18 or iPadOS 18 or later |
| Disabled or deleted page | Its URL redirects to your default product page |
| Who can create one | Account Holder, Admin, App Manager or Marketing role |

Apps available for pre-order can use custom product pages too.

## What does Apple say about conversion?

Apple publishes one figure on its custom product pages page: "Developers see a 2.5 percentage point increase on average when referring people to a custom product page. This is a 156% increase compared to the 1.6% average conversion rate on default product pages."

Read it as Apple's average across developers, not a promise for your app. Your own result depends on how well the page matches the traffic you send to it. Measure it in App Analytics once a page has enough downloads.

## Can custom product pages appear in organic search?

Yes. You can assign keywords to a custom product page, and when the page is approved and visible, people who search those keywords see it instead of your default page. Apple adds two conditions:

- You choose keywords from your **latest approved app version**. A custom product page cannot add a search term your app is not already indexed for; it changes which page answers that term.
- Each keyword combination should be **unique to one page**. Apple's tip is to give every page its own set so the most relevant page appears.

Three more details matter in practice:

- You assign keywords per localization, so a page with five localizations needs five sets.
- You can disable an assigned keyword on a page later, one by one.
- Promotional text is not a ranking field. Apple's search guidance says it does not affect search ranking, so do not use it to repeat keywords.

Apple does not say that a custom product page ranks higher or lower than the default page for the same keyword. Treat any rank change after assignment as something to measure, not something to assume. Track those keywords daily for a few weeks before and after, as explained in [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking).

## How do I create a custom product page in App Store Connect?

You create it from the app's sidebar. These steps follow Apple's help page for configuring product page versions.

1. In **Apps**, select your app.
2. In the left sidebar, click **Custom Product Pages**.
3. Click **Create Custom Product Page** (or the add button (+) if one already exists).
4. Enter a **reference name**. It identifies the page in App Analytics, so make it descriptive, for example "cluster-couples-budget".
5. Choose to start from a blank page or from an existing product page. Starting from an existing page copies a version in Ready for Distribution or Prepare for Submission, for your primary localization.
6. Click **Create**. The page's unique URL is generated and shown.
7. Change or add screenshots, app previews, promotional text or keywords. **Browse Assets** lets you reuse approved images and videos from the Asset Library.
8. Optionally add an app deep link (a universal link is recommended). Avoid URL shorteners, and test it by pasting it into the Notes app and tapping it.

## How do I assign keywords to a custom product page?

1. In **Apps**, select your app, then click **Custom Product Pages** in the left sidebar.
2. Click the page.
3. In the **Keywords** section, select the keywords for this page.
4. Repeat for each localization.
5. Click **Publish**.

You can assign keywords at any time, but the page shows in search only after it is approved and set to visible.

## How do I submit a custom product page for review?

1. In **Apps**, select your app, then click **Custom Product Pages**.
2. Click the page you want to submit.
3. Top right, click **Add for Review**, then add it to an existing draft submission or create a new one. The status changes to Ready for Review.
4. Optionally add other items to the submission. Users with the Marketing role cannot add app versions.
5. Click **Submit for Review**. The status changes to Waiting for Review, then In Review.

To change an approved page, open it and click **Create New Version**, edit the draft, then **Add for Review** and **Submit to App Review**. The URL stays the same, and the new version replaces the live page when approved. To stop a page, click **Disable Link** under the Product Page URL; to remove it permanently, use **Delete This Product Page** at the bottom.

## How do custom product pages work with Apple Ads?

Apple Ads can build ads from your custom product pages. A search results ad uses your default product page by default, or you can create **ad variations** from custom product pages, so each audience or keyword theme sees matching creative. Apple Ads also supports custom product pages for Today tab and Search tab ads. The campaign side is covered step by step in [Apple Ads with custom product pages](https://uptika.app/en/guides/apple-ads-custom-product-pages).

- One ad group per keyword theme, one custom product page per ad group, is a clean way to keep the ad, the page and the search aligned.
- A custom product page with a deep link can send people who open the app straight to the matching screen. Apple Ads says deep links for search results placements work on iOS and iPadOS 18 and later.
- Apple Ads also notes that your ad may show in any available ad position, and you cannot pick or bid for a particular one.

Outside Apple Ads, Apple says ad networks can use a custom product page in StoreKit-rendered ads by passing its ID, and you can put a page's URL in email, social posts or your website.

## Template: from intent clusters to pages

Plan pages from search intent, not from features. An intent cluster is a group of searches that want the same thing. The example below is invented for a habit tracker; replace it with your own clusters and keyword data.

| Intent cluster | Example searches (invented) | Page promise, first screenshot | Traffic | Keywords to assign | Watch |
|---|---|---|---|---|---|
| Quit a habit | quit habit, stop bad habit | "Count the days since you stopped" | Search, Apple Ads | Terms of this cluster only | Rank, page conversion |
| Morning routine | morning routine, routine planner | "Build your morning in five steps" | Search, social posts | Terms of this cluster only | Rank, page conversion |
| Study habits | study planner, study habit | "Plan study blocks that stick" | Apple Ads, school season | Terms of this cluster only | Conversion, retention |
| Water and health | water reminder, drink water | "Hit your daily water goal" | Apple Ads | Terms of this cluster only | Conversion, cost per install |
| Brand and general | your app name, habit tracker | Default page | All other traffic | Not assigned | Default page conversion |

How to fill it:

1. List the searches you already rank for or target, then group them by what the searcher wants.
2. Keep only clusters with real demand. Check popularity and difficulty per keyword first, for example in [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas).
3. Make sure every keyword you want to assign is already in your latest approved version. If not, ship it in the [keyword field](https://uptika.app/en/guides/app-store-keyword-field) first.
4. Write the first three screenshots for the cluster. Apple says search results can show up to three screenshots or app previews, so those three carry the page in search.
5. Give each cluster its own keywords; never assign one keyword to two pages.
6. Name pages by cluster, so App Analytics reads like your plan.

## Custom product pages, product page optimization and Google Play: what is the difference?

| | Custom product pages | Product page optimization | Google Play custom store listings |
|---|---|---|---|
| Purpose | Different page for different traffic | Test variants of the default page | Different listing for different users or links |
| How many | Up to 70 per app | Up to 3 treatments, one test at a time | Up to 50 |
| Who sees it | People on its URL, its ads, or its assigned keywords | A share of default page visitors | Targeted by country, pre-registration, search keyword, inactive or churned users, lapsed buyers, URL or Google Ads campaign |
| Length | Until you disable it | Up to 90 days | Until you change it |

Google Play's version is covered in [custom store listings](https://uptika.app/en/guides/custom-store-listings), and Google Play testing in [store listing experiments](https://uptika.app/en/guides/store-listing-experiments).

## What are the common mistakes?

- **The same keyword on two pages.** Apple asks for unique combinations; overlapping sets make it unclear which page shows.
- **Expecting new keywords.** Assignment only uses keywords from your latest approved version.
- **Stuffing promotional text.** It does not affect ranking; use it to sell the page's promise.
- **Judging too early.** Metrics appear after five first-time downloads, and a few dozen downloads still move a conversion rate a lot.
- **Forgetting localizations.** Keywords are assigned per localization, and if you later change your primary language, every custom product page needs screenshots in that language.
- **An untested deep link.** It must be approved and should be tested before submission.
- **A page that repeats the default page.** If the first screenshot does not speak to the cluster, the page has no reason to exist.

## How does Uptika help with custom product pages?

Start free with [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) to check the popularity and difficulty of a cluster's terms, and [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) to see how your current page uses its fields. In the panel, the free [Keyword radar](https://uptika.app/en/product/keyword-radar) tracks each cluster's keywords daily (rank, popularity, difficulty), so you can see what changes after you assign them to a page. On the Starter plan, the Apple Ads pages show spend, cost per install and organic rank per keyword side by side. Uptika does not create or submit custom product pages for you; that stays in App Store Connect. [Create a free account](https://uptika.app/app/#/?signup=1) to start tracking.

## Questions

### What is a custom product page in App Store Connect?

It is an extra version of your App Store product page with its own screenshots, app previews, promotional text and keywords, and its own URL. People see it when they follow its link, when an Apple Ads ad points to it, or when they search a keyword you assigned to it. Everyone else sees your default product page.

### How many custom product pages can I create?

Apple allows up to 70 custom product pages per app. Each one is localizable, needs App Review approval before it is visible, and works on iOS 15 and iPadOS 15 or later.

### Can custom product pages rank in search?

Yes, for keywords you assign to them. You pick keywords from your latest approved app version, and once the page is approved and set to visible, people searching those keywords see that page instead of the default one. A custom product page cannot add a keyword your app version does not already have.

### How do I use custom product pages with Apple Ads?

Apple Ads can create ad variations for search results from your custom product pages, so each keyword theme or audience gets matching creative. You can also pick a page with a deep link; deep links for search results ads work on iOS and iPadOS 18 and later.

### Does Google Play have custom product pages?

Google Play has custom store listings instead: up to 50 extra listings, targeted by country, pre-registration, search keyword, inactive or churned users, lapsed buyers, a unique URL or a Google Ads campaign. They work differently, so plan them separately.

## Sources

- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)
- [Submit a custom product page (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/submit-a-custom-product-page)
- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Search results ads (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0082-search-results)
- [Product page optimization (Apple Developer)](https://developer.apple.com/app-store/product-page-optimization/)
- [Create custom store listings (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Getting your app recommended by AI answer engines (GEO for apps)

> GEO for apps means making the public text about your app (store description, website and help pages) clear, consistent and answer-first so AI assistants can match it to questions like "best app for X", and then checking a fixed set of prompts every week; Apple confirms only that your App Store description is used for web search engine results after release.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/ai-search-app-recommendations

More people now ask an AI assistant which app to use before they open a store. There is no store setting for this and no official ranking rule. What you can control is the public text about your app: whether it says plainly what the app does, for whom, on which platforms, and whether it says the same thing everywhere. Then you measure with the same prompts every week.

## What is officially known?

Very little, and it is worth knowing exactly what.

| Statement | Source |
|---|---|
| The App Store description "will be used for web engine search results once you release your app" | App Store Connect Help, platform version information |
| The description is plain text, up to 4,000 characters, no HTML | App Store Connect Help |
| "The first sentence of your description is the most important"; do not add unnecessary keywords to it | Apple, creating your product page |
| App Store search can show app tags generated by large language models from the metadata you provide in App Store Connect | Apple, App Store search |
| A tap on your App Store link inside another app counts as App referrer; a tap on a website in Safari counts as Web referrer | App Store Connect Analytics, acquisition sources |
| Google Play does not allow misleading, irrelevant or excessive metadata, or unattributed user testimonials in the description | Play Console Help, metadata policy |

Nothing official says how any AI assistant ranks apps, and there are no official statistics on how many installs come from AI answers. Be wary of anyone who quotes them.

## What is GEO for apps?

GEO (generative engine optimization) is the work of making public information easy for AI answer engines to understand and cite. For an app it rests on three things: one consistent identity, answer-first pages, and a measurement routine. It complements ASO rather than replacing it: ASO decides where you rank inside the store; GEO decides whether you are named before someone reaches the store.

## How do you keep your app's identity consistent?

Use the same facts, in the same words, everywhere your app is described. Inconsistent names and descriptions make it harder for any system to know the pages are about the same app.

| Fact | Where it must match |
|---|---|
| App name, spelled one way | Both store listings, website title, help center, social profiles, press kit |
| Developer or company name | Store seller name, website footer, contact pages |
| One-sentence description ("Notara is a habit tracker for iPhone and Android that…") | First sentence of the store description, website intro, help center home |
| Category and main use cases | Store category, website headings, FAQ |
| Platforms and countries | Store availability, website |
| Price model (free, subscription, one-time) | Store listing, website pricing section |

Write the one-sentence description once, then paste it; do not rewrite it per channel.

## How should your website and store text be structured?

Answer first, facts second, details later. A page an assistant can quote starts with the answer.

1. **Heading:** the app name and what it does.
2. **First sentence:** "[Name] is a [category] app for [who] that [does what] on [platforms]."
3. **Key facts list:** platforms, price model, languages, countries, privacy approach, last update.
4. **Who it is for, and who it is not for.** Honest limits make recommendations more accurate.
5. **Use cases as headings phrased like questions:** "How do I track habits with reminders?" with a two-sentence answer each.
6. **FAQ** with real questions from support and reviews.
7. **Links** to both store pages, and a visible "last updated" date.

Apply the same order to your App Store description: Apple says the first sentence is what people can read without tapping to read more, and the same text is used for web search results. The full method is in [how to write an app description](https://uptika.app/en/guides/how-to-write-an-app-description).

## What should you not do?

- **Do not stuff keywords** into the description. Apple advises against unnecessary keywords, and Google's policy bans repetitive or irrelevant ones.
- **Do not invent claims.** Unverifiable claims and anonymous testimonials break store rules (guideline 2.3.7 for subtitles, Google's metadata policy for descriptions), and they spread into answers that cite you.
- **Do not name rivals** in your metadata to appear in comparisons; see [app competitor analysis](https://uptika.app/en/guides/app-competitor-analysis).
- **Do not publish pages only for AI.** Pages written for people, with real facts, are the ones worth citing.

## How do you measure whether AI assistants recommend your app?

Use a fixed prompt set and run it on a schedule. Answers vary from run to run, so look at the share of prompts that name you over several weeks, not at one answer.

| # | Prompt (exact wording) | Intent | Language and country | Assistant | Date | Named? | Position | Apps named instead | Sources cited |
|---|---|---|---|---|---|---|---|---|---|
| 1 | best habit tracker app for students | Category, audience | English, US | Assistant A | 2026-11-09 | Yes | 3 | | |
| 2 | app to build a morning routine on iPhone | Use case, platform | English, US | Assistant A | 2026-11-09 | No | | | |
| 3 | free habit tracker without ads | Constraint | English, US | Assistant B | 2026-11-09 | No | | | |

Rules for the set:

- 15 to 30 prompts, mixing category ("best X app"), use case ("app to do Y"), audience ("for students"), constraint ("free", "offline") and platform.
- Same wording every week; add new prompts at the end instead of editing old ones.
- A new chat for each prompt, signed out where possible, so history does not steer the answer.
- Several assistants, and each language and country you sell in.
- Weekly, on the same day. Record sources the assistant cites: they show which pages to improve.

Then connect the results to the store side: in App Store Connect, look at App referrer and Web referrer sources over the same weeks, and on Google Play tag links you control with UTM parameters so they show up under ads and referrals.

## How Uptika helps

Check your description and other text with the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) (limits, repeats, claim risks) before you publish. In the panel, AI echo (Starter) shows whether your app is named in AI assistant answers to questions about your category, and at what position, so you can follow it over time next to your store ranks. How Uptika produces its numbers is in the [methodology](https://uptika.app/en/guides/methodology). [Create a free account](https://uptika.app/app/#/?signup=1).

## Questions

### How do AI assistants pick which apps to recommend?

Neither Apple nor Google publishes a rule for how AI assistants choose apps, and we know of no official app-ranking formula from the assistant makers. What an assistant can draw on is public text about your app, such as your store description, your website and pages that mention you, so clear and consistent text is the part you control.

### Does the App Store description show up in web search?

Yes. App Store Connect Help says the description appears on your product page and "will be used for web engine search results once you release your app". It is plain text of up to 4,000 characters, and Apple calls its first sentence the most important.

### How do I track whether AI assistants mention my app?

Write a fixed list of 15 to 30 prompts people would really ask, such as "best habit tracker for students", run them every week in the same assistants, in a new chat, and record whether your app is named, in which position, and which apps are named instead. Track the share of prompts that name you over weeks, not single answers.

### What is GEO for apps?

GEO (generative engine optimization) is the practice of shaping public information so AI answer engines can understand and cite it. For an app it means one consistent name and one-sentence description everywhere, an answer-first website, honest facts, and a weekly measurement routine.

## Sources

- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Acquisition (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/acquisition/acquisition)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Google Ads App campaigns: setup, assets and bidding

> Google Ads App campaigns promote an Android or iOS app across Google Search, Google Play, YouTube, Discover and the Display Network from a few headlines, descriptions, images, videos, a bid and a budget, with Google combining and testing the assets for you, and you choose a goal: installs, in-app engagement or, for Android, pre-registration.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-ads-app-campaigns

## What is a Google Ads App campaign?

An App campaign is a Google Ads campaign type built only for apps: you don't design individual ads for each network. You supply text, images and videos, a starting bid and budget, and the languages and locations to target; Google tests combinations of your assets (and assets from your store listing) and serves the ones that perform best.

Ads can appear on:

- **Google Search** and search partners
- **Google Play**: search results, "You might also like", "Related to this app", and "Suggested for you" on the homepage
- **YouTube**
- **Discover** on Google Search
- **Google Display Network**: Gmail, other apps, and mobile websites

Before you start, Google asks for an app published on Google Play or the Apple App Store, a payment method on the account, basic app information, and your ad assets.

## Which App campaign type should you choose?

Pick by goal: new users, returning users, or sign-ups before launch.

| Type | Goal | Notes |
|---|---|---|
| App campaigns for installs (ACi) | New users | Bid for installs (tCPI) or for a valuable in-app action (tCPA, tROAS) |
| App campaigns for engagement (ACe) | Bring existing users back | Needs audience segments attached, such as Customer Match or Firebase lists |
| App campaigns for pre-registration (ACpre) | Sign-ups before launch | Android only; target countries must have pre-registration open in Play Console |

## How do you set up an install campaign?

Google's path for an install campaign:

1. In Google Ads, open **Campaigns**, click the **plus** button and choose **New campaign**.
2. Choose **App promotion** as the objective, then **App installs** as the subtype.
3. Select the platform and find your app under "Look up your app".
4. Name the campaign and continue.
5. In Campaign settings, choose **locations** and **languages**.
6. In Budget and bidding, set the **average daily budget**.
7. In Bidding, choose what to focus on (install volume or in-app actions) and the conversion action. For Android apps, download conversions are created and tracked automatically through Google Play.
8. Add the assets, then publish.

Before launch, turn on **auto-tagging** (Admin > Account settings > Auto-tagging). Google calls it a critical requirement for app conversion measurement.

## Which assets and sizes do App campaigns use?

Google's spec page lists these sizes (check it again before a big production run, specs change):

**Text**

| Asset | Max length | Quantity |
|---|---|---|
| Headlines | 30 characters | 1–5 (5 recommended), required |
| Descriptions | 90 characters | 1–5 (5 recommended), required |

**Images** (JPG or PNG, up to 5 MB, optional)

| Ratio | Recommended size | Minimum | Quantity |
|---|---|---|---|
| Horizontal 1.91:1 | 1200 × 628 | 600 × 314 | up to 20 |
| Vertical 4:5 | 1200 × 1500 | 320 × 400 | up to 20 |
| Square 1:1 | 1200 × 1200 | 200 × 200 | up to 20 |

**Videos** (must be uploaded to YouTube first, optional)

| Ratio | Recommended length | Quantity |
|---|---|---|
| Horizontal 16:9 | 10–60 seconds | up to 20 |
| Vertical 9:16 | 10–60 seconds | up to 20 |
| Square 1:1 | 10–60 seconds | up to 20 |

Three details that save rework:

- **Text is not translated.** Your language targeting must match the language of your text. Languages are set in the campaign settings, so give each campaign text in the language it targets.
- **Google may drop, crop or modify assets** when it renders ads, and if you upload no video it may build one from your store assets.
- **Ad Strength of at least "Good"** and at least one approved text, image and video asset per ad group are on Google's best-practice list.

## Which bid strategy should you use?

Use target cost per install while you learn whether installs turn into users; move to in-app actions or value when you track them reliably.

| Strategy | What it optimizes | Campaign types |
|---|---|---|
| Target cost per install (tCPI) | Installs at a target cost | ACi |
| Target cost per action (tCPA) | One in-app action at a target cost | ACi, ACe |
| Target cost per pre-registration (tCPpre) | Pre-registrations | ACpre (Android) |
| Maximize conversions (installs) | Most installs for the daily budget | ACi |
| Target ROAS (tROAS) | A return on ad spend you set | ACi, ACe |

Google also lists "Maximize conversions (in-app actions)" and "Maximize conversion value" as beta options for a limited number of advertisers.

Google's bid guidance, in short:

- **iOS:** a bid about **1.5 times** the Android bid is recommended.
- **Installs from users likely to act:** bids about **20% higher** than your baseline tCPI.
- **tCPA:** once the campaign has data, set the target about 20% above the CPA you actually achieved.
- **One action per tCPA campaign:** several actions turn your target into a "blended target" across actions with different values.

## How big should the budget be compared with the bid?

Google publishes minimum budget-to-bid ratios:

| Campaign and bidding | Daily budget at least |
|---|---|
| ACi with tCPI, and ACpre | 50 × the bid |
| ACi with tCPA | 10 × the bid |
| ACe with tCPA | 15 × the bid |

> Example with an invented bid, only to show the arithmetic: a 0.80 tCPI calls for a daily budget of at least 40.00 (0.80 × 50).

If a campaign shows "Limited by budget", it is budget-constrained. If the achieved CPI or CPA keeps hitting or crossing your target, it is bid-constrained, and Google suggests raising the bid (or lowering the tROAS target).

## What should you avoid during learning?

Google says changes "before the first 100 conversions have registered may disrupt learning and result in poorer performance". Until then, avoid:

- changing conversion settings (windows, counting options);
- changing high-performing assets;
- cycling bids up and down (make one change if you must);
- changing the optimization goal or the targeted install or in-app event;
- drastic geo-targeting changes.

Add new assets rather than replacing the ones that work, and judge the campaign once it has passed that threshold.

## Why must the ads match your store listing?

Because Google builds part of the ad from your listing, and every tap lands on it. App campaigns can pull text, images and video from your Google Play or App Store page, and people who tap an ad decide on that page. A headline promising one feature, next to screenshots showing another, costs you installs you already paid for. Keep the main benefit, wording and visuals consistent across ads, title, short description and first screenshots.

Deep links help with relevance after the install: for install campaigns Google supports ad group deferred deep links, which open the part of the app tied to the ad group's theme.

On the measurement side, Play Console counts every visit from Google Ads under the **Ads and referrals** traffic source, and it does not report Google Ads impressions or conversions; those stay in your Google Ads account.

## Where does Uptika fit?

Uptika does not run or report Google Ads campaigns. What it adds is the organic side over time: **Kelime radarı** (keyword radar) reads your rank for tracked searches every day on Google Play and the App Store, **Rakip günlüğü** (rival log) shows when rivals changed their title, short text, icon or screenshots, and **Uygulama dosyası** (app file) keeps your own listing versions and changes. Looking at those next to your campaign dates helps you see whether organic search moved while ads ran. Install and traffic source figures in Uptika's analytics need a connected Play Console account and a paid plan. Before you spend, check your listing with the free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray). Running on iOS too? See [Apple Ads setup](https://uptika.app/en/guides/apple-ads-setup) and [Apple Ads cost and bids](https://uptika.app/en/guides/apple-ads-cost-and-bids). [Create an account](https://uptika.app/app/#/?signup=1) to start tracking.

## Questions

### How do Google App campaigns work?

You give Google Ads some text, images and videos, a bid, a budget, and the languages and locations to target. Google tests combinations of your assets and assets from your store listing, then serves the best-performing ads across Google Search, Google Play, YouTube, Discover and the Display Network. You choose the goal (installs, in-app actions, value or pre-registration) and Google sets bids per auction toward it.

### What image sizes do Google App campaigns need?

Google's specs list three image ratios: 1.91:1 at 1200 × 628 (minimum 600 × 314), 4:5 at 1200 × 1500 (minimum 320 × 400) and 1:1 at 1200 × 1200 (minimum 200 × 200). You can upload up to 20 images per ratio as JPG or PNG, up to 5 MB each. Images are optional but help ad strength.

### How do I create an App campaign in Google Ads?

In Google Ads go to Campaigns, click the plus button, choose New campaign, pick App promotion as the objective and App installs (or App engagement, or pre-registration) as the subtype. Select the platform, look up your app, name the campaign, choose locations and languages, set the daily budget and bidding, then add your text, image and video assets.

### Can I run App campaigns for an iOS app?

Yes. Google lets you promote an app published on Google Play or the Apple App Store. For iOS install campaigns, Google's bidding guidance recommends a bid about 1.5 times higher than for Android. Pre-registration campaigns are Android only.

### How long is the learning period for App campaigns?

Google advises avoiding certain changes before the first 100 conversions are registered: conversion settings, high-performing assets, the optimization goal or targeted event, bid cycling and drastic geo changes. Changing these earlier may disrupt learning.

## Sources

- [About App campaigns (Google Ads Help)](https://support.google.com/google-ads/answer/6247380)
- [App campaigns specs and format requirements (Google Ads Help)](https://support.google.com/google-ads/answer/17091671)
- [Choose a bid strategy for your App campaign (Google Ads Help)](https://support.google.com/google-ads/answer/12073727)
- [Best practices for App campaigns (Google Ads Help)](https://support.google.com/google-ads/answer/14104492)
- [Acquisition reports and conversion analysis (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859173)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Google Play app or account suspended: what to do

> A Google Play suspension removes the app from the store, forfeits its users, statistics and ratings, blocks reuse of that app bundle and counts as a strike against your developer account; you can appeal once from the Policy status page or the enforcement email, and if the violation is real, the way back is a new, compliant app while your account remains in good standing.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-app-suspended

## Removed, suspended or terminated: which one is it?

Read the exact word in the enforcement email, because each action costs something different. Google's own definitions:

| | Removal | Suspension | Restricted account | Termination |
|---|---|---|---|---|
| Scope | One app | One app | Every app in the account | Every app, plus related accounts |
| Store listing | Hidden until a compliant update | Hidden | All listings and the developer profile hidden | All listings and the developer profile hidden |
| Users, statistics, ratings | Kept once you submit a compliant update | Forfeited | Apps can be republished once all violations are fixed | All apps removed from Google Play |
| The same app bundle | Can be updated with a compliant version | "You can no longer use a suspended app’s APK or app bundle" | Cannot publish or republish until fixed | Cannot publish |
| In-app purchases | May not work until a compliant version is approved; future subscriptions canceled | Stop working | Stop working | Stop working |
| Account standing | No immediate impact; multiple removals may lead to suspension | A strike; multiple strikes can lead to termination | Restricted; Play Console still accessible | Ended; new accounts are terminated too, fee not refunded |

Unless the email says otherwise, the action applies in all regions. Lighter actions also exist: a rejection, a warning with a deadline, limited visibility and limited regions do not affect account standing. The full ladder is in the [Google Play rejection reasons guide](https://uptika.app/en/guides/google-play-rejection-reasons).

## Why do apps get suspended?

Google states that suspension "can occur as the result of egregious or multiple policy violations, as well as repeated app rejections or removals." That second half matters: an app can reach suspension through a series of ignored warnings or resubmissions that did not fix the problem. Policies that often sit behind listing-level enforcement include [Metadata](https://uptika.app/en/guides/google-play-metadata-policy) (misleading or stuffed titles and descriptions; Google notes that "repetitive or irrelevant keyword usage" can "result in app suspension") and Spam (repetitive apps, webview wrappers). User Data and [Data safety](https://uptika.app/en/guides/google-play-data-safety-form) issues lead to rejections and removals that escalate if left alone, and an outdated [target API level](https://uptika.app/en/guides/google-play-target-api-level) blocks updates and limits who can install the app.

## What do I lose when an app is suspended?

- **The listing and downloads.** The app and all earlier versions are removed; users cannot see the listing.
- **Users, statistics and ratings.** "Once your app is suspended, you forfeit the users, statistics, and ratings of the removed application."
- **The package.** You can no longer use that APK or app bundle.
- **Revenue.** Users cannot make in-app purchases or use billing features.
- **Account standing.** The suspension is a strike. "Multiple strikes can result in the termination of individual and related Google Play Developer accounts."

Google Play Protect may also send your users a notification that the app was removed or suspended, giving them the option to remove it from the device or keep it.

## How do I appeal a Google Play suspension?

1. **Find the action.** In Play Console, select the app and open **Policy status** in the left menu. A suspended app shows an **Appeal** button. Also read the enforcement email and your Notifications.
2. **Decide whether to appeal.** Google reinstates apps "if an error was made and we find that your app does not violate" its policies and the Developer Distribution Agreement. If the violation is real, an appeal will not undo it.
3. **Write one complete appeal.** "You may submit one appeal per app removal, suspension, or other enforcement action." State the app, the policy cited, why the app complies and the evidence (screens, settings, text). Address everything at once.
4. **Use a supported language.** Google says it "can only respond to appeals in Chinese, English, Japanese, and Korean at this time."
5. **Stay professional.** Misuse of the appeals process, including abusive messages, can make you ineligible for further email support.

Developers offering apps in the European Economic Area may have additional recourse options, which Google links from its appeals page.

## What if the appeal fails or the violation was real?

If your developer credentials are still in good standing and the app allows for it, Google says you "can publish a new compliant version of the application." In practice that is a fresh start: the forfeited users, statistics and ratings do not come back. Before you publish anything new, fix the cause in every app you own, because a second strike moves the account toward termination.

If your account is **restricted**, you keep Play Console access, can provide more information and amend account details, and can republish once all violations are fixed. If it is **terminated**, do not register a new account: "Any new account that you try to open will be terminated as well (without a refund of the developer registration fee)."

## How do I cut the risk of another strike?

1. **Audit the whole catalog.** Google warns that notices "may not indicate each and every policy violation present in your account, app, or broader app catalog."
2. **Own your SDKs.** You are responsible for third-party code and its data practices; keep the Data safety form in line with every SDK.
3. **Never republish before the fix.** Repeated rejections and removals are a listed path to suspension.
4. **Deactivate non-compliant bundles on every track** (production, open, closed, internal) when you resubmit; old bundles left active make the resubmission fail.
5. **Treat warnings as deadlines.** A warning removes the app after the number of days in the email.
6. **Keep listing text clean** in every translation: no keyword lists, rankings, prices or other brands.
7. **Check Policy status after each release**, and keep the account contact details current so you receive the emails.

## What happens to a dormant developer account?

Google closes accounts it considers dormant: accounts that are inactive or abandoned and not used for publishing, updating, statistics or listing management. Closure removes access to reports and statistics, and the registration fee is forfeited. Google says it notifies you before closing, using the account's contact details, and closure does not stop you from creating a new account later. Google describes dormant accounts as not in good standing under the Developer Distribution Agreement, so sign in and maintain your apps regularly even when you are not shipping.

## Where Uptika fits

Uptika cannot appeal or lift a suspension, and it does not read Play Console. It helps you keep listing text out of trouble: the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) flags policy risks such as other brands, "best", "#1", "free", prices, emoji and ALL CAPS in pasted text. On paid plans, Sayfa denetimi (page audit) runs the same rejection-risk check on your live listing, and Günlük ping (daily brief) summarizes rank moves and listing changes every day. [Create an account](https://uptika.app/app/#/?signup=1).

## Questions

### Why was my Google Play app suspended?

Google suspends apps for egregious or multiple policy violations, and also after repeated rejections or removals. The enforcement email and the Policy status page in Play Console name the policy; the notice may not list every violation, so audit the whole app and catalog.

### My Google Play account was suspended. What should I do?

First find out which action you have: an app suspension, a restricted account or a terminated account. Read the email and Policy status, fix every app in the catalog, and appeal once if you believe Google made a mistake. Do not open a new account while one of your accounts is terminated: Google terminates new accounts too, without refunding the registration fee.

### How do I appeal a Google Play suspension?

Open Play Console, select the app, choose Policy status in the left menu and select Appeal, or follow the appeal instructions in the enforcement email. You get one appeal per enforcement action, and Google answers appeals only in Chinese, English, Japanese and Korean.

### Can I get my users and ratings back after a suspension?

Not through a new upload. Google states that once an app is suspended you forfeit its users, statistics and ratings and can no longer use its APK or app bundle. Enforcement stays in effect unless an appeal is granted. A removal is different: users, statistics and ratings return when you submit a compliant update.

### What happens to existing users when an app is suspended?

The app disappears from Google Play, its listing is hidden and in-app purchases and billing stop working. Google Play Protect may notify users that the app was removed or suspended and offer to uninstall it; users can also keep it.

## Sources

- [Enforcement Process (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899234)
- [My app has been removed from Google Play (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/2477981)
- [Check your app’s policy status (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9842754)
- [Managing Policy Violations and Appeals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899142)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Spam policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899034)
- [Create and set up your app: store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# Google Play developer account: cost, personal or organization, and verification

> A Google Play developer account costs a one-time 25 USD, requires you to be at least 18, and comes in two types: personal (ID and card in your legal name, device verification and, for new accounts, a 12-tester closed test) or organization (a D-U-N-S Number and no 12-tester rule).

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-developer-account

## How much does a Google Play developer account cost?

A Google Play developer account costs **25 USD once**. There is no annual fee, no per-app fee, and people you invite into the account later do not pay again. Google accepts Mastercard, Visa, American Express, Discover (US only) and Visa Electron (outside the US); **prepaid cards are not accepted**. You must be **at least 18 years old**.

| | Google Play | Apple App Store |
|---|---|---|
| Fee | 25 USD, one time | 99 USD per membership year |
| Minimum age | 18 | Legal age of majority in your region |
| Company identifier | D-U-N-S (organization accounts) | D-U-N-S (organization accounts) |
| Extra step for new individuals | 12 testers for 14 days | None |

The Apple side is covered in [Apple Developer account](https://uptika.app/en/guides/apple-developer-account).

## Personal or organization: which account type?

Google's rule of thumb: a **personal** account is for personal use, such as a student, hobbyist or individual developer. An **organization** account is for a business or institution engaged in commercial, professional or governmental activity. Both types can publish, earn money with a payments profile and invite collaborators.

Use this decision path:

1. **Will the app offer financial products** (banking, loans, crypto), **health or medical features**, use Android's **VpnService**, or is it a **government** app? Then you need an organization account.
2. **Do you have a registered company** that will own the apps? Choose organization. The developer name on Google Play will be the company.
3. **Are you an individual** with no company? Choose personal, and plan for the testing requirement below.
4. **Do you want to skip the 12-tester rule?** That rule applies to personal accounts created after November 13, 2023, so an organization account avoids it. Do not invent a company for this: Google verifies organizations.

## What does verification require?

| Requirement | Personal | Organization |
|---|---|---|
| Google Account | Yes | Yes (preferably a shared business one) |
| Age 18+ | Yes | Yes |
| Government ID in your legal name | Yes | For the person verifying |
| Card in your legal name for the 25 USD | Yes | Yes |
| D-U-N-S Number | No | Yes (free to obtain) |
| Device verification in the Play Console app | Yes | No |
| Closed test before production | 12 testers, 14 days (accounts after Nov 13, 2023) | No |

Google says that if the information you give is found to be invalid, **the registration fee is not refunded**. The usual causes are a nickname instead of the legal name, a card in someone else's name, or company details that differ from the D-U-N-S record.

## How do you open the account, step by step?

1. Sign in to the Play Console sign-up page with the Google Account you will keep as the **account owner**. For a company, use a business address that will outlive any one employee.
2. Accept the Google Play Developer Distribution Agreement.
3. Choose **personal** or **organization**.
4. Pay the 25 USD registration fee.
5. Enter your developer details: legal name and address, a contact email and phone (verified), and for organizations the D-U-N-S Number.
6. Complete identity verification with a government ID; organizations complete organization verification.
7. Personal accounts: verify that you have access to a real Android device using the Play Console mobile app.
8. If you will sell apps or in-app products, set up a **payments profile** and link it. Only the account owner can link it.

Google does not publish a fixed time for verification, so finish it before you plan a launch date.

## What is the account owner, and who else can join?

The first registered account is the **owner**: full access, the only one who can link a payments profile, and the person who can invite or remove users. Under **Users and permissions** you can invite admins (all permissions) or users with permissions limited to specific apps. Invitations expire after 30 days, and you can set an access expiry date for contractors. Invite people instead of sharing the owner's password.

## Common mistakes

- Opening a personal account for a company, then needing the 12-tester closed test and showing a personal name as the developer.
- Paying with a prepaid card, or a card in a partner's name.
- Using a D-U-N-S record with an old address or a trade name.
- Letting a freelancer open the account under their Google Account.
- Starting store work before verification is done; you cannot publish until it is.

## What comes next?

With a verified account you can create your app and follow [How to publish an app on Google Play](https://uptika.app/en/guides/publish-app-google-play). If you opened a new personal account, read [the 12 testers for 14 days rule](https://uptika.app/en/guides/google-play-12-testers-14-days) before you invite anyone, and [What is Google Play Console?](https://uptika.app/en/guides/what-is-google-play-console) for a map of the panel.

When your first version is live, Uptika's **Keyword radar** reads your Google Play rank for each keyword daily, per country, and **Head to head** shows which searches your closest rivals win and you do not. The [free plan](https://uptika.app/app/#/?signup=1) covers one app, one storefront and 10 keywords.

## Questions

### How much does a Google Play developer account cost?

25 USD, paid once at registration. There is no yearly renewal. Google does not accept prepaid cards for the fee.

### Is a Google Play developer account free?

No. The 25 USD registration fee is required once per developer account. Users you invite later to the same account do not pay it.

### Should I open a personal or an organization account?

Open an organization account if you act for a business or institution; personal accounts are for students, hobbyists and individual developers. Some app types, such as financial products, health apps, VPN apps and government apps, require an organization account.

### Do I need a D-U-N-S Number for Google Play?

Only for an organization account. Google uses it to verify the organization's identity. Getting a D-U-N-S Number is free.

### What happens if verification fails?

Google can ask for documents again, and if the information is found invalid, the registration fee is not refunded. Use your legal name exactly as it appears on your ID and card.

## Sources

- [Get started with Play Console (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6112435)
- [Choose a developer account type (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13634885)
- [App testing requirements for new personal developer accounts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/14151465)
- [Add developer account users and manage permissions (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844686)

---

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


---

# Google Play In-App Review API: rules, quota and code

> The Google Play In-App Review API shows a Play rating card inside your app on Android 5.0 (API 21) and newer devices with the Play Store, under a time-bound quota whose exact value Google does not publish, and Google's rules forbid asking any question such as "Do you like the app?" before or while the card is shown.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-in-app-review-api

## What is the In-App Review API?

It is Google Play's official way to collect a rating without sending the user to the store. The user sees a Play card inside your app, picks 1 to 5 stars and can add a comment; the review is sent to the Play Store and appears there in due course. It is the Android counterpart of Apple's system prompt (see [asking for ratings on iOS](https://uptika.app/en/guides/ios-rating-prompt-requestreview)).

## What are the rules?

| Rule | Detail |
|---|---|
| Devices | Android 5.0 (API 21) or newer with the Google Play Store, including Google TV devices; ChromeOS devices with the Play Store |
| Library | Play In-App Review library (part of Play Core); Play Core 1.8.0 or newer if you use the older combined library |
| Timing | Only after the user has experienced enough of the app to give useful feedback |
| Frequency | Do not prompt excessively; a quota limits how often the card appears |
| Questions | None before or while showing the card: no "Do you like the app?", no "Would you rate us 5 stars?" |
| Card design | Show it as-is: no changes to size, opacity or shape, no overlay on or around it, never remove it in code |
| Buttons | Do not trigger the API from a call-to-action button; for a "Rate us" button, send users to the Play Store page instead |
| Errors | If the flow fails, do not tell the user and do not change the app's flow |
| Policy | No incentives for ratings, no fake reviews, no forced pop-ups (ratings, reviews and installs policy) |

## How does the quota work?

Google applies a **time-bound quota** per user. Its documentation says that calling the flow more than once during a short period (it gives "less than a month" as an example) might not show a dialog, and that the **exact value is an implementation detail that can change without notice**. Treat the call as a request, not a guarantee, and spend it on your best moment.

## Kotlin integration

Add the dependencies (versions as listed in Google's guide at the time of writing):

- `implementation("com.google.android.play:review:2.0.2")`
- `implementation("com.google.android.play:review-ktx:2.0.2")`

Then three steps:

1. Create the manager: `val manager = ReviewManagerFactory.create(context)`
2. Ahead of the moment, request the info: `val request = manager.requestReviewFlow()` and in `addOnCompleteListener` keep `task.result` as `reviewInfo` when `task.isSuccessful`.
3. At the moment: `manager.launchReviewFlow(activity, reviewInfo)` and continue your flow in its completion listener, whatever the result.

The ReviewInfo object is valid only for a limited time, so request it shortly before you plan to launch the flow, and only when you are sure you will.

## Unity integration

Google's Unity plugin (installable through the package manager or as a .unitypackage) exposes the same flow in the `Google.Play.Review` namespace:

1. `_reviewManager = new ReviewManager();`
2. In a coroutine: `var requestFlowOperation = _reviewManager.RequestReviewFlow();`, `yield return` it, check `Error == ReviewErrorCode.NoError`, keep `GetResult()`.
3. Then `var launchFlowOperation = _reviewManager.LaunchReviewFlow(_playReviewInfo);`, `yield return` it, and continue the game.

The request can take a couple of seconds, so make it before the player reaches the moment, for example while the level summary screen is shown.

## React Native and Flutter

Google does not publish official React Native or Flutter packages for this API. Community plugins call the same Android library underneath, so everything above still applies: same devices, same quota, same rules. Check that the plugin you use calls requestReviewFlow and launchReviewFlow and does not add its own dialog before the card.

## When should you call it?

1. After a clear success: a finished level, a completed workout, a delivered order, a saved document.
2. Not on first launch, not during onboarding, not after an error.
3. At a natural pause, not in the middle of a task.
4. With your own counter so you call it rarely (for example after the third success, at most once per version).

## How do you test it?

| Method | What happens |
|---|---|
| Internal test track | Works if the tester account is on the list, is the primary account in Play Store, has downloaded the app from Play, and has not reviewed it. Quota is not enforced here. |
| Internal app sharing | The card shows, but reviews cannot be submitted (the submit button is disabled). |
| FakeReviewManager | For unit and integration tests only; returns success without showing any UI. |

If the card never shows, check: the app is at least on the internal track, the account has the app in its Play library, the right account is selected in Play Store, the account is not an enterprise-protected one, and the user has not already reviewed (delete the review in Play Store to retest).

## After the review

New reviews are usually visible after about 24 hours, and you can answer each one publicly; see [replying to app reviews](https://uptika.app/en/guides/reply-to-app-reviews). If ratings drop despite good prompts, the diagnosis steps are in [negative reviews and rating drops](https://uptika.app/en/guides/negative-app-reviews), and the full list of allowed tactics is in [how to get more app reviews](https://uptika.app/en/guides/get-more-app-reviews).

To see whether a new prompt placement brings more reviews, Uptika's **Reviews** page charts weekly review volume and the average rating for both stores, filterable by version. The free [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) tool shows why any app's recent 1-2 star reviews were written.

## Questions

### How does the Google Play In-App Review API work?

Your app requests a ReviewInfo object from the ReviewManager, then launches the review flow with it. Google Play shows a card where the user picks 1 to 5 stars and can add a comment, without leaving the app. The review goes to the Play Store like any other.

### What is the in-app review quota?

Google enforces a time-bound quota on how often a user can see the card, and says the exact value is an implementation detail that can change without notice. Calling the flow more than once in a short period, for example less than a month, may show nothing.

### Can I ask 'Do you like the app?' before the review prompt?

No. Google's guidelines say the app should not ask any question before or while presenting the card, including opinion questions like 'Do you like the app?' or predictive ones like 'Would you rate this app 5 stars?'.

### Is there an in-app review API for Unity or React Native?

Google publishes official integrations for Kotlin and Java, native C++, Unity and Unreal Engine. There is no official Google package for React Native or Flutter; community plugins wrap the same Android library, so the same rules and quota apply.

### Does the API tell me whether the user left a review?

No. The flow's completion does not say whether the user reviewed or even whether the card was shown. Continue your app's normal flow either way.

## Sources

- [Google Play In-App Reviews API (Android Developers)](https://developer.android.com/guide/playcore/in-app-review)
- [Integrate in-app reviews (Kotlin or Java) (Android Developers)](https://developer.android.com/guide/playcore/in-app-review/kotlin-java)
- [Integrate in-app reviews (Unity) (Android Developers)](https://developer.android.com/guide/playcore/in-app-review/unity)
- [Test in-app reviews (Android Developers)](https://developer.android.com/guide/playcore/in-app-review/test)
- [Ratings, reviews and installs policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898684)

---

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


---

# Google Play internal vs closed vs open testing

> Google Play has three testing tracks: internal testing for up to 100 testers with builds available within minutes, closed testing for invited testers by email list (up to 2,000 per list) or Google Group, and open testing that anyone can join from your store listing.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-internal-closed-open-testing

## What are the three testing tracks?

Play Console has three testing tracks under **Test and release, Testing**, and each one is a separate release lane with its own testers. A build can move from internal to closed to open to production, or you can use only the tracks you need.

| | Internal testing | Closed testing | Open testing |
|---|---|---|---|
| Who joins | Up to 100 testers you list | Invited testers: email lists or Google Groups | Anyone, from your store listing or link |
| Size | 100 per app | 2,000 per email list; 200 lists per account, 50 per track; Groups unlimited | Unlimited by default, or a cap of at least 1,000 |
| Speed | Builds available within minutes | Normal review applies | Normal review applies |
| Counts for the 12-tester rule | No | Yes | No |
| Public reviews | No | No (private feedback only) | No (private feedback only) |
| Best for | Your team, daily builds | Beta groups, the 12-tester requirement | Large public beta before launch |

## When should you use which?

- **Every build, every day**: internal testing. It is fast and limited to people you trust.
- **A real-user beta**: closed testing with a Google Group. Testers add themselves to the group, you do not manage addresses.
- **New personal account before first launch**: closed testing, with at least 12 testers opted in for 14 consecutive days. See [the 12 testers for 14 days rule](https://uptika.app/en/guides/google-play-12-testers-14-days).
- **A big public beta**: open testing. People find it on your store listing and join with one tap. Set a cap if your servers or support cannot take an unlimited crowd.

## How do testers join?

1. You add testers to the track (email list, Google Group or, for open testing, nobody: it is public).
2. You roll out a release to that track.
3. You share the **opt-in link** from the track's Testers tab.
4. The tester opens the link while signed in with the invited Google Account, accepts, and installs the app from Google Play.

Testers cannot leave public reviews on test versions. In closed and open tests they can send private feedback through Google Play, and Google asks you to provide your own feedback channel too, such as an email address or a forum.

## Troubleshooting "item not found" and missing test apps

Work through this list in order:

1. **Wrong account.** The tester's Google Play app is signed in with another Google Account. Have them switch account in Google Play, or add the address they actually use.
2. **Not opted in.** Being on the list is not enough; the tester must open the opt-in link and accept.
3. **No release on the track.** Adding testers does not publish anything; roll out a release to that exact track.
4. **Country not available.** For closed and open tests, check the countries selected for the track.
5. **Fresh upload.** On the first upload Google may show a temporary name and listing for up to 48 hours.
6. **Search.** Test apps may not appear in Google Play search. Always share the link.
7. **Still in review.** Closed and open releases go through the normal review before testers can install.

## How do the tracks relate to TestFlight?

Apple's TestFlight works on a similar idea with different numbers: 100 internal testers, up to 10,000 external testers per app, a beta review for the first external build, and 90 days per build. Compare them in the [TestFlight guide](https://uptika.app/en/guides/testflight-guide).

## From testing to production

When testing is done, promote the build to production or create a new production release, as described in [How to publish an app on Google Play](https://uptika.app/en/guides/publish-app-google-play). Review timing is covered in [Google Play review time](https://uptika.app/en/guides/google-play-review-time), and the panel layout in [What is Google Play Console?](https://uptika.app/en/guides/what-is-google-play-console).

Once the app is public, Uptika's **Keyword radar** reads your Google Play position for each keyword daily, per country, so you see from the first week which searches bring you up. The [free plan](https://uptika.app/app/#/?signup=1) tracks one app, one storefront and 10 keywords.

## Questions

### What is the difference between internal and closed testing on Google Play?

Internal testing is for up to 100 people you name, and builds reach them within minutes; it is meant for your team. Closed testing reaches invited testers through email lists or Google Groups, at much larger scale, and it is the track that counts for the 12 testers rule on new personal accounts.

### Why does Google Play internal testing say item not found?

Most often the tester is signed in to Google Play with a different Google Account than the invited one, has not accepted the opt-in link yet, or the release has not been rolled out to the track. A first upload can also show a temporary listing for up to 48 hours.

### How do testers download an internal testing app?

Send them the opt-in link from the track's Testers tab. They open it while signed in with the invited Google Account, accept the invitation, then install the app from the Google Play link on that page.

### How many internal testers can I add?

Up to 100 testers per app on the internal testing track. For more, use closed testing (email lists of up to 2,000 people, or Google Groups with no size limit) or open testing.

## Sources

- [Set up an open, closed or internal test (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9845334)
- [App testing requirements for new personal developer accounts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/14151465)

---

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


---

# Google Play metadata policy: emojis, ALL CAPS and "#1" in titles

> Google Play’s Metadata policy bans emoji, emoticons and repeated special characters in the title, icon and developer name, ALL CAPS unless it is your brand, titles over 30 characters, any text or image claiming rankings, awards, prices, promotions or Google Play programs, anonymous testimonials, misleading icon symbols and repetitive or unrelated keywords, in every translation of the listing.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-metadata-policy

## What does Google Play's Metadata policy say?

The [Metadata policy](https://support.google.com/googleplay/android-developer/answer/9898842) covers everything people see before they install: title, developer name, icon, short and full description, screenshots, feature graphic and video. Its core sentence:

> "We don't allow apps with misleading, improperly formatted, non-descriptive, irrelevant, excessive, or inappropriate metadata, including but not limited to the app's description, developer name, title, icon, screenshots, and promotional images."

The title, icon and developer name carry the strictest rules, because Google calls them "particularly helpful for users to find and learn about your app":

- "Don’t use emojis, emoticons, or repeated special characters in these metadata elements."
- "Avoid ALL CAPS unless it is part of your brand name."
- "Your app title must be 30 characters or less."
- "Don’t use text or image in the app title, icon, or developer name that indicate store performance or ranking, price or promotional information, or that suggests relations to existing Google Play programs."

Google's examples of each banned group: ranking ("App of the year", "#1", "Best of Play 20XX", "Popular", award icons), price and promotion ("10% off", "$50 cash back", "free for limited time only") and Google Play programs ("Editor’s choice", "New").

## What is banned and what is allowed? Examples by field

The examples below are invented for a habit tracker called Stepwise; each banned version breaks a rule quoted on this page.

| Field | Banned | Allowed | Rule |
|---|---|---|---|
| Title | STEPWISE #1 HABIT APP, followed by a fire emoji | Stepwise: Habit Tracker | Emoji, ALL CAPS, ranking claim |
| Title | Stepwise - Free Habit Tracker, No Ads | Stepwise: Habits and Goals | Google: "Free" and "No Ads" promote deals and "don’t belong in app titles or developer names" |
| Developer name | Google Habit Apps | Your own studio name | Must not falsely imply a relationship with another company |
| Short description | Best habit app of 2026! Install now, 50% off | Build daily habits with reminders, streaks and weekly charts | Ranking, price, and calls to action such as "install now" are listed as language to avoid |
| Full description | habit tracker, habits, habit app, daily habits, routine, routines, goals | Two or three plain sentences on what the app does, then a short feature list | Word blocks and repetition |
| Full description | "Changed my life!" (a happy user) | A quote with a clear, named source | No unattributed or anonymous testimonials |
| Full description | Better than any other habit app | What Stepwise does that is useful | No comparisons with other apps |
| Icon | A red notification dot, or a download arrow on an app that downloads nothing | The app's core symbol | "Misleading symbols in app icons are not allowed" |
| Feature graphic | "50% OFF" badge, award laurels, "Editor's choice" | The app's interface with a short benefit line | No price, promotion, ranking or Play program claims |
| Screenshots | "Million Downloads" banner over the image | A tagline naming one feature, taking up no more than 20% of the image | Google's screenshot guidance limits taglines to 20% and lists "Million Downloads" among words to avoid |

> One nuance from Google's preview video guidance: it states that "Awards from Google Play such as 'Best Of' are allowed to be displayed" in video copy. The title, icon and developer name rule above still bans "Best of Play 20XX" there.

## What counts as keyword stuffing on Google Play?

Keyword stuffing is listing search terms instead of describing the app. Google's best-practices page gives this as an example of what not to write:

> "Car racing, car driving, race cars, car races, race track, driving, drive, race, cars, vehicles, automobiles, trucks"

The Metadata policy adds: "Excessive length, detail, improper formatting, or repetition can result in a violation of this policy." The store listing setup page is blunter: repetitive or irrelevant keyword usage in the name, short description or full description "can create an unpleasant user experience and result in app suspension." Google's graphics guidance also says unnecessary keywords in the short description "will not impact ranking."

Practical rules: write in sentences, use each main search term naturally a few times rather than every variant, do not repeat the short description inside the full description, and drop words unrelated to what the app does.

## What about testimonials, comparisons and other brands?

- **Testimonials:** "We also don't allow unattributed or anonymous user testimonials in the app's description." A quote needs an attributed or clear source.
- **Comparisons:** Google's guidance says calling the app "best" or "#1 rated", or comparing it to another app, is not permitted in the description.
- **Other brands and people:** the policy's key considerations say not to use "a celebrity's name or a brand's logo without permission", and the [Impersonation policy](https://support.google.com/googleplay/android-developer/answer/9888374) bans implying a relationship that does not exist.
- **Audience:** the listing must suit a general audience, whatever the app's content rating: no sexually suggestive imagery, profanity or prominent graphic violence.

## How do I fix a metadata rejection and resubmit?

1. Read the policy and the email. Google notes that a notice may not list every issue, so check every field, not only the one cited.
2. Fix the title, developer name, short and full description, icon, feature graphic, screenshots and video text.
3. Repeat the fix in **every translation**: "the Metadata policy and our other policies apply to all translations of your Google Play store listing."
4. Save and send the changes for review. If the app was removed, it returns only after a compliant update; do not republish before the violation is fixed.
5. Check **Policy status** in Play Console after the review.

If an app bundle was also involved, follow the track-by-track steps in the [Google Play rejection reasons guide](https://uptika.app/en/guides/google-play-rejection-reasons). Keep the [target API level](https://uptika.app/en/guides/google-play-target-api-level) current in the same release so the update is not rejected for a second reason.

## Where Uptika fits

The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks pasted titles, short descriptions and other fields for character limits, repeated words and the policy risks this page covers: other brands, "best", "#1", "free", prices, emoji, ALL CAPS, other platforms' names and placeholder text. It runs in your browser. The free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads a public listing and suggests three prioritized fixes. On paid plans, Sayfa denetimi (page audit) runs the rejection-risk check on your live listing, and Metin atölyesi (text workshop) lets you draft store text with limits and keyword coverage before anything reaches review. [Create an account](https://uptika.app/app/#/?signup=1).

## Questions

### Can I use emojis in my Google Play title?

No. The Metadata policy says: "Don’t use emojis, emoticons, or repeated special characters" in the app title, icon and developer name. Google’s title guidance adds: avoid emojis, emoticons and special character sequences that are irrelevant to your app.

### Is "best" or "#1" allowed in a Play listing?

No. Text or images that indicate store performance or ranking, such as "App of the year", "#1", "Best of Play 20XX" or "Popular", are banned in the title, icon and developer name, and Google’s listing guidance says calling an app the "best" or "#1 rated" in the description is not permitted either.

### Can my feature graphic show a discount?

No. Images or text that indicate price and promotional information, such as "10% off", "$50 cash back" or "free for limited time only", are not allowed. Google’s graphics guidance also lists "Free", "Discount" and "Sale" among words to avoid in the feature graphic.

### What counts as keyword spam on Google Play?

Lists or blocks of words, the same keyword repeated in many forms, and keywords unrelated to the app. Google gives "Car racing, car driving, race cars, car races, race track, driving, drive, race, cars, vehicles, automobiles, trucks" as an example of what not to write, and warns that repetitive or irrelevant keywords can lead to app suspension.

### Does the metadata policy apply to translated listings?

Yes. Google states that "the Metadata policy and our other policies apply to all translations of your Google Play store listing."

## Sources

- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Create and set up your app: store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Spam policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899034)
- [Impersonation policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9888374)
- [My app has been removed from Google Play (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/2477981)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Google Play rejections and policy violations: a fix table

> Google Play rejects or removes an app when its listing, code, SDKs or declarations break a Developer Program Policy, most often Metadata, Spam, User Data (privacy policy, account deletion, Data safety) or the target API level, and the fix is always the same path: read the policy named in the email, correct every track, deactivate the non-compliant bundles, resubmit, and appeal only if you believe the decision is wrong.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-rejection-reasons

## What does Google Play do when an app breaks a policy?

Google Play picks one of several enforcement actions, and they differ sharply in what you lose. Google says it reviews "app metadata (for example, app title, description), in-app experience, account information (for example, past history of policy violations), any third-party code in apps", using both automated models and human reviewers. Unless the message says otherwise, an action applies in all regions and stays in effect until an appeal is granted.

| Action | What happens to the app | Users, statistics, ratings | Developer account standing |
|---|---|---|---|
| Warning | Stays live for the number of days given in the warning email, then is removed if not fixed | Kept if you submit a compliant update | No impact |
| Rejection | The new app or update is not published; a rejected update leaves the previous version live | Not affected | No impact |
| Removal | The app and all earlier versions leave Google Play; the listing is hidden; in-app purchases may stop until a compliant version is approved; subscribers' future subscriptions are canceled | Restored once you submit a compliant update | No immediate impact, but "multiple removals may result in a suspension" |
| Suspension | Removed and hidden; you can no longer use that APK or app bundle | Forfeited | Counts as a strike; multiple strikes can end in termination |
| Limited visibility | Stays available, but discoverability is restricted; a direct link still works | Not affected | No impact |
| Limited regions | Downloadable only in some regions; users elsewhere cannot find it | Earlier installs keep working but get no updates | No impact |
| Restricted developer account | All apps in the catalog are removed; you cannot publish or republish, but you keep Play Console access | Listings and developer profile hidden | Restricted until all violations are fixed |
| Account termination | All apps removed; related developer accounts are permanently suspended | Listings and developer profile hidden | Ended; any new account you open is terminated too, without a refund of the registration fee |

The ladder matters because it escalates. Google writes that suspension "can occur as the result of egregious or multiple policy violations, as well as repeated app rejections or removals." A careless resubmission loop can turn a harmless rejection into a strike. If you are already past rejection, read [what to do when your app is suspended](https://uptika.app/en/guides/google-play-app-suspended).

## Why was my app rejected? Read the email, then Policy status

The enforcement email and your Play Console Notifications name the policy. The same information sits on the **Policy status** page: open Play Console, select the app, and choose Policy status in the left menu. "No issues found" means no enforcement action is active. A rejected app shows that the last published version is still live; a removed app is unavailable until a compliant update; a suspended app has an **Appeal** button.

Do not stop at the cited policy. Google states that "removal or administrative notices may not indicate each and every policy violation present in your account, app, or broader app catalog." Fixing only the named problem and resubmitting is how many apps collect a second rejection.

## Which policy did I break, and how do I fix it?

The table below covers the policies behind most listing and update rejections. Each row links the official policy page; the quotes are Google's own words.

| Policy named in the email | Typical cause | Fix |
|---|---|---|
| [Metadata](https://support.google.com/googleplay/android-developer/answer/9898842) | Emoji or ALL CAPS in the title, icon or developer name; "#1", "Best", "Free", a discount or "Editor's choice" in text or graphics; anonymous testimonials; keyword lists | Rewrite the title, short and full description and graphics in every language. Details in the [metadata policy guide](https://uptika.app/en/guides/google-play-metadata-policy) |
| [Spam: Repetitive content](https://support.google.com/googleplay/android-developer/answer/9899034) | Several apps with near-identical function, content and experience; copied content with nothing added | Merge small, similar apps into one app, or add original content and features |
| [Spam: Webviews and affiliate spam](https://support.google.com/googleplay/android-developer/answer/9899034) | The app mainly wraps a website you do not own, or exists to drive referral traffic | Get permission from the site owner, or build real app functionality |
| [Spam: Message spam](https://support.google.com/googleplay/android-developer/answer/9899034) | The app sends SMS, email or other messages for the user without letting them confirm content and recipients | Show the message and the recipients and require the user to confirm |
| [User Data: privacy policy](https://support.google.com/googleplay/android-developer/answer/10144311) | No privacy policy link in Play Console or inside the app; a PDF, geofenced or broken URL; the policy does not name the app or the developer | Publish a labelled privacy policy on a public web page and link it in both places |
| [User Data: account deletion](https://support.google.com/googleplay/android-developer/answer/10144311) | Users can create an account but cannot delete it in the app and through a web link; "freezing" offered instead of deletion | Add an in-app deletion path and a web resource, enter its URL in Play Console, delete the associated data |
| [User Data: prominent disclosure](https://support.google.com/googleplay/android-developer/answer/10144311) | A runtime permission (location, contacts, call log) is requested before an in-app explanation | Show the disclosure screen first, then ask for consent with an explicit tap |
| [Data safety](https://support.google.com/googleplay/android-developer/answer/10787469) | The form says "no data collected" while an analytics, ads or crash SDK sends data off the device | Re-audit every SDK and update the form. See the [Data safety form guide](https://uptika.app/en/guides/google-play-data-safety-form) |
| [Target API level](https://support.google.com/googleplay/android-developer/answer/11926878) | The new app or update targets an API level below the current requirement | Raise `targetSdkVersion`. See the [target API level guide](https://uptika.app/en/guides/google-play-target-api-level) |
| [Impersonation](https://support.google.com/googleplay/android-developer/answer/9888374) | Another company's name, logo or look in the title, icon or developer name | Remove the other brand; never imply an "official" relationship |
| [Deceptive Behavior](https://support.google.com/googleplay/android-developer/answer/9888077) | Screenshots or descriptions promise features the app does not have | Make every asset show the real app |

A few policy sentences explain most of these rows:

> Metadata: "Don’t use text or image in the app title, icon, or developer name that indicate store performance or ranking, price or promotional information, or that suggests relations to existing Google Play programs."

> Spam: "We don't allow apps that merely provide the same experience as other apps already on Google Play."

> User Data: "All apps must post a privacy policy link in the designated field within Play Console, and a privacy policy link or text within the app itself."

> Impersonation: "We don’t allow apps that mislead users by impersonating someone else (for example, another developer, company, entity) or another app."

> Deceptive Behavior: "Apps must provide an accurate disclosure, description and images/video of their functionality in all parts of the metadata."

Google also reminds developers that "the Metadata policy and our other policies apply to all translations of your Google Play store listing." A clean English listing does not protect a stuffed translation.

## How do I resubmit after a policy violation?

Resubmitting is a release procedure, not a button. Google's steps, in order:

1. Read the policy cited in the enforcement message, and check your Notifications and email.
2. Check the rest of the app against all Developer Program Policies; further violations can bring additional enforcement.
3. Fix the app and update every release type, not only production: open, closed and internal testing tracks too.
4. In Play Console, open the track, select **Manage track** and **Create new release**.
5. If the release that holds the violating bundle is still a draft, discard it. Otherwise add the compliant app bundle.
6. Make sure the non-compliant version sits under **"Not included"** in this release.
7. Enter a release name, select Save, then **Review release** and roll out to 100%.
8. Repeat steps 4 to 7 on every track where the non-compliant version was released.

> Google warns: "If you fail to deactivate the non-compliant app bundle(s), your attempt to resubmit your app will fail, and live versions of your app bundle(s) may be removed from Google Play."

For a listing-only problem (title, description, graphics), correct the store listing in every language and send the change for review. Do not republish a rejected or removed app before the violation is fixed: Google repeats this rule on every enforcement page, and repeated rejections are one of the listed paths to suspension.

## How does the Google Play appeal process work?

Appeal only when you believe the decision is wrong; if the app does break the policy, fixing and resubmitting is faster. The rules:

- **One appeal per action.** "You may submit one appeal per app removal, suspension, or other enforcement action." Put everything into that one appeal.
- **Where.** Follow the instructions in the enforcement email, or use the Appeal button on the Policy status page for a suspended app.
- **Language.** Google may email you in your app's default language, but it states it "can only respond to appeals in Chinese, English, Japanese, and Korean at this time." Write in one of those.
- **Tone.** Abusive or inappropriate messages can make you ineligible for further email support.
- **Outcome.** Google reinstates apps "if an error was made and we find that your app does not violate" the policies and the Developer Distribution Agreement. Developers offering apps in the European Economic Area may have additional recourse options, which Google links from its appeals page.

A useful appeal is short and factual: the app, the action, the policy cited, why the app complies (with the exact screen, setting or text that shows it), and what you changed if anything.

## How do I avoid Google Play rejections? A prevention checklist

1. Title of 30 characters or less, no emoji, no repeated special characters, no ALL CAPS unless it is your brand.
2. No "#1", "Best", "Top", "New", "Free", "No Ads", discounts or prices in the title, icon, developer name, feature graphic or screenshots.
3. No anonymous testimonials and no comparisons with other apps in the description.
4. No keyword lists; write the full description in sentences and do not repeat the short description in it.
5. No other company's name or logo, and no "official" claims you cannot prove.
6. Screenshots and video that show the app as it really is.
7. A labelled privacy policy on a public, non-geofenced web page (not a PDF), linked in Play Console and inside the app, naming the app or the developer shown on the listing.
8. If users can create accounts: deletion in the app and through a web link entered in Play Console, with the data actually deleted.
9. An in-app disclosure before every sensitive runtime permission.
10. A Data safety form that includes every SDK, updated whenever you add or change one.
11. A target API level that meets the current requirement for your form factor.
12. Every track checked before a resubmission, and the Policy status page checked after each release.

## Is Google Play stricter than the App Store?

The two stores enforce different rulebooks. Google Play relies on written policies with automated and human review and an escalating ladder of actions; Apple works from the App Review Guidelines and a reply-and-resubmit flow in App Store Connect. If you ship on both, read the [App Store rejection reasons guide](https://uptika.app/en/guides/app-store-rejection-reasons) as well.

## Where Uptika fits

Uptika does not read your Play Console or resolve policy cases for you. It helps on the part you control before review: the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) flags policy risks in pasted titles and descriptions, such as other brands, "best", "#1" or "free", prices, emoji, ALL CAPS and other platforms' names. On paid plans, Sayfa denetimi (page audit) runs the same rejection-risk check on your live listing next to a 0–100 listing score, and Günlük ping (daily brief) reports rank moves and listing changes each day, so a sudden drop after a release does not go unnoticed. [Create an account](https://uptika.app/app/#/?signup=1) to try it.

## Questions

### What are the most common Google Play rejection reasons?

The policies that catch most listings and updates are Metadata (emoji, ALL CAPS, "#1", "free" or prices in the title, icon or graphics, keyword lists), Spam (repetitive apps, webview wrappers of sites you do not own), User Data (missing or broken privacy policy, no account deletion, permissions requested before a prominent disclosure), an inaccurate Data safety form, and a target API level below the current requirement.

### Why was my app rejected by Google Play?

The enforcement email and the Policy status page in Play Console name the policy. Google also warns that a notice may not list every violation in your app or catalog, so check the whole app against all policies before you resubmit.

### How do I fix a Google Play policy violation?

Read the cited policy, fix the app or listing, upload the compliant bundle to every track that carries the old one (production, open, closed and internal testing), put the non-compliant bundles under "Not included" in a new release, and roll it out to 100%. If old bundles stay active, the resubmission fails.

### Does a rejection hurt my developer account?

No. Google states that rejections do not impact the standing of your developer account, and a rejected update leaves the previously published version live. Removals do not immediately affect standing either, but multiple removals may lead to a suspension, and suspensions count as strikes.

### How do I appeal a Google Play rejection?

Follow the appeal instructions in the enforcement email, or use the Appeal button on the Policy status page for a suspended app. You get one appeal per enforcement action, and Google answers appeals only in Chinese, English, Japanese and Korean.

## Sources

- [Enforcement Process (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899234)
- [My app has been removed from Google Play (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/2477981)
- [Check your app’s policy status (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9842754)
- [Managing Policy Violations and Appeals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899142)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Spam policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899034)
- [User Data policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/10144311)
- [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 for Google Play apps (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/11926878)
- [Impersonation policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9888374)
- [Deceptive Behavior policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9888077)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# Google Play review time in 2026: how long it takes

> Google gives no fixed review time for Google Play: its help pages say processing can take a few hours or up to seven days, longer in exceptional cases, while the production access review for new personal accounts usually takes seven days or less and promotional content can take up to 4 days.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-review-time

## How long does Google Play review take?

**There is no official fixed time.** What Google writes in Play Console Help is a range: processing an app or update can take "a few hours or up to seven days", longer in exceptional cases. Google also says that for certain developer accounts it takes more time to review apps thoroughly, which can mean up to seven days or longer. Anyone quoting an exact average for Google Play is quoting their own sample.

| What is reviewed | What Google says |
|---|---|
| New app or update (production, closed, open) | A few hours up to 7 days; longer in exceptional cases |
| Apps from certain developer accounts | Extended review, up to 7 days or longer |
| Production access application (new personal accounts) | Usually 7 days or less, occasionally longer |
| Internal testing release | Available within minutes |
| First upload on a testing track | Temporary name and listing for up to 48 hours |
| Promotional content | Approval can take up to 4 days |
| Publishing after approval (managed publishing) | Live within a few minutes of your click |

## What goes to review besides app bundles?

Not only new builds. Google lists country targeting changes, App content changes, store listing updates and store settings changes among the changes reviewed. A new short description or screenshot set can therefore sit in review just like a release, and removing a change from review does not always take it out of review.

## How do you read the review status?

Open **Publishing overview** in Play Console. It groups your changes:

- **Changes not yet sent for review**: saved but not submitted. Click send to start.
- **Changes in review**: Google is reviewing.
- **Changes ready to publish**: approved, waiting for you (only with managed publishing on).

Use this decision path when something seems stuck:

1. Is the change in **Changes not yet sent for review**? Then it is not being reviewed at all. Send it.
2. Is it **in review** for less than 7 days? That is within Google's stated range. Wait, and make sure the login details in App content still work.
3. Is it **in review** for more than 7 days? Google allows "longer in exceptional cases". Check your email and the Inbox in Play Console for policy messages, then contact Play support from the Help menu.
4. Was it **rejected**? Read the policy email, fix the exact issue, and resubmit. The usual causes are covered in the Google Play rejection reasons guide listed below.

## How do you control the go-live moment?

Turn on **managed publishing**: Publishing overview, Managed publishing status, Turn on managed publishing, Save. Approved changes then wait in **Changes ready to publish** until you click publish, and Google says they go live within a few minutes. This is the only way to pair a Google Play launch with a fixed date, because review time itself is not predictable.

## How does it compare with the App Store?

Apple gives percentages: at least 50% of submissions reviewed in less than 24 hours and 90% in less than 48 hours. Google gives a range up to a week. If you ship on both stores the same day, submit to Google first and use managed publishing and manual release on both. See [App Store review time](https://uptika.app/en/guides/app-store-review-time).

## Planning checklist

- New personal account? Add 14 days of closed testing plus up to 7 days for production access before your first release (see [the 12 testers for 14 days rule](https://uptika.app/en/guides/google-play-12-testers-14-days)).
- First production release: allow a full week.
- Updates: submit several days before you need them live; use managed publishing for dated launches.
- Store listing text or graphics changes: treat them like releases; they are reviewed too.
- Need testers on a build today? Use the internal track (see [testing tracks](https://uptika.app/en/guides/google-play-internal-closed-open-testing)).

The steps around review are in [How to publish an app on Google Play](https://uptika.app/en/guides/publish-app-google-play).

Review status stays inside Play Console, but the effect shows on the public page. When you tell Uptika which new title or short description you submitted, it reads the Google Play page every day and marks the day the text went live, then **Keyword radar** shows how ranks moved from that day. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### How long does Google Play take to review an app?

Google does not promise a time. Its help pages say processing can take a few hours or up to seven days, or longer in exceptional cases, and that some developer accounts get extended reviews. Plan for a week.

### Why is my first app taking longer than my updates?

Google says it takes more time to review apps from certain developer accounts to protect users, which can mean up to seven days or longer. New accounts and first releases are where extended reviews are most likely to apply.

### Where do I see the review status?

On the Publishing overview page in Play Console. Changes are grouped as not yet sent for review, in review, and ready to publish.

### Does internal testing go through review?

Internal test builds become available within minutes, which makes the internal track the fastest way to get a build onto devices. Closed, open and production releases are the ones to plan review time for.

## Sources

- [Publish your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859751)
- [Control when app changes are reviewed and published (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859654)
- [App testing requirements for new personal developer accounts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/14151465)
- [Set up an open, closed or internal test (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9845334)
- [Promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)

---

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


---

# Google Play screenshot, feature graphic and icon sizes (2026)

> Google Play needs a 512×512 px 32-bit PNG icon (up to 1,024 KB), a 1024×500 px feature graphic in JPEG or 24-bit PNG, and at least two screenshots between 320 and 3,840 px whose long side is no more than twice the short side, with up to eight per device type.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-screenshot-sizes

## What sizes does Google Play need, in one table?

Google Play asks for three graphic assets before you can publish a store listing: an app icon, a feature graphic and at least two screenshots. A preview video is optional. The table below collects every limit from Play Console Help and the Android Developers icon page as of November 2026.

| Asset | Size | Format | Count | Required to publish |
|---|---|---|---|---|
| App icon | 512×512 px, sRGB | 32-bit PNG with alpha, up to 1,024 KB | 1 | Yes |
| Feature graphic | 1024×500 px | JPEG or 24-bit PNG, no alpha | 1 | Yes |
| Phone screenshots | 320–3,840 px per side, long side at most 2× short side | JPEG or 24-bit PNG, no alpha | Up to 8 | At least 2 screenshots across all device types |
| Tablet and Chromebook screenshots | 1,080–7,680 px, 16:9 or 9:16 | JPEG or 24-bit PNG, no alpha | Up to 8 per type, 4 or more recommended | No |
| Preview video | A YouTube URL | Public or unlisted, ads off | 1 | No |
| Android TV banner | 1280×720 px | JPEG or 24-bit PNG, no alpha | 1 | Only for Android TV apps |
| Screenshot alt text | 140 characters or less | Text | One per image | No, but recommended |

You upload all of these in Play Console under **Grow users > Store presence > Main store listing**, in the Graphics section. Custom store listings have their own graphics.

## What are the exact screenshot rules?

The hard rules apply to every screenshot. The recommended rules decide whether Google Play can show your app in its larger, screenshot-led formats.

**Hard rules (the upload fails or the listing cannot be published otherwise):**

- At least two screenshots in total, across any device types.
- JPEG or 24-bit PNG. No alpha channel, so export without transparency.
- Shortest side at least 320 px, longest side at most 3,840 px.
- The long side can be at most twice the short side. A 1080×2400 phone capture (ratio 2.22) fails; crop or pad it to 1080×2160 or less.
- Up to eight screenshots per device type.

**Recommended for apps (needed for the large recommendation formats):**

- At least four screenshots with a minimum of 1080 px.
- Portrait in 9:16, at least 1080×1920 px. Landscape in 16:9, at least 1920×1080 px.

**Recommended for games:**

- At least three 16:9 landscape screenshots (1920×1080 px or more) or three 9:16 portrait screenshots (1080×1920 px or more), showing real gameplay.

> A safe default for a phone app: export 1080×1920 px PNG files without transparency, upload at least four, and put the strongest one first.

## Do I need tablet and Chromebook screenshots?

Not to publish, but they matter if your app runs on large screens. Google Play's guidance for tablets and Chromebooks is a minimum of four screenshots, between 1,080 and 7,680 px, in 16:9 landscape or 9:16 portrait. It also asks you to leave out extra text that is not part of the app, because it can be cut off on Play home pages at some screen sizes.

Device types with their own screenshot slots: phones, 7-inch tablets, 10-inch tablets, Chromebooks, Android TV, Wear OS watches, Android Automotive OS and Android XR headsets. A few have special rules:

- **Wear OS:** at least one screenshot of the current watch app, 1:1, at least 384×384 px, interface only, no device frames, no transparent backgrounds.
- **Android TV:** at least one TV screenshot plus the 1280×720 banner.
- **Android Automotive OS:** if you provide screenshots, at least two portrait (800×1,280 px) and two landscape (1,024×768 px), taken from a generic system image.
- **Android XR:** between four and eight screenshots, PNG or JPEG, up to 8 MB each, 8:5, recommended 3840×2400.

## What is the feature graphic and how big is it?

The feature graphic is a 1024×500 px banner, JPEG or 24-bit PNG without alpha, and you must provide one to publish. Google Play uses it as the cover image of your preview video, and in large-format collections and ads for apps.

How to design it so it survives every crop:

1. Keep the logo, app name, slogan and main UI near the centre. Google Play marks cutoff zones at the edges where content may be hidden depending on the layout.
2. Put only background elements at the edges.
3. Avoid pure white, black or dark grey backgrounds; they blend into the Play background.
4. Do not repeat your icon in large size; Google Play shows the icon next to the graphic anyway.
5. Skip fine details. Much of the graphic is seen on small phone screens.
6. Localize any text in the graphic for each language you support.

## What are the Google Play icon specs?

The store icon is a 512×512 px, 32-bit PNG with alpha, sRGB colour space, up to 1,024 KB. Upload it as a full square: Google Play applies the rounded mask (radius equal to 30% of the icon size) and a drop shadow itself, so do not round the corners or add an outer shadow. Prefer an opaque background; transparent areas show the Play UI colour behind them.

The store icon is separate from your launcher icon (the adaptive icon in the app bundle), but it should be a higher-resolution version of the same design. The full icon guide, with the App Store side, is in [App icon sizes for iOS and Google Play](https://uptika.app/en/guides/app-icon-sizes).

## What text and claims are not allowed in the graphics?

Google Play's metadata policy and its preview asset guidelines limit what your images may say. The same rules apply to the icon, feature graphic, screenshots and video.

| Not allowed or advised against | Examples |
|---|---|
| Store performance or ranking claims | "#1", "Top", "Best", "App of the year", "Popular", award icons |
| Price and promotional information | "10% off", "Sale", "Free for a limited time", "$50 cash back" |
| References to Google Play programs | "Editor's choice", "New" |
| Calls to action | "Download now", "Install now", "Play now" |
| Misleading symbols in the icon | A fake new-message dot, download arrows for an app that does not download content |
| Other stores' badges | Any store badge or icon |
| Third-party characters or logos | Without permission |

Google also recommends that taglines take no more than 20% of a screenshot, that screenshots show the real app experience, and that the first three screenshots put the UI first. Policy violations in metadata can lead to removal or suspension, so these are worth checking before every upload; the full rules are in [Google Play metadata policy](https://uptika.app/en/guides/google-play-metadata-policy).

## How should screenshot alt text be written?

Add alt text to every screenshot and graphic, in 140 characters or less. Screen readers read it to people who cannot see the image. Describe the important part of the screen, and do not start with "image of" or "photo of", because the screen reader already says that. Example: "Weekly budget screen with spending split by category."

## How does the preview video work on Google Play?

Google Play takes one preview video per listing as a YouTube URL. Use the video's own URL, not a playlist or channel, and no extra parameters like timecodes. The video must be public or unlisted, not age-restricted, embeddable and without ads, so turn monetization off. It plays before your screenshots, and depending on the device, settings and network it can autoplay muted for up to 30 seconds. Details and the App Store side are in [App preview video specs](https://uptika.app/en/guides/app-preview-video-specs).

## Pre-upload checklist

1. Icon: 512×512, 32-bit PNG, sRGB, 1,024 KB or less, square corners, no outer shadow.
2. Feature graphic: exactly 1024×500, no alpha, key content in the centre.
3. Screenshots: no alpha, 320–3,840 px, ratio 2:1 or less.
4. Apps: four or more at 1080×1920 (portrait) or 1920×1080 (landscape). Games: three or more in 16:9 or 9:16.
5. No ranking, price, "new" or call-to-action wording in any image.
6. Alt text on every image, 140 characters or less.
7. Tablet and Chromebook sets if your app supports large screens.
8. Localized text overlays for each language you support.

## Common upload errors and fixes

- **"Image has transparency":** re-export as JPEG, or as PNG with the alpha channel removed.
- **Rejected aspect ratio:** your long side is more than twice the short side. Tall phone captures often are; crop to 9:16.
- **Blurry results on large screens:** you uploaded at the 320 px minimum. Use 1080 px or more.
- **Feature graphic text cut off:** content sits in the cutoff zones near the edges. Move it to the centre.

## How do I check what my listing shows today?

The Uptika Listing X-Ray reads any public App Store or Google Play page and lists, among other things, how many screenshots and preview videos it shows, then ranks three fixes; it is free and needs no sign-in: [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray). In the Uptika panel, the Rival log records when a competitor changes its icon or screenshots, so you can see what your category is testing. The Free plan tracks one app in one storefront; [start here](https://uptika.app/app/#/?signup=1).

For the App Store side of the same job, see [App Store screenshot sizes](https://uptika.app/en/guides/app-store-screenshot-sizes), and for what to put on each frame, [How to design store screenshots that convert](https://uptika.app/en/guides/design-app-store-screenshots).

## Questions

### What is the Google Play screenshot size?

Any size from 320 px to 3,840 px per side works, as long as the long side is at most twice the short side, in JPEG or 24-bit PNG without alpha. To be eligible for the large recommendation formats, apps need at least four screenshots of at least 1080 px: 1080×1920 for portrait (9:16) or 1920×1080 for landscape (16:9).

### What is the Google Play feature graphic size?

Exactly 1024×500 px, JPEG or 24-bit PNG with no alpha channel. It is required to publish the store listing and is used as the cover of your preview video and in large-format collections.

### Are tablet screenshots required on Google Play?

Not to publish: the hard minimum is two screenshots across device types. Google Play recommends at least four screenshots for tablets and Chromebooks, between 1,080 and 7,680 px, in 16:9 or 9:16, so your app can be shown well on large screens.

### What are the Google Play icon size requirements?

A 512×512 px 32-bit PNG with alpha, sRGB, up to 1,024 KB, uploaded as a full square without rounded corners or drop shadow. Google Play applies the mask (corner radius of 30% of the icon size) and the shadow itself.

### How many screenshots can I upload to Google Play?

Up to eight per device type (phone, 7-inch tablet, 10-inch tablet, Chromebook, Android TV, Wear OS, Android Automotive OS, Android XR). At least two in total are needed to publish.

## Sources

- [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)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)

---

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


---

# Google Play subscriptions: base plans, offers and discounts

> On Google Play a subscription is a set of benefits that holds one or more base plans (the billing period, renewal type and price) and each base plan can hold offers (free trials or discounted phases) for users who meet the eligibility you define, with up to 250 base plans and offers per subscription and 50 active at once.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-subscription-offers

## How is a Google Play subscription structured?

Three levels, configured in this order in Play Console (**Monetize with Play > Products > Subscriptions**):

| Level | What it defines | Example |
|---|---|---|
| Subscription | The benefits people get; product ID, name, up to 4 listed benefits | "Premium" |
| Base plan | Billing period, renewal type, prices per region | "monthly-autorenew" at a monthly price |
| Offer | A discount for eligible users, in one or more phases | "7-day trial for new users" |

Limits: **up to 250 base plans and offers per subscription combined, 50 active at the same time**; the rest stay in draft or inactive. A subscription becomes available once at least one base plan is active, and from then on it cannot be deleted, only archived.

IDs to plan before you start: product IDs (up to 40 characters, start with a number or lowercase letter) and base plan and offer IDs (lowercase letters, numbers and hyphens) cannot be changed or reused once created or activated.

## Which base plan types exist?

| Type | How it works | Notes |
|---|---|---|
| Auto-renewing | Charged each billing period until cancelled | Periods: weekly, every 4 weeks, monthly, every 2, 3, 4, 6 or 8 months, yearly |
| Prepaid | A fixed period with no automatic charge; users top up to extend | No renewal |
| Installments | A commitment period paid in monthly instalments | Only in Brazil, France, Italy and Spain |

Auto-renewing base plans have **account hold** on by default: 60 days minus any grace period, and grace period plus account hold must total at least 30 days. You can also allow **resubscribe**, so people can buy an expired subscription again from the Play Store.

## Who can get an offer?

Every offer has one eligibility rule:

| Eligibility | Who qualifies | Typical use |
|---|---|---|
| New customer acquisition | Never had this subscription, or never had any subscription in this app (you choose) | Free trial or first-month discount |
| Upgrade | Currently subscribed to a specified subscription, optionally a specific billing period; you can cap redemptions | Discount for moving from a lower tier or from monthly to yearly |
| Developer determined | Your app decides; Google Play checks nothing | Win-back for lapsed users, loyalty, cancel-flow offers |

Developer-determined offers can only be bought inside your app. Google Play may detect people trying to get around trial or intro eligibility; they can still buy the base plan without the discount. **Tags** (up to 20 characters each) help your app pick the right offer when someone qualifies for several.

## What can an offer contain?

An offer is one or more **phases** before the base plan price starts:

- **Free trial:** from 3 days to 3 years.
- **Single payment:** one discounted charge for a set number of days, weeks or months.
- **Multiple payments:** a discount for 1 to 52 recurrences of the base plan's billing period.

Introductory prices must be the **same as or lower than** the base plan price, and can be absolute or relative to it. Example: a 7-day free trial, then $2 for the first month, then the normal monthly price.

## How do I create a subscription, base plan and offer?

1. **Subscription:** Monetize with Play > Products > Subscriptions > **Create subscription**. Enter the product ID and a name (up to 55 characters; it must reflect the offer, for example not "Free Trial"). Add up to **4 benefits** of up to 40 characters each; benefits must not mention a trial or price.
2. **Base plan:** open the subscription > **Add base plan**. Enter the ID, choose the type and billing period, set prices by region, and **Activate**.
3. **Offer:** in **Base plans and offers**, click **Add offer**, choose the base plan, enter an offer ID, set eligibility, add phases, optionally limit regions, and activate.

Deactivating a base plan or an offer stops new purchases; existing subscribers keep their plan or offer.

## How do price changes work?

- **Decreases** apply at the next renewal for existing subscribers without their approval.
- **Increases** are either opt-in or opt-out. Opt-in: the user must agree, with at least 30 days' notice, or the subscription is cancelled before the first higher charge.
- **Opt-out increases** are allowed only in certain cases: users are charged after a notice period of at least 30 or 60 days depending on the country, and must meet extra conditions, including in-app notice and caps on the size of the increase.
- Existing subscribers can be kept on their old price as a **legacy price cohort**; each price change creates a new cohort.

## What does the subscriptions policy require?

Google's Subscriptions policy is short and strictly enforced:

1. Disclose **price, billing frequency and automatic renewal** clearly, and whether a subscription is needed to use the app.
2. For free trials, state the **duration, the price after it, and how and when it converts**.
3. Provide an **easy online way to cancel** and explain how to manage the subscription.
4. Give **sustained value**; a subscription must not deliver what is effectively a one-time benefit.
5. Localize prices and terms properly.

Listed violations include annual plans that show mainly a monthly breakdown instead of the actual charge, hidden or unclear dismiss buttons, and trials without clear conversion terms.

## How does this map to App Store offers?

| App Store | Google Play equivalent |
|---|---|
| Introductory offer | Offer with New customer acquisition eligibility |
| Promotional offer (in app) | Offer with Developer determined eligibility, or Upgrade |
| Offer code | Not part of the base plan and offer model described here |
| Win-back offer | Developer-determined offer for lapsed users; promotional content targeting lapsed or churned users |

The App Store side is in [App Store subscription offers](https://uptika.app/en/guides/app-store-subscription-offers) and [Win-back offers](https://uptika.app/en/guides/win-back-offers).

## What does Google charge on subscriptions?

Auto-renewing subscriptions cost **15%** in most markets, and **10% plus a 5% billing fee** for users in the US, UK, EEA, Japan and Australia. The full table is in [App Store and Google Play commission rates](https://uptika.app/en/guides/app-store-google-play-commission).

## How does Uptika help?

Uptika does not read your billing data. It tracks the store page that sells the subscription: the ASO score and Keyword radar show how findable your listing is, and the Rival log records competitors' price and listing changes day by day. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### How do Google Play subscription offers work?

An offer belongs to one base plan and gives eligible users a discount through one or more phases: a free trial (3 days to 3 years), a single discounted payment, or a discount for 1 to 52 billing periods. After the phases end, the user pays the base plan price.

### What is a base plan on Google Play?

A base plan defines how a subscription is billed: auto-renewing (weekly, every 4 weeks, monthly, every 2, 3, 4, 6 or 8 months, or yearly), prepaid (no automatic renewal, users top up) or installments (monthly payments over a commitment, only in Brazil, France, Italy and Spain). Anyone can buy a base plan; offers are only for eligible users.

### How do I give a subscription discount on Google Play?

Create an offer on the base plan: Monetize with Play > Products > Subscriptions, open the subscription, click Add offer, choose the base plan, set eligibility and add a free trial or introductory pricing phase. Introductory prices must be equal to or lower than the base plan price.

### What does the Google Play subscriptions policy require?

Clear disclosure of price, billing frequency, automatic renewal and free trial terms before purchase; an easy online way to cancel; and sustained value over the life of the subscription rather than a one-time benefit.

## Sources

- [Understanding subscriptions (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12154973)
- [Create and manage subscriptions (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/140504)
- [Subscriptions policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9900533)
- [Service fees (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/112622)

---

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


---

# Google Play target API level 2026: the Android 16 (API 36) requirement

> Since August 31, 2026, new apps and app updates on Google Play must target Android 16 (API level 36), or API 35 for Wear OS and Android Automotive OS and API 34 for Android TV and Android XR, and existing phone apps that target below API 35 stop being available to new users on newer Android versions.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-target-api-level

## What is the target API level requirement?

Every Android app declares a `targetSdkVersion`, the target API level, which tells Android which version's behaviour the app was built for. Google Play sets a minimum target so users get the security, privacy and performance changes of recent Android versions. The target is not the same as `minSdkVersion`: an app targeting API 36 can still run on older Android versions down to its minimum.

## What are the rules in 2026, by device type?

Two rules apply at once. One decides whether you can **submit** a new app or update; the other decides whether an **existing** app stays available to new users on newer devices.

| Form factor | New apps and app updates, since August 31, 2026 | Existing apps, to stay available to new users on newer Android versions |
|---|---|---|
| Phones, tablets and Android Auto | Android 16 (API 36) or higher | Android 15 (API 35) or higher |
| Wear OS | Android 15 (API 35) or higher | Android 14 (API 34) or higher |
| Android Automotive OS | Android 15 (API 35) or higher | Android 12L (API 32) or higher |
| Android TV | Android 14 (API 34) or higher | Android 13 (API 33) or higher |
| Android XR | Android 14 (API 34) or higher | Android 14 (API 34) or higher |

The only exception Google lists is "Permanently private apps that are restricted to users in a specific organization and intended for internal distribution only."

> Status on November 5, 2026: Google let developers request an extension to November 1, 2026. That date has passed, and the help page mentions no later extension. If you were relying on one, the requirement applies to you now.

## What happens if my app targets an older API level?

- **Updates are blocked.** A new app or update below the submission target is not accepted.
- **New users on newer devices lose access.** An existing app below the availability target is shown only to people whose devices run the same Android version as the app's target, or older.
- **Existing users are not affected.** Google says people who installed the app before "will still be able to discover, re-install, and use the app on any Android OS version that your app supports."
- **Downloads may fall.** Google notes it "may impact your app download levels" because new users on newer devices cannot find or install it.
- **Deep links show a message.** A user on a newer device who opens your store link is told the app is "not available to install on their device because it was made for an older version of Android."

For existing apps, the consequence Google describes is limited availability to new users, not removal of the listing. If you want to stop serving an app you will not update, even to new users on older devices, Google points to unpublishing it.

## How do I check and change targetSdkVersion?

1. Open your app module's Gradle file. Google's guide says you can "confirm or change the current value of targetSdkVersion in your app's Gradle file", or use the `android:targetSdkVersion` attribute in the manifest's uses-sdk element.
2. In the Gradle Kotlin DSL the value sits in the `defaultConfig` block, for example `targetSdk = 36`.
3. Work through the official behavior changes list for each version you move past (Android 13, 14, 15 and 16 are linked from Google's migration guide); some changes only apply once your app targets that version.
4. Test on a device or emulator running the newest Android version, then build a new release and upload it to every track you use.
5. After review, open **Policy status** in Play Console (select the app, left menu). Non-compliant apps receive a warning there and in Notifications.

## How do I avoid this next year?

The last two requirements took effect on August 31, 2025 (API 35) and August 31, 2026 (API 36). Plan the next target bump into an early-summer release each year, so the update is reviewed before the deadline rather than during it. A rejected update for a target level is an ordinary rejection; the [Google Play rejection reasons guide](https://uptika.app/en/guides/google-play-rejection-reasons) explains how to resubmit, and the [metadata policy guide](https://uptika.app/en/guides/google-play-metadata-policy) covers the listing checks worth running in the same release.

## Where Uptika fits

Uptika does not inspect your app bundle or its target SDK. What it shows is the effect on the store side: Günlük ping (daily brief, paid plans) reports keyword rank moves and listing changes each day, so a drop after a release or availability change is visible quickly. [Create an account](https://uptika.app/app/#/?signup=1) to track your Google Play listing.

## Questions

### What target API level does Google Play require in 2026?

From August 31, 2026, new apps and app updates must target Android 16 (API level 36). Wear OS and Android Automotive OS apps must target API 35, Android TV and Android XR apps API 34. Existing phone apps must target at least API 35 to stay available to new users on newer Android versions.

### What happens if my app targets an old API level?

An update that targets below the requirement cannot be submitted. An existing app that targets API 34 or lower is only shown to new users whose devices run the same or an older Android version. People who already installed it keep it and can reinstall it.

### Can I request an extension?

Google allowed extension requests until November 1, 2026, through a form on the warning in the Policy status page. That date has passed, and Google’s help page mentions no further extension, so update the target now.

### Does the requirement apply to Wear OS apps?

Yes, with a lower level. New Wear OS apps and updates must target Android 15 (API level 35) since August 31, 2026; existing Wear OS apps need API 34 or higher to stay available to new users on newer versions.

### Are any apps exempt?

Google lists one exception: permanently private apps that are restricted to users in a specific organization and intended for internal distribution only.

## Sources

- [Target API level requirements for Google Play apps (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/11926878)
- [Meet Google Play’s target API level requirement (Android Developers)](https://developer.android.com/google/play/requirements/target-sdk)
- [Check your app’s policy status (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9842754)

---

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


---

# Google Play's 12 testers for 14 days rule: who it applies to and how to pass

> Personal Google Play developer accounts created after November 13, 2023 must run a closed test with at least 12 testers who stay opted in for 14 consecutive days, then apply for production access from the Dashboard, a review Google says usually takes seven days or less.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-12-testers-14-days

## Who has to follow the 12 testers rule?

The rule applies to **personal developer accounts created after November 13, 2023**. If that is you, you cannot make an app available on Google Play until a closed test has run with **at least 12 opted-in testers for 14 days in a row** and Google has approved your production access application.

| Your account | 12 testers / 14 days | What you do |
|---|---|---|
| Personal, created after Nov 13, 2023 | Yes | Closed test, then Apply for production |
| Personal, created before that date | No | Release to production directly |
| Organization (any date) | No | Release to production directly |

The Dashboard in Play Console shows the testing task for the app you are working on, so check there if you are unsure. Choosing the account type is covered in [Google Play developer account](https://uptika.app/en/guides/google-play-developer-account).

## What exactly does Google count?

Google's requirement has two parts, and both are strict:

- **At least 12 testers opted in** to a **closed** test. Internal testing does not count.
- **Continuously for 14 days.** If a tester opts out and opts back in later, Google says the 14 days must be consecutive to count. A drop below 12 on day 10 means the clock you care about restarts.

Practically, that means you need a buffer. Invite 20 to 25 people so that a few who leave do not sink the count.

## How do you set up the closed test?

1. In Play Console open **Test and release, Testing, Closed testing**. Use the default closed track or create one.
2. In the **Testers** tab, add testers by **email list** (up to 2,000 addresses per list) or by **Google Group**. A Google Group has no size limit and testers join it themselves, which is easier for everyone.
3. Select the countries where the test is available, so testers abroad are not blocked.
4. Create a release on the track: upload your App Bundle, write release notes, then review and roll out the release to the closed track.
5. Copy the **opt-in link** from the Testers tab and send it with clear instructions: open the link with the Google Account you were invited with, accept, then install from Google Play.
6. Give testers a feedback channel (an email address, a form, a chat group). Testers cannot leave public reviews on test versions, but they can send private feedback.

The first upload may show a temporary name and listing for up to 48 hours. If a tester sees "item not found", they are usually signed in to Google Play with a different account than the one on the list; see [internal vs closed vs open testing](https://uptika.app/en/guides/google-play-internal-closed-open-testing) for the fixes.

## A worked 14-day calendar

| Day | What happens |
|---|---|
| Day 0 | Closed release rolled out; opt-in link and instructions sent to 20+ people |
| Day 1 to 2 | Chase people who have not opted in; count reaches 12 or more |
| Day 3 | First feedback round: ask testers to try one specific feature |
| Day 7 | Ship a test update that fixes the first bugs (shows you acted on feedback) |
| Day 10 | Second feedback round on onboarding, payments or the main flow |
| Day 14 or later | 14 consecutive days with 12+ opted in; open Dashboard, Apply for production |
| Up to 7 days later | Google's decision by email (usually seven days or less) |

Count your day 1 from the day you actually reached 12 opted-in testers, not from the day you sent invitations.

## What does the production access application ask?

You apply from the **Dashboard** with **Apply for production**. The form has three sections:

| Section | Questions |
|---|---|
| About your closed test | How easy was it to recruit testers? Did testers use all features? Did their use match how you expect production users to use the app? What feedback did you get and how did you collect it? |
| About your app or game | Who is the target audience? What makes the app valuable or different? How many installs do you expect in the first year? |
| Production readiness | What did you change based on the closed test? How did you decide the app is ready for production? |

Answer like a short test report, with specifics. A template that works:

- **Recruiting**: "We invited 24 people from our beta waitlist and a local running club through a Google Group; 19 opted in within two days."
- **Feature coverage**: "We asked testers to complete three tasks: create a plan, log a session, restore a purchase. 15 completed all three."
- **Feedback**: "Collected through an in-app form and a group chat; 31 reports, 9 bugs."
- **Changes**: "Fixed a crash on Android 12 at sign-in, shortened onboarding from 5 to 3 screens, added an offline message."
- **Readiness**: "No crash reports in the last 5 days of the test; all 9 bugs closed."

Use your own real numbers. Vague answers ("testers liked it") are the easiest to reject.

## Can you buy testers or use tester exchanges?

You can find paid tester services and "12 testers" exchange groups online. Weigh the risks before you use them:

- Google's ratings, reviews and installs policy bans inflating installs, ratings or reviews by illegitimate means, including incentivized reviews and automated services.
- The application asks whether testers used every feature and whether their behaviour matched your real users. Strangers who open the app once a day to keep a counter alive give you nothing true to write.
- A test that teaches you nothing means your production launch is the real test, in front of public reviewers.

The safer path is slower but honest: people from your audience, given a task and a feedback channel.

## Common mistakes

- Testing on the internal track and expecting it to count.
- Inviting exactly 12 people.
- Testers opting in with a different Google Account than the one on the list.
- Forgetting to roll out a release to the closed track, so testers have nothing to install.
- Pausing the test for a big rewrite, letting opt-ins lapse and losing the consecutive days.
- Applying on day 14 with no changes made: the readiness section asks what you changed.

## What happens after approval?

Once production access is granted, you create a production release as described in [How to publish an app on Google Play](https://uptika.app/en/guides/publish-app-google-play). That release goes through the normal review, which Google says can take up to 7 days or longer in exceptional cases; timing is covered in [Google Play review time](https://uptika.app/en/guides/google-play-review-time).

Keep the calendar above in a shared document with your testers. Uptika helps from launch day on: its **Keyword radar** reads your Google Play rank for each keyword every day from launch, and **Daily ping** sends one morning summary of what moved. Start on the [free plan](https://uptika.app/app/#/?signup=1), no card needed.

## Questions

### Does the 12 testers rule apply to organization accounts?

No. Google applies it to personal developer accounts created after November 13, 2023. Organization accounts and older personal accounts publish without it.

### Do testers need to keep the app installed for 14 days?

Google's wording is that at least 12 testers must be opted in to the closed test continuously for 14 days; if a tester opts out and back in, their days must be consecutive again. The production application then asks how testers actually used the app, so a tester who joined but never opened it helps the counter and nothing else.

### How do I get 12 testers for free?

Ask people who would use the app: friends, colleagues, a waitlist, an existing community or customers. A Google Group is the simplest container because it has no size limit and testers join by joining the group. Invite 20 or more so a few drop-outs do not reset your count.

### What is a closed test on Google Play?

A closed test is a release track that only invited testers can join, by email list or Google Group. Testers opt in through a link and install the test version from Google Play; they can send private feedback but cannot leave public reviews.

### What questions does Google ask when applying for production access?

Three groups: about the closed test (recruiting, feature coverage, whether use matched real users, feedback and how you collected it), about the app (target audience, value, estimated first-year installs) and about readiness (what you changed after the test and how you decided it is ready).

### How long does production access review take?

Google says the review usually takes seven days or less, but can occasionally take longer. The account owner gets an email when it is done.

## Sources

- [App testing requirements for new personal developer accounts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/14151465)
- [Set up an open, closed or internal test (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9845334)
- [Ratings, reviews and installs policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898684)
- [Get started with Play Console (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6112435)

---

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


---

# Guideline 2.1 App Completeness and "Information Needed": how to fix it

> Guideline 2.1 (App Completeness) rejects submissions that crash, show placeholder content, lack a working demo account or backend, or contain in-app purchases the reviewer cannot find; when App Review only asks for information, you answer in App Store Connect without resubmitting, and when the build is at fault you fix it and submit a new build.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/guideline-2-1-app-completeness

## What does Guideline 2.1 App Completeness say?

Guideline 2.1 sits in section 2, Performance, which is why rejection messages carry both words. The full text (App Review Guidelines, last updated October 16, 2026):

> **2.1(a):** "Submissions to App Review, including apps you make available for pre-order, should be final versions with all necessary metadata and fully functional URLs included; placeholder text, empty websites, and other temporary content should be scrubbed before submission. Make sure your app has been tested on-device for bugs and stability before you submit it, and include demo account info (and turn on your back-end service!) if your app includes a login. If you are unable to provide a demo account due to legal or security obligations, you may include a built-in demo mode in lieu of a demo account with prior approval by Apple. Ensure the demo mode exhibits your app's full features and functionality. We will reject incomplete app bundles and binaries that crash or exhibit obvious technical problems."

> **2.1(b):** "If you offer in-app purchases in your app, make sure they are complete, up-to-date, visible to the reviewer and functional. If any configured in-app purchase items cannot be found or reviewed in your app, explain the reason in your review notes."

In short: a finished build, working links, no placeholders, a demo account with the backend on, and purchases the reviewer can reach.

## Why does 2.1 catch so many submissions?

It catches everything unfinished. Apple's [App Review page](https://developer.apple.com/distribute/app-review/) says: "On average, over 40% of unresolved issues are related to guideline 2.1: App Completeness, which covers crashes, placeholder content, incomplete information, and more." The same page adds that a support link with up-to-date contact information and a privacy policy link are required for all apps, and that if features need an environment that is hard to replicate or specific hardware, you should be prepared to provide a demo video or the hardware.

## What is "Information Needed" and how do you handle it?

It is App Review asking for something before it can finish, not a verdict that the app breaks a rule: working demo credentials, steps to reach a feature, the business model, or documentation for a regulated service. What to do depends on what is missing:

| Situation | What to do |
|---|---|
| App Review asked for information and nothing else is wrong | Reply to the message in App Store Connect. Do not resubmit: a resubmission starts a new review, and App Review can no longer reply to the old message. |
| Demo credentials failed or the server was down | Fix it server side (activate the account, turn the backend on), then reply. No new build is needed. |
| Metadata issue only (text, screenshots, links) | Fix the metadata. Apple says you can resubmit the same build. |
| Crash or bug in the build | Fix it, upload a new build and submit that version. This starts a full review. |
| Documentation for a regulated field | Attach it in the App Review Information section and describe it in the notes. |

Do not appeal an information request. Apple's appeal article says: "Don't file an appeal for requests from App Review for additional information or documentation about your app."

To reply: in App Store Connect, open **Apps**, select the app, click the link at the top of the page that says there are unresolved issues, click **Resolve** next to the submission in the In Progress section, then **Reply to App Review**, type your answer, attach files if needed and click **Reply**. The [appeal guide](https://uptika.app/en/guides/app-review-board-appeal) explains when a reply is not enough.

## What should you check before resubmitting?

Use this list for the demo account, the backend and purchases, the three causes behind most 2.1 messages.

**Build and links**

1. Test on real devices running the latest OS version, not only the simulator.
2. Open every link in the app and in the metadata: support URL, privacy policy, terms. None may lead to an empty or placeholder page.
3. Remove "lorem ipsum", test data, "coming soon" screens and debug menus.

**Demo account and backend**

4. Enter a username and password in **Sign-in required** that work at submission. Apple warns that credentials which expire or change before review starts may cause a rejection; the field help says the demo account must not expire.
5. If the app has several account types (for example admin and member), add the extra credentials in the Notes field.
6. If a login needs a one-time code, put it in Notes in advance. Without it a call may be needed, and Apple says calls typically take three to five business days.
7. Keep the backend, feature flags and any allowlists switched on for the review period. If you block access by country or IP, make sure the reviewer is not blocked.
8. For auto-renewable subscriptions, provide a demo account with an expired subscription so the reviewer can see the whole purchase flow.

**In-app purchases**

9. The Account Holder must accept the Paid Apps Agreement in the Business section; paid in-app purchases do not work in review until it is active.
10. Test every product in the sandbox, the environment App Review uses. Fetch product details from StoreKit before showing them, so the screen matches App Store Connect.
11. Submit the purchases in App Store Connect once they are in the Ready for Review state.
12. If a purchase is limited to some storefronts or devices, or only appears after a step, say so in Notes.

## What should you write in App Review notes?

Write what a stranger needs in the first five minutes. Apple's complete-review article lists the items: concept and business model for new apps; what changed and where to find it for updates; purpose and audience; devices and OS versions tested; external services the app relies on (data providers, authentication, payments, AI services); for required hardware, a video of a physical Apple device pairing with it (not a screen recording); and regional differences, or confirmation that the app works the same everywhere. The Notes field holds up to 4,000 bytes and you can write in any language.

A template for a new app, filled in for an invented habit tracker called Stepwise:

> Stepwise is a habit tracker for shift workers. Habits reset at the end of the user's shift instead of at midnight. Business model: free with an optional monthly subscription (Stepwise Plus) that unlocks unlimited habits. Demo account: in the Sign-in fields; it has an expired Plus subscription so you can test the full purchase flow. To reach the subscription: Profile tab > Upgrade. Shift settings: Profile > Shift schedule. Tested on iPhone with the latest iOS version. External services: our own server for sync; no third-party AI. Features and content are the same in every region.

A template for an update after a 2.1 message:

> Version [x.y]: we fixed the crash on launch reported in the previous review ([short cause]). New in this version: [feature], found at [screen > steps]. The demo account in the Sign-in fields was re-activated on [date] and does not expire. Purchases: [product names] appear at [screen]; [product] is only offered in [storefronts] because [reason].

One fact per short line.

## How do you prevent 2.1 next time?

Run the build from a clean install on a real device, sign in with the exact demo account you will submit, buy every product in the sandbox, and read your notes as a stranger would. Then check the rest of the listing against the [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons); privacy and account deletion rules are in the [Guideline 5.1.1 guide](https://uptika.app/en/guides/guideline-5-1-1-data-collection), and in-app purchase rules in the [Guideline 3.1.1 guide](https://uptika.app/en/guides/guideline-3-1-1-in-app-purchase).

## Where Uptika fits

Uptika does not test your build or answer App Review for you. It covers the store text side of a complete submission. The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks your name, subtitle and keyword field in the browser for limits, repeated words and policy risks such as other brands' names, "best" or "#1", prices and placeholder text. In the panel, **Sayfa denetimi** (page audit) scores your live listing from 0 to 100 and runs the same rejection-risk check on its most visible text, and **Metin atölyesi** (text workshop) lets you draft the next version's text against the limits before anything goes to the store. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What does Guideline 2.1 Information Needed mean?

App Review needs something from you to finish the review, such as working demo credentials, setup steps or documentation. If nothing else is wrong, reply to the message in App Store Connect; Apple says resubmitting starts a new review, after which App Review can no longer reply to your previous message.

### How do I fix Guideline 2.1 App Completeness?

Find the cause in the rejection message: a crash, placeholder text, a broken link, a demo account that fails, or a backend that was off. Fix it, test on a real device with the latest OS, then upload a new build if the problem was in the binary, or reply if it was server-side or metadata only.

### What is Guideline 2.1(b)?

2.1(b) covers in-app purchases: they must be complete, up to date, visible to the reviewer and functional. If a configured item cannot be found or reviewed in the app, explain the reason in your review notes.

### What should I write in App Review notes?

The app's concept and audience, what changed and where to find it, demo credentials for every account type, any authentication code, how to reach purchases, regional differences, external services the app depends on, and the devices and OS versions you tested on. The Notes field holds up to 4,000 bytes and can be in any language.

### Can I use a demo mode instead of a demo account?

Only with prior approval by Apple, when legal or security obligations prevent a demo account, and the demo mode must show the app's full features and functionality.

## Sources

- [App Review Guidelines 2.1 App Completeness (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#app-completeness)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [Provide information for a complete review (App Review Help)](https://developer.apple.com/help/app-review/before-submitting-for-review/complete-review)
- [Configure In-App Purchases for review in the sandbox (App Review Help)](https://developer.apple.com/help/app-review/before-submitting-for-review/configure-in-app-purchases)
- [Track a submission's review status (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/review-status)
- [Reply to App Review messages (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/reply-to-app-review-messages)
- [Platform version information: App Review information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# Guideline 3.1.1 In-App Purchase rejections: what needs IAP and what doesn't

> Guideline 3.1.1 requires Apple's in-app purchase for anything that unlocks features or functionality inside the app, such as subscriptions, in-game currencies, levels, premium content or a full version, while physical goods, services consumed outside the app, real-time one-to-one services and the other cases in 3.1.3 may use other payment methods.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/guideline-3-1-1-in-app-purchase

## What does Guideline 3.1.1 require?

3.1.1 makes Apple's in-app purchase the only way to unlock digital features inside an app. The core sentence (App Review Guidelines, last updated October 16, 2026):

> "If you want to unlock features or functionality within your app, (by way of example: subscriptions, in-game currencies, game levels, access to premium content, or unlocking a full version), you must use in-app purchase. Apps may not use their own mechanisms to unlock content or functionality, such as license keys, augmented reality markers, QR codes, cryptocurrencies and cryptocurrency wallets, etc."

The same section adds rules that cause rejections on their own:

- Credits or in-game currencies bought with in-app purchase "may not expire", and you should have a restore mechanism for restorable purchases.
- Loot boxes and other randomized paid items "must disclose the odds of receiving each type of item to customers prior to purchase."
- Digital gift cards, certificates, vouchers and coupons redeemable for digital goods "can only be sold in your app using in-app purchase." Physical gift cards mailed to customers may use other payment.
- Tips to the developer or content providers may use in-app purchase currencies.
- A free time-based trial for a non-subscription app uses a Non-Consumable item at Price Tier 0 named "XX-day Trial", and the app must state the duration, what stops working and any later charges before the trial starts.

## What needs in-app purchase and what doesn't?

The test is where the purchase is used: inside the app as digital content or features, or outside it.

| What you sell | Payment rule | Guideline |
|---|---|---|
| Subscriptions, premium features, full unlock | In-app purchase | 3.1.1 |
| In-game currency, levels, extra lives | In-app purchase | 3.1.1 |
| Digital gift cards or vouchers for digital goods | In-app purchase | 3.1.1 |
| Paid boosts for posts shown in the same app | In-app purchase | 3.1.3(g) |
| Magazines, newspapers, books, audio, music, video bought elsewhere ("reader" apps) | May give access to prior purchases; account link only with the External Link Account Entitlement, except on the US storefront | 3.1.3(a) |
| Content bought on your website or another platform | May be accessed in the app, if those items are also available as in-app purchases in the app | 3.1.3(b) |
| Software sold only to organizations for employees or students | May give access to prior purchases; consumer, single user or family sales use in-app purchase | 3.1.3(c) |
| Real-time service between two individuals (tutoring, medical consultation, fitness training) | May use other payment; one-to-few and one-to-many live services use in-app purchase | 3.1.3(d) |
| Physical goods or services consumed outside the app | Must use other payment, such as Apple Pay or card entry | 3.1.3(e) |
| Free companion to a paid web tool for VoIP, cloud storage, email or web hosting | No in-app purchase needed, if there is no purchasing or purchase call to action | 3.1.3(f) |
| Apps only for buying and managing ad campaigns across media | No in-app purchase needed | 3.1.3(g) |
| Features that depend on specific hardware | May unlock without in-app purchase in limited cases | 3.1.4 |

Apps in 3.1.3 "cannot, within the app, encourage users to use a purchasing method other than in-app purchase, except for apps on the United States storefront and as set forth in 3.1.1(a) and 3.1.3(a)." You may still contact your users outside the app about other purchasing methods.

## What does 3.1.1(a) say about links to other purchase methods?

3.1.1(a) lets developers apply for entitlements to link out, and exempts the United States storefront from needing one. The exact text:

> "3.1.1(a) Link to Other Purchase Methods: Developers may apply for entitlements to provide a link in their app to a permitted destination in order to purchase digital content or services. These entitlements are not required for developers to include buttons, external links, or other calls to action in their United States storefront apps."

On the StoreKit External Purchase Link Entitlements, the guideline says apps "in specific regions" may offer in-app purchase and also link to a permitted destination, that approved destinations "may vary by region", and that the entitlements are "limited to use only in specific storefronts of the App Store, and only on certain platforms in each of those storefronts." Then:

> "In all other storefronts, except for the United States storefront, where this prohibition does not apply, apps and their metadata may not include buttons, external links, or other calls to action that direct customers to purchasing mechanisms other than in-app purchase."

So a "Buy on our website" button is a 3.1.1 rejection in a storefront where you hold no entitlement, unless it is the United States storefront. The same applies to your description and screenshots, since the rule covers metadata. Misleading marketing, scams or fraud around an entitlement lead to removal from the App Store.

## What do 3.1.2(a) and 3.1.2(c) require from subscriptions?

3.1.2(a) sets the floor for any auto-renewable subscription:

> "If you offer an auto-renewable subscription, you must provide ongoing value to the customer, and the subscription period must last at least seven days and be available across all of the user's devices."

Apple's examples of appropriate subscriptions include new game levels, episodic content, multiplayer support, apps with consistent substantive updates, large or continually updated media collections, software as a service and cloud support. Further rules in the same part: subscriptions "must work on all of the user's devices where the app is available"; people must get what they paid for without extra tasks such as posting on social media or uploading contacts; and when you move an app to subscriptions, "you should not take away the primary functionality existing users have already paid for."

3.1.2(c) Subscription Information:

> "Before asking a customer to subscribe, you should clearly describe what the user will get for the price. How many issues per month? How much cloud storage? What kind of access to your service? Ensure you clearly communicate the requirements described in Schedule 2 of the Apple Developer Program License Agreement."

3.1.2(b) adds that upgrades and downgrades should be seamless, so people cannot subscribe to several variations of the same thing by accident.

## How do you fix a 3.1.1 rejection?

1. Find what the reviewer flagged: an unlock outside in-app purchase, an external purchase link, a price or "buy on web" line in metadata, or a missing restore option.
2. Move every digital unlock used in the app to in-app purchase. Remove license-key, code or QR unlocks.
3. Remove buttons, links and wording that point to other payment in storefronts where you hold no entitlement. Check the description, screenshots and promotional text too.
4. If you rely on an exception (reader app, person-to-person service, physical goods), say which part of 3.1.3 applies in App Review notes.
5. Add a restore purchases option, and make sure purchased currency never expires.
6. Disclose loot box odds before purchase.
7. On the paywall, state what the subscription includes, the price and the period before the subscribe button.
8. Confirm the Paid Apps Agreement is active and test every product in the sandbox. Paid purchases do not work in review until the agreement is in effect.
9. If a purchase is limited to some storefronts or appears only after a step, write that in Notes, as 2.1(b) asks.

The [Guideline 2.1 guide](https://uptika.app/en/guides/guideline-2-1-app-completeness) covers purchases the reviewer cannot find, the [Guideline 5.1.1 guide](https://uptika.app/en/guides/guideline-5-1-1-data-collection) covers subscription notices during account deletion, and the [minimum functionality guide](https://uptika.app/en/guides/guideline-4-2-minimum-functionality) covers apps that are mainly a web checkout. The [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons) lists the rest.

## Where Uptika fits

Uptika does not check your payment code or resolve rejections. It helps with the text side: Guideline 2.3.7 also forbids pricing information in names, subtitles and screenshots. The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) flags prices, "free" claims and other risky words in your name, subtitle and keyword field, and the panel's **Sayfa denetimi** (page audit) runs the same rejection-risk check on your live listing. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What is Guideline 3.1.1 In-App Purchase?

It says that if you want to unlock features or functionality within your app (subscriptions, in-game currencies, game levels, access to premium content or a full version), you must use in-app purchase, and you may not use your own unlock mechanisms such as license keys, QR codes or cryptocurrencies.

### Can I link to my website for payments?

It depends on the storefront. 3.1.1(a) lets developers apply for entitlements to link to a permitted destination in specific regions. Those entitlements are not required for buttons, external links or other calls to action in United States storefront apps. In all other storefronts without an entitlement, apps and their metadata may not include calls to action that direct customers to other purchasing methods.

### Do digital goods require IAP?

Digital content or features used inside the app do, including digital gift cards and post boosts in a social app. Physical goods and services consumed outside the app must use other methods, and reader apps, multiplatform access, enterprise sales, one-to-one live services and some companion apps have their own rules in 3.1.3.

### What are the subscription rules in 3.1.2?

An auto-renewable subscription must provide ongoing value, last at least seven days and be available across all of the user's devices. Before asking someone to subscribe, describe clearly what they get for the price, and do not take away functionality existing users already paid for.

### Do in-game currencies bought with IAP expire?

No. 3.1.1 says credits or in-game currencies purchased via in-app purchase may not expire, and you should provide a restore mechanism for restorable purchases.

## Sources

- [App Review Guidelines 3.1.1 In-App Purchase (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#in-app-purchase)
- [App Review Guidelines 3.1.1(a) Link to Other Purchase Methods (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#link-to-other-purchase-methods)
- [App Review Guidelines 3.1.2 Subscriptions (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#subscriptions)
- [App Review Guidelines 3.1.3 Other Purchase Methods (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#other-purchase-methods)
- [Configure In-App Purchases for review in the sandbox (App Review Help)](https://developer.apple.com/help/app-review/before-submitting-for-review/configure-in-app-purchases)
- [Provide information for a complete review (App Review Help)](https://developer.apple.com/help/app-review/before-submitting-for-review/complete-review)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# Guideline 4.0 Design and 4.2 Minimum Functionality rejections

> Guideline 4.2 (Minimum Functionality) rejects apps that are little more than a repackaged website, a collection of links, marketing material or a single piece of content, because Apple expects features, content and UI that make an app useful, unique or "app-like"; the fix is to add real native functionality, not a new wrapper.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/guideline-4-2-minimum-functionality

## What does Guideline 4.0 Design say?

Section 4 is Apple's floor for design, not a style guide. Its introduction (App Review Guidelines, last updated October 16, 2026):

> "Apple customers place a high value on products that are simple, refined, innovative, and easy to use, and that's what we want to see on the App Store. Coming up with a great design is up to you, but the following are minimum standards for approval to the App Store. And remember that even after your app has been approved, you should update your app to ensure it remains functional and engaging to new and existing customers. Apps that stop working or offer a degraded experience may be removed from the App Store at any time."

A rejection that cites 4.0 rather than a numbered part is about these minimum standards for the experience as a whole. One example Apple gives in its account deletion help: linking out to the default web browser to sign in or register "provides a poor user experience and isn't appropriate, per App Review Guideline 4."

## What does Guideline 4.2 Minimum Functionality say?

4.2 asks for something an app does that a website or a file cannot. The full text:

> "Your app should include features, content, and UI that elevate it beyond a repackaged website. If your app is not particularly useful, unique, or 'app-like,' it doesn't belong on the App Store. If your App doesn't provide some sort of lasting entertainment value or adequate utility, it may not be accepted. Apps that are simply a song or movie should be submitted to the iTunes Store. Apps that are simply a book or game guide should be submitted to the Apple Books Store."

The numbered parts of 4.2 that apply to most apps:

| Part | Exact text | Typical rejection |
|---|---|---|
| 4.2.1 | "Apps using ARKit should provide rich and integrated augmented reality experiences; merely dropping a model into an AR view or replaying animation is not enough." | An AR viewer that shows one 3D model |
| 4.2.2 | "Other than catalogs, apps shouldn't primarily be marketing materials, advertisements, web clippings, content aggregators, or a collection of links." | A brand app that lists links to the website |
| 4.2.3(i) | "Your app should work on its own without requiring installation of another app to function." | A companion that does nothing without a second app |
| 4.2.3(ii) | "If your app needs to download additional resources in order to function on initial launch, disclose the size of the download and prompt users before doing so." | A silent large download at first launch |
| 4.2.6 | "Apps created from a commercialized template or app generation service will be rejected unless they are submitted directly by the provider of the app's content." | A builder platform submitting client apps |

4.2.6 continues: template services "should not submit apps on behalf of their clients", and a provider can instead create "a single binary to host all client content in an aggregated or 'picker' model". Template apps are also a common [Guideline 4.3 spam](https://uptika.app/en/guides/guideline-4-3-spam) case.

## Why do webview wrapper apps get rejected?

Because a website in a frame adds nothing the browser does not already do. Apple's [App Review page](https://developer.apple.com/distribute/app-review/) puts it directly: "Websites served in an iOS app, web content that is not formatted for iOS, and limited web interactions do not make a quality app." It also warns: "If your app doesn't offer much functionality or content, or only applies to a small niche market, it may not be approved."

The risks of a wrapper, in review terms:

- **4.2 and 4.2.2:** the app is mainly web clippings or links.
- **4.0:** web navigation, browser-style errors and pages not formatted for the screen read as a degraded experience.
- **2.1:** a page that fails to load during review looks like an incomplete app.
- **3.1.1:** a web checkout for digital goods inside the wrapper breaks the in-app purchase rules; see the [Guideline 3.1.1 guide](https://uptika.app/en/guides/guideline-3-1-1-in-app-purchase).
- **5.1.1(v):** if the site has accounts, the app needs in-app account deletion; see the [Guideline 5.1.1 guide](https://uptika.app/en/guides/guideline-5-1-1-data-collection).

Google Play has a parallel rule. Its spam policy does not allow apps whose primary purpose is "to provide a webview of a website without permission from the website owner or administrator", or to drive affiliate traffic to a website.

## What should you check before resubmitting?

1. List what the app does that the mobile website cannot. If the list is empty, build those features first.
2. Use native navigation and screens for the core tasks; keep web content for secondary pages.
3. Handle no-network states with a real screen, not a browser error.
4. Use device features where they serve the core task, for example camera scanning, offline access, widgets or notifications people opt into.
5. Remove screens that are only links, promotions or a contact form.
6. If the app needs another app or a large download, fix 4.2.3: work on its own, show the download size and ask first.
7. If you build for clients from a template, submit from the content owner's account or move to one picker app.
8. Describe the new native features and where to find them in App Review notes and in your reply.

## How does Guideline 4.8 Login Services affect design rejections?

If your app uses a third-party or social login service to set up or authenticate the user's primary account, 4.8 requires an equivalent option from another login service that limits data collection to name and email address, lets people keep their email address private, and does not collect interactions for advertising without consent. It is not required when the app uses only your company's own account system, is an education or enterprise app using existing accounts, uses a government or industry-backed electronic ID, or is a client for a specific third-party service. Check this whenever you add social sign-in to a former web app.

When you believe the reviewer missed your features, reply first and consider an appeal only after that; the [appeal guide](https://uptika.app/en/guides/app-review-board-appeal) explains the order. The [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons) covers the other guidelines.

## Where Uptika fits

Uptika does not judge your app's functionality or resolve rejections. It helps you see how apps in your category present themselves and keeps your own text clean. The free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads any public listing and shows character use and three prioritized fixes, and the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks your text for policy risks before you resubmit. In the panel, **Uygulama dosyası** (app file) profiles any app's listing, versions and changes, and **Sayfa denetimi** (page audit) runs a rejection-risk check on your live listing. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What is Guideline 4.0 Design?

Section 4 sets Apple's minimum design standards for approval. Its intro says customers value products that are simple, refined, innovative and easy to use, and that apps which stop working or offer a degraded experience may be removed at any time. A rejection under section 4 can cite this intro or a numbered part such as 4.1, 4.2 or 4.3.

### What is Guideline 4.2 Minimum Functionality?

4.2 says your app should include features, content and UI that elevate it beyond a repackaged website. Apps that are not particularly useful, unique or app-like, or that lack lasting entertainment value or adequate utility, may not be accepted.

### Will Apple reject a webview app?

The guidelines do not ban web content as such, but an app that is mainly a website in a frame is exactly what 4.2 describes as a repackaged website. Apple's App Review page says websites served in an iOS app, web content not formatted for iOS and limited web interactions do not make a quality app.

### How do I fix a 4.2 rejection?

Add functionality the website cannot offer: native navigation, offline use, device features that serve the core task, notifications people opt into, widgets, or real account features. Then describe those features and where to find them in your reply and in App Review notes.

## Sources

- [App Review Guidelines 4 Design (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#design)
- [App Review Guidelines 4.2 Minimum Functionality (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#minimum-functionality)
- [App Review Guidelines 4.8 Login Services (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#login-services)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [5.1.1(v) Offering account deletion in your app (App Review Help)](https://developer.apple.com/help/app-review/guideline-reference/5-1-1-account-deletion)
- [Spam policy: webviews and affiliate spam (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9899034)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# Guideline 4.3 spam rejections: 4.3(a) vs 4.3(b) and how to fix them

> Guideline 4.3 (Spam) rejects an app either because you submitted several Bundle IDs of what is really one app, which is 4.3(a), or because the app is indistinguishable from what is already widely available on the App Store, which is 4.3(b); the fix is to merge duplicate apps into one, or to show App Review a meaningfully different or improved experience.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/guideline-4-3-spam

## What does Guideline 4.3 Spam say?

Guideline 4.3 has two parts, and the rejection message names the one that applies. Here is the full text from the App Review Guidelines (last updated October 16, 2026).

> **4.3(a):** "Don't create multiple Bundle IDs of the same app (for example, submitting a separate map app for every city in the world instead of a single worldwide map that allows users to search any city). This practice results in unnecessary apps, which makes it hard for users to find the apps they want. If your app has different versions for specific locations, sports teams, universities, etc., consider submitting a single app and providing the variations using in-app purchase."

> **4.3(b):** "Don't submit apps that are indistinguishable from what's already widely available. Opportunistically creating variants of existing app categories or popular apps degrades App Store discovery, reduces overall app quality, and harms both users and developers. Certain kinds of apps, such as dating, flashlight, sound effects, wallpaper, simple timers, and fortune telling, are well established on the App Store and we will not accept new submissions unless they offer a meaningfully different or improved experience. We may remove these apps from the App Store going forward if they are not updated, improved, or do not attract customers. Other kinds of apps, such as drinking games, Kama Sutra, fart, and burp apps, are mediocre, low-quality, or low-effort and do not add value to the App Store. Repeated submissions of this kind may lead to removal from the Apple Developer Program."

Two lists sit inside 4.3(b). The **saturated** list (dating, flashlight, sound effects, wallpaper, simple timers, fortune telling) is not a ban: Apple accepts these when they offer "a meaningfully different or improved experience". The **low-value** list (drinking games, Kama Sutra, fart, burp) is described as adding no value, and repeated submissions can cost you the developer account.

## How is 4.3(a) different from 4.3(b)?

4.3(a) is about your own apps copying each other; 4.3(b) is about your app copying the market.

| | 4.3(a) | 4.3(b) |
|---|---|---|
| What triggers it | Several Bundle IDs that are the same app with different content, city, team, school or brand | One app that looks like many apps already on the store |
| Compared with | Your own other submissions | The whole category |
| Typical case | A city guide shipped as 40 separate apps | Another flashlight, wallpaper or simple timer with nothing new |
| Apple's suggested route | One app, variations through in-app purchase | A meaningfully different or improved experience |
| What fixes it | Merge into one binary, remove the duplicates | Change the product, then show the difference |
| Account risk | Ties up review; Apple asks you to combine apps | Repeated low-value submissions may lead to removal from the program |

Apple's App Review page puts 4.3(a) plainly: "Submitting several apps that are essentially the same ties up the App Review process and risks your apps not passing review." It suggests "thoughtfully combining your apps into one."

## Why do template and white-label apps get 4.3 rejections?

Apps built from the same template for many clients look like duplicates, so they hit 4.3 and Guideline 4.2.6 together. 4.2.6 says: "Apps created from a commercialized template or app generation service will be rejected unless they are submitted directly by the provider of the app's content." It adds that these services "should not submit apps on behalf of their clients", and that template providers can instead "create a single binary to host all client content in an aggregated or 'picker' model", such as a restaurant finder with a page per restaurant.

So if you build apps for clients from one codebase:

- Each client should submit from its own developer account, as the provider of the content.
- The app should be customized beyond colors and logo: its own content, flows and features.
- If the clients are small, one picker app that holds all of them is the route Apple names.

## What evidence shows your app is not spam?

App Review judges the experience, so your evidence should be things a reviewer can see in the build. Prepare a short list before you reply:

1. **The one-line difference.** What your app does that similar apps do not, in one sentence a reviewer can check.
2. **Features with no common equivalent**, each with where to find it in the app (screen, tab, steps).
3. **The audience.** Who it is for and why the common apps fail them, for example a timer built for one specific sport's interval rules.
4. **Own content.** Original data, sounds, images or text you created or licensed, not stock packs.
5. **Screenshots or a short screen recording** of those features working, attached to your reply.
6. **Merge proof for 4.3(a):** which Bundle IDs you removed or will remove, and how the merged app now offers the variations.
7. **Product history.** If the app is an update, what changed since the last approved version and why it is a deeper product now.

What does not count: a new icon, a new name, a new color theme, or different stock content in the same shell. Guideline 4.1(a) warns against making "minor changes to another app's name or UI" and passing it off as your own; Apple's [copycat help article](https://developer.apple.com/help/app-review/guideline-reference/4-1-prevent-copycat-rejection) asks for "a new experience or a unique spin on an existing concept."

> Changing the product comes first. A reply that describes features the build does not have will not pass review, and Apple's review-status article lists low-quality submissions under 4.3 among the signals that can extend a review.

## How do you reply to or appeal a 4.3 rejection?

Reply in App Store Connect first; appeal only if the reply does not resolve it. Apple's appeal rules: reply to the rejection message before filing, file one appeal per rejected app, and do not appeal after you have already resubmitted the fix. The [App Review Board appeal guide](https://uptika.app/en/guides/app-review-board-appeal) covers the full decision.

A reply skeleton you can fill in:

> Hello App Review team. Thank you for the review of [app name] [version]. We understand the concern under Guideline 4.3([a or b]). [For 4.3(a): We have merged [N] apps into this single app; the variations are now offered in the app through [in-app choice or in-app purchase], and we have removed [Bundle IDs].] [For 4.3(b): [App name] is built for [specific audience]. It differs from common [category] apps in these ways: 1. [feature], found at [screen and steps]. 2. [feature], found at [screen and steps]. 3. [own content or data].] We have attached screenshots of each feature. If anything is unclear, we would welcome a call.

Keep it factual and short. Point to screens, not adjectives.

## How do you avoid 4.3 before you submit?

Check the category before you build, not after a rejection.

- Search the store for your main keyword and open the top results. If your idea is the same app with a different skin, rethink it.
- Ship one app per product. Use in-app choice or in-app purchase for cities, teams, schools or themes.
- Write the difference into your metadata so it is visible in the first screenshots and subtitle, and describe it in App Review notes.
- If your app is in a saturated kind from the 4.3(b) list, expect closer scrutiny and give the reviewer a guided path to the features that set it apart.

The [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons) lists the other common guidelines, and the [metadata rejections guide](https://uptika.app/en/guides/app-store-metadata-rejections) covers the text rules your listing must follow.

## Where Uptika fits

Uptika does not decide or solve App Review outcomes. It helps with the homework around them. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows a category's daily top 10, climbers and apps launched in the last 90 days, so you can see how crowded a kind of app is. In the panel, **Uygulama dosyası** (app file) profiles any app in both stores, and **Kafa kafaya** (head to head) shows which searches you share with rivals and which only they win. Before you resubmit, the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) flags other brands' names, "best" or "#1" claims and other risky text, and the panel's **Sayfa denetimi** (page audit) runs the same rejection-risk check on your live listing. You can start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What is Guideline 4.3(a) Design Spam?

4.3(a) is the rule against multiple Bundle IDs of the same app, for example one map app per city instead of one worldwide map. Apple suggests a single app with the variations offered through in-app purchase.

### What is Guideline 4.3(b)?

4.3(b) rejects apps that are indistinguishable from what is already widely available. It names saturated kinds (dating, flashlight, sound effects, wallpaper, simple timers, fortune telling) and low-value kinds (drinking games, Kama Sutra, fart and burp apps).

### How do I fix a 4.3 spam rejection?

For 4.3(a), merge the duplicate apps into one binary and remove the extra submissions. For 4.3(b), change the product so it is meaningfully different, then reply to App Review with concrete evidence: the features no similar app has, who it is for, and screenshots of them working.

### Can I appeal a 4.3 rejection?

Yes. Reply to the rejection in App Store Connect first; if that does not resolve it, file one appeal with the App Review Board that cites 4.3 and explains point by point why the app is not a duplicate. Do not appeal and resubmit the same fix at once: resubmitting closes the appeal.

### Will changing the icon and name fix a 4.3 rejection?

Usually not. 4.3 is about the experience, not the label. Guideline 4.1 also warns against making minor changes to another app's name or UI and passing it off as your own.

## Sources

- [App Review Guidelines 4.3 Spam (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#spam)
- [App Review Guidelines 4.2.6 template apps (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#minimum-functionality)
- [App Review Guidelines 4.1 Copycats (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#copycats)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [4.1 Preventing copycat and impersonation rejections (App Review Help)](https://developer.apple.com/help/app-review/guideline-reference/4-1-prevent-copycat-rejection)
- [Track a submission's review status (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/review-status)
- [Appeal to the App Review Board (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/appeal-to-the-app-review-board)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Chart Movers](https://uptika.app/en/tools/chart-movers): Daily: a category's top 10 in a country, the climbers, new entrants and apps launched in the last 90 days.

---

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


---

# Guideline 5.1.1: data collection, sign-in and account deletion rejections

> Guideline 5.1.1 (Data Collection and Storage) rejects apps that lack a privacy policy link, collect data without clear consent or vague purpose strings, force a login or personal details the core feature does not need, or let people create an account without letting them delete it inside the app.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/guideline-5-1-1-data-collection

## What does Guideline 5.1.1 cover?

Guideline 5.1.1, Data Collection and Storage, has ten sub-points, and a rejection message names the one you broke. Key sentences, quoted from the App Review Guidelines (last updated October 16, 2026):

| Sub-point | Key sentence (quoted) | What it means in practice |
|---|---|---|
| (i) Privacy Policies | "All apps must include a link to their privacy policy in the App Store Connect metadata field and within the app in an easily accessible manner." | Two links: metadata and app. The policy covers collection, sharing, retention, deletion and revoking consent. |
| (ii) Permission | "Apps that collect user or usage data must secure user consent for the collection, even if such data is considered to be anonymous at the time of or immediately following collection." | Ask first, never tie paid features to consent, let people withdraw it. |
| (iii) Data Minimization | "Apps should only request access to data relevant to the core functionality of the app and should only collect and use data that is required to accomplish the relevant task." | Prefer the system picker or a share sheet to full Photos or Contacts access. |
| (iv) Access | "Apps must respect the user's permission settings and not attempt to manipulate, trick, or force people to consent to unnecessary data access." | If someone declines location, let them type an address. |
| (v) Account Sign-In | "If your app doesn't include significant account-based features, let people use it without a login. If your app supports account creation, you must also offer account deletion within the app." | Optional login where possible; in-app deletion always. |
| (vi) | "Developers that use their apps to surreptitiously discover passwords or other private data will be removed from the Apple Developer Program." | No hidden harvesting. |
| (vii) | "SafariViewController must be used to visibly present information to users; the controller may not be hidden or obscured by other views or layers." | No invisible web views for tracking. |
| (viii) | "Apps that compile personal information from any source that is not directly from the user or without the user's explicit consent, even public databases, are not permitted on the App Store or alternative distribution." | No people-search built from scraped or public data. |
| (ix) | "Apps that provide services in highly regulated fields (such as banking and financial services, healthcare, gambling, legal cannabis use, air travel and crypto exchanges) or that require sensitive user information should be submitted by a legal entity that provides the services, and not by an individual developer." | An individual account cannot ship these. |
| (x) | "Apps may request basic contact information (such as name and email address) so long as the request is optional for the user, features and services are not conditional on providing the information, and it complies with all other provisions of these guidelines, including limitations on collecting information from kids." | Name and email fields must be skippable. |

## What does 5.1.1(v) require for sign-in and account deletion?

5.1.1(v) sets two rules: do not force a login without a reason, and if people can create an account, they must be able to delete it in the app. Apps also "may not require users to enter personal information to function, except when directly relevant to the core functionality of the app or required by law". If your core function is not tied to a specific social network, you "must provide access without a login or via another mechanism".

Apple's [account deletion help article](https://developer.apple.com/help/app-review/guideline-reference/5-1-1-account-deletion) adds the detail reviewers check:

- Make deletion easy to find, typically in account settings.
- Offer to delete the whole account record and associated personal data. Only offering to deactivate or disable the account is insufficient.
- If deletion finishes on a website, link directly to that page.
- Outside highly regulated fields, do not require a phone call, email, chat support or other support flow.
- Reauthentication and a confirmation step are fine; making it "unnecessarily difficult" is not.
- Automatically created guest accounts need a deletion option too.
- Manual deletion that takes time is fine if you say how long and confirm when done.
- Delete user-generated content shared with others, such as photos, posts and reviews, unless a law requires keeping it, and tell people what you keep.
- Everyone gets deletion, regardless of location; complying with one regional law is not sufficient.
- With auto-renewable subscriptions, tell people billing continues through Apple and ask them to cancel first. You may schedule deletion for the subscription's end as long as an immediate option also exists.
- Apps using Sign in with Apple should revoke user tokens with the Sign in with Apple REST API.

## How do you write purpose strings that pass 5.1.1(ii)?

A purpose string is the sentence in the system permission dialog. 5.1.1(ii): "Ensure your purpose strings clearly and completely describe your use of the data." Apple's [purpose strings article](https://developer.apple.com/help/app-review/guideline-reference/5-1-1-purpose-strings) asks for one brief, complete, active sentence naming the specific feature, one string per protected resource, and no marketing copy. Its examples:

| Insufficient | Clear and specific |
|---|---|
| "To use location." | "The app uses location data to determine the recommended route to your destination and provide turn-by-turn directions." |
| "Your data will be used to provide a better experience." | "The app uses tracking data to deliver personalized advertising for products that are most relevant to you." |

Purpose strings must also be localized, and you are responsible for requests made by third-party SDKs; remove API references your app has no reason to use.

## Who must submit under 5.1.1(ix)?

A legal entity that provides the service, not an individual developer, for the regulated fields in the table and for apps that require sensitive user information. Apple's App Review page says partnership documentation or authorization goes in the Attachment section of App Store Connect, with descriptions or links in the Review Notes. Typical documents are a partnership with the licensed institution for financial apps or a license per storefront for gambling.

## How does Guideline 4.8 Login Services relate to 5.1.1?

They are often cited together. If a third-party or social login sets up the primary account, 4.8 requires an equivalent option from another login service that limits data to name and email address, lets people keep their email private, and does not collect interactions for advertising without consent. Exceptions include apps that use only your own account system, education or enterprise accounts, government or industry-backed electronic IDs, and clients for a specific third-party service.

## What is the fix checklist for a 5.1.1 rejection?

1. Read the sub-point in the message, (i) to (x), and fix that first.
2. Put the privacy policy link in App Store Connect and inside the app.
3. Ask for consent before collecting, and add a way to withdraw it.
4. Rewrite every purpose string as one specific sentence, in every language, including those triggered by SDKs.
5. Remove permissions and form fields the core feature does not need; make name and email optional.
6. Let people use the app without an account if accounts are not central to it.
7. Add in-app account deletion that removes the account and its data, with subscription guidance.
8. If you use a social login for the primary account, add an equivalent option that meets 4.8.
9. In a regulated field, submit from the providing company's account and attach the documents.
10. Explain the change in App Review notes: where deletion lives, which permissions you removed ([notes templates](https://uptika.app/en/guides/guideline-2-1-app-completeness)).

The Google Play side is in the [Data safety form guide](https://uptika.app/en/guides/google-play-data-safety-form), purchase rules in the [Guideline 3.1.1 guide](https://uptika.app/en/guides/guideline-3-1-1-in-app-purchase), the rest in the [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons).

## Where Uptika fits

Uptika does not inspect your binary or privacy flows, and it does not resolve rejections; it covers the listing text that goes to review with them. The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks your store text in the browser for limits and policy risks, and the panel's **Sayfa denetimi** (page audit) runs the same rejection-risk check on your live listing. When a fixed version is live, **Kelime radarı** (keyword radar) shows whether your daily ranks recovered in each storefront. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What is Guideline 5.1.1(v) account sign-in?

5.1.1(v) says: if your app doesn't include significant account-based features, let people use it without a login. If the app supports account creation, it must also offer account deletion within the app, and it may not require personal information unless that is directly relevant to the core functionality or required by law.

### How do I fix a Guideline 5.1.1 data collection rejection?

Read which sub-point the message cites. Then add or fix the privacy policy link in App Store Connect and in the app, rewrite vague purpose strings, remove permissions and fields the core feature does not need, make sign-in optional where it can be, and add in-app account deletion.

### Do I need in-app account deletion?

Yes, if the app supports account creation, including automatically created guest accounts. Deactivating an account is not enough, and outside highly regulated fields you should not send people to a phone call, email or support chat to finish it. A link to a web page that completes deletion is allowed.

### What is Guideline 5.1.1(ix)?

Apps in highly regulated fields, such as banking and financial services, healthcare, gambling, legal cannabis use, air travel and crypto exchanges, or that require sensitive user information, should be submitted by a legal entity that provides the services, not by an individual developer.

### Is account deletion required only where privacy laws demand it?

No. Apple's help article says everyone should be able to delete their account regardless of where they are located. A flow you built for one law can be offered to everyone if it meets 5.1.1(v).

## Sources

- [App Review Guidelines 5.1.1 Data Collection and Storage (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#data-collection-and-storage)
- [App Review Guidelines 5.1.1(v) Account Sign-In (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#5.1.1v)
- [App Review Guidelines 4.8 Login Services (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#login-services)
- [5.1.1(v) Offering account deletion in your app (App Review Help)](https://developer.apple.com/help/app-review/guideline-reference/5-1-1-account-deletion)
- [5.1.1(ii) Write clear purpose strings (App Review Help)](https://developer.apple.com/help/app-review/guideline-reference/5-1-1-purpose-strings)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [Provide information for a complete review (App Review Help)](https://developer.apple.com/help/app-review/before-submitting-for-review/complete-review)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# How apps make money: subscriptions, in-app purchases, ads and paid apps

> Apps earn money in four store-approved ways: auto-renewing subscriptions for ongoing value, one-time in-app purchases for unlocks or consumables, advertising in free apps, and an up-front price; on both stores, digital goods used inside the app must be sold through the store's own billing, which takes a commission.

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

## What are the four ways an app makes money?

| Model | How it charges | Fits when | Store rules to know |
|---|---|---|---|
| Auto-renewing subscription | A recurring price per period | Value repeats: content, a service, sync, regular updates | Apple 3.1.2(a): ongoing value, period of at least 7 days, works on all the user's devices. Google: sustained value, clear terms, easy cancel |
| In-app purchase (one-time) | Non-consumable unlocks or consumable items | Permanent upgrades, levels, currency, credits | Apple 3.1.1: must use in-app purchase for digital unlocks; purchased credits may not expire; restore for restorable items. Google: Play Billing |
| Advertising | Free app, ad revenue per view or tap | High usage, broad audience, low willingness to pay | Apple 2.5.18: ads clearly marked, easy to close, reportable, no targeting on sensitive data. Google Play asks you to declare whether the app contains ads |
| Paid app | One price before download | Clear, finished tool with no ongoing costs | Google Play: an app that has been free cannot become paid; you need a new package name |

Most apps mix two of these, for example a free app with ads and a one-time "remove ads" purchase, or a free tier with a subscription.

## How do I choose? A decision tree

1. **Is the thing people pay for physical, or a service used outside the app** (a ride, a delivery, a ticket)? Then it is not in-app purchase. Use a normal payment method; the store's billing must not be used for it.
2. **Does the value repeat over time** (new lessons, a cloud service, ongoing content, a running service)? Then a subscription fits. Check it truly gives ongoing value; both stores reject subscriptions for one-time benefits.
3. **Is the value a permanent unlock** (a pro feature set, a full game)? Use a one-time non-consumable purchase, or a paid app if there is no free part worth offering.
4. **Do people use it often but rarely pay** (casual games, utilities)? Use ads, plus a purchase to remove them, plus consumables if it is a game.
5. **Is the audience professional or business?** A subscription with a free trial or a paid app usually fits better than ads.

## What do the store payment rules say?

**App Store (guidelines last updated 16 October 2026):**

- **3.1.1:** to unlock features or functionality (subscriptions, in-game currency, levels, premium content, a full version) you must use in-app purchase. License keys, QR codes, crypto and other own mechanisms are not allowed for this.
- Credits or currencies bought with in-app purchase may not expire.
- Non-subscription apps may offer a free time-limited trial through a non-consumable item at Price Tier 0 named "XX-day Trial", with the duration and what happens after clearly shown first.
- **3.1.2(a):** subscriptions must give ongoing value, last at least seven days, and be available on all the user's devices.
- **3.1.3:** exceptions such as reader apps, multiplatform services, person-to-person services, and goods and services outside the app.
- **3.1.1(a) and 3.1.3:** apps on the United States storefront may include buttons, external links or other calls to action to other purchase methods.

**Google Play:**

- Paid apps and in-app digital goods, features and subscriptions must use **Google Play's billing system**, except in the cases the Payments policy lists.
- Google Play billing **must not** be used for physical goods, physical services, bill payments, peer-to-peer payments and some other categories.
- The **Subscriptions policy** requires clear disclosure of price, billing period, renewal and free-trial terms, an easy online way to cancel, and sustained value.

## How does the commission change the math?

Both stores take a share of every store-billed sale: Apple 30% standard and 15% for Small Business Program members or for subscription renewals after a subscriber's first year; Google Play 15% to 30% depending on region, earnings and program, with a 5% billing fee in some regions. The full tables and worked examples are in [App Store and Google Play commission rates](https://uptika.app/en/guides/app-store-google-play-commission). The practical effect:

- Subscriptions are charged less over time on both stores, which rewards retention.
- Ads revenue is not subject to the store commission, but needs a lot of usage to add up.

## Which numbers should I track per model?

| Model | Track first |
|---|---|
| Subscription | Trial-to-paid conversion, month-2 and month-12 retention, refunds, revenue per paying user |
| In-app purchase | Share of users who buy, average purchase value, repeat buyers |
| Ads | Ad views per daily user, revenue per thousand views, retention (too many ads lower it) |
| Paid app | Store page conversion rate, refunds, ratings after purchase |

App Store Connect (Sales and Trends, App Analytics) and Play Console (financial and subscription reports) show the store-side numbers.

## Common mistakes

- **A subscription for a one-time benefit.** Both stores treat it as a policy problem.
- **Hiding the price or renewal terms.** Google lists unclear trial and renewal terms among subscription violations, and Apple asks you to describe clearly what the user gets for the price (3.1.2(c)).
- **Selling a digital unlock through a web checkout** from inside the app, outside the exceptions.
- **Switching a free Android app to paid.** It cannot be done; plan this before launch.
- **Taking away what existing users paid for** when moving to subscriptions; Apple's guidelines say not to.

## Where do discounts and offers fit?

Once you have a model, offers help people start and stay: introductory offers, promotional offers, offer codes and win-back offers on the App Store, and base plans with offers on Google Play. See [App Store subscription offers](https://uptika.app/en/guides/app-store-subscription-offers) and [Google Play subscriptions](https://uptika.app/en/guides/google-play-subscription-offers), and set the base price with [App Store pricing](https://uptika.app/en/guides/app-store-pricing).

## How does Uptika fit in?

Revenue starts with installs. Uptika shows the store side: the ASO score and Keyword radar show how findable your app is, the Rival log records when competitors change price or listing, and the free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows daily top-grossing movement in a category. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### How do apps make money?

Through subscriptions, one-time in-app purchases, advertising, a paid download, or a mix. Digital content and features unlocked inside the app must be sold with Apple In-App Purchase on the App Store and Google Play Billing on Google Play; physical goods and real-world services use other payment methods.

### Subscription or one-time purchase for an app?

Choose a subscription only if the app gives ongoing value, such as new content, a service, sync or regular updates; Apple requires ongoing value and a period of at least seven days, and Google Play requires sustained value. If the value is a permanent unlock, a one-time purchase is the honest and policy-safe choice.

### Can I take payments outside the store?

For digital goods used in the app, generally no: Apple guideline 3.1.1 requires in-app purchase and Google Play's Payments policy requires Google Play Billing, with listed exceptions. Physical goods and services consumed outside the app must use other methods. Apple allows buttons and external links to other purchase methods in United States storefront apps, and both stores have regional programs with their own terms.

### Which monetization model earns the most?

There is no universal answer, and neither store publishes one. It depends on how often people use the app, how much value repeats, and your audience. Pick by the shape of your value, then measure conversion to paid, revenue per user and retention.

## Sources

- [App Review Guidelines, 3.1 Payments (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Payments policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9858738)
- [Understanding subscriptions (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12154973)
- [Subscriptions policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9900533)
- [Service fees (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/112622)

---

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


---

# How to choose and change an app name on both stores

> A good app name is a short, distinctive brand plus the one search term that says what the app does, within 30 characters on both the App Store and Google Play; on the App Store you change it with a new version, on Google Play you edit it in the store listing and the change goes out through Play's publishing review.

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

Your app name is the most visible text you own on either store, and on the App Store it is one of the four text sources Apple names for search. Both stores give you 30 characters. The name carries your brand, and the remaining characters should carry the one term people search for when they need what your app does.

## What are the app name rules on each store?

Both stores cap the name at 30 characters; they differ in how you change it and in what they forbid.

| | App Store | Google Play |
|---|---|---|
| Length | 2 to 30 characters | Up to 30 characters, same for full-width and half-width characters |
| Per language | Localized name per language | One localized name per language |
| Where you edit | App Store Connect, App Information page | Play Console, Grow users > Store presence > Store listings |
| How a change ships | With a new version that passes App Review | Store listing change, listed on Publishing overview and reviewed |
| Search | Title is part of text relevance | Title should reinforce what the app is about |
| Main rules | Guideline 2.3.7: unique name, no trademarked terms, popular app names, pricing or irrelevant phrases | Metadata policy: no emoji, no ALL CAPS unless brand, no ranking or price claims |

## How do you choose an app name?

Use the formula **brand + keyword**, and keep the brand first.

`Brand: core search term`

1. **Pick a brand that is easy to say and spell.** Apple's product page advice: a simple, memorable name that is easy to spell and hints at what the app does. Be distinctive, and avoid generic terms or names too similar to existing apps.
2. **Choose one core search term.** The phrase people type when they need your app: "budget planner", "home workouts", "trip planner". One strong term beats a list.
3. **Join them with a separator.** A colon or a dash is common. Both count as characters.
4. **Count to 30.** Spaces and punctuation count.
5. **Move the rest to the other fields.** Secondary terms belong in the subtitle and keyword field on the App Store, and in the short and full description on Google Play.
6. **Check availability.** Try to create the app record in App Store Connect early, and search both stores for the brand.

Examples with invented apps:

| Name | Characters | Why it works or not |
|---|---|---|
| Notara: Notes & Lists | 21 | Short brand, two searched nouns |
| Pennio: Budget & Expenses | 25 | Brand plus the category term |
| Tripora: Trip Planner | 21 | Brand plus the core use case |
| Notara | 6 | Clean, but carries no search term |
| Notara: Notes & Lists & To-Do & Memo | 36 | Over 30 and reads as a keyword list |
| Best Budget App #1 - FREE | 25 | Ranking claim, price word and caps: breaks Play's title policy and Apple's 2.3.7 |

Should the brand alone ever be the name? Yes, when the brand is already what people search for. A new app rarely has that, so the keyword part does real work until it does.

## What do the stores forbid in an app name?

**App Store.** Guideline 2.3.7 asks you to choose a unique app name, use keywords that describe the app accurately, and not pack metadata with trademarked terms, popular app names, pricing information or other irrelevant phrases to game the system. It also limits app names to 30 characters and says names, subtitles, screenshots and previews should not include prices. Apple may change inappropriate keywords or take other steps against abuse.

**Google Play.** The metadata policy says:

- No emoji, emoticons or repeated special characters in the title, icon or developer name.
- No ALL CAPS unless it is part of your brand name.
- No text about store performance or ranking: Google's examples are "App of the year", "#1", "Best of Play 20XX" and "Popular".
- No price or promotional information, such as "10% off", "$50 cash back" or "free for limited time only".

Google's best practices add that words like "Free" and "No Ads" don't belong in titles, that the title should be unique and avoid common terms, and that it must not mislead people into downloading the wrong app. Repetitive or irrelevant keywords in the name or descriptions can lead to suspension, and Google notes long titles may be shortened on some devices.

## How do you change an app name on the App Store?

You change it with a new version. App Store Connect Help says you can edit the name until you submit the app to App Review; later you can change it when you create a new version or when the version status permits editing.

1. In App Store Connect, open Apps and select your app.
2. Create a new version for the platform.
3. Click App Information under General in the sidebar.
4. Choose the language from the menu at the top right and edit the name. Repeat for each localization you want to change.
5. Click Save, attach a build to the version and submit it for review.
6. The new name goes live with that version.

If the name you want is already used by another app in your own account, Apple gives two options: submit an update to that app to change its name, or remove that app from App Store Connect.

## How do you change an app name on Google Play?

You edit it in the store listing, which is separate from your app releases and shared across tracks.

1. In Play Console, select the app and go to Grow users > Store presence > Store listings.
2. Open your main store listing and edit App name under App details. Edit each translation you keep.
3. Save. The change appears on the Publishing overview page with your other changes for review.
4. If managed publishing is on, store listing changes wait until you choose to publish them; Google lists store listing changes among the changes it holds back.

Review time is not fixed. Google's publishing page says some apps may get extended reviews of up to 7 days or longer in exceptional cases.

## Can two apps have the same name?

On the App Store, App Store Connect Help says you can use an app name for one app per localization. If another developer uses the name and you hold the trademark, Apple offers a claim form. Google Play publishes no hard uniqueness rule, but its best practices ask for a unique title and forbid titles that mislead people into installing the wrong app. Either way, a name close to an existing app's name invites confusion and, under Apple's guidance, should be avoided.

## Does the app name affect ranking?

Yes on the App Store, by Apple's own description: search results use text relevance, which covers matches in the title, subtitle, keywords and primary category, plus user behavior such as downloads and ratings. On Google Play, Google's search guide asks for a title that reinforces what your app is about. Neither store publishes weights, so treat a rename as a test you measure, not a guaranteed gain.

## How do you monitor ranks after a rename?

This is a practical routine, not an official rule from either store.

1. **Before the change:** list your brand, the old name's keyword and the new name's keyword, plus 5 to 10 core terms. Record each term's rank in every storefront that matters.
2. **Ship one change:** change only the name in that release if you can, so the effect is readable.
3. **Daily for 2 to 4 weeks:** read ranks at the same time each day. Judge on weekly trends, not single days.
4. **Watch your brand term:** people who knew the old name should still find you. If the brand search slips, make the brand clearer in the name or subtitle.
5. **Watch rivals:** a rival's title change in the same weeks can move your ranks too, so check theirs before crediting your rename.
6. **Decide:** keep the name if the new term gains and core terms hold; otherwise revise with the next release.

For how daily rank readings work and why they move, see [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking). Limits for every other field are in [App Store character limits](https://uptika.app/en/guides/app-store-character-limits); the line under the name is covered in [App Store subtitle](https://uptika.app/en/guides/app-store-subtitle). If you want a different message for an ad audience rather than a new name, use [custom product pages](https://uptika.app/en/guides/custom-product-pages) or update [promotional text](https://uptika.app/en/guides/promotional-text-vs-description).

## How Uptika helps

Check a draft name in the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter): it counts characters, flags words repeated across your name, subtitle and keyword field, and flags brand and claim risks such as "#1" or "best". In the panel, the free "Keyword radar" reads your brand and core terms every day, which covers the rename monitoring plan above; the free plan keeps 7 days of history, paid plans keep the full history. On Starter, "Rival log" records rivals' title, screenshot and price changes by date, and "Copy workshop" helps you write the title and subtitle within the limits with keyword coverage. See [Keyword radar](https://uptika.app/en/product/keyword-radar) and [competitor tracking](https://uptika.app/en/product/competitor-tracking), or [start free](https://uptika.app/app/#/?signup=1).

## Questions

### How do I choose an app name?

Start with a short brand that is easy to spell, then add the one search term that best describes the app, such as "Notara: Notes & Lists". Apple advises a simple, memorable, distinctive name that hints at what the app does and avoids generic terms. Keep it within 30 characters and check it against both stores' title rules before you commit.

### How do I change an app name on the App Store?

Create a new version, then edit the name on the App Information page in App Store Connect for each language and submit the version for review. App Store Connect Help says the name can be edited until you submit to App Review, and later when you create a new version or the version status permits editing.

### Can two apps have the same name?

On the App Store, App Store Connect Help says an app name can be used for one app per localization. If another app in your account uses it, you rename that app or remove it; if another developer uses it and you hold trademark rights, you can submit a claim to Apple. Google Play does not publish a uniqueness rule, but its best practices ask for a unique title that does not mislead people into downloading the wrong app.

### Does the app name affect ranking?

On the App Store, yes: Apple lists matches in the title as part of text relevance, together with subtitle, keywords and primary category. Google advises a title that reinforces what your app is about and warns against keyword repetition. Neither store publishes how much the name weighs.

### What is the app name character limit?

30 characters on both stores. The App Store also sets a minimum of 2 characters. Google Play says its limits are the same for full-width and half-width characters.

## Sources

- [App information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information)
- [Add a new app (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-an-app-record/add-a-new-app)
- [Localize app information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/localize-app-information/)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Create and set up your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)
- [Control when app changes are reviewed and published (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859654)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# How to create App Store offer codes

> App Store offer codes give chosen customers a free or discounted subscription period (or, for in-app purchases, a discounted or free item); you set up the offer in App Store Connect, then generate one-time-use codes (500 to 25,000 per batch) or a named custom code, within a limit of 1 million codes per app per quarter.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-offer-codes

## What are offer codes?

Offer codes are redeemable codes that give a **free or discounted price for a set duration** on an auto-renewable subscription, to acquire, keep or win back subscribers. Apple has also added offer codes for **in-app purchases** (consumable, non-consumable and non-renewing subscriptions), with slightly different rules (see below).

They are one of four subscription offer types; how they compare with introductory, promotional and win-back offers is in [App Store subscription offers](https://uptika.app/en/guides/app-store-subscription-offers).

## What types of codes exist, and what are the limits?

| | One-time-use codes | Custom codes |
|---|---|---|
| What it is | Unique random codes, one per customer | A code you name, for example SPRINGPROMO, shared by many |
| Batch size | 500 to 25,000 codes per batch; repeat batches for more | Redemption limit up to 25,000 per batch; reuse the code for more |
| Expiry | Required, at most 6 months after creation | Optional; if set, at most 6 months |
| Where redeemed | Redemption URL, App Store code redemption, or in your app | Redemption URL or in your app |
| Best for | Small, controlled groups: events, support, partners | Large public campaigns |

Limits for subscription offer codes:

- **1 million codes per app per quarter**, shared across all subscriptions and both code types.
- **One redemption per offer per customer.**
- Up to **10 active offers per subscription**.
- Custom codes up to **64 characters**, without special characters.
- A deactivated offer cannot be reactivated, and all its codes stop working.
- Codes expire at **12:00 a.m. Pacific Time** on the expiry date.
- New codes can take **up to an hour** before they work.
- Offers cannot be edited once created.

In-app redemption of subscription codes works on iOS 14, iPadOS 14 or macOS 15 and later, if your app supports the StoreKit method.

## How do I create a subscription offer, step by step?

Required role: Account Holder, Admin, App Manager or Marketing.

1. In **Apps**, select your app, then click **Subscriptions** in the sidebar.
2. Choose the subscription group and the subscription.
3. In **Subscription Prices**, click the add button (+) and choose **Create Offer Codes**.
4. Enter a **reference name**. It appears in Sales and Trends reports and StoreKit transactions.
5. Decide whether the subscription should **auto-renew** at the standard price after the offer. Checking the box prevents renewal and limits you to free offers.
6. Choose **customer eligibility**, one or more of: **New subscribers** (never subscribed in the group), **Existing subscribers** (currently subscribed, including billing retry or grace period), **Expired subscribers** (previously subscribed, auto-renew off and period ended).
7. If the subscription has an introductory offer, choose whether code users can get both (**Yes**: introductory offer first, then the code's offer) or not (**No**).
8. Click **Next**, select countries or regions, click **Next**.
9. Choose **Pay as you go**, **Pay up front** or **Free**, the duration and the price for your base country. App Store Connect proposes comparable prices for all 175 storefronts; change any you need.
10. Check and click **Confirm**.

## How do I generate the codes?

**One-time-use codes:**

1. In the subscription, go to **Subscription Prices > View all Subscription Pricing**, then the **Offer Codes** tab.
2. Select your offer and click **Create One-Time Use Codes**.
3. Choose a number between 500 and 25,000 and an expiry date (at most six months).
4. Click **Create**. Download the codes later from the offer as a .csv file.

**Custom codes:**

1. Same path, then **Create Custom Codes**.
2. Enter the code (up to 64 characters), a redemption limit (up to 25,000) and an expiry date or **No End Date**.
3. Click **Create**.

**Sandbox codes for testing:** in the offer's detail, **Create Sandbox Codes** makes 10 to 10,000 test codes, valid up to six months, redeemable through Sandbox account settings on iOS 16.3, macOS 15.0 or visionOS 1.0 and later.

## How are offer codes for in-app purchases different?

| | In-app purchase offer codes |
|---|---|
| Products | Consumable, non-consumable, non-renewing subscriptions |
| Offer | Paid Offer (discounted) or Free Offer |
| Eligibility | Never purchased in your app; purchased in the last 30 days; purchased more than 30 days ago (choose all for everyone) |
| Limits | Up to 10 active offers per app; 1 million codes per app per quarter |
| Requirement for real codes | App in Ready for Distribution and the in-app purchase Approved |
| In-app redemption | iOS 16.3, macOS 15.0, visionOS 1.0 or later |
| Where | Apps > In-App Purchases > the item > Offer Codes > Create Offer |

## How do offer codes differ from promo codes?

| | Promo codes | Offer codes |
|---|---|---|
| Gives | A free copy of a paid app | A free or discounted subscription period, or a discounted or free in-app purchase |
| Limit | Up to 100 per version per platform | 1 million per app per quarter |
| Valid for | Four weeks from generation | Up to six months, or no end date for custom codes |
| Ratings | People who redeem cannot rate or review | No such rule stated |
| Where | Apps > your app > Promo Codes | Subscriptions or In-App Purchases |

## How should I use offer codes well?

- **Match the code type to the channel.** Custom codes suit a newsletter, podcast or social campaign; one-time codes suit support and partners where each person should get exactly one.
- **Pick eligibility on purpose.** "Expired subscribers" makes a code a win-back tool; "New subscribers" makes it an acquisition tool.
- **Check the interaction with your introductory offer** in step 7, or you may stack discounts you did not intend.
- **Track redemptions** in Sales and Trends by reference name, and compare retention after the offer ends.

Note that store commission still applies to the discounted price; see [commission rates](https://uptika.app/en/guides/app-store-google-play-commission). For base prices, see [App Store pricing](https://uptika.app/en/guides/app-store-pricing).

## How does Uptika help?

Uptika does not manage codes. It shows whether the traffic you send with a campaign turns into search visibility: the Keyword radar records your daily ranks for tracked keywords, and the Rival log records competitors' price and listing changes, which often coincide with their own promotions. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### How do I create offer codes in App Store Connect?

Open Apps > your app > Subscriptions, choose the group and subscription, click the add button in Subscription Prices and choose Create Offer Codes. Set the reference name, eligibility, countries, offer type and price, and confirm. Then, under Offer Codes, create one-time-use codes or a custom code for that offer.

### How many offer codes can I create?

Up to 1 million codes per app per quarter, shared across all subscriptions. One-time-use codes are created in batches of 500 to 25,000; a custom code can have a redemption limit of up to 25,000 per batch. Each subscription can have up to 10 active offers.

### Do offer codes expire?

One-time-use codes must have an expiry date, at most six months after creation. Custom codes can have an expiry date (also at most six months) or none. Codes expire at 12:00 a.m. Pacific Time on the chosen date.

### Promo codes vs offer codes on the App Store?

Promo codes give a free copy of a paid app (up to 100 per version per platform, valid four weeks); people who redeem them cannot rate or review the app. Offer codes give a free or discounted subscription period, or a discounted or free in-app purchase, to the customers you choose.

## Sources

- [Set up subscription offer codes (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-subscriptions/set-up-offer-codes)
- [Create offer codes for In-App Purchases (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-in-app-purchases/create-offer-codes-for-in-app-purchases)
- [Request and manage promo codes (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/offer-promo-codes/request-and-manage-promo-codes)

---

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


---

# How to design store screenshots that convert

> Store screenshots convert when the first three frames, the ones shown in search results, each show the real app doing one job with a short benefit caption, follow both stores' rules (the app in use, no ranking or price claims), and are exported at the exact sizes each store accepts.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/design-app-store-screenshots

## Why do the first three screenshots decide so much?

Because they are the only ones most people see before deciding. Apple's product page guidance says that, depending on orientation, **the first one to three screenshots appear in search results** when no app preview is available. Google Play's guidance asks you to **prioritise UI in the first three screenshots**. Someone scanning a results list compares your first frames with the apps above and below you, so those frames have to stand on their own.

The "3-frame rule" this guide uses: **each of the first three frames shows one real screen doing one job, with one short caption that names the benefit.** Frames 4 to 10 (App Store) or 4 to 8 (Google Play) can go deeper.

## What must every screenshot follow?

| Rule | App Store | Google Play |
|---|---|---|
| Show the real app | 2.3.3: the app in use, not only title art, login or splash | Must show the actual in-app or in-game experience |
| Text overlays | Allowed | Allowed if needed; taglines at most 20% of the image |
| Ranking or award claims | Avoid unverifiable claims (2.3.7, 2.3.14 for creative assets) | Not allowed: "#1", "Best", "Top", "Popular", award icons |
| Price or discount | Not in screenshots (2.3.7) | Not allowed: "10% off", "Sale", "Free for a limited time" |
| Calls to action | No specific rule | Avoid "Download now", "Install now", "Play now" |
| Other platforms | No other mobile platforms' names, icons or imagery (2.3.10) | No other stores' badges or icons |
| Audience | Suitable for 4+ even if the app is rated higher (2.3.8) | Suitable for a general audience |
| Hands and devices | No specific rule | Avoid fingers tapping devices and device imagery |

Following the stricter column on both stores keeps one design usable everywhere. The rules in detail: [App Store metadata rejections](https://uptika.app/en/guides/app-store-metadata-rejections) and [Google Play metadata policy](https://uptika.app/en/guides/google-play-metadata-policy).

## How do I plan the set before designing?

Write the set as a list of sentences first. Each line is one frame: the screen, then the caption.

1. **Frame 1, the promise:** the screen that delivers your main result. Caption: the outcome in four to six words.
2. **Frame 2, how it works:** the core action in progress. Caption: what the user does.
3. **Frame 3, the differentiator:** the feature rivals lack, or the proof (history, results, personalization). Caption: why this app.
4. **Frames 4 to 6:** secondary features, one per frame.
5. **Last frames:** trust and breadth: settings, sync, widgets, accessibility, languages.

A worked example for an invented budgeting app:

| Frame | Screen | Caption |
|---|---|---|
| 1 | Month overview with spending by category | See where your money goes |
| 2 | Adding an expense with the camera | Log a receipt in two taps |
| 3 | Savings goal with progress | Set goals you actually reach |
| 4 | Shared budget with a partner | Plan money together |
| 5 | Widget on the Home Screen | Your balance at a glance |

The captions describe outcomes. None of them claims rank, price or superiority.

## Which caption formulas work?

Short, concrete and readable at thumbnail size. Formulas that fit both stores' rules:

- **Verb + result:** "Track every workout", "Plan your week in minutes".
- **Result + condition:** "Learn words offline", "Edit photos without ads" (only if true).
- **Number from the app itself:** "100 recipes under 20 minutes" (only if the app really has them).
- **Question the user has:** "What did I spend this month?"

Keep captions to one line where possible, use a large type size, and keep the same position on every frame so the eye does not hunt. Localize them for every language you support; Google Play says in-app UI does not have to be localized per market, but overlays should be.

## How do I set this up in Figma?

1. **Frames at accepted sizes.** For iPhone, one frame at 1320×2868 (6.9-inch class) and one at 1206×2622 (medium Dynamic Island class). For iPad, 2064×2752. For Google Play phones, 1080×1920. Full tables: [App Store sizes](https://uptika.app/en/guides/app-store-screenshot-sizes) and [Google Play sizes](https://uptika.app/en/guides/google-play-screenshot-sizes).
2. **A caption component** with fixed position, size and line length, plus a text style per language.
3. **A screen area** where you place real captures from the app. Keep the status bar clean: Google Play asks for full battery, Wi-Fi and signal icons and no notifications.
4. **One page per language.** Duplicate the page and swap only caption text and captures.
5. **Export** each frame as PNG at 1x. Check that no frame has transparency; both stores reject alpha.

## How do I know if a set is better?

Test, do not guess. On the App Store, [product page optimization](https://uptika.app/en/guides/product-page-optimization) tests up to three alternate screenshot sets against the original for up to 90 days. On Google Play, store listing experiments test up to two variants. Change one thing per test, for example only the first frame, so you know what caused the result. Results need traffic: a page with few daily visitors may not reach a clear answer within the test window.

## Common mistakes

- **Frame 1 is a logo or splash.** It wastes the most-seen slot and conflicts with 2.3.3.
- **Too much text.** Small, dense captions are unreadable in search results.
- **Inconsistent caption position.** The set looks like a collage instead of a story.
- **Claims you cannot verify.** "Best", "#1" or award badges are banned on Google Play and risky on the App Store.
- **Prices in images.** Prices differ by country and change; both stores keep them out of screenshots.
- **Old UI.** Screenshots that show an older design than the current version disappoint people after install.
- **Forgetting dark mode.** Apple suggests at least one screenshot showing the dark experience if your app supports it.

## How can I compare my frames with rivals?

The Uptika Search mirror shows your search result card, with your first three screenshots, next to the apps ranked above you for a keyword you track, so you see the comparison a searcher sees. The Rival log records the day a competitor changes its screenshots or icon. Without signing in, [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) reads any public listing and counts its screenshots and previews. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

For the new header and search artwork that sits beside screenshots on iOS 27, see [New App Store creative assets](https://uptika.app/en/guides/app-store-header-and-search-assets).

## Questions

### How do I make App Store screenshots?

Capture real screens from the app, place them on frames at the exact accepted size (for example 1320×2868 and 1206×2622 for iPhone, 2064×2752 for iPad), add one short benefit caption per frame, export as PNG or JPEG without transparency, and upload them in App Store Connect under Product Page Information > App Previews and Screenshots.

### How do I make App Store screenshots in Figma?

Create one frame per accepted size, for example 1320×2868 and 1206×2622 px, build a component for the caption and device area, place real app captures inside, and export each frame as PNG at 1x. Duplicate the page per language so captions can be localized without touching layout.

### What are the App Store screenshot guidelines?

Guideline 2.3.3 says screenshots should show the app in use, not just title art, a login page or a splash screen; overlays are allowed. 2.3.7 bars prices and irrelevant terms in metadata, 2.3.8 requires imagery suitable for 4+, and 2.3.10 bars other mobile platforms' names, icons or imagery.

### Which screenshots matter most?

The first ones. On the App Store, the first one to three screenshots appear in search results when there is no app preview, depending on orientation. Google Play asks you to prioritise the UI in the first three screenshots.

### Can I use text on screenshots?

Yes, on both stores. Apple allows text and image overlays. Google Play recommends taglines only when needed, taking no more than 20% of the image, and bans ranking, price and call-to-action wording.

## Sources

- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Screenshot specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/screenshot-specifications)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)

---

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


---

# How to fill in Google Play’s Data safety form

> The Data safety form, under App content in Play Console, asks whether your app and every SDK in it collect or share user data, which data types, for what purposes and how they are protected; every app on a production, open or closed testing track must complete it, even one that collects nothing, and it requires a privacy policy link.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/google-play-data-safety-form

## What is the Google Play Data safety form?

It is a declaration you complete in Play Console that Google turns into the Data safety section of your store listing. Users see it before they install. Google reviews it as part of app review, but is explicit about who carries the risk: "You alone are responsible for making complete and accurate declarations in your app’s store listing on Google Play."

**Who must complete it:** every app on a production, open or closed testing track, including apps that collect nothing. Apps active only on the internal testing track are exempt. There is one global form per package name, and it must describe "the sum of your app’s data collection and sharing across all its versions currently distributed on Google Play."

## Before you start: what to prepare

1. A privacy policy on a public web page. Google lists it as required to complete the form.
2. A list of your app's permissions and the APIs it uses.
3. A list of every SDK and library in the build, with each provider's published Data safety guidance (many providers link theirs from the Google Play SDK Index).
4. If users can create accounts: the URL of the web page where they can request account deletion.

## How to fill in the form, step by step

1. Open Play Console and go to the **App content** page.
2. Under **Data safety**, select **Start** and read the **Overview** section, then select Next.
3. **Data collection and security:** answer whether your app collects or shares any of the required user data types. If yes, answer whether all collected data is encrypted in transit and whether you provide a way for users to request deletion of their data.
4. **Data types:** select every data type your app collects or shares. The categories are Location, Personal info, Financial info, Health and fitness, Messages, Photos and videos, Audio files, Files and docs, Calendar, Contacts, App activity, Web browsing, App info and performance, and Device or other IDs.
5. **Data usage and handling:** select Start next to each data type and answer: is it collected, shared or both; is it processed ephemerally; is it required or can users choose; and why it is collected and shared. The purposes are App functionality, Analytics, Developer communications, Advertising or marketing, Fraud prevention, security, and compliance, Personalization, and Account management.
6. **Store listing preview:** check what users will see.
7. Select **Submit**. You can also Save as draft, or export and import the answers as a CSV file.

## What counts as "collect" and what counts as "share"?

The two words have narrow definitions, and most wrong forms come from guessing them.

| Term | Google's definition | Not included |
|---|---|---|
| Collect | "Collect" means transmitting data from your app off a user’s device, including by SDKs and by webviews whose code your app controls | Data processed only on the device; data sent with end-to-end encryption that nobody but sender and recipient can read; webviews where users browse the open web |
| Share | Transferring user data collected from your app to a third party: server to server, to another app on the device, or directly through an SDK | Transfers to a service provider that processes data on your behalf; transfers for legal purposes; transfers the user initiates or consents to after a prominent disclosure; fully anonymized data |
| Ephemeral processing | Data kept only in memory and no longer than needed for a real-time request | Must still be entered in the form, but is not shown on the listing; building ad or user profiles is never ephemeral |
| Optional | Every user, in every region and on every device, can avoid providing it | If any version requires the data for any user, declare it as required |

## How do I declare data collected by SDKs?

Start from what each SDK actually sends, not from its category. The table shows how the form's definitions usually apply to common SDK types; confirm the details with each provider's own Data safety guidance.

| SDK type | Data types it commonly involves | Purpose to select | Shared? |
|---|---|---|---|
| Analytics | App interactions, Device or other IDs, Diagnostics | Analytics | Google says an analytics provider that processes data "solely on your behalf" typically qualifies as a service provider, so not sharing |
| Crash reporting | Crash logs, Diagnostics, Device or other IDs | Analytics (Google's example includes diagnosing and fixing crashes) | Same service-provider test |
| Advertising | Device or other IDs (the Android advertising ID belongs here), location if inferred from the IP address, App interactions | Advertising or marketing | If the provider builds advertising profiles across multiple customers, Google says it is not service-provider activity and must be declared as sharing |
| Sign-in and accounts | Email address, Name, User IDs | Account management, App functionality | Depends on the provider's role |
| Payments | Purchase history if your app receives it | App functionality | Card numbers collected directly by Google Play's billing system or a similar payment service, which your app never accesses, need not be declared |

Two notes from Google's FAQ settle frequent arguments. Pseudonymous data must be disclosed: "if you collect diagnostic information with a device identifier, you should still disclose the collection of 'Diagnostics'." And IP addresses follow their use: if you use them to determine location, declare location.

## What does the privacy policy need?

The User Data policy sets the rules, and they apply to every app:

- A link in the designated Play Console field, and a link or text inside the app.
- An "active, publicly accessible and non-geofenced URL (no PDFs)" that is non-editable.
- Clearly labelled as a privacy policy, for example in its title.
- Developer information and a privacy point of contact or a way to send inquiries.
- The types of personal and sensitive data the app accesses, collects, uses and shares, and the parties it is shared with.
- Secure data handling procedures, and your data retention and deletion policy.
- The entity named on your Google Play listing, or the app's name, must appear in the policy.

The privacy policy must be consistent with the Data safety form, and it is "not limited by the data disclosed in the Data safety section": it can and should say more.

## What about the account deletion URL?

If users can create an account in your app, you must let them request deletion both inside the app and outside it, and enter the web link in Play Console. Google is explicit: "Temporary account deactivation, disabling, or 'freezing' the app account does not qualify as account deletion." The associated data must be deleted too; if you keep some for security, fraud prevention or legal reasons, say so in the privacy policy. The Data safety form includes data deletion questions for all developers.

## What are the most common Data safety mistakes?

- **"No data collected" with an ads, analytics or crash SDK in the build.** The SDK's transmissions count as your app's collection.
- **Claiming encryption in transit when one SDK or endpoint is not encrypted.** Google lets you declare it only if it applies to all user data your app, "including all its SDKs and libraries", sends off the device.
- **Marking data optional** when sign-in or a core feature requires it.
- **Forgetting old versions.** The form covers every version still distributed.
- **Not updating after a new SDK.** Your responses "must remain accurate and complete at all times."
- **A privacy policy as a PDF, behind a region block, or missing the app or developer name.**

When Google finds a mismatch, it requires a fix; per its FAQ, "Apps that don’t become compliant are subject to policy enforcement, like blocked updates or removal from Google Play." See the [rejection reasons guide](https://uptika.app/en/guides/google-play-rejection-reasons) for the resubmission steps and the [suspension guide](https://uptika.app/en/guides/google-play-app-suspended) if it goes further.

## How does it map to Apple's App Privacy details?

Reuse your data inventory, not your answers. Google warns that its taxonomy "may differ materially from those used in other app stores."

| Point | Google Play Data safety | App Store privacy details |
|---|---|---|
| Where | App content page in Play Console | App Store Connect |
| Meaning of "collect" | Transmitting data off the device | Transmitting data off the device so that you or partners can access it longer than needed to serve the request in real time |
| Third-party code | SDK data must be included | Third-party partners' data must be included |
| Key extra questions | Shared or not, ephemeral, required or optional, purposes | Whether data is linked to the user and whether it is used to track them |
| Changing answers | Update whenever practices change | Apple says you can update answers at any time without an app update |

For the App Store side of the same topic, see the [guideline 5.1.1 data collection guide](https://uptika.app/en/guides/guideline-5-1-1-data-collection).

## Where Uptika fits

Uptika does not fill in or check your Data safety form. It covers the listing text around it: the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) flags rejection risks in titles and descriptions, and on paid plans Sayfa denetimi (page audit) runs the same check on your live listing. [Create an account](https://uptika.app/app/#/?signup=1) to track your listing daily.

## Questions

### How do I fill out the Google Play Data safety section?

In Play Console open App content, select Start under Data safety, then answer the Data collection and security questions, select every data type your app and its SDKs collect or share, answer the usage and handling questions for each type, check the Store listing preview and submit.

### Is a privacy policy required on Google Play?

Yes, for every app. The User Data policy requires a privacy policy link in the designated Play Console field and a link or text inside the app, even when the app accesses no personal and sensitive user data. The Data safety form cannot be completed without it.

### Why was my Data safety form rejected?

Usually because the declared practices do not match what the app does: an SDK sends data that the form does not list, encryption in transit is claimed but not true for all data, required data is marked optional, or the privacy policy link is missing or broken. Google says apps that do not become compliant face enforcement such as blocked updates or removal.

### Do I have to declare data collected by SDKs?

Yes. Collection includes data sent off the device by libraries and SDKs in your app, whether it goes to your server or a third party. Google suggests checking your SDK providers’ published Data safety guidance and the Google Play SDK Index.

### Does an app that collects no data need the form?

Yes. Google states that even developers whose apps collect no user data must complete the form and provide a privacy policy link; the form and policy can then say that no data is collected or shared. Apps active only on the internal testing track are exempt.

## Sources

- [Provide information for Google Play’s Data safety section (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/10787469)
- [User Data policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/10144311)
- [Understanding Google Play’s app account deletion requirements (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13327111)
- [App privacy details on the App Store (Apple Developer)](https://developer.apple.com/app-store/app-privacy-details/)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# How to fill in the App Store age rating

> You set an App Store age rating in App Store Connect under Apps > your app > App Information > Age Ratings > Set Up Age Ratings, by declaring your in-app controls and capabilities and how often each type of content appears; Apple turns the answers into a rating of 4+, 9+, 13+, 16+ or 18+, plus regional ratings where required, and an Unrated app cannot be published on the App Store.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-age-rating

## How do you set an age rating in App Store Connect?

The age rating is a required app information property, set once per app and edited when content changes. The steps from App Store Connect Help:

1. In **Apps**, select the app.
2. In the sidebar, under **General**, click **App Information**.
3. Below **Age Ratings**, click **Set Up Age Ratings**.
4. Select the in-app controls and capabilities your app includes, then click **Next**.
5. Go through each section of the progress bar, answer the questions and pick a frequency for each content description, then click **Next**.
6. Under **Age Categories and Override**, choose **Not Applicable**, **Made for Kids** or **Override to Higher Age Rating**.
7. Optionally add an **Age Suitability URL** if a page on your site explains age suitability.
8. Click **Save**. The App Information page then shows your global rating and the region-specific ones.

The Account Holder, Admin, App Manager and Marketing roles can do this. To edit later, click App Information in the sidebar, then **Edit** at the top of the page.

## What does the questionnaire ask?

It asks about features that limit or open up content, then about content and how often it appears. Apple's definitions page groups it like this:

| Section | What it covers |
|---|---|
| In-app controls | Parental controls; age assurance such as the declared age range API, age estimation or ID checks |
| Capabilities | Unrestricted web access; user-generated content; social media; social media disabled for users under 13; messaging and chat; advertising |
| Mature themes | Profanity or crude humor; horror or fear themes; alcohol, tobacco or drug use or references |
| Medical or wellness | Medical or treatment information; health or wellness topics such as calorie tracking or exercise advice |
| Sexuality or nudity | Mature or suggestive themes; sexual content or nudity; graphic sexual content and nudity |
| Violence | Cartoon or fantasy violence; realistic violence; prolonged graphic or sadistic realistic violence; guns or other weapons |
| Chance-based activities | Gambling; simulated gambling; contests; loot boxes |

For content, the frequency matters as much as the type: infrequent and frequent profanity lead to different ratings. A banner ad, a chat feature or a leaderboard contest are content decisions too.

## What leads to each age rating?

These are Apple's values for devices running iOS 26, iPadOS 26, macOS Tahoe 26, tvOS 26, visionOS 26 and watchOS 26 or later, for regions without extra requirements. Each rating lists what the app "may contain".

| Rating | What can lead to it |
|---|---|
| 4+ | No objectionable material. May have parental controls, age assurance, user-generated content, messaging and chat, advertising, infrequent contests. |
| 9+ | Infrequent profanity and crude humor; infrequent horror or fear themes; health and wellness topics; infrequent mature or suggestive themes; infrequent cartoon or fantasy violence; infrequent guns or other weapons; loot boxes. |
| 13+ | Social media (including social media disabled for under 13); frequent profanity or horror; infrequent alcohol, tobacco or drug references; infrequent medical or treatment information; infrequent sexual content or nudity; frequent cartoon violence; infrequent realistic violence; frequent guns or weapons; infrequent simulated gambling; frequent contests. |
| 16+ | Unrestricted web access; frequent medical or treatment information; frequent mature or suggestive themes. |
| 18+ | Frequent alcohol, tobacco or drug references; frequent sexual content or nudity; frequent realistic violence; gambling; frequent simulated gambling. |
| Unrated | Graphic sexual content and nudity, or prolonged graphic or sadistic realistic violence, at any frequency. Can't be published on the App Store; it may be published on alternative app marketplaces or websites. |

Two capability answers move many apps: an in-app browser that can open any page means **unrestricted web access** (16+), and a public feed people can like and share means **social media** (13+). Devices on earlier OS versions show the older scale, 4+, 9+, 12+ and 17+, in a separate section of App Store Connect.

Some regions add their own values. Australia, Brazil and the Republic of Korea have region-specific ratings, and the definitions page also lists Vietnam. In Korea, App Review may contact you if the Games Rating and Administration Committee issues a different rating; you then add the Rating Classification Number (RCN) under Age Ratings and submit a new version. Brazil requires a valid fixed-odds betting license for betting features.

## When should you choose Made for Kids or an override?

**Made for Kids** is for apps whose calculated rating is 4+ or 9+ that should also appear in the Kids category. You pick an age range, and Apple warns: "You can't change this selection once your app is approved by App Review." The app and all later updates must then follow the Kids category guidelines. It is not available for visionOS apps.

**Override to Higher Age Rating** raises the rating above Apple's calculation; the content descriptions still reflect your answers. If your app has a EULA with a minimum age higher than the calculated rating, you must override to a rating that matches it. The override applies in all regions and may map to a different value per region.

## How can the age rating cause a rejection?

Through four guidelines.

> **2.3.6:** "Answer the age rating questions in App Store Connect honestly so that your app aligns properly with parental controls. If your app is mis-rated, customers might be surprised by what they get, or it could trigger an inquiry from government regulators."

> **2.3.8:** "Metadata should be appropriate for all audiences, so make sure your app and in-app purchase icons, screenshots, and previews adhere to a 4+ age rating even if your app is rated higher."

2.3.8 also reserves "For Kids" and "For Children" in metadata for the Kids category. 2.5.18 says ads shown in an app "must be appropriate for the app's age rating." And an app that offers mini apps, games or chatbots must, under 4.7.5, let users identify software that exceeds the app's age rating and restrict access by verified or declared age.

So check three things before you submit: your answers match what a reviewer will see, your icon and screenshots would suit a 4+ audience, and your ad network settings fit the rating. The [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons) covers the other guidelines, and the [Guideline 2.1 guide](https://uptika.app/en/guides/guideline-2-1-app-completeness) shows how to describe sensitive features in review notes.

## How is Google Play's content rating different?

Google Play uses the International Age Rating Coalition (IARC) instead of Apple's own scale. Its Content Ratings policy says you fill out a questionnaire in Play Console, your app is assigned ratings from multiple rating authorities based on your answers, apps without a rating are removed from the Play Store, and you must submit a new questionnaire when content changes in a way that affects the answers. Misrepresenting content can lead to removal or suspension. Two more differences: the Play rating covers the app's content and not features like ads or consumer agreements, though ads must not be significantly more mature than the app; and if you disagree with a rating, you appeal to the IARC rating authority through the link in your certificate email. On the App Store, ads and capabilities such as chat or web access feed directly into the questionnaire.

## Where Uptika fits

Uptika does not set or check your age rating. It helps with the metadata half of the rules: the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) flags risky wording in your name, subtitle and keyword field before you submit, and the panel's **Sayfa denetimi** (page audit) runs a rejection-risk check on your live listing's most visible text. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### How do I set an app age rating in App Store Connect?

In Apps, select the app, click App Information under General in the sidebar, then Set Up Age Ratings below Age Ratings. Select your in-app controls and capabilities, answer each content section with a frequency, choose Made for Kids or an override if needed, and click Save.

### What do App Store age ratings mean?

On devices with iOS 26 and the other version 26 systems the values are 4+, 9+, 13+, 16+ and 18+; each means the app may contain content not suitable for children under that age. Unrated content, such as graphic sexual content or prolonged graphic violence, cannot be published on the App Store.

### Can I change my app's age rating?

Yes. Click App Information in the sidebar, then Edit at the top of the page, and update your answers. The exception is Made for Kids: once App Review approves the app in a Kids category age range, you can't change that selection.

### Why was my app rejected for age rating?

Usually because answers did not match the content (Guideline 2.3.6 asks for honest answers), because icons or screenshots are not suitable for a 4+ audience (2.3.8), because ads do not fit the rating (2.5.18), or because a EULA demands a higher minimum age than the calculated rating without an override.

## Sources

- [Set an app age rating (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/set-an-app-age-rating)
- [Age ratings values and definitions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/age-ratings-values-and-definitions)
- [App Review Guidelines 2.3.6 and 2.3.8 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#accurate-metadata)
- [App Review Guidelines 2.5.18 advertising (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#2.5.18)
- [Content Ratings policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898843)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# How to get more app ratings and reviews, within the rules

> You get more ratings by asking satisfied users at the right moment through each store's official prompt (StoreKit on iOS, the In-App Review API on Google Play), adding a persistent "rate us" link, replying to reviews and fixing what people complain about, while never paying, rewarding, faking or filtering reviews, which both stores forbid.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/get-more-app-reviews

## What is allowed and what is forbidden?

Start with the line you cannot cross. Both stores protect their ratings hard, and the penalties reach the whole developer account, not only one app.

| Tactic | App Store | Google Play |
|---|---|---|
| Official in-app prompt at a good moment | Allowed (the only allowed in-app prompt) | Allowed (In-App Review API) |
| Permanent "Rate us" link to the store page | Allowed | Allowed (open the Play Store page, not the API) |
| Your own custom rating pop-up | Not allowed (5.6.1) | Not allowed to replace or alter the card |
| "Do you like the app?" gate before the prompt | Treated as filtered feedback (3.0) | Not allowed (no questions before or during the card) |
| Rewards, coins, discounts for a rating | Not allowed (3.0) | Not allowed |
| Forcing a rating to unlock a feature | Not allowed (3.2.2) | Not allowed (forced pop-ups) |
| Buying reviews, review exchanges, fake accounts | Not allowed (3.0, 5.6.3) | Not allowed |
| Asking reviewers to include links, coupons or codes | No specific rule; avoid | Not allowed |
| Replying to reviews | Allowed | Allowed |

## Ten ways to get more reviews, within the rules

1. **Use the official prompt at a success moment.** On iOS, RequestReviewAction or AppStore.requestReview(in:); on Android, the In-App Review API. Call it after the user finishes something meaningful, never on first launch. Details: [asking for ratings on iOS](https://uptika.app/en/guides/ios-rating-prompt-requestreview), [Google Play In-App Review API](https://uptika.app/en/guides/google-play-in-app-review-api).
2. **Ration the prompt.** iOS shows it at most three times per app in 365 days; Google's quota is unpublished and shorter than a month can already be too often. Keep your own counter so the few chances land on good days.
3. **Pick moments from data.** Look at where users complete core actions most often (a finished workout, a delivered order, a level cleared) and prompt there. A good moment is one where most users succeed.
4. **Add a permanent link.** A "Rate on the App Store" row in settings with `action=write-review` appended to your product URL opens the write-review page directly. On Android, link to your Play Store page.
5. **Do not prompt after errors.** Skip the prompt in a session with a crash, a failed payment or a support ticket.
6. **Reply to reviews.** Replies notify the reviewer, who can update the rating, and show future readers that you respond. Templates: [replying to app reviews](https://uptika.app/en/guides/reply-to-app-reviews).
7. **Fix the top complaint and say so.** Name the fix in What's New and edit your earlier replies. Low-star reviewers are often the most specific testers you have.
8. **Prompt on updates for loyal users.** On iOS, a person who already rated can be asked again only for a new version and after 365 days, so a major release is a natural moment.
9. **Make support easy to find.** A visible help or contact path keeps private problems out of public reviews. Do not use it to divert unhappy users from the store; just answer them.
10. **Consider an App Store rating reset after a big fix.** It resets the summary rating in all countries; written reviews remain. Use it rarely, and only when you can earn new ratings quickly.

## Why buying reviews backfires

- **Detection**: both stores look for manipulated ratings. Google Play may hold back all new ratings and reviews of an app while it investigates suspicious activity, which also hides your genuine ones.
- **Penalty scope**: Apple can expel a developer from the program for manipulation; Google can take action under its ratings and installs policy.
- **No learning**: bought reviews tell you nothing about what real users want.
- **Mismatch**: a high rating with poor retention means more installs that leave quickly, and the real reviews arrive anyway.

## How do you measure progress?

- Weekly count of new ratings and written reviews per store.
- Share of ratings that come from the latest version.
- Average rating per version (Play Console filters reviews by app version).
- On Google Play, updated ratings in the Reviews analysis page after you reply.

To read the content of reviews, not just their count, use the routine in [app review analysis](https://uptika.app/en/guides/app-review-analysis).

Uptika's **Reviews** page charts new reviews per week and the average rating for both stores side by side, filterable by country and version, so you see whether a new prompt placement moved anything. **Review insights** (Starter and up) groups the last 6 months into complaints, praise, requests and bugs. The free [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) tool shows why any app's recent low ratings were given. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### How do I get more app reviews?

Ask through the official prompts after a clear success moment, add a permanent rate link in settings, reply to reviews so people see you listen, fix the top complaints, and keep asking rarely so the system's limits are spent on good moments.

### Is buying app reviews allowed?

No. Apple's guidelines say manipulating reviews with paid, incentivized, filtered or fake feedback can lead to removal from the developer program. Google Play's policy forbids fraudulent or incentivized reviews and automated services that inflate ratings.

### Can I give rewards for reviews?

No. Google Play forbids asking users to rate while offering an incentive, and Apple treats incentivized feedback as manipulation. Apple also forbids forcing users to rate to access features. You may reward other in-app actions, just not ratings or reviews.

### How do I increase my app rating?

Fix the issues behind low ratings first, then ask happy users at the right moments. On Google Play the displayed rating weights recent ratings more, so improvements show over time. On the App Store you can reset the summary rating with a new version, but Apple advises doing it sparingly.

## Sources

- [Ratings, reviews and responses (Apple Developer)](https://developer.apple.com/app-store/ratings-and-reviews/)
- [RequestReviewAction (Apple Developer Documentation)](https://developer.apple.com/documentation/storekit/requestreviewaction)
- [App Review Guidelines 3.0, 3.2.2, 5.6.1, 5.6.3 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Google Play In-App Reviews API (Android Developers)](https://developer.android.com/guide/playcore/in-app-review)
- [Ratings, reviews and installs policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898684)
- [View and analyze your app's ratings and reviews (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/138230)

---

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


---

# How to get your app featured on the App Store and Google Play

> You ask Apple for featuring by submitting a featuring nomination in App Store Connect (Apple asks for at least two weeks' notice, recommends up to three months for wider consideration, and its help page suggests a minimum of three weeks), and you ask Google Play by requesting featuring on a promotional content event at least 14 days before it starts, within a quarterly quota.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/get-featured-app-store-google-play

## How does featuring work on each store?

| | App Store | Google Play |
|---|---|---|
| How you ask | Featuring nomination in App Store Connect | Request featuring on a promotional content event |
| What you nominate | New content, app enhancements, or an app launch (including pre-orders) | An offer, a time-limited event, or a major update |
| Lead time | At least 2 weeks (getting-featured page); minimum 3 weeks advised (help page); up to 3 months for wider consideration | Submit at least 14 days before the event starts |
| Quota | No stated limit | Per quarter: apps up to 6 (broad audiences) and 2 (specific audiences); games 4 and 2 |
| Extra material | Up to 5 supporting URLs; in-app events can be attached | Tagline, description, images, optional video |
| Guarantee | None | None |

> Apple's two pages give different lead times: the getting-featured page asks for "a minimum of two weeks notice" and suggests up to three months for wider consideration, while the App Store Connect help page recommends "a minimum lead time of 3 weeks". Plan for three weeks or more.

## Where can Apple feature an app?

Apple's editorial team uses stories and collections on the Today, Games and Apps tabs, App of the Day and Game of the Day, themed lists, in-app event placements, pre-order highlights and Editors' Choice (with a badge on the product page). Selections are localized and curated per region. Any app is eligible for App of the Day or Game of the Day, new or old.

## What does Apple look for?

Apple says there is no checklist, but lists the factors its editors weigh:

- **User experience:** cohesive, efficient, valuable functionality.
- **UI design:** usability, appeal and overall quality.
- **Innovation:** new technology that solves a unique problem.
- **Uniqueness:** a fresh take on a familiar category.
- **Accessibility:** a great experience for a broad range of users.
- **Localization:** high-quality support for several languages with culturally relevant content.
- **Product page:** compelling screenshots, app previews and descriptions, and positive ratings and reviews.

Games are also judged on gameplay, art, controls, story, replayability, sound, technical performance and overall value.

## How do I submit an App Store nomination?

Required role: Account Holder, Admin, App Manager or Marketing.

1. In **Apps**, select the app. In the sidebar, under **Featuring**, click **Nominations**.
2. Click **+** next to Nominations and choose **Create Nomination** (first time: **Get Started**).
3. Give it a memorable name, click **Next**.
4. Choose the type: **New Content**, **App Enhancements** or **App Launch**, click **Next**.
5. Write a **detailed description**: what is coming, why it matters to users, and how important it is to you.
6. Choose the **publication date or date range**, click **Save**.
7. Under **Additional Information**: related apps (up to 10 from the same account), platforms, countries or regions, localizations, attach an approved or published **in-app event**, add up to **5 supporting URLs** (documents, art, a TestFlight public link), and helpful details such as accessibility work.
8. Click **Submit Nomination**, then **Submit**.

Several nominations can be uploaded at once with a CSV file (Import Nominations); imported nominations are submitted immediately and cannot be saved as drafts.

## How do I request featuring on Google Play?

Featuring on Google Play runs through [promotional content](https://uptika.app/en/guides/google-play-promotional-content). Promotional content is available to all games and to apps that meet Google's eligibility for its premium growth tools; featuring requires that eligibility too.

1. Go to **Grow users > Store presence > Promotional content** and click **Create Event**.
2. Choose the event type, countries, start and end (up to four weeks; major updates run 28 days, pre-registration announcements one week). All start dates in an event must fall in the same quarter.
3. Choose the audience: everyone, potential users, or specific groups such as churned or lapsed users and buyer states.
4. Under featuring, request featuring. Submit at least **14 days before the start**.
5. Add a specific tagline, a description that does not repeat it, a primary image and a square image without text, and ideally a YouTube video with ads off.
6. Localize, then **Submit event**. Events cannot be edited after submission, and approval can take up to four days.

A request is only used when the event is submitted, starts in the current quarter and has featuring requested; cancelling before the start returns it. Events without featuring requests are unlimited.

## A featuring readiness checklist

1. The product page is complete in every language you support: screenshots, preview, description.
2. Ratings are healthy and recent reviews are answered.
3. The moment is real and dated: a launch, a big update, new content or an event.
4. Accessibility and localization work is done and worth mentioning.
5. The App Store nomination is submitted three or more weeks ahead; the Google Play event 14 or more days ahead.
6. An [in-app event](https://uptika.app/en/guides/in-app-events) is approved in time to attach to the nomination.
7. Promotional artwork can be produced quickly if Apple asks for it.
8. Team members with Admin, App Manager or Marketing roles watch their email.

## How do I know I was featured?

Apple notifies you through the App Store Connect app if you are featured in select Today tab placements such as App of the Day, and lets you share visual assets. Otherwise, the signs are sudden jumps in impressions and in chart positions.

## How does Uptika help?

Uptika reads App Store and Google Play category charts every 3 hours and records when your app enters, rises or drops out, which is often the first visible sign of featuring; alerts can go to Slack, Discord, Telegram or a webhook on paid plans. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows a category's daily climbers and new entrants. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

Related: [Pre-registration and pre-orders](https://uptika.app/en/guides/pre-registration-and-pre-orders), the [App launch checklist](https://uptika.app/en/guides/app-launch-checklist) and [How to increase app downloads](https://uptika.app/en/guides/increase-app-downloads).

## Questions

### How do I get an app featured by Apple?

Submit a featuring nomination in App Store Connect (Apps > your app > Featuring > Nominations) for a launch, a significant update or new content, with a clear description, dates, countries, any in-app event and up to five supporting links. Give Apple at least two weeks; earlier is better. Apple says there is no checklist, but it weighs user experience, design, innovation, uniqueness, accessibility, localization and the product page.

### How do I get featured on the App Store?

Build a strong product page, plan a newsworthy moment (launch, major update, event), and nominate it early through App Store Connect. In-app events can be attached to the nomination. If Apple considers your app, it may email people with Admin, App Manager or Marketing roles for promotional artwork.

### How do I get featured on Google Play?

Create a promotional content event in Play Console (Grow users > Store presence > Promotional content) and request featuring when you create it, at least 14 days before the start. App developers have up to 6 featuring slots per quarter for broad audiences and 2 for specific audiences; games have 4 and 2. Featuring is not guaranteed.

### What is an App Store featuring nomination?

A form in App Store Connect that tells Apple's editorial team about upcoming new content, app enhancements or an app launch (including pre-orders), so they can consider it for stories, collections, App of the Day and other placements.

## Sources

- [Getting featured on the App Store (Apple Developer)](https://developer.apple.com/app-store/getting-featured/)
- [Nominate your app for featuring (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-featuring-nominations/nominate-your-app-for-featuring)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)

---

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


---

# How to increase app downloads: 15 organic and paid levers

> App downloads grow in two ways: more people see your listing (search rank, store features, new countries, ads) and more of them install once they see it (icon, screenshots, ratings, a page that matches their search), so the fastest gains usually come from fixing search text and the first screenshots before spending on ads.

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

## Where do downloads come from?

Every install is the product of two numbers: **how many people see your listing** (impressions) and **what share of them install** (conversion rate). Doubling either one doubles downloads. So every lever below does one of two things: it raises **reach** or it raises **conversion**. Knowing which one is weak tells you where to start.

- **Reach is weak** when you rank for few searches, are not in any charts or features, and only exist in one or two countries.
- **Conversion is weak** when people see you but do not install: the icon blends in, the first screenshots do not explain the app, or the rating is low or thin.

App Store Connect (App Analytics: impressions, product page views, conversion rate) and Play Console (store listing visitors and acquisitions) show both numbers.

## The 15 levers, by effort and reach

| # | Lever | Raises | Effort | Official tool |
|---|---|---|---|---|
| 1 | Put real search terms in title, subtitle or short description | Reach | Low | Store text fields |
| 2 | Fill the App Store keyword field without waste | Reach | Low | Keyword field (100 bytes) |
| 3 | Redesign the first three screenshots | Conversion | Medium | Screenshots |
| 4 | Make the icon readable at small size | Conversion | Medium | Icon |
| 5 | Ask for ratings at the right moment | Conversion and reach | Low | iOS review prompt, Play In-App Review API |
| 6 | A/B test graphics | Conversion | Medium | Product page optimization; store listing experiments |
| 7 | Pages per audience | Conversion | Medium | Custom product pages (70); custom store listings (50) |
| 8 | Run in-app events and promotional content | Reach | Medium | In-app events; promotional content |
| 9 | Localize for countries that already find you | Reach | Medium | Localized metadata |
| 10 | Nominate launches and updates for featuring | Reach | Low | Featuring nominations; promotional content featuring |
| 11 | Pre-orders or pre-registration before launch | Reach | Medium | App Store pre-orders; Google Play pre-registration |
| 12 | Search ads on your own and category terms | Reach | Paid | Apple Ads; Google App campaigns |
| 13 | Web and AI-answer visibility | Reach | Medium | Your site, docs and guides |
| 14 | Keep technical quality above store thresholds | Reach | Medium | Android vitals; App Store ratings |
| 15 | Ship regular updates with clear release notes | Conversion | Low | What's New text |

Start with 1, 2, 3 and 5: they are cheap, fully in your control, and every other lever works better on top of them.

## Levers 1–2: how do I rank for more searches?

Stores rank apps by matching the search to the text they index and by signals like downloads and ratings. On the App Store the indexed text is the **app name (30 characters), subtitle (30) and keyword field (100 bytes)**; Apple says not to repeat words across them. On Google Play it is the **title (30), short description (80) and full description (4,000)**, with a warning that repetitive or irrelevant keywords can get the app suspended.

1. List the searches people use for apps like yours, in each country.
2. Put the most important ones in the title or subtitle, as natural phrases.
3. Use the keyword field for the rest, comma-separated, no spaces, no repeats.
4. Release, then watch ranks for two to four weeks before changing again.

A deeper method is in [What is ASO?](https://uptika.app/en/guides/what-is-aso), [App keyword research](https://uptika.app/en/guides/app-keyword-research) and [the App Store keyword field](https://uptika.app/en/guides/app-store-keyword-field).

## Levers 3–4: how do I convert more visitors?

The first one to three screenshots appear in App Store search results when there is no app preview, and Google Play asks you to put the UI first in the first three. Show the main result on frame 1, the core action on frame 2 and the differentiator on frame 3, each with one short caption. See [How to design store screenshots that convert](https://uptika.app/en/guides/design-app-store-screenshots) and [App icon sizes](https://uptika.app/en/guides/app-icon-sizes) for the icon tests.

## Lever 5: how do ratings help?

Apple says ratings and reviews influence how your app ranks in search and can encourage engagement from search results. Use the system prompts: on iOS the rating window appears at most three times in 365 days, and Apple does not allow custom rating prompts. On Google Play, the In-App Review API has an unpublished quota, and you must not ask "Do you like the app?" before showing it. Ask after a success moment, never at first launch.

## Levers 6–7: how do I test and tailor pages?

- **Product page optimization** tests up to three icon, screenshot and preview variants for up to 90 days: [Product page optimization](https://uptika.app/en/guides/product-page-optimization).
- **Google Play [store listing experiments](https://uptika.app/en/guides/store-listing-experiments)** test up to two variants, including descriptions in localized experiments.
- **[Custom product pages](https://uptika.app/en/guides/custom-product-pages)** (up to 70) can have their own screenshots, previews, promotional text and keywords, and their own URL. Apple reports that developers see a 2.5 percentage point increase on average when they send people to a custom product page, against a 1.6% average conversion rate on default pages.
- **[Custom store listings](https://uptika.app/en/guides/custom-store-listings)** on Google Play (up to 50) can target countries, pre-registered users, search keywords, and lapsed or churned users.

## Levers 8, 10, 11: which store features bring free reach?

- **[In-app events](https://uptika.app/en/guides/in-app-events)** appear on your product page, in search results and, if selected, on the Today, Games and Apps tabs. An event can last up to 31 days and be promoted up to 14 days before it starts.
- **[Google Play promotional content](https://uptika.app/en/guides/google-play-promotional-content)** shows events, offers and major updates on your listing, and can request featuring: app developers have up to 6 featuring slots per quarter for broad audiences; requests must be submitted at least 14 days before the event.
- **Featuring nominations** in App Store Connect let you tell Apple's editors about a launch or update: [How to get featured](https://uptika.app/en/guides/get-featured-app-store-google-play).
- **Pre-orders and pre-registration** collect demand before launch: [Pre-registration and pre-orders](https://uptika.app/en/guides/pre-registration-and-pre-orders).

## Lever 9: where should I localize first?

Where people already find you without a local listing: your existing installs by country show it. Localizing the title, subtitle, keywords and screenshot captions for those markets ([store localization](https://uptika.app/en/guides/app-store-localization)) is usually cheaper than buying reach in a new one. Apple also lists additional supported languages for many storefronts (Turkey, for example, has English (U.K.) next to Turkish); many developers use them for extra keyword space, although Apple does not document how they are indexed for search.

## Lever 12: when do ads make sense?

Apple Ads search results ads appear at the top of App Store search results or further down the page, and can lead to a custom product page. Google App campaigns run across Google Search, Google Play, YouTube and the Display Network. Setup guides: [Apple Ads](https://uptika.app/en/guides/apple-ads-setup) and [Google App campaigns](https://uptika.app/en/guides/google-ads-app-campaigns). Use ads once the page converts, start with your brand and category terms, and judge them by cost per install against what an install earns you.

## Levers 13–15: what keeps growth going?

- **Web and AI answers.** People increasingly ask search engines and AI assistants which app to use. A clear website and helpful guides make your app citable.
- **Quality thresholds.** On Google Play, user-perceived crash rates above 1.09% or ANR rates above 0.47% count as bad behaviour and can reduce visibility ([Android vitals](https://uptika.app/en/guides/android-vitals)).
- **Updates.** Regular releases with clear What's New text show the app is alive, and every release is a chance to improve text and screenshots.

## How do I measure each lever?

Change one lever at a time, note the date, and compare 2–4 weeks before and after: impressions, conversion rate and installs per country. For tests, use the store's own A/B tools rather than before/after comparisons.

## How does Uptika help?

The Uptika ASO score rates your listing in nine parts (search visibility, keyword coverage, metadata efficiency, listing conversion, ratings and more) and the Playbook turns the weakest ones into a short "Do today" list. Keyword radar records your rank for every tracked keyword daily, the New countries page shows markets that already bring installs without a local listing, and the AI echo checks whether AI assistants name your app. For a free first look, run [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) on your store link. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

More in this series: [How to market an app](https://uptika.app/en/guides/how-to-market-an-app) and the [App launch checklist](https://uptika.app/en/guides/app-launch-checklist).

## Questions

### How do I increase app downloads organically?

Rank for more searches (put real search terms in the title, subtitle or short description and keyword field), convert more visitors (first three screenshots, icon, ratings), use free store features (in-app events, promotional content, custom product pages and custom store listings), and localize for countries that already find you.

### How do I increase app downloads on the Play Store?

Write a title and short description around the searches people use, meet the screenshot guidance so you can appear in large recommendation formats, test graphics with store listing experiments, use custom store listings for countries and search keywords, and keep crash and ANR rates below the bad-behaviour thresholds in Android vitals.

### How do I get the first users for an app?

Start where intent already exists: your own network and community, a pre-registration or pre-order page, a launch-day featuring nomination, search ads on your own category terms, and a listing that answers one clear search. Measure each channel separately so you know which one to repeat.

### Do ratings affect downloads?

Yes. Apple says ratings and reviews influence how your app ranks in search and can encourage people to engage from search results. Ask for ratings with the official prompts (on iOS the system shows the prompt at most three times in 365 days).

### Should I start with ads?

Only after the listing converts. Ads pay for every tap or install; a weak page wastes that money. Fix search text and screenshots first, then use ads to buy reach on terms you know convert.

## Sources

- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [In-app events (Apple Developer)](https://developer.apple.com/app-store/in-app-events/)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [Create custom store listings (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)
- [Run A/B tests on your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)
- [Search results ads (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0082-search-results)
- [App Store localizations (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-store-localizations)
- [RequestReviewAction (Apple Developer Documentation)](https://developer.apple.com/documentation/storekit/requestreviewaction)
- [Android vitals (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844486)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)

---

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


---

# How to market an app: a plan with and without a budget

> Marketing an app works best in a fixed order: first make the store listing convert, then add free channels you control (store features, a website that search engines and AI assistants can cite, community and social), and only then pay for reach with Apple Ads or Google App campaigns, measuring every channel separately.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/how-to-market-an-app

## Why does the store listing come first?

Every channel ends on your App Store product page or Google Play listing. If that page does not convert, every paid or earned visit is partly wasted. Before any campaign, check three things:

1. **Does the title or subtitle say what the app does** in the words people search for?
2. **Do the first three screenshots** show the main result, the core action and what makes you different?
3. **Is the rating solid** for your category, and are recent reviews answered?

Guides for each: [What is ASO?](https://uptika.app/en/guides/what-is-aso), [How to design store screenshots that convert](https://uptika.app/en/guides/design-app-store-screenshots).

## Which channels exist, and what does each cost?

| Channel | Cost | Speed | What to measure |
|---|---|---|---|
| Store search (ASO) | Time | Weeks | Ranks for target searches, impressions, conversion rate |
| Store features (events, promotional content, featuring) | Time | Days to weeks | Event views and installs, page views during the feature |
| Custom product pages and custom store listings | Time | Days | Conversion per page compared with the default |
| Your website and guides | Time | Months | Visits, clicks to the store, mentions in AI answers |
| Communities and social | Time | Ongoing | Visits from each post or thread, installs per source |
| Press and creators | Time or money | One-off | Installs in the days after, mentions |
| Apple Ads | Money | Immediate | Cost per tap, cost per install, installs per term |
| Google App campaigns | Money | Immediate (learning time) | Cost per install, cost per in-app action |
| Email and in-app referral | Time | Ongoing | Opens, invites, installs from invites |

## The plan without a budget

**Week 1–2: the listing.** Put the main searches in the title and subtitle or short description. Rebuild the first three screenshots. Answer recent reviews.

**Week 2–4: free store features.**

- Create an **[in-app event](https://uptika.app/en/guides/in-app-events)** on the App Store for anything time-bound: a challenge, a season, a new content drop. Events can last up to 31 days and be promoted up to 14 days early.
- On Google Play, create **[promotional content](https://uptika.app/en/guides/google-play-promotional-content)** for offers, events or major updates; it shows on your listing, and eligible apps can request featuring (up to 6 slots a quarter for broad audiences, requested at least 14 days before the start).
- Submit a **featuring nomination** in App Store Connect for launches and big updates: [How to get featured](https://uptika.app/en/guides/get-featured-app-store-google-play).

**Month 2 onward: owned channels.**

- **A website with real answers.** A page per main use case, written in plain language, linking to the store. Search engines and AI assistants cite pages that answer a question directly.
- **Communities.** Answer questions where your users already talk, without spamming links. One helpful answer that mentions the app when it fits beats ten link drops.
- **Short videos of the real app.** The same screen recordings you use in app previews work on social channels.

## The plan with a budget

1. **Brand terms first.** Bid on your own app name with Apple Ads so rivals cannot take the top slot on your name.
2. **Specific category terms next.** Narrow searches with clear intent usually convert better than broad ones.
3. **Send ads to a matching page.** Apple Ads can use custom product pages to create ad variations; Google App campaigns can use custom store listings. Apple reports a 2.5 percentage point average increase in conversion when people are sent to a custom product page, against a 1.6% average on default pages.
4. **Set a stop rule.** Pause any term or campaign whose cost per install stays above what an install earns.
5. **Scale what works.** Raise budgets only on terms with stable cost and good retention.

Step-by-step setup: [Apple Ads](https://uptika.app/en/guides/apple-ads-setup) and [Google App campaigns](https://uptika.app/en/guides/google-ads-app-campaigns).

## How do I keep one message across channels?

People notice when an ad promises one thing and the store page shows another. Use one sentence that says who the app is for and what it does, and repeat it:

- in the subtitle or short description,
- as the caption of the first screenshot,
- in the first line of the description,
- in ad text and social posts,
- on your website's home page.

Both stores also limit what that message may contain. Google Play bans ranking, price and promotional claims like "#1", "Best" or "10% off" in titles, icons and images, and Apple bars unverifiable claims and prices in metadata. Keep claims you can show inside the app.

## How do I measure what works?

- **A separate link per channel.** Give every channel its own tracked store link, so App Analytics and Play Console's acquisition reports can show them apart.
- **One change at a time.** If you change the listing and start ads in the same week, you will not know which helped.
- **Compare by country.** Store traffic, rank and conversion differ per storefront.
- **Look at retention, not only installs.** A channel that brings installs who leave in a day is expensive even when cheap per install.

## Common mistakes

- Starting ads on a listing that does not convert.
- Using a different promise in ads than on the store page.
- Bidding on rival brand names you would not be allowed to use in your own listing text.
- Measuring only total installs, so you cannot tell channels apart.
- Changing everything at once before a launch.

## How does Uptika help?

Uptika covers the store and AI side of the plan. The ASO score shows how ready the listing is, Keyword radar tracks your daily rank for each target search, and the AI echo asks AI assistants the questions your users ask, such as "what is the best app for this?", and records whether and where your app is named. If you connect Apple Ads, spend and cost per install sit next to organic rank for each keyword. Without signing in, [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) checks any listing. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

Next steps: [How to increase app downloads](https://uptika.app/en/guides/increase-app-downloads), [Pre-registration and pre-orders](https://uptika.app/en/guides/pre-registration-and-pre-orders) and the [App launch checklist](https://uptika.app/en/guides/app-launch-checklist).

## Questions

### How do I market an app for free?

Make the store listing convert (search terms in the text, clear first screenshots), use free store features (in-app events, Google Play promotional content, featuring nominations, custom product pages and custom store listings), publish helpful pages on your own website, and take part in communities where your users already talk. Track each source with campaign links.

### How do I promote an app with a small budget?

Spend on search ads for your own brand and the most specific category terms first, send that traffic to a page built for the search, and stop terms whose cost per install is higher than what an install earns. Keep the rest of the budget for one channel you can measure well.

### What are app install ads?

Ads whose goal is an install. On the App Store, Apple Ads shows ads in search results and other App Store placements; Google App campaigns use your text, images and videos to run ads across Google Search, Google Play, YouTube, Discover and the Display Network.

### How do I make my app known?

Pick one clear audience and one message, make every channel say the same thing as the store page, and repeat what works. A launch moment (pre-orders or pre-registration, a featuring nomination, an in-app event) gives people a reason to look now.

## Sources

- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [Search results ads (Apple Ads Help)](https://ads.apple.com/app-store/help/ad-placements/0082-search-results)
- [About App campaigns (Google Ads Help)](https://support.google.com/google-ads/answer/6247380)
- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [In-app events (Apple Developer)](https://developer.apple.com/app-store/in-app-events/)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)

---

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


---

# How to measure the impact of an ASO change

> To measure an ASO change, log exactly what changed and when it went live, then compare the same metrics (keyword visibility, impressions or visitors by source, conversion by source and first-time downloads) over equal windows before and after, and rule out season, ads, store algorithm shifts and rival moves before you credit the change; for visual changes, use the stores' own A/B tests instead.

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

Measuring ASO is a before-and-after comparison with discipline. Write down the change, choose the metric it should move, read equal windows on both sides, and check what else changed in the same weeks. When the change is visual (icon, screenshots, previews), a store experiment beats any before-and-after reading, because both versions run at the same time.

## Which method fits which change?

The method depends on what you changed.

| Change | Best method | Why |
|---|---|---|
| Icon, screenshots, app previews (App Store) | Product page optimization test | Treatments run alongside the original for the same period |
| Icon, feature graphic, screenshots, descriptions (Google Play) | Store listing experiment | Variants and current listing run side by side |
| Title, subtitle, keyword field (App Store) | Before and after, with a change log | Not part of product page optimization tests |
| Title (Google Play) | Before and after | Not among the assets Google lists for store listing experiments |
| Promotional text (App Store) | Conversion only | Apple says promotional text does not affect search ranking |
| New localization | Before and after, per country | Each storefront is separate |

## Step 1: How do you keep a change log?

Log every change on the day it goes live, not the day you submit it. Use one row per field per storefront.

| Date live | Store and country | Field | Before | After | Goal | Other events in the window | Read on | Result |
|---|---|---|---|---|---|---|---|---|
| 2026-11-12 | App Store, US | Subtitle | Simple daily habits | Habit tracker and planner | Rank for "habit tracker" | Apple Ads budget flat; no release | 2026-12-10 | |
| 2026-11-12 | Google Play, US | Short description | Build habits that last | Habit tracker with daily reminders | Visibility on generic terms | Store listing experiment running on icon | 2026-12-10 | |

Rules: one change per storefront per window if you can; if you must ship several, accept that you will measure them together. Note releases, price changes, sales, features and ad changes in the "other events" column, from your own team and from the stores.

## Step 2: Which metrics should you read?

Read the layer the change targets first, then check the layers below it did not fall.

| Layer | App Store | Google Play |
|---|---|---|
| Visibility | Daily rank on target keywords; popularity-weighted visibility | Same, ranks in the first page of results |
| Traffic | Impressions (Unique Devices) by source: App Store search, App Store browse | Store listing visitors by source: Google Play search, Google Play explore |
| Conversion | Conversion Rate by source | Click-through rate by source |
| Outcome | First Time Downloads from search and browse | User acquisitions from Google Play explore (Grow overview); store listing acquisitions by source (Statistics, exports) |
| Quality | Day 1 and day 7 retention, ratings | Retention, ratings |

**Visibility** turns many keyword ranks into one number. Uptika's visibility score multiplies each keyword's popularity by a fixed tap-share weight for its position (1.00 for #1, 0.60 for #2, 0.45 for #3, 0.30 for #4–5, 0.15 for #6–10, 0.06 for #11–20, 0.02 for #21–50), adds them up and divides by total popularity. The weights are a model, not measured tap data; the full table is in the [methodology](https://uptika.app/en/guides/methodology).

Worked example for a habit tracker called Notara, one storefront:

| Keyword | Popularity | Rank before | Weighted before | Rank after | Weighted after |
|---|---|---|---|---|---|
| habit tracker | 70 | 14 | 70 × 0.06 = 4.2 | 6 | 70 × 0.15 = 10.5 |
| daily routine | 40 | 8 | 40 × 0.15 = 6.0 | 5 | 40 × 0.30 = 12.0 |
| habit app | 30 | not ranked | 0 | 25 | 30 × 0.02 = 0.6 |

Visibility before = 100 × 10.2 ÷ 140 = 7. After = 100 × 23.1 ÷ 140 = 17. Visibility more than doubled; now check that search impressions and first-time downloads from search rose too. If visibility rose and downloads did not, the keywords may be the wrong ones, or conversion fell.

## Step 3: How long should the reading window be?

Use a fixed window and decide it before you look at the data. The stores publish no standard; a common practice is three to six weeks after the change, compared with the same number of weeks before it, longer for small apps with few daily downloads.

- Start the "after" window on the day the change went live, not the submission day.
- Use whole weeks, so each window has the same weekdays.
- Skip the newest data: Apple says a day's Analytics data is complete two days after the reporting date, and Google's monthly CSV reports are posted within 3 to 7 days.
- Do not extend the window because the result looks close; that is how false wins are made.

## Step 4: What else could explain the change?

Before you credit your change, rule out these four.

1. **Seasonality.** Compare with the same weeks last year, or use a control storefront where you changed nothing. If the control rose by the same amount, the season did it.
2. **Ads.** Keep spend and targeting flat. Apple counts ads in App Store search results inside the App Store search source, so a new campaign changes "search" numbers. Google reports ads and referrals as a separate source.
3. **Store algorithm shifts.** If many apps' ranks moved on many keywords on the same day, including keywords you did not touch, the store changed, not you. A daily rank history for rivals makes this visible.
4. **Rival moves.** A rival that changed its title, ran a sale or got featured can push you down or up. Check rivals' listing changes by date; see [app competitor analysis](https://uptika.app/en/guides/app-competitor-analysis).

## When should you use store experiments instead?

Use them whenever the change is visual, and on Google Play also for descriptions. Setup and reading are covered in [product page optimization](https://uptika.app/en/guides/product-page-optimization) and [store listing experiments](https://uptika.app/en/guides/store-listing-experiments).

- **App Store product page optimization:** up to three treatments against the original, one test at a time, up to 90 days, and a test cannot be changed once started. Results appear in Analytics, Acquisition, Product Pages; Apple labels a treatment Performing Better or Performing Worse at 90% confidence.
- **Google Play store listing experiments:** Grow users > Store presence > Store listings. Up to two variants; a default graphics experiment or up to five localized experiments at a time; the target metric is unique user install, open or pre-registration clicks; you set a minimum detectable effect and a confidence level; experiments stop after six months. More in [store listing experiments](https://uptika.app/en/guides/store-listing-experiments).

## Common mistakes

- Comparing a week with a release or a sale to a quiet week.
- Reading total downloads instead of the source the change targets.
- Changing title, screenshots and price in the same week, then crediting one of them.
- Reading ranks once a week at random times instead of daily at a fixed time; see [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking).
- Calling a test early.

## How Uptika helps

Before you change anything, run the free [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray) to save a baseline of your character use, repeats and rating against the category top 10. In the panel, the Visibility score (free) tracks the popularity-weighted visibility above for your storefront every day, and the Rival log (Starter) lists rivals' title, screenshot and price changes by date, so you can see whether a rival moved in your window. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows daily category climbers and new entrants. [Create a free account](https://uptika.app/app/#/?signup=1).

## Questions

### How long does it take to see ASO results?

A text change first has to pass store review and go live, and ranks then usually take some days to settle; neither store publishes a fixed indexing time. In practice, read results over a fixed window of three to six weeks after the change, compared with the same length before it, and ignore the last two days of App Store Connect data, which Apple says are not complete yet.

### How do I measure ASO success?

Pick one storefront, write down the change and its live date, and compare four layers over equal windows: keyword visibility (rank weighted by popularity), impressions or visitors from search and browse, conversion by source, and first-time downloads from those sources. Success is a rise in the layer the change was meant to move, without a fall further down the funnel.

### Which KPIs matter for ASO?

For discovery: rank on target keywords and a popularity-weighted visibility score. For traffic: App Store impressions from search and browse, Google Play store listing visitors by source. For conversion: App Store Conversion Rate and Play click-through rate by source. For outcome: first-time downloads or user acquisitions from organic sources, then day 1 and day 7 retention to check the new users fit.

### How do I separate ASO impact from ads?

Keep ad spend and targeting flat across both windows, or exclude weeks where it changed. Read sources that leave ads out: Google Play reports ads and referrals separately, while App Store search includes ads shown in search results, so also compare App Store browse and a control country without ads.

## Sources

- [Acquisition (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/acquisition/acquisition)
- [Analytics reports API (App Store Connect Analytics Help)](https://developer.apple.com/help/app-store-connect-analytics/overview/analytics-reports-api/)
- [Product page optimization (Apple Developer)](https://developer.apple.com/app-store/product-page-optimization/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Understand and grow your app's user base (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859173)
- [Run A/B tests on your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)

## Free tools

- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.
- [Chart Movers](https://uptika.app/en/tools/chart-movers): Daily: a category's top 10 in a country, the climbers, new entrants and apps launched in the last 90 days.

---

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


---

# How to publish an app on Google Play, step by step (2026)

> To publish on Google Play you pay a one-time 25 USD for a developer account, create the app in Play Console, complete the App content declarations and the store listing, upload an Android App Bundle that targets the current API level, pass the 12-tester closed test if you have a new personal account, then roll out a production release and wait for review.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/publish-app-google-play

## What are the steps to publish an app on Google Play?

Publishing on Google Play is eight steps, and only two of them involve waiting on Google: the production access review (new personal accounts) and the release review. Here is the whole path at a glance.

| Step | Where in Play Console | Typical blocker |
|---|---|---|
| 1. Developer account | Sign-up page | ID and card name must match your legal name |
| 2. Create the app | Home, Create app | Wrong app or game choice, wrong default language |
| 3. App content forms | Monitor and improve, Policy and programs, App content | Missing privacy policy, sign-in details for review |
| 4. Store listing | Grow users, Store presence, Store listings | Feature graphic and screenshots missing |
| 5. Build | Test and release, App bundle upload | Old target API, APK instead of App Bundle |
| 6. Testing | Test and release, Testing | 12 testers for 14 days (new personal accounts) |
| 7. Production access | Dashboard, Apply for production | Thin answers about the closed test |
| 8. Production release | Test and release, Production | Review time, countries not selected |

## Step 1: How do you open a developer account?

You sign up with a Google Account, accept the Developer Distribution Agreement, pay the **one-time 25 USD** fee and choose a **personal** or **organization** account. You must be at least 18. Google then verifies your identity with a government ID and a card under your legal name; organization accounts also need a D-U-N-S Number. Personal accounts additionally verify access to a real Android device through the Play Console mobile app.

The decision between personal and organization matters more than it looks: it decides whether the 12-tester rule applies. The full walkthrough is in [Google Play developer account](https://uptika.app/en/guides/google-play-developer-account).

## Step 2: How do you create the app in Play Console?

From the Play Console home page, click **Create app** and fill in:

- **App name**: as it will appear on Google Play (up to 30 characters; you can change it later).
- **Default language**: the language of your main store listing.
- **App or game**: you can change this later.
- **Free or paid**: decide carefully. Plan for a free app with in-app purchases or subscriptions if there is any chance you will charge later.
- **Contact email** and the declarations: Developer Program Policies, US export laws, and the Play App Signing terms.

The **package name** (applicationId in your build) is set by your first upload and identifies the app permanently. Pick it before you upload anything.

## Step 3: Which App content forms must you complete?

Google will not review a release until the App content page is complete. Open **Monitor and improve, Policy and programs, App content** and work through each card:

1. **Privacy policy**: a public URL. Required for nearly every app, and always when you handle personal or sensitive data.
2. **App access**: if any part of the app is behind a login, give reviewers working credentials and instructions.
3. **Ads**: declare whether the app shows ads, including through third-party SDKs.
4. **Content rating**: fill in the questionnaire to receive age ratings from the official rating authorities.
5. **Target audience and content**: the age groups your app is designed for. Choosing children's ages brings extra policy requirements.
6. **Data safety**: what user data the app collects and shares, and why. Every published app completes it, including apps that collect nothing.
7. **Permissions declarations**: only when you request high-risk permissions such as SMS or call log.
8. **Category-specific declarations**: for example financial features, health, news or government apps, when they apply.

The most common review delay at this stage is App access: a login screen with no test account.

## Step 4: What goes into the store listing?

Open **Grow users, Store presence, Store listings**. These are the fields and files Google requires to publish:

| Asset | Requirement |
|---|---|
| App name | Up to 30 characters |
| Short description | Up to 80 characters |
| Full description | Up to 4,000 characters |
| App icon | 512 x 512 px, 32-bit PNG with alpha, up to 1,024 KB |
| Feature graphic | 1,024 x 500 px, JPEG or 24-bit PNG, no alpha; required |
| Screenshots | At least 2 in total across device types, up to 8 per device type; JPEG or 24-bit PNG; each side 320 to 3,840 px; the long side at most twice the short side |
| Contact email | Required; a website is recommended |
| Category and tags | Set in Store settings; up to 5 tags |

Your text is also policy-checked. Google's metadata policy bans emoji and repeated special characters in the title, all-caps unless it is your brand, and ranking or price claims such as "#1", "best app of the year" or "50% off" in text and graphics. Repetitive or unrelated keywords in the name or descriptions can get the app suspended. Write for people first; [what ASO is](https://uptika.app/en/guides/what-is-aso) explains how the store reads these fields.

## Step 5: What build does Google Play accept?

Upload an **Android App Bundle (.aab)**. Since August 2021 new apps must use App Bundles, and Google Play generates and signs device-specific APKs under Play App Signing.

The build must also meet the **target API level** rule. From **August 31, 2026**, new apps and app updates must target **Android 16 (API level 36)**. Existing apps must target at least API 35 to stay available to new users; Wear OS, Android Auto and Android TV have their own thresholds. Check targetSdk before the upload, not after a rejection.

## Step 6: How does testing work before production?

Play Console has three testing tracks under **Test and release, Testing**:

- **Internal testing**: up to 100 testers, builds available within minutes. Best for your own team.
- **Closed testing**: invited testers by email list (up to 2,000 per list) or Google Group. This is the track the 12-tester rule counts.
- **Open testing**: anyone can join from your store listing; you can cap the number at 1,000 or more.

Testers cannot leave public reviews for test versions; they send private feedback instead. Details and the "item not found" fixes are in [internal vs closed vs open testing](https://uptika.app/en/guides/google-play-internal-closed-open-testing).

**If your personal account was created after November 13, 2023**, you must run a closed test with **at least 12 testers opted in for 14 consecutive days** before you can apply for production. If someone opts out and back in, their days restart. Organization accounts skip this. The full playbook is in [the 12 testers for 14 days rule](https://uptika.app/en/guides/google-play-12-testers-14-days).

## Step 7: How do you apply for production access?

When the closed test has run its 14 days, open the **Dashboard** and click **Apply for production**. The form has three parts:

- **About your closed test**: how easy recruiting was, whether testers used all features, whether their use matched real users, and what feedback you got and how.
- **About your app**: target audience, what makes the app valuable, and your estimated installs in the first year.
- **Production readiness**: what you changed because of the test, and how you decided the app is ready.

Google says this review usually takes **seven days or less** and emails the account owner with the result.

## Step 8: How do you roll out the production release?

Open **Test and release, Production**, choose the countries and regions, then **Create new release**, add the App Bundle (or promote one from testing), write the release notes and click **Review release**, then **Start rollout to production**. For a first release the app goes to everyone in the chosen countries; staged rollouts are only for updates (see [phased release and staged rollout](https://uptika.app/en/guides/phased-release-staged-rollout)).

Google reviews the release. Its help pages say review can take **up to 7 days, or longer in exceptional cases**, and some accounts get extended reviews. Track it on the **Publishing overview** page. If you want to control the exact moment it goes live, turn on **managed publishing** there: approved changes then wait until you click publish, and go live within minutes. Timing details are in [Google Play review time](https://uptika.app/en/guides/google-play-review-time).

## Checklist before you click "Start rollout"

- Account verified; payments profile set up if you sell anything.
- Every App content card complete, with a working test login if needed.
- Privacy policy URL loads and matches the Data safety answers.
- Icon, feature graphic and at least 2 screenshots uploaded.
- Title, short and full description free of emoji, caps, rankings and price claims.
- App Bundle signed, targetSdk at the required level, versionCode higher than any previous upload.
- Closed test passed and production access granted (new personal accounts).
- Countries selected; managed publishing on if launch timing matters.

## Common mistakes that cost weeks

- Choosing a personal account for a company, then hitting the 12-tester rule.
- Testers who join but never install, or uninstall on day 3. Google counts opted-in testers continuously; plan for more than 12.
- Buying testers from strangers. Policy bans fake or incentivized engagement, and a test that real users never touched makes the production application weak.
- Writing marketing claims ("the #1 app") in the title. That is a policy problem, not a style choice.
- Forgetting that review can take a week: do not announce a launch date before the release is approved.

## Publishing on iOS too?

The Apple side has different costs (99 USD a year) and a different test system. Follow [How to publish an app on the App Store](https://uptika.app/en/guides/publish-app-app-store) for the parallel path, and use [Play Console basics](https://uptika.app/en/guides/what-is-google-play-console) if the panel itself is new to you.

## What should you track after launch?

The day your app is live, its search position starts to matter. Uptika's **Keyword radar** reads your Google Play rank for each keyword every day, in each country you choose. When you submit new store text, Uptika watches the public page and marks the day it goes live, so you can compare ranks before and after. From the Starter plan, the **Rival log** also shows when competitors change their title, icon or screenshots. Start on the [free plan](https://uptika.app/app/#/?signup=1): one app, one storefront, 10 keywords. To check your listing text before you submit, the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) flags limits, repeats and claims in your browser.

## Questions

### How much does it cost to publish an app on Google Play?

A Google Play developer account is a one-time 25 USD registration fee. There is no yearly fee and no per-app fee. Google takes a service fee only when you sell something through Google Play billing.

### Can I publish an app on Google Play for free?

Not entirely: the 25 USD registration is required once. After that, publishing any number of free or paid apps costs nothing extra.

### How long does it take to publish an app on Google Play?

Plan for the account verification, then 14 days of closed testing if you have a new personal account, up to 7 days for the production access review, and a review of the first release that Google says can take up to 7 days or longer in exceptional cases.

### Do I need 12 testers to publish on Google Play?

Only if your account is a personal account created after November 13, 2023. Those accounts must run a closed test with at least 12 testers opted in for 14 days in a row before applying for production. Organization accounts are not subject to this rule.

### Can I upload an APK instead of an App Bundle?

Not for a new app. Since August 2021, new apps on Google Play must be published as Android App Bundles (.aab), and Google Play generates and signs the APKs for each device.

### Which target API level does Google Play require in 2026?

From August 31, 2026, new apps and updates must target Android 16 (API level 36). Existing apps must target at least API 35 to stay visible to new users, with exceptions for Wear OS, Android Auto and Android TV.

## Sources

- [Use Play Console: create a developer account (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6112435)
- [Create and set up your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Prepare your app for review: App content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859455)
- [App testing requirements for new personal developer accounts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/14151465)
- [Set up an open, closed or internal test (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9845334)
- [Target API level requirements for Google Play apps (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/11926878)
- [Publish your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859751)
- [Control when app changes are reviewed and published (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859654)
- [Add preview assets to showcase your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9866151)
- [About Android App Bundles (Android Developers)](https://developer.android.com/guide/app-bundle)
- [Provide information for Google Play's Data safety section (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/10787469)

---

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


---

# How to publish an app on the App Store, step by step (2026)

> To publish on the App Store you join the Apple Developer Program (99 USD a year), sign the agreements, create the app record in App Store Connect, upload a build from Xcode, test it in TestFlight, fill in the required metadata, privacy answers and screenshots, then submit for review, which Apple says finishes for 90% of submissions within 48 hours.

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

## What are the steps to publish an app on the App Store?

Publishing on the App Store is nine steps. Most of the work is in App Store Connect, Apple's web panel for apps; the only wait you cannot control is App Review.

| Step | Where | Typical blocker |
|---|---|---|
| 1. Membership | Apple Developer Program enrollment | Name or company details that do not match records |
| 2. Agreements and trader status | App Store Connect, Business | Unsigned agreement blocks creating apps |
| 3. App record | App Store Connect, Apps, + New App | Bundle ID not registered yet |
| 4. Build upload | Xcode, Archive, Distribute | Missing export compliance answer |
| 5. TestFlight | App Store Connect, TestFlight | First external build needs beta review |
| 6. Store page and metadata | App Store Connect, the version page | Screenshots, support URL, privacy policy |
| 7. App Privacy and age rating | App Information, App Privacy | Answers that do not match the app |
| 8. Submit for review | Add for Review, Submit for Review | No demo account for a login app |
| 9. Release | Version release settings | Releasing before you are ready |

## Step 1: Join the Apple Developer Program

The membership is **99 USD per membership year**, listed in local currency during enrollment. Enroll as an individual (your legal name appears as the seller) or as an organization (needs a D-U-N-S Number, legal entity status, a domain email and a public website). The choice and the paperwork are explained in [Apple Developer account](https://uptika.app/en/guides/apple-developer-account).

## Step 2: Sign agreements and declare trader status

In App Store Connect, open **Business**. The Account Holder must accept the latest agreement; Apple does not let you add an app until it is signed. If the app is paid or sells in-app purchases, complete the Paid Apps agreement with tax and banking information too.

Every developer must also declare an **EU Digital Services Act trader status**, even without EU distribution plans. Traders' address, phone and email appear on the EU product page.

## Step 3: Create the app record

Register the app's **bundle ID** in Certificates, Identifiers & Profiles (or let Xcode do it), then in App Store Connect go to **Apps**, click **+**, choose **New App** and enter:

- **Platforms**: iOS, macOS, tvOS, visionOS (one or more).
- **Name**: 2 to 30 characters, unique on the App Store per localization.
- **Primary language**: the fallback language of your store page.
- **Bundle ID**: must match the build exactly.
- **SKU**: your own internal reference, never shown to users.
- **User access**: full or limited to chosen team members.

The new record appears with the status **Prepare for Submission**. Only the Account Holder, Admin or App Manager can create it.

## Step 4: Upload a build

In Xcode, set the version and build number, choose a real-device destination, then **Product, Archive** and **Distribute App** to App Store Connect. After processing, the build appears under the app's TestFlight tab.

Answer **export compliance** once per build, or put the `ITSAppUsesNonExemptEncryption` key in Info.plist so Xcode answers it for you. A build waiting for that answer cannot be tested or submitted.

## Step 5: Test in TestFlight

- **Internal testers**: up to 100 members of your App Store Connect team, no review needed.
- **External testers**: up to 10,000 per app, by email or a public link. The first build needs a TestFlight review.
- Each build can be tested for **90 days**.

Test the exact build you will submit, on a clean install and on the oldest iOS version you support. The full walkthrough is in the [TestFlight guide](https://uptika.app/en/guides/testflight-guide).

## Step 6: Fill in the store page and metadata

Open the version page (for example **iOS App 1.0**) and the App Information page. The fields and limits Apple sets:

| Field | Limit or rule | Required |
|---|---|---|
| Name | 2 to 30 characters | Yes |
| Subtitle | Up to 30 characters | No, but indexed for search |
| Keywords | Up to 100 bytes, comma-separated, no spaces after commas | No, but key for search |
| Promotional text | Up to 170 characters, editable without a new version | No |
| Description | Up to 4,000 characters, plain text | Yes |
| What's New | Up to 4,000 characters; not on the first version | From the second version |
| Support URL | A working page | Yes |
| Privacy policy URL | Public URL | Yes |
| Copyright | For example "2026 Your Company" | Yes |
| Primary category | One of Apple's categories; a secondary is optional | Yes |
| App Review notes | Up to 4,000 bytes; a non-expiring demo account if login is required | Demo account if login exists |

Keywords are counted in **bytes**, not characters, so letters such as ç, ş, ü or ß take more than one. Do not repeat words that are already in the name, subtitle or category.

**Screenshots** follow Apple's screenshot specifications: 1 to 10 images per device size, JPEG or PNG, no transparency. For submission Apple asks for an iPhone set and, if the app supports iPad, a 13-inch iPad set (2064 x 2752 or 2048 x 2732 portrait). Apple's page lists the iPhone requirement under its Dynamic Island sizes (1179 x 2556 or 1206 x 2622 portrait) and also accepts 6.9-inch images (1260 x 2736, 1290 x 2796 or 1320 x 2868). When your interface is the same across devices, upload the largest required size and App Store Connect scales it down for smaller devices. A safe set in 2026 is 1320 x 2868 plus 1206 x 2622.

## Step 7: App Privacy, age rating and availability

- **App Privacy**: declare the data types you collect and how they are used. This produces the privacy label on the product page and must match your SDKs as well as your own code.
- **Age rating**: answer the questionnaire in App Information.
- **Pricing and Availability**: free or a price tier, and the countries and regions.
- **Content rights**: confirm whether the app uses third-party content.
- **In-app purchases and subscriptions**: create them, complete their metadata and review screenshot, and add them to the same submission as the version.

## Step 8: Submit for review

On the version page, check the **Build** section shows the right build, then click **Add for Review** (status becomes **Ready for Review**) and **Submit for Review** (status becomes **Waiting for Review**, then **In Review**). Each platform can have one app version in review at a time.

Apple says App Review typically reviews **at least 50% of submissions in less than 24 hours and 90% in less than 48 hours**. Complex apps, new issues or repeated rejections for the same guideline take longer. If you have a critical bug or a dated event, you can request an expedited review. Details are in [App Store review time](https://uptika.app/en/guides/app-store-review-time).

The rejections that hit first submissions most often:

- **2.1 App Completeness**: crashes, placeholder content, broken links, or no demo account for a login.
- **2.3 Accurate Metadata**: screenshots that do not show the app, or mentions of other platforms.
- **5.1.1 Data Collection**: missing account deletion when you offer account creation, or permission texts that do not explain the use.
- **4.3 Spam**: an app too similar to many others or to your own apps.

If you are rejected, answer in App Store Connect from the App Review message, fix and resubmit; if you believe the reviewer misunderstood, you can appeal to the App Review Board.

## Step 9: Release

Choose the release option on the version page before you submit:

- **Manually release this version**: after approval the status is **Pending Developer Release** and you click **Release This Version**.
- **Automatically release this version**: goes live on approval.
- **Automatically release this version after App Review, no earlier than** a date and time you pick.

After release it can take **up to 24 hours** for the app to appear on all storefronts. For updates, you can turn on **phased release** so automatic updates reach users over 7 days; see [phased release and staged rollout](https://uptika.app/en/guides/phased-release-staged-rollout).

## Pre-submission checklist

- Agreements signed, trader status declared, Paid Apps agreement done if you sell.
- Build processed, export compliance answered, tested in TestFlight on a clean install.
- Name, subtitle and keyword field written for search, within limits.
- Description, support URL, privacy policy URL and copyright filled in.
- Screenshots for every required device size, showing the real app.
- App Privacy answers match every SDK in the app.
- Demo account and review notes for any login or hidden feature.
- In-app purchases attached to the submission.
- Release option chosen on purpose.

## Publishing on Android too?

Google Play has a one-time 25 USD fee, different review timing and, for new personal accounts, a 12-tester closed test. Follow [How to publish an app on Google Play](https://uptika.app/en/guides/publish-app-google-play) for the parallel path, and see [What is App Store Connect?](https://uptika.app/en/guides/what-is-app-store-connect) if the panel itself is new.

## What should you watch after launch?

The first weeks decide which searches your app ranks for. Uptika's **Keyword radar** reads your App Store rank for each keyword every day in the first 200 results, per country, and **Search mirror** shows how your name, subtitle and screenshots look in a real search result next to rivals. When you ship new store text, Uptika watches the public page and alerts you the day it goes live. Start on the [free plan](https://uptika.app/app/#/?signup=1): one app, one storefront, 10 keywords. Before you submit, the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks limits, repeated words and risky claims in your browser.

## Questions

### How much does it cost to publish an app on the App Store?

The Apple Developer Program costs 99 USD per membership year, shown in local currency where Apple prices locally. There is no extra fee per app. Apple takes a commission only on paid apps and in-app purchases.

### Can I publish on the App Store for free?

No. Publishing needs the paid membership. A free Apple Account lets you build in Xcode and test on your own device, but not use App Store Connect or TestFlight. Nonprofits, accredited educational institutions and government entities can request a fee waiver.

### How long does App Store review take?

Apple says App Review typically reviews at least 50% of submissions in less than 24 hours and 90% in less than 48 hours. After approval, a release can take up to 24 hours to appear on every storefront.

### Do I need a Mac to publish on the App Store?

You need a way to build and upload with Xcode, which runs on macOS. Cloud build services can do the build for you, but the app still goes through App Store Connect and App Review in the same way.

### Which screenshots are required in 2026?

At least one iPhone screenshot set and, if the app runs on iPad, one 13-inch iPad set; 1 to 10 images per size, JPEG or PNG without transparency. Uploading the largest iPhone size lets App Store Connect scale it down for smaller devices when your interface is the same.

### Can I choose the exact release day?

Yes. In the version's release settings you can release manually after approval, automatically on approval, or automatically but no earlier than a date and time you set.

## Sources

- [Enrollment (Apple Developer Program)](https://developer.apple.com/programs/enroll/)
- [Add a new app (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-an-app-record/add-a-new-app)
- [Required, localizable and editable properties (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/required-localizable-and-editable-properties)
- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [App information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-information)
- [Screenshot specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/screenshot-specifications)
- [Submit an app (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/submit-an-app)
- [Overview of submitting for review (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/overview-of-submitting-for-review)
- [Select an App Store version release option (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-your-apps-availability/select-an-app-store-version-release-option)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [ITSAppUsesNonExemptEncryption (Apple Developer Documentation)](https://developer.apple.com/documentation/bundleresources/information-property-list/itsappusesnonexemptencryption)

---

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


---

# How to read Play Console store performance and acquisition reports

> Play Console's acquisition data lives under Grow users: the Grow overview shows user acquisitions by traffic source, and Grow users > Store performance > Conversion analysis shows store listing visitors, Install, Open and Pre-register clicks and click-through rate by traffic source, country, language, search term and UTM tag, with click-through rate replacing the legacy conversion rate since mid-2026.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/play-console-reports

Play Console splits acquisition data across a few pages. The Grow overview answers "how many users did I get and from where"; Conversion analysis answers "how well does my store listing turn visitors into clicks"; Statistics and the monthly exports keep the long history. Since mid-2026 the listing reports count clicks, not completed installs, so older numbers need care.

## Where are the reports in Play Console?

The reports sit under **Grow users** in the left menu, plus the Statistics page and the monthly reports.

| Page | Where | What it shows |
|---|---|---|
| Grow overview | Grow users (also reachable from the Dashboard) | User or device acquisitions, first opens, monthly active users and 7-day retention for the last 28 days, 90 days or 6 months, broken down by traffic source |
| Conversion analysis | Grow users > Store performance > Conversion analysis | Store listing visitors, Install, Open and Pre-register clicks, and click-through rate, filtered by traffic source, store listing, country, language, UTM source and campaign, or install state |
| Statistics | Statistics | Custom reports with dimensions; an App statistics tab and a Compare to peers tab; both the legacy acquisition metrics and the new click metrics |
| Store listings and experiments | Grow users > Store presence > Store listings | Your default and custom listings, and store listing experiments with their results |
| Monthly reports | Manage account > Play apps reports, and Google Cloud Storage | CSV files, including the store performance export by country and by traffic source |

Play Console's statistics help also lists a Store analysis page ("understand your installs from Play") and the Store listing conversion analysis page as the two acquisition views.

## What changed in the 2026 report update?

Google changed the store listing reports in mid-2026. The note on its help page reads: "From July 2026, Google Play updated store listing performance reports to focus on user intent (clicks) rather than successful outcomes (acquisitions)." The same page also says the click-based metrics became primary "from June 2026", so date your comparisons carefully.

What this means in practice:

- **Click-through rate (CTR)** is now the main rate of the store listing pages, and "replaces the legacy Conversion Rate metric".
- **Store listing acquisitions** (completed installs) moved out of the listing pages; they are "available in Statistics and via Exports".
- The legacy CSV reports in Cloud Storage keep only the original acquisition metrics.
- Store listing experiments also use click targets: you pick unique user install clicks, open clicks or pre-registration clicks as the target metric.

Earlier dated note on the Dashboard: from January 2025 some legacy metrics are no longer supported in the Monitor trends section; if you remove one, you cannot add it back.

## What does each metric mean?

These are Google's definitions, shortened.

| Metric | Definition |
|---|---|
| Store listing visitors | Users who visited your listing and did not already have the app installed on any of their devices; a user is counted once per day per dimension |
| Unique user Install Clicks | Unique users who clicked Install on your listing |
| Unique user open clicks | Unique users who clicked Open on your listing |
| Unique user Pre-registration clicks | Unique users who clicked Pre-register |
| Click-through Rate (CTR) | Share of store listing visitors who clicked Install, Open or Pre-register |
| Store listing acquisitions | Users who visited your listing and installed the app, without having it on any other device at the time |
| Store listing conversion rate (exports) | Share of store listing visitors who installed the app |
| User acquisitions | Users who installed the app and did not have it on any other device; includes device activations with the app preinstalled |
| Total impressions, Device impressions, User impressions | Views of your app on Google Play: icon, details page, promotional content and other content about your app |

Counting detail: a person who visits once via search and once via a direct link on the same day counts twice (two dimensions); two visits from the same link count once. Adding daily visitors across days gives a higher total than the weekly or monthly views.

## Which traffic sources does Play report?

Play uses two different source lists, one per page. Do not mix them.

| Page | Source | What it covers |
|---|---|---|
| Grow overview | Google Play explore | Installs from browsing without searching your name: home pages, suggestions, top charts, category searches such as "racing game" |
| Grow overview | Paid and direct | Installs from an ad, a referral, or a Play search containing your app's name or closely associated brand |
| Grow overview | Not attributed | Not enough information, including reactivations and backup-and-restore installs |
| Store listing reports | Google Play search | Searches for your app's name or closely associated brand; ads on search results excluded |
| Store listing reports | Google Play explore | Browsing, autocomplete suggestion taps and category searches; ads excluded |
| Store listing reports | Ads and referrals | Ads and referral links, including the inline install overlay outside the Play Store; all Google Ads visits land here |

The key point: in these reports **"Google Play search" means brand search**. Generic searches count as explore. A rise in "search" therefore usually reflects more people looking for you by name, not a better rank for generic keywords.

## How do you see search terms?

Open Grow users > Store performance > Conversion analysis and choose search term as the breakdown. Google defines it as the term the user searched for before navigating to your listing. Terms, UTM sources or UTM campaigns with too few visitors over time are grouped as "Other". The monthly store performance export (traffic_source breakdown) has the same field; its documentation says the search term is "only available for Google Play search".

How to use the list:

1. Sort by visitors and keep the top 20 terms per country.
2. Mark which are your brand and which are generic.
3. Compare visitors with your daily rank for the generic ones. A term with many visitors and a weak rank is a candidate for your title or short description; see [Google Play store listing](https://uptika.app/en/guides/google-play-store-listing).
4. Use high-visitor terms and countries as candidates for [custom store listings](https://uptika.app/en/guides/custom-store-listings), as Google itself suggests.

## How do peer benchmarks work on Play?

In Conversion analysis, the click-through rate chart compares your daily rate with your peers' median, 25th and 75th percentile, and the breakdown table compares your total with the peers' median for the last 28 days of the period. Benchmarks show only when you view by country, language, install state or traffic source, with at most one selection per dimension, and only when the peer set has enough data. On the Statistics page the Compare to peers tab shows growth metrics normalised for scale.

## Why did my Play conversion change?

Work through these in order:

1. **Definition.** Are you comparing a click-based CTR with an older acquisition-based conversion rate?
2. **Traffic mix.** Did explore, brand search or ads and referrals grow? Each has a different intent.
3. **Country and language.** A new market with an untranslated listing lowers the total.
4. **Your own changes.** A store listing experiment, a custom listing rollout, new screenshots or text.
5. **Visibility.** A rank change on a broad term brings visitors with weaker intent.
6. **Calendar.** Compare whole weeks, the same weekdays, and avoid holiday weeks.

For a full before-and-after method see [how to measure the impact of an ASO change](https://uptika.app/en/guides/measure-aso-impact).

## How fresh is the data?

Google states that installation data is based on Pacific Time, and that monthly CSV reports in Cloud Storage are captured daily and posted within 3 to 7 days. It recommends building systems that do not depend on exports arriving at a set time. Ratings data is also based on Pacific Time.

## How Uptika helps

The free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) shows the popularity, difficulty and top 3 of one term in up to 10 countries on both stores, which helps you judge the generic terms in your search term list. In the panel, Analytics (Starter) reads your Play Console store performance data next to App Store Connect, so downloads, sources and countries sit in one place, and Keyword radar (free) adds the daily Google Play rank for each keyword. [Create a free account](https://uptika.app/app/#/?signup=1). For the App Store side, read [App Store Connect analytics](https://uptika.app/en/guides/app-store-connect-analytics); for rivals, [app competitor analysis](https://uptika.app/en/guides/app-competitor-analysis).

## Questions

### Where are the Google Play Console acquisition reports?

Top-line acquisitions are on the Grow overview page (Grow users in the left menu). Store listing visitors, clicks and click-through rate are under Grow users > Store performance > Conversion analysis, and the Statistics page holds both the legacy acquisition metrics and the new click metrics.

### What is store listing conversion rate on Google Play?

The legacy store listing conversion rate is the percentage of store listing visitors who installed your app, counting only users who did not have it on another device. Since mid-2026 the main rate in the store listing reports is the click-through rate: the share of visitors who clicked Install, Open or Pre-register.

### How do I see search terms in Play Console?

Open Grow users > Store performance > Conversion analysis and break the data down by search term. Terms with too few visitors are grouped under "Other". The monthly store performance export in Cloud Storage also has a search term field.

### Why did my Play conversion change?

Check the definition first: in mid-2026 Google moved store listing reports from acquisitions to clicks. Then check the traffic mix, the country, any store listing experiment or custom listing, ads and referral links, and whether you compare the same days of the week.

### How delayed are Play Console reports?

Google states that installation data is based on Pacific Time and that the downloadable reports in Cloud Storage are captured daily and posted within 3 to 7 days. Google recommends not depending on exports arriving at a specific time.

## Sources

- [Understand and grow your app's user base (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859173)
- [Get a high-level view of your app's growth performance (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/16394358)
- [View app statistics (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/139628)
- [Download and export monthly reports (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6135870)
- [Run A/B tests on your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# How to write an app description: templates for the App Store and Google Play

> An app description is the up-to-4,000-character text on your store page; on the App Store it is plain text that Apple uses for web search results but not among the fields it lists for App Store search, while on Google Play Google tells you to write it with search best practices and without repeated keywords, so the same app needs a different description on each store.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/how-to-write-an-app-description

Both stores give you 4,000 characters for the description, but they use it differently. On the App Store the description sells to people who already opened your page and feeds web search results; App Store search itself relies on other fields. On Google Play, Google tells you to apply SEO best practices to the description, so wording matters for search as well as for the reader.

## How does the description's role differ between the stores?

The limit is the same; the job is not.

| | App Store | Google Play |
|---|---|---|
| Field | Description | Full description |
| Limit | 4,000 characters | 4,000 characters, same for full-width and half-width characters |
| Format | Plain text with line breaks, HTML not supported | Not documented in the help pages we checked; Google warns against improper formatting |
| App store search | Not among the fields Apple lists for text relevance (title, subtitle, keywords, primary category) | Google's search guide says to use SEO best practices in the description |
| Web search | Used for web search engine results once the app is released | The store page is a public web page |
| Keyword warning | "Don't add unnecessary keywords to your description" | Repetitive or irrelevant keywords can lead to suspension |
| Text above it | Promotional text, up to 170 characters, changes without a new version | Short description, up to 80 characters |
| Required | Yes, per localization | Part of the main store listing |

Two practical rules follow. On the App Store, put search terms in the [name](https://uptika.app/en/guides/app-name), [subtitle](https://uptika.app/en/guides/app-store-subtitle) and [keyword field](https://uptika.app/en/guides/app-store-keyword-field), and write the description for people. On Google Play, use the terms people search for naturally in the description, a few times, never as a list.

## What should the first paragraph say?

The first sentence is the most important, by Apple's own guidance: it is what people read without tapping to read more. Google gives the same advice for its store page, asking for the most important text on the top half of the page where people do not have to scroll.

Use a first paragraph that answers three questions in two sentences:

`[App] is a [category] app for [audience] that [main outcome]. It [two or three key features, in user words].`

Example for an invented app: "Notara is a note-taking app for students and busy professionals that turns scattered notes into one searchable library. It scans handwritten pages, sorts notes into lists automatically and syncs across your devices."

This pattern also suits AI assistants and answer engines. When an assistant explains what an app does, a self-contained sentence that names the category, audience and outcome is easy to quote correctly. This is a practical observation, not a documented store rule; see [how apps appear in AI search answers](https://uptika.app/en/guides/ai-search-app-recommendations) for the wider picture.

## How do you structure the rest?

After the opening, a scannable structure works on both stores:

1. **Opening:** the two-sentence pattern above.
2. **Key features:** three to five short lines, each starting with the benefit.
3. **Details:** how it works, who it suits, what makes it different. Keep claims verifiable.
4. **Plans and terms:** if you sell subscriptions, say what the plans include. Avoid quoting prices that differ by country.
5. **Support:** where to get help or send feedback.

Apple's product page advice is to highlight features and functionality, focus on what is unique, and remember that every word counts. Google's best practices ask for an accurate, succinct description and tell you not to repeat your short description in the full description.

## App Store description template

Replace the brackets. Keep the lines that are true for your app.

[App] is a [category] app for [audience] that [main outcome]. It [key feature one] and [key feature two].

[One sentence on the problem it solves, in the words your users use.]

- [Benefit-first feature line]
- [Benefit-first feature line]
- [Benefit-first feature line]
- [Benefit-first feature line]

[Short paragraph: how it works or what makes it different. Only claims you can back up.]

[Plans: what the free version includes and what a subscription adds. Required subscription terms and links, as your legal setup demands.]

Questions or ideas? [Support contact or in-app location].

Because the description changes only with a new version on the App Store, put time-limited news in [promotional text](https://uptika.app/en/guides/promotional-text-vs-description), which you can change at any time.

## Google Play description template

Google tells you to use SEO best practices in the description, so name your main use cases in the plain words people search. Use each main term where it fits naturally, not as a list.

[App] helps [audience] [main outcome]. [Second sentence naming the main use case in the words people search.]

[Short paragraph that expands on the main use case and mentions a second use case naturally.]

- [Feature: benefit, using a term people search]
- [Feature: benefit]
- [Feature: benefit]
- [Feature: benefit]

[Paragraph on who it suits and what makes it different.]

[Plans and what each includes.]

[Support contact.]

The short description above it has 80 characters and is the first text people see on your page; do not repeat it word for word in the full description. The [Google Play store listing guide](https://uptika.app/en/guides/google-play-store-listing) covers the other fields, and the [full description guide](https://uptika.app/en/guides/google-play-full-description) goes deeper on Play-specific wording.

## A worked example

An invented habit tracker, App Store version, opening and features:

> Habitra is a habit tracker for people who want small daily routines to stick. It reminds you at the right moment, tracks streaks and shows weekly progress in one simple view.

- Build routines in minutes with ready-made habit plans
- Get reminders at the time and place that suit you
- See streaks and weekly progress at a glance
- Keep your data private, with no account needed to start

On Google Play, the same app would open with the same outcome but name the searched terms more directly, for example "habit tracker", "daily routine" and "reminders", each used once or twice in natural sentences.

## Common description mistakes

- **Keyword stuffing.** Apple advises against unnecessary keywords; Google says repetitive or irrelevant keywords can lead to suspension.
- **Starting with history or awards.** The first sentence should say what the app does.
- **Claims you cannot prove.** "Best", "#1" and ranking claims are forbidden in Play titles, icons and developer names, and Google's metadata policy rules out misleading metadata in general.
- **Anonymous testimonials.** Google does not allow unattributed or anonymous user testimonials in the description.
- **Other apps' names.** Both stores treat references to other apps as a risk; Google's guidance warns against misleading or irrelevant references to other apps or products.
- **HTML or heavy formatting on the App Store.** The field is plain text.
- **One description for all languages.** Each localization deserves its own text written for that market; see [App Store localization](https://uptika.app/en/guides/app-store-localization).
- **Copying the short description into the full description on Play.** Google advises against it.

## Checklist before you publish

- First sentence: what it is, for whom, the main outcome.
- Three to five feature lines, benefit first.
- Within 4,000 characters per language.
- Plain text on the App Store; succinct, well-spaced text on Google Play.
- No keyword lists, no unverifiable claims, no anonymous testimonials, no other apps' names.
- On Google Play: main search terms used naturally; short description not repeated.
- Each localization written for its own market.
- Time-limited news in promotional text (App Store), not in the description.

All field limits in one place: [App Store character limits](https://uptika.app/en/guides/app-store-character-limits). For version text, see [release notes](https://uptika.app/en/guides/release-notes); for a different description per audience, see [custom product pages](https://uptika.app/en/guides/custom-product-pages).

## How Uptika helps

Run your draft through the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter): it checks character limits, repeated words, singular and plural pairs, and brand or claim risks in your browser. Once the page is live, "AI echo" on the Starter plan checks whether AI assistants name your app in their answers and at what position, so you can see whether a clearer first paragraph changes that. You can [start free](https://uptika.app/app/#/?signup=1) and add Starter when you need it.

## Questions

### How do you write an App Store description?

Open with one sentence that says what the app is, who it is for and the main outcome, because Apple says the first sentence is what people read without tapping "more". Follow with three to five key features as short lines, then details, then subscription terms if you sell any. Keep it plain text and do not stuff keywords: Apple advises against adding unnecessary keywords to the description.

### What is the App Store description character limit?

Up to 4,000 characters, in plain text with line breaks; HTML is not supported. The description is required and can be localized, so each language has its own 4,000 characters. Google Play's full description is also 4,000 characters.

### Does the App Store description affect search ranking?

Apple lists title, subtitle, keywords and primary category as the text it matches for App Store search, and the description is not on that list. App Store Connect Help does say the description is used for web search engine results once the app is released. So write it for people and for web search, and put search terms in the name, subtitle and keyword field.

### How should a Google Play description be formatted?

Keep it succinct and straightforward, with the most important text at the top. Google's guidance warns against excessive length, improper formatting and repeated words, and against unattributed or anonymous user testimonials. Plain paragraphs and short lines are the safe choice.

### What are app description best practices?

Lead with the outcome, name features in the words users search for, keep claims verifiable, and keep one language per localization rather than machine-translating. On Google Play, use your main terms naturally a few times instead of repeating them, because repetitive or irrelevant keywords can lead to suspension.

## Sources

- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Create and set up your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Metadata policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898842)
- [Best practices for your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/13393723)
- [Get discovered on Google Play search (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/4448378)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray): Holds a store listing's searchable fields against the store's own suggestions and the category's top 10.

---

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


---

# How to write release notes (What's New): templates and rules

> Release notes are the "What's New in This Version" text of an app update: the App Store allows up to 4,000 characters, requires it for every version after the first and, under guideline 2.3.12, expects significant changes to be listed clearly, while Google Play allows up to 500 characters per language.

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

Release notes tell people what changed in an update and why it is worth installing. On the App Store the field is called "What's New in This Version" and holds up to 4,000 characters; Google Play's "What's new in this release?" holds up to 500 characters per language. Both are read by real users deciding whether to update, so specific beats clever.

## What are the release notes rules on each store?

The App Store gives you more room and a review rule; Google Play gives you 500 characters per language and a tag format.

| | App Store | Google Play |
|---|---|---|
| Field name | What's New in This Version | What's new in this release? |
| Limit | 4,000 characters | 500 Unicode characters per language |
| First version | Not available | Not stated by Google |
| Later versions | Required for all subsequent versions | Not stated as required by Google |
| Languages | Localizable per language | One block per language, wrapped in a language tag |
| Review rule | Guideline 2.3.12: describe new features and product changes clearly | Store policies apply to all metadata |
| Where you enter it | App Store Connect, on the version page for each language | Play Console, Test and release > Production (or Testing) > Create new release |

App Store Connect Help also recommends detailed information so people know the specifics of the changes, improvements or fixes. Apple's product page guidance adds two tips: list new features, content or functionality in order of importance, and add a call to action that gets people interested in the update.

## What does guideline 2.3.12 say?

Guideline 2.3.12 says apps must clearly describe new features and product changes in their "What's New" text. Simple bug fixes, security updates and performance improvements may use a generic description, but more significant changes must be listed in the notes.

In practice that gives you a simple test:

- **Only fixes, security patches or speed work?** "Bug fixes and performance improvements" is allowed.
- **Anything a user would notice, such as a new feature, a removed feature, a new paywall, a redesign or changed behavior?** Name it in the notes.

Do not confuse What's New with the **Notes for Review** you send to Apple. Guideline 2.3.1(a) says new features, functionality and product changes must be described with specificity in the Notes for Review section, and generic descriptions there will be rejected. App Review notes are a separate field, limited to 4,000 bytes. Users see What's New; only the reviewer sees the review notes.

## How do you write good release notes?

Use this order for any update that has more than fixes:

1. **One line that names the main change** and the benefit: "Share a list with one link."
2. **The other changes, most important first,** one short line each.
3. **Fixes,** grouped, specific where a user might have noticed the bug.
4. **A call to action:** where to find the new feature, or how to send feedback.

Write for the first two lines. In practice the stores show only the start of the notes before a "more" link; Apple does not document where the cut falls, so keep the key message at the top. Use plain text: App Store Connect fields take plain text, and line breaks with simple hyphens read well on both stores.

## 12 release notes templates

Replace the parts in square brackets. Each template is generic and invented; keep only the lines that are true for your release.

### 1. Bug fixes and stability

For a version that only fixes bugs. Generic wording is allowed under 2.3.12.

This update fixes bugs and improves stability.

- Fixed: [the bug people reported most, in their words]
- Fixed: [second fix]
- Thanks for reporting issues in [Settings > Help].

### 2. One new feature

For a release built around a single feature.

New: [feature name]. [One sentence on what it does for the user.]

- Find it in [where in the app].
- [One detail that answers the first question people will ask.]
- Also in this version: bug fixes and performance improvements.

### 3. Major release with several changes

For a big version. List in order of importance, as Apple suggests.

[Version number] brings [main theme].

- [Most important change and its benefit]
- [Second change]
- [Third change]
- Fixed: [notable fixes]
- Tell us what you think in [feedback location].

### 4. Performance

For speed or battery work that users can feel.

[App area] is faster now.

- [Screen or action] opens up to [measured improvement from your own tests, or remove this line].
- Lower battery use during [activity].
- Smaller download size.

Only state numbers you measured yourself; otherwise describe the change without a figure.

### 5. Redesign

For a new look or new navigation. Tell people where things moved.

A new look for [app area].

- [Old place] is now in [new place].
- [What got easier, in one line]
- Your [data, settings, lists] are unchanged.
- Prefer something? Tell us in [feedback location].

### 6. Seasonal or limited-time content

For holiday themes, challenges or limited content.

[Season or event] is here: [what is new] until [end date].

- [Content item 1]
- [Content item 2]
- [Where to find it]

If the content runs on a schedule, consider an [in-app event](https://uptika.app/en/guides/in-app-events) for discovery, and use promotional text for news that changes during the season.

### 7. New languages

For localization releases.

[App name] now speaks [languages].

- The app, [help pages, notifications] are translated.
- Change the language in [device or app settings].
- Spotted a translation that reads wrong? Tell us in [feedback location].

### 8. Plan or subscription change, without prices

For changes to plans or what a subscription includes. Describe what changes for the user; avoid quoting prices in the notes, since they differ by country.

Changes to [plan name].

- [Plan name] now includes [new benefit].
- [What stays the same for current subscribers]
- Manage your subscription in [location].

### 9. Accessibility

For VoiceOver or TalkBack, Dynamic Type, contrast or motion improvements.

[App name] is easier to use for everyone.

- [Screen reader] now reads [elements] correctly.
- Text follows your system text size on [screens].
- [Contrast or motion change]

### 10. Removed or changed feature

For honest notes when something goes away or behaves differently. A user-visible change like this needs to be listed.

[Feature] has changed.

- [What changed and why, in one line]
- [What to use instead, and where]
- Your [data] is [kept, exported, moved to].

### 11. Security and privacy update

For security patches and permission changes.

This update improves security and privacy.

- [Permission or data change, if any, stated plainly]
- Security fixes.
- Updated [privacy setting] in [location].

### 12. Game content update

For new levels, modes or items in a game.

[Number] new levels in [world or mode].

- New: [mode, character or item]
- Balanced: [what was tuned]
- Fixed: [notable bug]
- See you on level [number].

## How do Google Play release notes work?

Google Play release notes are entered per release, in the "What's new in this release?" section, using up to 500 Unicode characters per language. Play Console Help shows the format: put the language tag such as `<en-US>` on its own line, the notes on the following lines, and the closing tag `</en-US>` on its own line, then repeat for each language.

To add them: in Play Console, go to Test and release > Production (or Testing for open, closed or internal tracks), click Create new release, upload your app bundle and fill in the release notes before you roll out.

500 characters is short, so keep a compact version of every template. This compact version of template 2 is 277 characters as one paragraph:

> New: share a list with one link, no account needed for the people you invite. Reminders now repeat on custom days. Search finds text inside photos of notes. Fixed: widget did not refresh after midnight. Thanks for the reviews. Tell us what to build next in Settings > Feedback.

## Common release notes mistakes

- "Bug fixes and improvements" on a release with a new feature or a new paywall. That breaks the spirit of 2.3.12 and wastes the one place returning users read about changes.
- Internal language: ticket numbers, framework names, "refactored the sync layer".
- Burying the main change under a list of fixes.
- Keyword lists. Apple's search page does not list What's New among the fields it matches, and Google warns against repetitive keywords in metadata.
- Copying the 4,000-character App Store note into Play, where it will not fit in 500.
- Forgetting other languages. Each localization needs its own note.

## How Uptika helps

There is no release notes generator in Uptika. Paste your draft into the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) to check lengths, repeated words and claim risks before you submit. In the panel, "Copy workshop" on the Starter plan helps write the title, subtitle and short description with the limits in view, which are the fields that usually change alongside a release. For the rest of the product page, see [how to write an app description](https://uptika.app/en/guides/how-to-write-an-app-description), the [App Store subtitle](https://uptika.app/en/guides/app-store-subtitle) guide and [App Store character limits](https://uptika.app/en/guides/app-store-character-limits). You can [start free](https://uptika.app/app/#/?signup=1) without a card.

## Questions

### What is the App Store release notes character limit?

What's New in This Version is limited to 4,000 characters per language. The field is not available for the first version of an app and is required for every version after it. You can localize it like the description.

### What is the Google Play release notes limit?

Play Console Help says you can enter release notes using up to 500 Unicode characters per language. You add them in the "What's new in this release?" section when you prepare a release, with each language wrapped in a language tag such as <en-US>.

### What should "What's New in This Version" say?

Lead with the change that matters most to users, in plain words, then list the rest in order of importance. Apple recommends specifics about changes, improvements or fixes, and guideline 2.3.12 says significant changes must be listed. A short call to action, such as where to find the new feature, helps people try it.

### Can release notes just say "Bug fixes and improvements"?

Only when that is all the version contains. Guideline 2.3.12 allows a generic description for simple bug fixes, security updates and performance improvements, but more significant changes must be listed in the notes.

### Do release notes help App Store search ranking?

Apple does not list What's New among the text it matches for search: its search page names the title, subtitle, keywords and primary category. Write release notes for the people reading them, not for keywords.

## Sources

- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Prepare and roll out a release (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859348)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# In-app events on the App Store: limits, badges, examples and a calendar

> In-app events are timely moments inside an app or game, such as a challenge, a competition, a livestream or new content, that you set up in App Store Connect and that the App Store shows as event cards on your product page, in search results and in editorial and personalized recommendations.

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

## What are in-app events?

In-app events are time-limited moments inside your app or game that the App Store promotes for you. Each one gets an event card (image or video, name, short description) and a details page. People can download the app from the card, open the event directly, share it, or ask the App Store to notify them when it starts.

Apple shows event cards in four places:

- **Your product page**, which lists all your currently published events.
- **Search results.** People who already downloaded your app see the event card next to it; people who never did see your screenshots instead. People can also search for events directly.
- **Editorial selections and personalized recommendations** on the Today, Games and Apps tabs.
- **Apple Games**, which App Store Connect Help names next to the App Store.

You can submit events for review on their own, without a new app version.

## What are the limits?

All values come from Apple's In-App Events page and App Store Connect Help.

| Limit | Value |
|---|---|
| Published on the App Store at once | Up to 10 per app |
| Approved in App Store Connect at once | Up to 15 per app |
| Overlapping start dates and times | Up to 10 events, approved or draft |
| Event length | At least 15 minutes, at most 31 days |
| Earliest publish date | Up to 14 days before the start |
| Different start times by region | All starts within 48 hours of each other |
| Reference name (internal) | Up to 64 characters, unique |
| Event name | Up to 30 characters, title case |
| Short description (event card) | Up to 50 characters, sentence case |
| Long description (details page) | Up to 120 characters, sentence case |
| After the event is published | Only start and end dates can change |
| After the event begins | Only the end date can change |

Event name, short and long description, card media and details page media are localizable; badge, priority and dates are not.

## What media does an event need?

Every event needs card media (landscape) and details page media (portrait). Images cannot have alpha channels or transparency.

| Placement | Aspect ratio | Size | Image | Video |
|---|---|---|---|---|
| Event card | 16:9 | 1920×1080 to 3840×2160 px | .jpeg, .jpg, .png | .mov, .m4v, .mp4; 15–30 s; 30 or 60 fps |
| Event details page | 9:16 | 1080×1920 to 2160×3840 px | .jpeg, .jpg, .png | .mov, .m4v, .mp4; 15–30 s; 30 or 60 fps |

Image files can be up to 500 MB. Videos are muted in search results and loop in every placement, so design a seamless loop. Apple asks you to avoid text and logos in the media, and not to add borders or gradients, because the App Store crops and applies gradients itself.

## Which event badge should I choose?

The badge sits above the event name on the card and details page. Apple offers seven:

| Badge | Apple's meaning | Example |
|---|---|---|
| Challenge | Reach a goal before the event ends | A 30-day fitness challenge |
| Competition | Users compete for ranking or rewards | A weekend tournament |
| Live Event | Happens in real time for everyone at once | A livestreamed concert or match |
| Premiere | First-time availability of content or media | A new film or audio release |
| New Season | New content, storylines or media libraries on established content | A new season of a show, a new battle pass |
| Major Update | Significant new features, content or experiences | New game modes or levels; not UI tweaks or bug fixes |
| Special Event | Limited-time events no other badge captures | A collaboration spanning several activities |

Live Event, New Season, Premiere and Special Event should offer new content, features or goods, not general awareness.

### A badge decision tree

Ask these questions in order and stop at the first yes:

1. Does it happen in real time, for everyone at once? **Live Event.**
2. Do users compete against each other for a rank or reward? **Competition.**
3. Does each user try to reach a goal before the end date? **Challenge.**
4. Is a piece of content or media available for the first time? **Premiere.**
5. Is it a new chapter of content you already run, like a season or pass? **New Season.**
6. Is it a significant new feature or mode that stays after the event? **Major Update.**
7. Is it limited-time, with new content, and none of the above? **Special Event.**
8. None of these? It is probably not an event. Apple lists daily tasks, price promotions without new content, and general app awareness as poor candidates.

## How do I write the event name and descriptions?

Apple's guidance is short and strict:

- The name is the event's real name, such as "June Leaderboard Climb", not a call to action like "Watch the livestream". Do not repeat the event type; the badge already shows it.
- No all capitals, no stacked punctuation, no unverifiable claims like "the best" or "#1", and no filler like "game event".
- No specific prices. Apple says prices in event metadata lead to rejection.
- The short description says what the person will do; the long description can add details such as rewards.

## Ten example events

These are invented examples. Character counts were checked against the 30 and 50 character limits.

| Badge | App type | Event name | Chars | Short description | Chars |
|---|---|---|---|---|---|
| Challenge | Step counter | May Ten Thousand Steps | 22 | Hit 10,000 steps every day this May | 35 |
| Competition | Word puzzle game | Autumn Word Duel Cup | 20 | Top the duel table by Sunday night | 34 |
| Live Event | Cooking app | Sunday Fresh Pasta Class | 24 | Cook along with a chef, live at 7 pm | 36 |
| Premiere | Sleep and meditation app | The Quiet Forest | 16 | A new 40-minute sleep story tonight | 35 |
| New Season | Language-learning app | Kitchen Spanish: Market Days | 28 | Twelve new lessons on food and markets | 38 |
| Major Update | Budgeting app | Shared Budgets for Two | 22 | Plan bills and goals with a partner | 35 |
| Special Event | Photo editor | Retro Film Week | 15 | Seven vintage film looks, one week only | 39 |
| Challenge | Reading app | June Five-Book Sprint | 21 | Finish five short books before July | 35 |
| Competition | Puzzle game | Lantern Night Puzzle Race | 25 | Fastest solvers earn a lantern badge | 36 |
| Live Event | Running app | City Marathon Live Map | 22 | Follow every runner on a live race map | 38 |

## How do I create an in-app event in App Store Connect?

These steps follow App Store Connect Help. You need the Account Holder, Admin, App Manager or Marketing role.

1. Open your app, then click **In-App Events** in the left sidebar.
2. Click **Create In-App Event** (or the add button (+)), enter a reference name and click **Create**.
3. Enter the event name, short description and long description, and upload card and details page media. **Browse Assets** reuses approved media from the Asset Library.
4. Choose the badge.
5. Add localizations from the language pop-up menu.
6. In **Country or Region Availability**, set the start and end dates and times and the publish date, then click **Save**. Events go to all storefronts where your app is available unless you change it. **Customize Dates and Times** sets different starts per region.
7. Add the event deep link (a universal link is recommended; for new users, Apple suggests onboarding first, then the event), test it, and choose the purpose: appropriate for all users, attract new users, keep active users informed, or bring back lapsed users. Apple uses the purpose for personalized recommendations; it is not shown on the card.
8. Set the priority. Events appear on your product page by start time; High Priority events come before Normal ones.
9. Say whether an in-app purchase is required. For subscription apps, only when the event costs extra on top of the subscription.
10. Choose the primary language, then click **Add for Review**, add it to a draft or new submission, and click **Submit for Review**.

## A 12-month planning template

Use this as a blank plan, not a tool. Fill one row per event, check the limits before you add it, and keep three dates per event: submit, publish (up to 14 days early) and start. Before submitting, check that card and details media are ready and the deep link is tested.

| Month | Moment (yours to fill) | Badge | Submit by | Publish, start and end |
|---|---|---|---|---|
| January | New-year goals | Challenge |  |  |
| February |  |  |  |  |
| March |  |  |  |  |
| April |  |  |  |  |
| May |  |  |  |  |
| June |  |  |  |  |
| July |  |  |  |  |
| August |  |  |  |  |
| September | Back to school or work |  |  |  |
| October |  |  |  |  |
| November |  |  |  |  |
| December | Year-end |  |  |  |

Planning rules that come from the limits:

- At most 10 events live and 15 approved, so a monthly event plus a few short live sessions fits easily; weekly events need archiving as you go.
- 31 days maximum: a month-long challenge fits, a season-long one must be split.
- Leave review time. Apple does not publish a separate review time for events; plan to submit well before your publish date.
- Localize the name and descriptions for your top storefronts, and keep the media free of text so it works in every language.

## How do I measure an event?

App Analytics in App Store Connect shows event performance: downloads filtered by event, the sources where people found it, event impressions, details page views, app opens, and how many people asked to be notified. Compare the event period with the weeks before. For search, track the keywords around the event's theme so you see whether the event brought searches your way.

## How do in-app events compare with Google Play promotional content?

Google Play's closest feature is promotional content in Play Console. It is available to all games, and to apps that meet Google's eligibility criteria for Premium growth tools.

| | App Store in-app events | Google Play promotional content |
|---|---|---|
| Maximum length | 31 days | Four weeks |
| Shown early | Up to 14 days before start | Preview up to 14 days before start |
| Submit | Apple publishes no earliest submit date; the event needs approval before it publishes | Earliest 60 days before start; approval can take up to four days |
| Featuring | Editors may pick events; you can share events with Apple's editors | Request featuring at least 14 days before start; app developers have up to 6 featuring slots per quarter for broad audiences |
| Limits | 10 live, 15 approved | Any number of events without featuring; featuring requests are limited per quarter |

Details are in [Google Play promotional content](https://uptika.app/en/guides/google-play-promotional-content).

## How does Uptika help?

Uptika has no event calendar or event submission feature; events are created in App Store Connect. What it does help with is the search side. The free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows daily category top 10s, climbers and new entrants, and [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas) checks the popularity of an event's theme terms in up to 10 countries. In the panel, the free [Keyword radar](https://uptika.app/en/product/keyword-radar) records your daily rank, popularity and difficulty per keyword, so you can compare the weeks around an event. [Create a free account](https://uptika.app/app/#/?signup=1) to start.

## Questions

### What are in-app events on the App Store?

They are time-limited events inside your app or game, such as challenges, competitions, live events, premieres, new seasons or major updates. Each event gets a card with an image or video, a name and a short description, and a details page. People can download your app, open the event or ask to be notified from the card.

### How do I create an in-app event?

In App Store Connect, open your app, click In-App Events in the left sidebar and click Create In-App Event. Add a reference name, the event name, short and long descriptions, media, a badge, dates, a deep link, purpose, priority and whether a purchase is required, then submit it for review with or without an app version.

### How long can an in-app event run?

An event can run for at least 15 minutes and at most 31 days. It can become visible on the App Store up to 14 days before it starts, so the longest total time on the store is about 45 days.

### What are good in-app event examples?

Apple names challenges, competitions and special content launches as good candidates. Daily tasks, price promotions without new content and general awareness campaigns are not. A good event has a real name, a clear start and end, and something new to do.

### How many in-app events can I have?

Up to 10 events published on the App Store at a time and up to 15 approved events per app in App Store Connect. Up to 10 events can have overlapping start dates and times, counting approved and draft events.

## Sources

- [In-App Events (Apple Developer)](https://developer.apple.com/app-store/in-app-events/)
- [Offer In-App Events (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events)
- [Manage events (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/offer-in-app-events/manage-events)
- [In-App Event badges (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/in-app-events/in-app-event-badges)
- [Submit an In-App Event (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/submit-an-in-app-event)
- [Creative assets specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/creative-assets-specifications)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)

## Free tools

- [Chart Movers](https://uptika.app/en/tools/chart-movers): Daily: a category's top 10 in a country, the climbers, new entrants and apps launched in the last 90 days.
- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# Negative reviews and rating drops: what to do and what not to do

> When ratings fall, find the cause first (a release, a crash, a price or ads change, or an outside event), fix it and reply to the affected reviews; you cannot delete genuine reviews on either store, but Apple lets you reset the summary rating with a new version and Google Play weights its displayed rating toward recent ratings.

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

## What should you do first when ratings drop?

Diagnose before you reply. A rating drop almost always has one cause you can name, and the right fix depends on it. Read the last 50 low-star reviews, sort them by app version and date, and walk this tree:

1. **Do most low ratings mention the newest version?** Then it is a release problem. Check crashes and the main flows on that version. On iOS, pause a phased release; on Google Play, halt the staged rollout (see [phased release and staged rollout](https://uptika.app/en/guides/phased-release-staged-rollout)).
2. **Do they mention crashes, freezing or not opening?** A stability problem, sometimes on specific devices or OS versions. On Android, Android vitals in Play Console shows crash and ANR rates by device.
3. **Do they mention price, subscription, trial or paywall?** A monetization change. Check what changed and whether the paywall copy matches what users get.
4. **Do they mention ads?** Ad frequency or a new format. Compare ad settings with the previous version.
5. **Do they mention login, sync or lost data?** Usually a backend or third-party outage. Fix, then reply to each affected user.
6. **No pattern, sudden burst of 1 stars with no text or copy-paste text?** Possibly coordinated. Do not retaliate; document it and report the reviews.
7. **None of the above, slow decline?** Expectations changed: a rival improved, or your store page promises something the app does not deliver.

## What should you do, and what not?

| Do | Don't |
|---|---|
| Fix the cause, then reply with the version that fixes it | Argue, blame the user or reveal their personal details |
| Move private cases to support email | Ask for 5 stars in exchange for help |
| Report reviews that break store rules | Post fake positive reviews or pay for them |
| Ask for ratings at moments of success with the official prompts | Show a "Do you like us?" gate that sends only happy users to the store |
| Update your reply when the fix ships | Offer coins, discounts or unlocks for ratings |
| Consider an App Store rating reset after a big fix | Reset the rating every release |

Both stores are explicit. Apple's guidelines (3.0) say attempts to manipulate reviews or inflate chart rankings with paid, incentivized, **filtered** or fake feedback can lead to expulsion from the developer program; 5.6.3 forbids manipulating charts, search or reviews; 5.6.1 disallows custom review prompts. Google Play's policy forbids incentivized ratings, fake or fraudulent reviews, forced pop-ups to pressure users into rating and automated services that inflate ratings or installs. Apple also lists excessive negative reviews among signs that an app does not meet quality expectations (5.6.4).

## Should you reset your App Store rating?

Apple lets you reset the summary rating when you release a new version. The facts:

- It affects **all countries and regions at once**.
- **Written reviews stay** on the product page; only the summary rating resets.
- A message on the product page says the rating was recently reset, and a new rating appears once enough people rate the new version.
- **It cannot be undone** after the version is released.
- How: on the version page, in **Reset Overview Rating**, select "Reset rating when this version is released", save, submit. Admin or App Manager role.

Apple's own advice is to use it sparingly, and its design guidelines point out the trade-off: a fresh rating reflects the current version but starts with fewer ratings, which can discourage some people from downloading.

Reset when all three are true: the low rating was caused by a problem you have now fixed, the new version clearly addresses it, and you can drive enough new ratings soon (through well-timed prompts; see [asking for ratings on iOS](https://uptika.app/en/guides/ios-rating-prompt-requestreview)). Do not reset to hide a problem that still exists; the new rating will follow the old one down.

Google Play has no reset. Its displayed rating is **weighted toward recent ratings**, so a real fix shows up in the visible rating over time.

## Why are reviews missing or delayed on Google Play?

- New ratings and reviews are usually held for **about 24 hours** before they appear.
- During an investigation of suspicious activity, **all** new ratings and reviews for the app can be held back.
- Reviews of test versions are never public; testers send private feedback.

## How do you reply to a negative review?

Short, specific, calm. Name the problem, give the version or date of the fix, and offer a support channel for anything private. Apple's guideline 5.6.1 asks that responses stay targeted to the user's comment without personal information, spam or marketing. Templates for bugs, payments, ads and more are in [replying to app reviews](https://uptika.app/en/guides/reply-to-app-reviews).

When the fix ships, edit your reply to say so. On Google Play the Reviews analysis page shows updated ratings, which tells you whether replies plus fixes actually move users.

## How do you stop the next drop?

- Ship risky updates gradually and watch reviews for the new version daily during rollout.
- Tag reviews weekly by cause (bug, price, ads, request, praise) so a trend shows before it hits the average; the method is in [app review analysis](https://uptika.app/en/guides/app-review-analysis).
- Earn more ratings from satisfied users with the system prompts, within the rules: see [how to get more app reviews](https://uptika.app/en/guides/get-more-app-reviews) and the [Google Play In-App Review API](https://uptika.app/en/guides/google-play-in-app-review-api).

Uptika watches this for you. Its **Reviews** page shows both stores' reviews by version with the weekly average, and on paid plans an alert reaches your channel when three or more 1-star reviews arrive within two days.Uptika's **Daily ping** then shows every morning what moved since the last reading: keyword ranks, category chart positions and new 1–2 star reviews, so a weak build shows up within a day. To see why any app is getting 1-2 stars right now, run the free [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) tool.

## Questions

### How should I respond to negative app reviews?

Reply briefly and specifically, name the problem, say what you are doing about it, and move private details to a support channel. Then fix the cause and update your reply when the fix ships. Do not argue in public.

### Can I reset my App Store rating?

Yes, when you release a new version: in the version page, choose to reset the rating when this version is released. It resets the summary rating in all countries at once, written reviews stay visible, and the old rating cannot be restored. Apple recommends using it sparingly.

### Can I delete bad reviews on Google Play?

No. Developers cannot delete reviews. You can reply once publicly to each review, and you can report reviews that break Google Play's comment posting policy, such as spam, abuse or off-topic content.

### Why are my Google Play reviews not showing?

New reviews are usually held for about 24 hours before they appear. If Google is investigating suspicious activity on your app, all new ratings and reviews can be held back from publication.

## Sources

- [Reset an app overview rating (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/monitor-ratings-and-reviews/reset-an-app-overview-rating)
- [Ratings and reviews (Human Interface Guidelines)](https://developer.apple.com/design/human-interface-guidelines/ratings-and-reviews)
- [View and analyze your app's ratings and reviews (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/138230)
- [Ratings, reviews and installs policy (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9898684)
- [App Review Guidelines 3.0, 5.6.1, 5.6.3, 5.6.4 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

---

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


---

# New App Store creative assets: product page header and search results

> Creative assets are optional App Store images or videos for iOS and iPadOS 27 and later that appear in the product page header (21:9, 3840×1646 px) and in search results (3:2, 1920×1280 to 3840×2560 px), or in both from one universal 16:9 asset of 5244×2950 px; videos run 5 to 30 seconds, loop, and play muted.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-header-and-search-assets

## What are App Store creative assets?

Creative assets are a new, optional kind of App Store artwork. Screenshots and app previews must show the app in use; creative assets may instead show your **overarching value, brand, seasonal offers or new content**. Apple places them in organic spots: the **product page header**, **search results** and in-app event cards. They are available for iOS and iPadOS apps and games, shown on devices running **iOS 27 or iPadOS 27 or later**.

They are separate from screenshots, app previews, in-app purchase and subscription images, and any artwork Apple's editorial team may ask you for.

## What are the exact sizes?

**Images** (no alpha channel or transparency):

| Placement | Aspect ratio | Resolution | File types |
|---|---|---|---|
| Product page header | 21:9 | 3840×1646 px | .jpeg, .jpg, .png |
| Search results | 3:2 | 1920×1280 px minimum, 3840×2560 px maximum | .jpeg, .jpg, .png |
| Universal (header and search) | 16:9 | 5244×2950 px | .png |

**Videos:**

| Placement | Aspect ratio | Resolution | Frame rate | Length | File types |
|---|---|---|---|---|---|
| Product page header | 21:9 | 3840×1646 px | 30 or 60 fps | 5 to 30 s | .mov, .m4v, .mp4 |
| Search results | 3:2 | 1920×1280 to 3840×2560 px | 30 or 60 fps | 5 to 30 s | .mov, .m4v, .mp4 |

In-app event media sit in the same Asset Library: event cards at 16:9 (1920×1080 to 3840×2160 px) and event detail pages at 9:16 (1080×1920 to 2160×3840 px), up to 500 MB, with videos of 15 to 30 seconds at 30 or 60 fps.

## How does sound and looping work?

Videos loop continuously in both placements. In search results they are muted and cannot currently be unmuted. On the product page they start muted, and people can unmute them. Design every video to work without sound: the message must be visible.

## What rules do creative assets follow?

App Review Guideline **2.3.14** (guidelines last updated 16 October 2026) covers them. Creative assets:

- must relate to your app's content and functionality, or to your overarching brand;
- follow the standard metadata guidelines and must be suitable for all audiences;
- must not include inappropriate content, references to other apps meant to mislead, **unverifiable product claims**, or **specific or discounted pricing**.

So "Summer season is here" over seasonal artwork can work, while "50% off this week" or "The number one planner" will not.

## How do I upload and publish them?

**With a version:**

1. In **Apps**, select your app, then the version under the platform in the sidebar.
2. Under **Product Page Information**, open the **Header and Search Results** tab and choose **Header** or **Search Results**.
3. Drag your image or video into the well, or click **Browse Assets** to pick one from the Asset Library, then **Save**.
4. Use **Preview** to see the result on iPhone and iPad, in both orientations and in each language.
5. Submit the version as usual. The assets go live when the version is approved and released.

To use one asset in both places, choose **Use header asset in search results**. This option exists only for universal (16:9, 5244×2950) assets.

**Without a new version:** upload through **Asset Library** (sidebar > Asset Library > add button > Upload Creative Assets) and submit the assets on their own. Standalone assets are reviewed against your latest version. To update a live version, open that version, go to **Header and Search Results**, click **Browse Assets**, choose an approved asset and click **Publish**.

To remove one, open the same tab and click **Delete**; the asset stays in the Asset Library.

## What is shown if I leave them empty?

Apple calls creative assets optional, and its help pages do not describe a fallback image for an empty header or search slot. In search, Apple's product page guidance says that without an app preview the first one to three screenshots appear, depending on orientation, so plan your screenshots as if no creative asset existed. We will update this page when Apple documents the fallback.

## How should I design them?

- **One idea per asset.** A header is seen at a glance; the search asset competes with other results.
- **Keep the brand readable at small size** in the 3:2 search crop.
- **Use the 16:9 universal asset** if you want one design to serve both placements, and check both crops in Preview.
- **Rotate seasonally.** Because standalone submission does not need a new version, creative assets fit seasonal and event content well. Get them approved in advance and publish on the day.
- **Test them.** Header and search assets can be part of [product page optimization](https://uptika.app/en/guides/product-page-optimization) treatments (the Header and Search Results tab is available there).

## How do I see what my category does?

The Uptika Rival log records day by day when a competitor changes its listing, including its screenshots and icon, so you notice when your category moves to new artwork. The Search mirror shows your search result card next to the apps above you for a keyword. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

For the rest of the visual set, see [App Store screenshot sizes](https://uptika.app/en/guides/app-store-screenshot-sizes) and [How to design store screenshots that convert](https://uptika.app/en/guides/design-app-store-screenshots).

## Questions

### What size is the App Store product page header image?

3840×1646 px at 21:9, as .jpeg, .jpg or .png without transparency. A universal 16:9 asset of 5244×2950 px (.png) can serve both the header and search results.

### What are App Store search result creative assets?

Images or videos at 3:2, between 1920×1280 and 3840×2560 px, that can appear for your app in App Store search results on iOS and iPadOS 27 or later. Unlike screenshots, they may show your brand or seasonal content rather than the app in use.

### Do creative assets need a new app version?

No. You can upload and submit them on their own through the Asset Library; standalone assets are reviewed against your latest version. Once approved, you can publish them to a live version without a new submission.

### Can creative asset videos have sound?

In search results, videos are muted and cannot currently be unmuted. On the product page they start muted, but people can turn the sound on. Videos loop in both places.

## Sources

- [Creative assets specifications (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/creative-assets-specifications)
- [Manage your App Store assets (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/manage-your-app-store-assets)
- [App Review Guidelines, 2.3.14 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

---

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


---

# Phased release on the App Store and staged rollout on Google Play

> App Store phased release sends an update to users with automatic updates over 7 days (1%, 2%, 5%, 10%, 20%, 50%, 100%) and can be paused for up to 30 days in total, while a Google Play staged rollout goes to the percentage you set and only grows when you raise it yourself.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/phased-release-staged-rollout

## What do phased release and staged rollout do?

Both send an update to part of your users first, so a crash or a bad change reaches a few people before it reaches everyone. They work differently: Apple runs a **fixed 7-day schedule** that you can pause; Google gives you a **percentage you control by hand**.

| | App Store phased release | Google Play staged rollout |
|---|---|---|
| Applies to | Version updates only | Updates only, not a first release |
| Who gets it | Random users with automatic updates on | Random users, chosen per release |
| Schedule | Fixed: 1%, 2%, 5%, 10%, 20%, 50%, 100% over 7 days | The percentage you set; never grows by itself |
| Manual download | Anyone can still download the update from the App Store | Users outside the percentage keep the previous version |
| Pause | Up to 30 days in total, unlimited pauses | Halt rollout, then resume |
| Finish early | Release to all users | Raise to 100% |
| Reviews from rollout users | Yes, public | Yes, public |

## How does App Store phased release work?

The schedule is fixed:

| Day | Share of users with automatic updates |
|---|---|
| 1 | 1% |
| 2 | 2% |
| 3 | 5% |
| 4 | 10% |
| 5 | 20% |
| 6 | 50% |
| 7 | 100% |

To turn it on, open the version page in App Store Connect and, under **Phased Release for Automatic Updates**, choose to release the update over 7 days. You can set it while the version is in Prepare for Submission, Waiting for Review, In Review, Waiting for Export Compliance, Pending Developer Release or a rejected state. The Account Holder, Admin or App Manager can manage it.

Things to know:

- **Pause**: up to 30 days in total, as many times as you need. On resume, the schedule continues from the day it stopped.
- **Release to all users**: available any time once the version is Ready for Distribution.
- **Manual downloads**: anyone can get the update from the App Store at any time, so phased release limits automatic updates, not access.
- **Removal from sale** (including a lapsed membership) stops the phased release for that version; on reinstatement the version goes to all users immediately.

## How does a Google Play staged rollout work?

1. Open **Test and release, Production** and create or edit the release.
2. Click **Review release**. In the **Staged rollout** section, enter a percentage.
3. Click **Start rollout to production**.
4. To grow it: **Manage rollout, Update rollout**, enter a higher percentage, **Confirm update**.
5. To stop it: **Manage rollout, Halt rollout**. No more users receive the version.
6. To continue: **Manage rollout, Resume rollout**, set the percentage, confirm.

Users in the rollout are not notified that they are in it, and they can leave public reviews. Staged rollouts also work on open and closed testing tracks. Country targeting can be set for production releases, but once the rollout starts you cannot remove countries.

## When should you stop a release?

Decide the stop rules before you start, then check them daily during the rollout:

1. **Crash or ANR spike** in the new version (Xcode Organizer and crash tools on iOS, Android vitals on Android)? Pause or halt now; fix and ship a new build.
2. **A wave of 1-2 star reviews** naming the new version? Pause, read them, decide if the cause is a bug or a change people dislike.
3. **A core flow broken** (sign-in, purchase, sync) for some users? Halt even at 1%; that is what the 1% is for.
4. **Server load** growing faster than expected? Pause on iOS or hold the percentage on Play while you scale.
5. **Nothing wrong after 2 to 3 days?** On Play, raise the percentage in steps; on iOS let the schedule run or release to all.

A halted Play rollout can be resumed with the same version; to replace it, upload a new build with a higher version code.

## Typical Google Play percentage plan

There is no official schedule on Google Play. One cautious approach is to mirror Apple's curve: start at 1 to 5%, then 10%, 20%, 50% and 100%, one step per day if crash rates and reviews stay normal. Slow it down for risky releases (payments, data migrations), speed it up for small fixes.

## Where does this fit in the release flow?

Test the build first with [TestFlight](https://uptika.app/en/guides/testflight-guide) or a Google Play testing track, submit it as in [How to publish an app on the App Store](https://uptika.app/en/guides/publish-app-app-store) or [on Google Play](https://uptika.app/en/guides/publish-app-google-play), and expect the review times in [App Store review time](https://uptika.app/en/guides/app-store-review-time). The App Store Connect side panels are explained in [What is App Store Connect?](https://uptika.app/en/guides/what-is-app-store-connect).

During a rollout, the earliest public signal is reviews. Uptika's **Reviews** page shows both stores' reviews filtered by version, and on paid plans an alert fires when several 1-star reviews arrive within two days.Uptika's **Daily ping** then shows every morning what moved since the last reading: keyword ranks, category chart positions and new 1–2 star reviews, so a weak build shows up within a day. Start on the [free plan](https://uptika.app/app/#/?signup=1) or the 7-day Growth trial.

## Questions

### What is phased release on the App Store?

An option for version updates that releases the update over 7 days to a random sample of users who have automatic updates turned on. Anyone can still download the new version manually from the App Store at any time.

### What percentage does phased release use each day?

Day 1: 1%, day 2: 2%, day 3: 5%, day 4: 10%, day 5: 20%, day 6: 50%, day 7: 100% of users with automatic updates on.

### Can I pause a phased release?

Yes. You can pause for up to 30 days in total, with no limit on the number of pauses. When you resume, the release continues from the day where it stopped.

### How does a Google Play staged rollout work?

You choose a percentage when you start the production rollout. Users are picked at random, the percentage never grows by itself, and you raise it, halt it or resume it from Manage rollout. It is only available for updates, not for a first release.

### Does phased release slow down a critical fix?

Only if you leave it on. You can release to all users at any time once the version is Ready for Distribution, and on Google Play you can raise the rollout to 100%.

## Sources

- [Release a version update in phases (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/update-your-app/release-a-version-update-in-phases)
- [Release app updates with staged rollouts (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6346149)

---

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


---

# Pre-registration on Google Play and pre-orders on the App Store

> Both stores let people sign up before launch: on the App Store you publish an app for pre-order 2 to 180 days before release (2 to 365 days for a new country of an existing app) and it downloads automatically on release day, and on Google Play you run pre-registration for up to 90 days per country, after which registered users get a notification and, on eligible devices, an automatic install.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/pre-registration-and-pre-orders

## How do the two systems compare?

| | App Store pre-order | Google Play pre-registration |
|---|---|---|
| Who can use it | Free and paid apps on all Apple platforms, in countries where the app is not yet released | Apps and games; personal accounts created after 13 November 2023 must first meet the testing requirement |
| Lead time | Release date 2–180 days out (new app); 2–365 days for a new country of an existing app | Up to 90 days per country |
| On launch day | Notification and automatic download on the device used to pre-order | Notification; automatic install on eligible devices |
| Rewards | None built in (you can thank pre-orderers in the app using the pre-order date in the receipt) | One optional pre-registration reward (a one-time product) |
| Charging | Paid apps are charged on release, at the lower of the pre-order and release-day price | Free to register |
| Extra pages | Custom product pages and product page optimization (for existing apps) | Custom store listings for pre-registered users; listing experiments with pre-registration clicks |
| Reports | App Analytics; Sales and Trends pre-orders and cancellations | Pre-registered users and conversions (installs within 14 days) |
| How many | Per country, set in App Availability | Up to two apps in pre-registration at a time |

## How do I set up an App Store pre-order?

Required role: Account Holder, Admin or App Manager.

**For a brand-new app:**

1. In **Apps**, select the app. In the sidebar click **Pricing and Availability**, scroll to **App Availability** and click **Set Up Availability**.
2. Select **Publish as Pre-Order**, click **Next**.
3. Choose a release date **2 to 180 days** in the future, click **Next**. You can change it later, before release.
4. Select countries or regions, click **Next**, then **Confirm**.
5. Go to the platform version and **submit it for review**.
6. Once approved, click **Release This Version** and **Confirm**. The pre-order goes live immediately and can take up to 24 hours to appear for everyone.

**For a new country of an app already on sale:** Pricing and Availability > App Availability > **Manage** > **Set Up Pre-Order**, with a release date **2 to 365 days** out. It goes live immediately using the version that is Ready for Distribution.

Rules to know:

- Once an app is released in a country, it cannot go back to pre-order there.
- In-app purchases cannot be pre-ordered, but set them up during the pre-order so they are ready on release; promoted in-app purchases show only after release.
- If the release date is less than 180 days away, the product page shows the full date; further out, only month and year.
- Apple does not notify pre-orderers if you change the date or remove the pre-order, so tell them yourself.
- You can release early to everyone ("Release your app to customers immediately") or remove the pre-order; after the release date passes it cannot be republished as a pre-order.
- Pre-orders work on iOS 11.2, iPadOS 13, macOS 10.13.2, tvOS 11.2, watchOS 6 and later.

## How do I set up Google Play pre-registration?

The menu is **Test and release > Pre-registration** (in some places Test and release > Testing > Pre-registration).

1. **Prepare.** Complete the app content declarations, finish the store listing with graphics and translations, and ideally test on a test track first. To make the app eligible for auto-install, declare whether it contains ads and, if you sell one-time products, include the billing permission in the bundle on the pre-registration track.
2. **Supported devices.** In the **Supported devices** tab, upload an app bundle; it defines which devices can pre-register and is not released to users.
3. **Countries.** In **Countries/regions**, add where people can pre-register. The 90-day window starts per country the first time you open it there.
4. **Reward (optional).** In **Rewards**, choose a dedicated one-time product as a reward, add terms links and save. You get one reward per campaign; it cannot be edited or deleted after creation, and must be set before the campaign starts. Failing to deliver it can lead to suspension.
5. **Start.** Click **Start pre-registration**. Your listing URL stays the normal play.google.com address with your package name.
6. **Launch.** Publish to production in the chosen countries. Registered users get a notification; eligible devices auto-install.

Auto-install conditions: Android M or later, Play Store 19.2 or later, not child or managed enterprise accounts; apps up to 200 MB install on Wi-Fi or mobile data, 200 MB to 2 GB on Wi-Fi only, above 2 GB not at all.

> If you do not launch within 90 days in any of your pre-registration countries, the campaign ends in all countries and you cannot start a new one. Plan dates before you switch it on.

## How do I promote a pre-launch page?

- **App Store:** use the official pre-order badge, link to your product page, and run Apple Ads during the pre-order. Existing apps can use custom product pages for different audiences.
- **Google Play:** link to your listing URL with the official pre-registration badge, and create a **custom store listing** shown only to users in pre-registration countries. Google Play promotional content also has a "pre-registration announcement" type, which runs for a set one week.
- **Featuring:** tell Apple's editors about the launch with a featuring nomination of type App Launch, and request featuring for a promotional content event on Google Play where eligible. See [How to get featured](https://uptika.app/en/guides/get-featured-app-store-google-play).
- **Ads:** Google App campaigns include a pre-registration campaign type.

## How do I read the results?

- **Google Play:** in **Statistics**, add **Pre-registered users** and **Conversions** (pre-registered users who installed within 14 days of availability). The Pre-registration page's track summary shows each country's status and days left.
- **App Store:** App Analytics shows pre-orders by date, region and source; Sales and Trends shows pre-orders and cancellations.

## Common mistakes

- Opening pre-registration too early, then missing the 90-day window.
- Changing the App Store date without telling pre-orderers.
- Running a pre-registration country where an open test already runs: users who joined the test cannot pre-register until they leave it.
- A reward product reused from the store; Google requires a new, dedicated one.

## How does Uptika help at launch?

From the first day the listing is public, Uptika's Keyword radar records your rank for each target search daily, the Rival log shows what competitors change around your launch, and the free [Chart Movers](https://uptika.app/en/tools/chart-movers) tool shows new entrants in your category's charts. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

The full timeline is in the [App launch checklist](https://uptika.app/en/guides/app-launch-checklist), and the bigger plan in [How to increase app downloads](https://uptika.app/en/guides/increase-app-downloads) and [How to market an app](https://uptika.app/en/guides/how-to-market-an-app).

## Questions

### How does Google Play pre-registration work?

You make the app available for pre-registration in chosen countries; people tap Pre-register on your listing. When you publish to production, they get a Google Play notification and eligible devices install the app automatically. Each country's campaign can run for up to 90 days.

### Can I put my app on pre-order on the App Store?

Yes, free or paid, on any Apple platform, in any country where it has not been released. In App Store Connect choose Pricing and Availability > Set Up Availability > Publish as Pre-Order, set a release date 2 to 180 days out, submit for review, then click Release This Version to publish the pre-order.

### Do pre-registrations count as installs?

No, they are tracked separately. Play Console reports pre-registered users and conversions, meaning pre-registered users who installed within 14 days of the app becoming available to them. On the App Store, pre-orders appear in App Analytics and in Sales and Trends as pre-orders and cancellations.

### How long can pre-registration run?

Up to 90 days per country on Google Play. If you have not launched within 90 days in a country, the campaign ends in all countries and no new pre-registration campaign can start. App Store pre-orders for new apps can be set 2 to 180 days ahead.

## Sources

- [Publish for pre-order (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-your-apps-availability/publish-for-pre-order)
- [Offering apps and games for pre-order (Apple Developer)](https://developer.apple.com/app-store/pre-orders/)
- [Build awareness with pre-registration (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9084187)
- [Create custom store listings (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)
- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [About App campaigns (Google Ads Help)](https://support.google.com/google-ads/answer/6247380)

---

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


---

# Product page optimization: A/B testing on the App Store

> Product page optimization (PPO) is the App Store's built-in A/B test: you show up to three alternate versions of your icon, screenshots and app previews to a share of App Store visitors on iOS and iPadOS 15 or later for up to 90 days, one test at a time, and compare their conversion rate with your original page in App Analytics.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/product-page-optimization

## What are the rules of product page optimization?

| Rule | Limit |
|---|---|
| Treatments per test | Up to 3, plus your original page |
| What a treatment can change | App icon, screenshots, app previews (and header and search creative assets) |
| Tests at the same time | 1 |
| Maximum length | 90 days, or until you stop it |
| Editing after start | Not possible; stop and create a new test |
| Who sees treatments | A random share of App Store visitors on iOS 15 / iPadOS 15 or later |
| Icon treatments | Icons must be alternate icons in the binary of the live version, 1024×1024 px, built with Xcode 13 or later |
| App status | Ready for Distribution (or Pre-Order Ready for Distribution) and live on the App Store |
| Not available for | Custom product pages, Apple Watch and iMessage product pages |
| Results appear | In App Analytics after five first-time downloads tied to the test |
| Reference name | Up to 64 characters |

Text, such as the name, subtitle, description and promotional text, cannot be tested with PPO. Treatments can be localized into all or some of the languages your app supports.

## How does traffic split work?

You choose a **traffic proportion**: the share of visitors who see any treatment instead of your original. It is split evenly between treatments. With 30% traffic and three treatments, each treatment gets 10% and the original 70%. With 40% and two treatments, each gets 20% and the original 60%. Each person sees the same treatment for the whole test. If a treatment has an alternate icon, that person also sees that icon on their Home Screen after downloading.

Treatments, like your original, can appear in search results and on the Today, Games and Apps tabs.

## How do I create a test, step by step?

1. In App Store Connect, go to **Apps**, select your app, and click **Product Page Optimization** in the sidebar.
2. Click **Create Test** (or the add button next to Product Page Optimization if you have run tests before).
3. Enter a **reference name**, for example "Icon colour test, 3 icons".
4. Choose the **number of treatments** (up to three). More treatments need more time to reach a result.
5. Choose the **traffic proportion**.
6. Select the **localizations** to include. Visitors in excluded localizations are not part of the test.
7. Optional but useful: open **Estimate Your Test Duration** and pick the improvement in conversion rate you hope to detect. App Store Connect uses your daily impressions and downloads to estimate the days and impressions needed.
8. Click **Create Test**.

Then configure treatments:

1. Rename **Treatment A, B, C** with **Edit Name** so results are readable later.
2. For icons, open the **App Icon** tab (it appears only when your binary has more than one icon) and click **Change** under a treatment.
3. For screenshots and previews, open **App Previews and Screenshots** (or **Header and Search Results** for creative assets), upload new files or use **Browse Assets**. Device sizes you leave alone use the original page's assets.

Finally, start it: open the test and click **Start Test**. If new metadata needs review, click **Add for Review**, add it to a submission and **Submit for Review**. Tests without new icons can be reviewed without a new app version. Reordering existing screenshots or switching to an already-shipped icon needs no new review.

## How long should a test run?

As long as it takes to reach a confident result, and no longer than 90 days. Apple recommends waiting until at least one treatment is shown to be better or worse than the baseline with **at least 90% confidence** before you apply a treatment or stop the test. The estimate in step 7 tells you in advance whether your traffic can detect the change you care about within 90 days. If the estimate says it cannot, test a bigger change (a new first screenshot rather than a colour tweak) or use fewer treatments.

> Avoid releasing a new app version that changes the tested assets while a test is running. Apple notes it may affect the results.

## How do I read and apply results?

Open **App Analytics**, choose the test, and read impressions, conversion rate, improvement over baseline and confidence for each treatment. You can change the baseline to compare treatments with each other.

To apply a winner, apply the treatment to the original product page. Doing this while the test is running ends the test. If the winning treatment uses an alternate icon, make it the primary icon in your next app version too. A stopped test cannot be restarted; create a new test with the same treatments.

## What should I test first?

Test what most visitors see and what differs most:

1. **The first screenshot.** It shows in search results and at the top of the page.
2. **The order of the first three screenshots.** Cheap to run: reordering approved screenshots needs no review.
3. **An app preview versus none.** Previews play before screenshots; test whether yours helps.
4. **The icon.** It shows everywhere, but icon tests need the icons in the live binary.

Change one idea per treatment. If a treatment changes the icon and all screenshots at once, you will not know which change mattered. More ideas on what to put in frames are in [How to design store screenshots that convert](https://uptika.app/en/guides/design-app-store-screenshots).

## How does it compare with Google Play store listing experiments?

| | App Store PPO | Google Play store listing experiments |
|---|---|---|
| Variants per test | Up to 3 treatments | Up to 2 variants |
| Tests at once | 1 | 1 default graphics experiment, or up to 5 localized experiments |
| What you can test | Icon, screenshots, previews, header and search assets | Icon, feature graphic, screenshots; short and full description in localized experiments |
| Length | Up to 90 days | Stops automatically after 6 months; Play estimates the time needed |
| Text tests | No | Yes, in localized experiments |
| Target metric | Conversion rate | Unique user install clicks, open clicks or pre-registration clicks |
| Name length | 64 characters | 50 characters |

Google Play lets you set the minimum detectable effect and confidence level in advanced settings. Its experiment pages are under Grow users > Store presence > Store listings; see [Google Play store listing experiments](https://uptika.app/en/guides/store-listing-experiments).

## Common mistakes

- Running a test on a page with little traffic and stopping it after a week.
- Testing an icon that is not in the live binary; the App Icon tab will not offer it.
- Shipping a new version mid-test that changes the same assets.
- Declaring a winner without the 90% confidence mark.
- Expecting PPO to test text. Use [custom product pages](https://uptika.app/en/guides/custom-product-pages) or release-by-release changes for that, and [measure before and after](https://uptika.app/en/guides/measure-aso-impact).

## How do I watch the effect after applying a winner?

Conversion changes show up in App Analytics. Uptika adds the search side: the Keyword radar records your rank for every tracked keyword every day, and the ASO score has a listing conversion part, so you can see whether a new page changed more than conversion. The Rival log shows when competitors change their screenshots or icon, which can shift your results while a test runs. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

Related: [App Store screenshot sizes](https://uptika.app/en/guides/app-store-screenshot-sizes), [App preview video specs](https://uptika.app/en/guides/app-preview-video-specs) and [App icon sizes](https://uptika.app/en/guides/app-icon-sizes).

## Questions

### What is product page optimization?

An App Store Connect feature that tests up to three alternate versions (treatments) of your product page against the original. Each treatment can change the app icon, screenshots and app previews. Visitors are assigned at random, keep seeing the same treatment for the whole test, and results appear in App Analytics.

### How do I A/B test the App Store icon?

Include every icon you want to test as an alternate icon in the binary of the version currently on the App Store (built with Xcode 13 or later, 1024×1024 px). Then create a test, open the App Icon tab of a treatment and choose the alternate icon. Icon-only tests use icons that are already approved, so they do not need new metadata review.

### How long should a PPO test run?

A test runs for up to 90 days or until you stop it. Apple advises waiting until at least one treatment is declared better or worse than the baseline with at least 90% confidence before applying it or stopping. Use the Estimate Your Test Duration option when creating the test to see how long your traffic needs.

### Product page optimization vs custom product pages?

PPO tests versions of your default page on the same traffic to find the best one. Custom product pages are separate, permanent pages with their own URLs (and optionally their own keywords) for specific audiences or ads. PPO tests are not available on custom product pages.

## Sources

- [Product page optimization (Apple Developer)](https://developer.apple.com/app-store/product-page-optimization/)
- [Overview of product page optimization (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-product-page-optimization-tests/overview-of-product-page-optimization)
- [Create a test (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-product-page-optimization-tests/create-a-test)
- [Configure test treatments (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-product-page-optimization-tests/configure-test-treatments)
- [Run a test (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-product-page-optimization-tests/run-a-test)
- [Run A/B tests on your store listing (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12053285)

---

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


---

# Promotional text vs description on the App Store

> App Store promotional text is a field of up to 170 characters that appears above your description and can be changed at any time without a new app version, while the description holds up to 4,000 characters and changes with a version; Apple says promotional text does not affect search ranking, and the description is not among the fields it lists for App Store search.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/promotional-text-vs-description

Promotional text and the description sit next to each other on the product page but do different jobs. Promotional text is a 170-character slot at the top that you can rewrite any day, for news and timely reasons to download. The description is the 4,000-character explanation of the app that changes only with a version. Neither is how people find you in App Store search.

## What is the difference between promotional text and the description?

Promotional text is short, on top and changeable at any time; the description is long, below it and tied to a version. The full comparison, from Apple's help pages:

| | Promotional text | Description |
|---|---|---|
| Limit | 170 characters | 4,000 characters |
| Format | Short text | Plain text with line breaks, no HTML |
| Where it shows | At the top of the description on the product page | On the product page and when users install the app |
| Change without a new version? | Yes: Apple says you can update it at any time | Plan on no: it is a version field, and Apple names only promotional text as editable without a new submission |
| App Store search ranking | Apple: it does not affect search ranking | Not among the fields Apple lists for App Store search; Apple asks you not to add unnecessary keywords to it |
| Web search | Not stated | Apple: used for web search engine results once the app is released |
| Required? | Not marked as required | Yes, and it can be localized |
| Different text on a custom product page? | Yes, each custom product page can have its own | No, custom product pages vary screenshots, previews, promotional text and keywords only |
| Shown to | Devices on iOS 11 or later | Everyone viewing the product page |

Both fields are on the version page in App Store Connect: in **Apps**, choose the app, open the platform version in the sidebar, and pick the language from the menu at the top right. Promotional text stays editable after the version is live; the description waits for your next version. All other App Store limits are in [App Store and Google Play character limits](https://uptika.app/en/guides/app-store-character-limits).

## Does promotional text help App Store search?

No. Apple says it plainly on two pages: promotional text does not affect your app's search ranking and should not be used to display keywords. The fields Apple names for search are the app name, the subtitle, the keyword field and your primary and secondary category. Apple's product page guide also asks you not to add unnecessary keywords to the description to improve search results. So write both for people. Search terms belong in the [app name](https://uptika.app/en/guides/app-name), the subtitle and the [keyword field](https://uptika.app/en/guides/app-store-keyword-field).

## When should I use promotional text?

Use it for anything that is true now and may not be true next month. Apple suggests sharing the latest news about your app, such as limited-time sales or upcoming features. Good reasons:

- **A new feature** that shipped in the current version.
- **A season** when people need your app more: the new year, exam weeks, summer travel, tax time.
- **An in-app event** that is live or about to start; see [in-app events](https://uptika.app/en/guides/in-app-events).
- **A content drop**: new levels, recipes, lessons or templates.
- **A coming feature**, if you are sure it will ship.
- **An accolade** you actually received: Apple recommends putting accolades at the end of the description or in the promotional text.

Because it sits above the description, promotional text is often the first text a visitor reads in that section. Apple calls the first sentence of the description the most important, since it is what people read without tapping "more"; the same logic applies to promotional text.

## What should the description do instead?

The description explains the app for good. Apple suggests a concise, informative paragraph followed by a short list of main features, in your brand's tone, with the strongest point first. Keep anything that expires out of it, because changing it means waiting for a version. The step-by-step method is in [how to write an app description](https://uptika.app/en/guides/how-to-write-an-app-description), and version-by-version changes go in What's New; see [release notes](https://uptika.app/en/guides/release-notes).

## Ten promotional text examples

Each example below is for an invented app, uses no prices and fits in 170 characters (counted with Node.js). Adapt the pattern, not the words.

| Use | Example | Characters |
|---|---|---|
| New year | New year, small steps: start a 30-day routine with ready-made plans for sleep, water and reading. Check in once a day and watch your streak grow. | 145 |
| Feature launch | New: shared budgets. Invite your partner, split bills and see every expense in one list, updated on both phones as you spend. | 125 |
| In-app event | Join the Spring Step Challenge, live from 1 to 14 April: walk 8,000 steps a day, earn badges and compare progress with friends. | 127 |
| Exam season | Exam season is here. Build a revision plan in two minutes, get reminders before each session and track what you have covered by subject. | 136 |
| Summer travel | Travelling this summer? Pick a destination and trip length, and get a packing list that adjusts to the weather forecast. Works offline. | 135 |
| Content drop | Autumn recipes are in: 40 new one-pot dishes ready in 30 minutes or less, each with a shopping list you can send to your notes. | 127 |
| Answer to feedback | You asked, we built it: recurring tasks. Set a task once and your list refills every morning, so nothing slips through. | 119 |
| Coming soon | Coming next month: dark mode and Apple Watch support. Turn on automatic updates to get them the day they arrive. | 112 |
| New languages | Now in Turkish and German. The app follows your phone's language, or you can switch any time in Settings. | 105 |
| Tax time | Tax deadline coming up? Scan receipts with your camera, tag them by category and export a clean report for your accountant in one tap. | 134 |

Patterns that work: lead with the news in a few words, then say what the reader gets, then one concrete detail. Patterns to avoid: a list of keywords (it does not rank), prices that may change by country, superlatives you cannot prove (guideline 2.3.7 warns against unverifiable claims in subtitles and against misleading metadata in general), and dates that will be out of date before you edit them.

## Can a custom product page have its own promotional text?

Yes. Apple lets each custom product page, up to 70 per app, have its own screenshots, app previews, promotional text and keywords, each page with a unique URL. That makes promotional text the one text field you can tailor to an ad or a campaign audience. Custom product page metadata goes to review independently of an app update. Apple's help for custom product pages does not give a separate character limit for their promotional text, so write to the same 170. More in [custom product pages](https://uptika.app/en/guides/custom-product-pages).

## Common mistakes

- **Leaving promotional text empty.** It costs nothing to fill and can change any day.
- **Filling it with keywords.** Apple says it does not affect ranking.
- **Putting expiring news in the description.** You cannot fix it until the next version.
- **Forgetting to update it.** An event that ended last month makes the page look abandoned.
- **Using one message for every market.** Seasons, holidays and exam weeks differ by country; write the news for each language you publish in.

## How can Uptika help?

Paste your promotional text and description into the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter): it checks both against their limits (170 and 4,000 characters), and flags repeated words and brand or claim risks before you publish. To see how a live product page uses each field, paste its link into [Listing X-Ray](https://uptika.app/en/tools/listing-x-ray). The panel is free to start: [create an account](https://uptika.app/app/#/?signup=1).

## Questions

### What is promotional text on the App Store?

It is a short text of up to 170 characters that appears at the top of the description on your product page. Apple made it for current news, such as limited-time sales or upcoming features, and lets you update it at any time without submitting a new version.

### Promotional text vs description: what is the difference?

Promotional text is 170 characters, sits above the description and changes without a new version. The description is up to 4,000 characters of plain text, explains the app in full and is a version field. Custom product pages can have their own promotional text, but not their own description.

### What is the promotional text character limit?

Up to 170 characters. It is counted in characters, so letters such as ş or ü count as one, unlike the keyword field, which is counted in bytes.

### Is promotional text indexed for search?

No. Apple says promotional text does not affect your app's search ranking and should not be used to display keywords. Put search terms in the app name, subtitle and keyword field instead.

### What are good promotional text examples?

Good promotional text says one current thing: a new feature, a seasonal use, a live event or a content drop, followed by what the reader gets. See the ten examples on this page, each under 170 characters.

## Sources

- [Platform version information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/platform-version-information)
- [Creating your product page (Apple Developer)](https://developer.apple.com/app-store/product-page/)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)
- [Custom product pages (Apple Developer)](https://developer.apple.com/app-store/custom-product-pages/)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# Replying to App Review and appealing to the App Review Board

> To appeal an App Store rejection, first reply to the rejection message in App Store Connect; if that does not resolve it, submit one appeal per rejected app through Apple's appeal form, citing each guideline in the message and explaining point by point how your app meets it, and do not resubmit while the appeal is open.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-review-board-appeal

## Which response fits your rejection?

Apple offers five responses: reply, resubmit, appeal, expedite, and accepting a Bug Fix Submission offer. The wrong one costs time.

| Situation | Response | Where |
|---|---|---|
| App Review asked for information, or you want to clarify how the app works | Reply | Reply to App Review in App Store Connect |
| The issue is metadata or server side, such as demo credentials | Fix it, then reply; for metadata you can also resubmit the same build | App Store Connect |
| The issue is in the build and you fixed it | Resubmit a new build (a full new review) | App Store Connect |
| You believe the app follows the guidelines and the reply did not resolve it, or you were treated unfairly | Appeal to the App Review Board | Submit an appeal to App Review form |
| A critical bug fix or an event is waiting on a submitted version | Request an expedited review | Request an Expedited App Review form |
| The rejected version is a bug-fix update and the message offers deferral | Accept the Bug Fix Submission offer by replying | Reply to App Review |

Apple's review-status article lists when not to resubmit: when App Review only asked for information, when metadata or server-side changes resolve it, when you accept a Bug Fix Submission offer, and while you are appealing, because "Resubmitting will initiate a new review and the appeal will be closed."

## How do you reply to App Review in App Store Connect?

The reply is the first step for every disagreement. The path from App Store Connect Help:

1. In **Apps**, select the app.
2. At the top of the page, click the link that says there are unresolved issues.
3. In the **In Progress** section, click **Resolve** next to the submission.
4. Click **Reply to App Review**.
5. Enter your text in the Reply field. To include a file, click **Attach File** and choose it.
6. Click **Reply**.

The Account Holder, Admin and App Manager roles can do this, and you can correspond and attach files until you resubmit. Be specific about the feature, guideline or step you need clarified. If you still need help after App Review replies, you can request a call in the same window; include your time zone and preferred language. Apple says calls are typically completed within three to five business days.

What not to use the reply field for: appeals, expedite requests, and questions about other developers' apps.

## What are Apple's rules for an App Review Board appeal?

An appeal is for a decision you believe is wrong, after a reply did not settle it. Apple's appeal article says it is appropriate when your app was rejected or removed but you believe it follows the App Review Guidelines and the Apple Developer Program License Agreement, when your account faces termination but you believe it complies, or when you believe you experienced unfair or biased treatment. The rules:

- Reply to the rejection, removal or termination message in App Store Connect before filing.
- Submit only one appeal per rejected or removed app. If the message cites several guidelines, address all of them in that one appeal.
- Cite each specific guideline and explain point by point how the app meets it.
- Include only information relevant to the decision.
- One form can cover up to five rejected or removed apps.
- Don't appeal a request for more information or documentation; answer it.
- Don't appeal if you have already fixed the issues and resubmitted.
- Don't appeal to get a status update, an expedited review or to reinstate an already-terminated account; use the matching Contact Us form.

The board sends its answer in App Store Connect and may first message you for more information or schedule a call. Apple notes that a complete appeal helps the board process it quickly but "does not guarantee that the App Review Board will overturn the rejection".

## What does a complete appeal look like?

Apple's own examples show the difference. Its complete example names the guideline (2.1, incomplete information), says the demo account and setup steps for the flagged feature are in the App Review Information section of the submission, and points to screenshots of the feature working. Its incomplete example says only that the app matters to the business and asks Apple to take another look.

A skeleton you can fill in:

> App: [name], version [x.y], submission date [date]. Rejected under Guideline [number and title]. We have replied in App Store Connect on [date]. Guideline [number] requires [the requirement in one sentence]. Our app meets it as follows: 1. [Fact], visible at [screen and steps]. 2. [Fact], visible at [screen and steps]. [If a second guideline is cited: Guideline [number] requires [requirement]; our app meets it because [fact, where to see it].] Supporting material: [demo account location, screenshots, documents in App Review Information]. We are available for a call at [time zone, language].

## When can you request an expedited review?

Only for genuine urgency, and only after the fixed version is submitted. Apple names two cases: fixing a critical bug, where you include the steps to reproduce the bug on the current version in the Notes field, and an event-related release, where you include the event, its date and how your app is associated with it. Then use the Request an Expedited App Review form. The guidelines warn that if you abuse the system, Apple may reject your requests going forward.

## How does a Bug Fix Submission offer work?

If a bug-fix update to an already approved app is rejected without legal or safety concerns, the rejection message may say: "Bug Fix Submissions: The issues we've identified below are eligible to be resolved on your next update." Reply that you want the current submission approved and will address the issues in the next update, and do not resubmit, because that triggers a new review. Deferred issues must be fixed in the next update and cannot be deferred again.

## What are the most common appeal mistakes?

- Appealing before replying in App Store Connect.
- Resubmitting the same build while the appeal is open, which closes the appeal.
- Filing several appeals for one app, or splitting the cited guidelines across appeals.
- Arguing business importance instead of citing the guideline.
- Describing features the build does not contain.
- Appealing an information request instead of answering it.
- Using an appeal to ask for speed or status.

For the guideline-specific fixes, see [Guideline 4.3 spam](https://uptika.app/en/guides/guideline-4-3-spam), [Guideline 2.1](https://uptika.app/en/guides/guideline-2-1-app-completeness), [metadata rejections](https://uptika.app/en/guides/app-store-metadata-rejections) and the [rejection reasons hub](https://uptika.app/en/guides/app-store-rejection-reasons).

## Where Uptika fits

Uptika does not file replies or appeals and does not resolve rejections. It helps you remove avoidable metadata causes before the next submission. The free [Metadata Linter](https://uptika.app/en/tools/metadata-linter) checks your name, subtitle and keyword field for limits and policy risks in the browser, and the panel's **Sayfa denetimi** (page audit) runs a rejection-risk check on your live listing. After approval, **Günlük ping** (daily brief) shows your biggest rank moves so you can see the release land. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### How do I appeal an App Store rejection?

Reply to the rejection message in App Store Connect first. If the reply does not resolve it, open Apple's Submit an appeal to App Review form, cite the specific guidelines, explain point by point how the app meets them and add only relevant information. One appeal per rejected app.

### How long does an App Review Board appeal take?

Apple does not publish a time for appeals. The board messages you in App Store Connect when its investigation is complete, and it may ask for more information or schedule a call first. Complete appeals help it process requests quickly.

### Should I reply in App Store Connect or resubmit?

Reply when App Review asked for information, when the fix is metadata or server-side (such as activating demo credentials), or when you want to accept a Bug Fix Submission offer. Resubmit when the issue was in the build and you fixed it. Resubmitting starts a new review and closes any open appeal.

### Can I request an expedited review after a rejection?

Yes, once your fixed version has been submitted: only submissions already sent to App Review can be expedited. Use the Request an Expedited App Review form for a critical bug fix or an event-related release. Do not use an appeal or the reply field to ask for speed.

## Sources

- [Appeal to the App Review Board (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/appeal-to-the-app-review-board)
- [Contact App Review for help with a submission (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/contact-app-review)
- [Track a submission's review status (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/review-status)
- [Request an expedited review (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/request-expedited-review)
- [Accept Bug Fix Submission offers (App Review Help)](https://developer.apple.com/help/app-review/after-submitting-for-review/bug-fix-submissions)
- [Reply to App Review messages (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/reply-to-app-review-messages)
- [App Review (Apple Developer)](https://developer.apple.com/distribute/app-review/)
- [App Review Guidelines: After You Submit (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/#after-you-submit)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.

---

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


---

# Replying to app reviews: 25 templates for the App Store and Google Play

> Both stores let you post one public reply per review (on the App Store from Ratings and Reviews in App Store Connect, on Google Play from Ratings and reviews in Play Console), the reviewer is notified and can update their rating, so a short, specific, non-promotional reply within a day or two is the most direct way to turn a complaint into a fix the public can see.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/reply-to-app-reviews

## Can you reply to app reviews, and what happens when you do?

Yes, on both stores, and the reply does more than sit under the review: **the reviewer is notified** and can change their rating. On Google Play they get a push notification and an email; on the App Store they are notified and given the option to update their review. Your reply is also public, so every future visitor reads it as a sign of how you treat users.

## What are the rules on each store?

| | App Store | Google Play |
|---|---|---|
| Where | App Store Connect, the app, Ratings and Reviews | Play Console, Ratings and reviews, Reviews |
| Who can reply | Account Holder, Admin, Customer Support | Users with permission to reply to reviews |
| Replies per review | One response shown on the product page | One public reply per review |
| Editing | Edit or delete any time; edited replies are marked | Edit any time |
| Time to appear | Up to 24 hours (pending until then) | Not stated |
| User notification | Notified, can update the review | Push notification and email |
| Length | No limit stated in Apple's help | 350 characters via the Developer API |
| Content rules | Guideline 5.6.1: respectful, about the user's comment, no personal information, spam or marketing | Do not reply to inappropriate reviews; report them |
| API | App Store Connect API customer review responses | Reply to Reviews API; reviews from the last week, with text only |

Google Play usually holds new reviews for about 24 hours before they appear publicly. The Reply to Reviews API returns only reviews with comments on production versions created or modified in the last week, with quotas of 200 reads per hour and 2,000 replies per day. Apple lets you set email alerts for when a user edits a review you already answered.

## How do you reply, step by step?

**App Store**

1. In App Store Connect open **Apps** and select the app.
2. Click **Ratings and Reviews** in the sidebar and choose the platform at the top right.
3. Find the review, click **Reply**, write the answer, click **Submit**.
4. To change it later: **Edit Response**, then **Save**, or **Delete Response**.

**Google Play**

1. In Play Console open **Ratings and reviews, Reviews**.
2. Filter by star rating, app version, language, device or reply state (filter "not replied" first).
3. Type in **Your reply** or pick a suggested reply, then **Publish reply**.
4. Edit the reply any time from the same review.

## Which reviews should you answer first?

A daily or twice-weekly routine keeps the backlog small. Order the queue like this:

1. **1-2 stars that report a bug** on the current version. A fix plus a reply is the clearest chance to turn them around, and they warn other users.
2. **Payment, subscription and account problems.** Money and lost data turn into refunds and store complaints.
3. **Questions** ("how do I…", "is there…"). A good answer helps every reader with the same question.
4. **Feature requests** that match your plan.
5. **Detailed 4-5 star reviews.** A short thank-you that names what they liked.
6. **Abusive, spam or off-topic reviews**: do not reply. On Google Play report them through the inappropriate review process.

## How do you write a good reply?

- **Answer the exact point.** Name the feature or problem they wrote about. Generic thanks reads like a bot.
- **Say what happens next**: fixed in version X, coming soon, or why it works this way.
- **Keep it under 350 characters** so it fits Google Play and stays readable on a phone.
- **Move private matters to support**: give a support email or in-app path, never ask for passwords, order numbers in public, or personal data. Apple's guideline forbids personal information in responses.
- **No marketing.** No discounts, no "download our other app". Apple's guideline forbids it, and it reads badly.
- **Sign with the team name**, not a person, unless a real support person follows up.
- **Update the reply** when you ship the fix, so the reviewer and every later reader see it is solved.

## 25 reply templates

Replace the bracketed parts. Every template is under 350 characters.

### Bugs and crashes (1-2 stars)

1. "Sorry about the crash when you [action]. We found the cause and the fix is in version [x], out now. Please update and tell us at [support email] if it happens again."
2. "Thanks for reporting this. We can't reproduce it yet on [device]. Could you write to [support email] with your device and app version? We'll reply within [time]."
3. "You're right, [feature] broke in the last update for some users. A fix is in review and should reach you in the next few days. Sorry for the trouble."
4. "We've fixed the sync issue you described in version [x]. Your data is safe on our servers; after updating, sign in again and it should appear. Write to us if not."
5. "Sorry the app is slow on your device. Version [x] cuts loading time on older phones. If it's still slow, send us your device model at [support email]."

### Payments, subscriptions and accounts

6. "Sorry for the double charge. Purchases go through [App Store / Google Play], so refunds are handled there; we've also sent steps to [support email] if you contact us."
7. "Your subscription renews through your [Apple / Google] account. To cancel: [path in settings]. If something didn't unlock after paying, write to [support email]."
8. "We restored access for purchases like yours in version [x]. Please tap Restore purchases in Settings. If it doesn't work, our team will check it by email."
9. "You can delete your account in Settings, Account, Delete account. It removes your data from our servers. Sorry to see you go, and thanks for trying [app]."
10. "Sign-in with [method] failed for some users yesterday. It's fixed now. If you still can't sign in, write to [support email] from the address you use."

### Pricing and ads

11. "Thanks for the honest feedback on price. The free plan includes [features]; the paid plan adds [features]. We're listening, and your comment goes to the team."
12. "Fair point on the number of ads. We've reduced them in version [x], and the ad-free option removes them entirely. Thanks for telling us."
13. "Sorry the trial ended before you could try [feature]. Write to [support email] and we'll see what we can do."

### Questions and misunderstandings

14. "You can do this already: go to [screen], tap [button]. We'll make it easier to find in the next update. Thanks for asking."
15. "[Feature] isn't available in [country] yet because of [reason]. We'll update this reply when it is."
16. "The app needs [permission] only to [purpose]. It works without it, except [feature]. You can change this any time in your phone's settings."

### Feature requests

17. "Thanks for the idea. [Feature] is on our list for the coming months. We'll reply here when it ships."
18. "Good suggestion. We don't plan [feature] right now because [short reason], but we've added your vote to our list."
19. "It's here: [feature] arrived in version [x]. Thanks for asking for it, your review helped us prioritise it."

### Positive reviews

20. "Thank you! Glad [specific thing they liked] helps with [their use]. If you ever miss something, tell us at [support email]."
21. "Thanks for the kind words about [feature]. We have shared your review with the whole team."
22. "Thank you for sticking with us since [year or version]. More is coming for [their use] soon."

### Mixed reviews (3 stars)

23. "Thanks for the balanced review. We fixed [issue] in version [x]. What would make it 5 stars for you? We read every message at [support email]."
24. "Glad you like [part]; sorry [other part] didn't work for you. We're improving it, and we'll update this reply when the change is live."

### After a fix (edit of an earlier reply)

25. "Update: the issue you reported is fixed in version [x]. Thanks for your patience, and for helping us find it."

## How do you know replies work?

Look at what happens after the reply, not at how many you sent.

- **Google Play**: the **Reviews analysis** page includes updated ratings, which shows how users changed their ratings after you replied.
- **App Store**: turn on the email alert for edited reviews, and compare the star ratings of answered reviews before and after.
- **Both**: compare the average rating of the version where you replied systematically with the one before, and watch whether the same complaint keeps appearing.

What to do when ratings fall in spite of replies is covered in [negative reviews and rating drops](https://uptika.app/en/guides/negative-app-reviews); turning complaints into a release plan is in [app review analysis](https://uptika.app/en/guides/app-review-analysis). To get more reviews in the first place, see [asking for ratings on iOS](https://uptika.app/en/guides/ios-rating-prompt-requestreview), the [Google Play In-App Review API](https://uptika.app/en/guides/google-play-in-app-review-api) and [how to get more app reviews](https://uptika.app/en/guides/get-more-app-reviews).

## Reply from one place

Uptika's **Reviews** page brings App Store and Google Play reviews into one list with filters for store, country, stars, version and answered or not. With your App Store Connect or Play Console connected, it suggests an AI reply draft for a review (paid plans) and sends your reply only after you confirm, with a log of what was sent. **Review insights** (Starter and up) groups the last 6 months of reviews into complaints, praise, requests and bugs with quotes. To see why any app gets low ratings right now, try the free [One-Star Reasons](https://uptika.app/en/tools/one-star-reasons) tool, or start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### Can you reply to App Store reviews?

Yes. Users with the Account Holder, Admin or Customer Support role can reply from Ratings and Reviews in App Store Connect, or through the App Store Connect API. One response per review appears on the product page, it can take up to 24 hours to show, and you can edit or delete it later.

### How do I respond to App Store reviews?

In App Store Connect select the app, click Ratings and Reviews in the sidebar, choose the platform, find the review, click Reply, write your answer and click Submit. The reviewer is notified and can update their review.

### How do I reply to Google Play reviews?

In Play Console open Ratings and reviews, then Reviews, filter for the reviews you want, type your answer in the reply field (or pick a suggested reply) and click Publish reply. The user gets a push notification and an email. Through the API a reply can be at most 350 characters.

### Is there a character limit for review replies?

On Google Play, the Developer API limits replies to 350 characters. Apple's help pages do not state a limit for App Store responses. Keeping both under 350 characters lets one text work in both stores.

### Should I reply to every review?

Reply to every review that reports a problem, asks a question or makes a specific claim, and to a sample of detailed positive ones. Short ratings with no text have nothing to answer. Never reply to abusive reviews; report them instead.

## Sources

- [Respond to reviews (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/monitor-ratings-and-reviews/respond-to-reviews)
- [Ratings, reviews and responses (Apple Developer)](https://developer.apple.com/app-store/ratings-and-reviews/)
- [App Review Guidelines 5.6.1 (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [View and analyze your app's ratings and reviews (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/138230)
- [Reply to reviews (Google Play Developer API)](https://developers.google.com/android-publisher/reply-to-reviews)

---

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


---

# TestFlight guide: internal and external testing, public links and limits

> TestFlight is Apple's beta testing service in App Store Connect: you can give a build to up to 100 internal testers from your team without review and to up to 10,000 external testers per app by email or public link after a TestFlight review, and each build stays testable for 90 days.

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

## What is TestFlight?

TestFlight is the beta testing part of App Store Connect. You upload a build once, choose who gets it, and testers install it with the free **TestFlight** app on their device. It works for iOS, iPadOS, macOS, tvOS, visionOS and watchOS apps, and it needs the paid Apple Developer Program membership (see [Apple Developer account](https://uptika.app/en/guides/apple-developer-account)).

## What are TestFlight's limits?

| Limit | Value |
|---|---|
| Internal testers | Up to 100 App Store Connect users |
| External testers | Up to 10,000 per app |
| Devices per tester | Up to 30 |
| Builds you can share | Up to 100, several tested at once |
| Build lifetime | 90 days after upload, then unavailable to testers |
| TestFlight review submissions | Up to 6 builds in 24 hours |
| Builds per version in review | One at a time |
| Public link tester cap | Any number from 1 to 10,000 |

## Internal or external testing: which one?

| | Internal testing | External testing |
|---|---|---|
| Who | Your App Store Connect users (Account Holder, Admin, App Manager, Developer, Marketing) | Anyone with an Apple Account |
| How many | 100 | 10,000 per app |
| Review | None | First build needs TestFlight review |
| Invitation | Added to an internal group | Email, CSV import or public link |
| Best for | Daily builds for the team | Real users, beta programs, launch rehearsal |

You must create an internal group before you can create an external one.

## How do you set up internal testing?

1. In App Store Connect open **Apps**, select the app and click the **TestFlight** tab.
2. In the sidebar click **+** next to **Internal Testing**, name the group and click **Create**.
3. Click **Invite Testers** and pick users from your team.
4. Click **Add Builds**, or tick **Enable automatic distribution** so every new Xcode build reaches the group. Builds made by Xcode Cloud must be added to groups by hand.

Internal testers can test every build for 90 days. Builds uploaded as "TestFlight Internal Only" can only go to internal groups, never to external testers or the App Store.

## How do you invite external testers?

1. In the TestFlight tab click **+** next to **External Testing**, name the group and click **Create**.
2. Select the group, click **Add Builds**, choose the platform, version and build.
3. Write **What to Test**, the note testers see; you can add localized versions.
4. Fill in the test information if you have not yet: feedback email, contact details and, if the app has a login, sign-in details for the reviewer.
5. Click **Submit Review**. Once the build is approved, testers are notified automatically if you ticked that option, or you click **Notify Testers** on the build.

The **first build** you submit needs a full review; later builds of the same version might not. Apple does not publish a review time for TestFlight, so leave room in your schedule before a beta launch.

## How do public links work?

A public link lets anyone join without an email invitation. In the external group's **Testers** tab click **Create Public Link** and choose:

- **Open to Anyone**, or **Filter by Criteria**: at least one criterion such as device type and OS version (from, newer than or equal to, older than or equal to, or all supported).
- **Tester Limit**: a number between 1 and 10,000.

Testers who join through a public link appear as anonymous: you see no name or email. When you hit your tester limit, disable the link so people see it is closed.

## Troubleshooting: "No builds available"

Work through this list in order:

1. **Is the build still processing?** Fresh uploads take time before they appear in TestFlight.
2. **Is export compliance answered?** A build missing that answer cannot be tested. Add `ITSAppUsesNonExemptEncryption` to Info.plist to stop the question repeating.
3. **Is the build in the tester's group?** Adding a build to one group does not add it to others.
4. **External: is it approved?** A build waiting for or rejected in beta review is not available.
5. **Has it expired?** Builds become unavailable 90 days after upload.
6. **Does the device qualify?** The device must meet the build's minimum OS version and, for public links, your criteria.
7. **Is the tester signed in with the invited Apple Account?** The TestFlight app shows builds for the account it is signed in with. Managed Apple Accounts in reserved domains cannot test builds.
8. **Is it an internal-only build?** Those never show to external testers.

## What does TestFlight not do?

- Ratings prompts do not appear: StoreKit's review request has no effect in TestFlight builds, so test that flow in development (see [asking for ratings on iOS](https://uptika.app/en/guides/ios-rating-prompt-requestreview)).
- Testers' feedback is private; nothing they say appears on the App Store.
- A TestFlight approval does not guarantee App Store approval; the full App Review still applies at submission.

## Where does TestFlight fit in the release?

Test the exact build you will submit, then submit it from the version page as described in [How to publish an app on the App Store](https://uptika.app/en/guides/publish-app-app-store). For updates, combine a TestFlight round with a [phased release](https://uptika.app/en/guides/phased-release-staged-rollout) so a bug reaches a few users before it reaches all. On Android, the matching tools are Google Play's [testing tracks](https://uptika.app/en/guides/google-play-internal-closed-open-testing).

Uptika's **Daily ping** then shows every morning what moved since the last reading: keyword ranks, category chart positions and new 1–2 star reviews, so a weak build shows up within a day. The [free plan](https://uptika.app/app/#/?signup=1) starts you with daily keyword ranks for one app; the 7-day Growth trial opens the rest.

## Questions

### What is TestFlight and how does it work?

TestFlight lets you send pre-release builds of an iOS, iPadOS, macOS, tvOS, visionOS or watchOS app to testers. You upload a build to App Store Connect, add it to a tester group, and testers install it through the free TestFlight app. They can send feedback and screenshots from inside the app.

### How long does TestFlight external review take?

Apple does not publish a separate time for TestFlight review. What Apple does state: the first build you submit needs a full review, later builds of the same version might not, and you can submit up to six builds for TestFlight review in 24 hours.

### Why does TestFlight say no builds available?

Usually the build is still processing, is waiting for an export compliance answer, was never added to the tester's group, is still in beta review, has expired after 90 days, or the tester's device does not meet the build's minimum OS or the public link's criteria. Check those in that order.

### Is there TestFlight for Android?

Not under that name. Google Play's equivalent is its testing tracks: internal testing for up to 100 testers, closed testing by email list or Google Group, and open testing. See the guide on Google Play testing tracks.

### Do testers need an Apple Developer account?

No. External testers only need an Apple Account and the TestFlight app. Internal testers must be users in your App Store Connect team with the Account Holder, Admin, App Manager, Developer or Marketing role.

## Sources

- [TestFlight (Apple Developer)](https://developer.apple.com/testflight/)
- [TestFlight overview (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/test-a-beta-version/overview-of-testflight)
- [Add internal testers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/test-a-beta-version/add-internal-testers)
- [Invite external testers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/test-a-beta-version/invite-external-testers)

---

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


---

# The App Store keyword field: fill all 100 bytes without waste

> The App Store keyword field is a hidden, comma-separated list of up to 100 bytes per localization, and you fill it without waste by separating terms with commas and no spaces, leaving out every word already in your app name, subtitle or category, keeping only one of singular or plural, and never using other apps' or companies' names.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/app-store-keyword-field

The keyword field is the only App Store text users never see, and it is one of the few fields Apple names as input to search. It holds up to 100 bytes per language. Every byte spent on a space, a repeat or a plural is a search term you lost, so the work is mostly removing waste, then filling the space with words people actually type.

## What are Apple's rules for the keyword field?

Apple's rules come from three official pages. Together they say what to put in and what to leave out.

| Rule | What Apple says | Source |
|---|---|---|
| Length | Up to 100 bytes (the search page says 100 characters) | App Store Connect Help, App Store search |
| Each keyword | Greater than two characters | App Store Connect Help |
| Separator | Commas, no spaces; spaces are fine between words of a phrase, as in `Property,House,Real Estate` | App Store search |
| No repeats | Don't repeat words from your app name, subtitle or category; the app is already searchable by app name and company name | App Store search, App Store Connect Help |
| Plurals | Don't add plurals of words you already have: "climbs" and "climb" are duplicates | App Store search |
| Leave out | Generic terms like "app" or "game", filler words like "the" and "to", special characters, irrelevant terms | App Store search |
| Names | Names of other apps or companies aren't allowed; no unauthorized trademarks, celebrity names or competing app names | App Store Connect Help, App Store search, guideline 2.3.7 |

Your primary and optional secondary category are indexed too, which is why their words are wasted in the field. You edit the keywords on the version page in App Store Connect: in **Apps**, pick the app, open the platform version in the sidebar, and choose the language from the menu at the top right.

## How do bytes change the count?

In UTF-8 each English letter, digit and comma is 1 byte, but ç, ğ, ı, ö, ş, ü, ä, ß and accented letters such as é are 2 bytes. A Turkish or German field therefore fits fewer than 100 letters. For example, `planlayıcı,hatırlatıcı,ajanda,motivasyon,su içme,uyku,meditasyon,egzersiz,yapılacaklar,sabah` is 92 characters but 99 bytes. The full table with German and Turkish examples is in [App Store and Google Play character limits](https://uptika.app/en/guides/app-store-character-limits).

## What does a wasted field look like? A before and after

Take an invented habit tracker. Its app name is "Fitly: Habit Tracker", its subtitle is "Daily routines and streaks", and its category is Health & Fitness.

**Before** (100 characters, 100 bytes, full but almost empty of new words):

`habit tracker, habits, daily, routine, routines, health, fitness, streak, goals, best habit app, app`

| Problem | Words | Why it wastes bytes |
|---|---|---|
| Spaces after commas | 10 spaces | Apple asks for no spaces; 10 bytes gone |
| Already in the name | habit tracker, habits | The name is already indexed; "habits" is a plural of "habit" |
| Already in the subtitle | daily, routine, routines, streak | Subtitle words; "routine" and "streak" are singular forms of subtitle words |
| Already in the category | health, fitness | The category is indexed |
| Generic or a claim | app, best habit app | Apple lists "app" as too generic; "best" is the kind of claim guideline 2.3.7 warns about |
| New and useful | goals | The only term that adds coverage |

**After** (95 characters, 95 bytes, 13 new terms):

`planner,reminder,goal,journal,mood,self care,discipline,checklist,todo,morning,water,sleep,calm`

Nothing repeats the name, subtitle or category, every comma has no space, each term is longer than two characters, and 5 bytes are left for one more short word after the next round of research.

## How do I dedupe against the name, subtitle and category?

Run this check every time you edit any of the three indexed text fields, not only the keyword field.

1. Write the name, subtitle and category name in one line and split it into words.
2. Split the keyword field at the commas, then each phrase at its spaces.
3. Delete any keyword word that appears in step 1, including its plural or singular form.
4. Delete generic words ("app", "game"), filler words ("the", "and", "for") and any word of two characters or fewer.
5. Delete every space after a comma.
6. Count the bytes, not the characters. Fill what is left with the next most relevant term from your research.

Apple does not document how words from different fields combine into longer searches. Many developers write single words rather than phrases on the assumption that they do, which saves bytes; treat that as common practice, and check it against your own rank data.

## Singular or plural?

Keep one. Apple's own example calls "climbs" and "climb" duplicates, so adding both spends bytes for nothing. Choose the form your users type more often; [keyword research](https://uptika.app/en/guides/app-keyword-research) or the store's autocomplete shows which. Apple's examples are English; it does not say how it treats suffixes in languages such as Turkish, where one word can take many endings, so the safe default there is also one form per word.

## Can I add competitor names?

No. App Store Connect Help states that names of other apps or companies aren't allowed in the field. Apple's search page lists competing app names, unauthorized trademarks and celebrity names among the terms to avoid. Guideline 2.3.7 of the App Review Guidelines asks you not to pack metadata with trademarked terms or popular app names and adds that Apple may modify inappropriate keywords at any time. Tracking a rival's brand search is fine; putting it in your field is not.

## Can I use a second language's keyword field in the same storefront?

Apple's App Store localizations table gives each storefront a default language and additional supported languages. Some examples from that table:

| Storefront | Default language | Additional supported languages |
|---|---|---|
| Türkiye | English (U.K.) | Turkish |
| Germany | German | English (U.K.) |
| France | French | English (U.K.) |
| Brazil | Portuguese (Brazil) | English (U.K.) |
| Mexico | Spanish (Mexico) | English (U.K.) |
| United States | English (US) | Arabic, Chinese (Simplified and Traditional), French, Korean, Portuguese (Brazil), Russian, Spanish (Mexico), Vietnamese |

Many developers fill the keyword field of both languages for a storefront, for example Turkish and English (U.K.) for the Turkish store, to get two fields of 100 bytes. Be clear about the evidence: Apple's page lists them as the default and additional supported languages of each storefront and does not say they are indexed for search there. It is a widely used practice, not an Apple rule, so check the effect with rank data before you rely on it. Two more cautions: the English (U.K.) localization is also the default listing of the UK storefront and a supported language in many others, so its name and subtitle must stay real English; and the keyword rules above apply to each language separately. The full list is in the [App Store localization languages table](https://uptika.app/en/guides/app-store-localization-languages).

## Do custom product pages have their own keywords?

They use yours. Apple lets you assign keywords from your latest approved app version to a custom product page, and suggests a unique set for each page so the most relevant page appears. The page shows in search only after it is approved and set to visible. See [custom product pages](https://uptika.app/en/guides/custom-product-pages).

## How often should I change the keyword field?

Apple gives no official rule. We also found no official sentence that the field can only change with a new app version, although App Store Connect shows it on the version page and developers commonly report that changes ship with a version. A sensible rhythm: change it when data gives you a reason, change a few terms at a time, and read daily ranks over weeks rather than days, as described in [keyword rank tracking](https://uptika.app/en/guides/keyword-rank-tracking). The promotional text, which you can change any time, does not help here: Apple says it does not affect search ranking ([promotional text vs description](https://uptika.app/en/guides/promotional-text-vs-description)).

## How can Uptika help?

Paste your name, subtitle and keywords into the free [Metadata Linter](https://uptika.app/en/tools/metadata-linter): it counts the keyword field in bytes and flags words repeated from the name or subtitle, singular/plural pairs and brand risks. To check a term's popularity and difficulty in up to 10 countries, use the free [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas). In the panel, the free "Keyword field" packer fills the 100 bytes by popularity without repeats, and [Keyword radar](https://uptika.app/en/product/keyword-radar) records your rank, popularity and difficulty for each keyword every day, so you can see whether a change worked. [Create a free account](https://uptika.app/app/#/?signup=1); no card needed.

## Questions

### What is the App Store keywords character limit?

App Store Connect Help says up to 100 bytes; Apple's App Store search page says 100 characters. In English the two are equal. Letters such as ç, ş, ü, ä or é take 2 bytes each, so a Turkish or German field holds fewer than 100 letters.

### Should I use spaces after commas in App Store keywords?

No. Apple asks for terms separated by commas with no spaces. A space inside a phrase such as "real estate" is fine; a space after a comma only costs a byte.

### Should keywords repeat the app name?

No. Apple says your app is already searchable by its app name and company name, and its search page asks you not to repeat words from the app name, subtitle or category. Use those bytes for new words.

### Can I use competitor names in keywords?

No. App Store Connect Help says names of other apps or companies are not allowed, Apple's search page lists competing app names and unauthorized trademarks as terms to avoid, and guideline 2.3.7 says Apple may modify inappropriate keywords at any time.

### How often should I change App Store keywords?

Apple gives no official rule. Change the field when you have a reason, such as a word that does not rank after several weeks or a new feature, and give each change time to settle before you judge it from daily rank data.

## Sources

- [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/)
- [App Store localizations (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-store-localizations)
- [App Review Guidelines (Apple Developer)](https://developer.apple.com/app-store/review/guidelines/)
- [Configure multiple product page versions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-custom-product-pages/configure-multiple-product-page-versions)

## Free tools

- [Metadata Linter](https://uptika.app/en/tools/metadata-linter): Paste your store text: limits, repeats, singular/plural waste and policy risks, instantly, in your browser.
- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.

---

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


---

# What is App Store Connect? Sections, roles and API keys

> App Store Connect is Apple's web panel (with a companion iPhone app) where members of the Apple Developer Program create app records, upload and test builds with TestFlight, write the App Store product page, submit for review, read analytics and sales, manage agreements and payments, and give team members roles.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/what-is-app-store-connect

## What is App Store Connect?

App Store Connect is where an app becomes an App Store product. Xcode builds the app; App Store Connect holds everything around it: the app record, builds, beta testing, the product page in every language, prices, review submissions, ratings and reviews, analytics, payments and the team's access. You get it with an [Apple Developer Program membership](https://uptika.app/en/guides/apple-developer-account).

## What are the main sections?

| Section | What you do there |
|---|---|
| Apps | One record per app: versions, product page text, screenshots, App Privacy, pricing and availability, in-app purchases and subscriptions, custom product pages, in-app events, ratings and reviews |
| TestFlight (inside each app) | Builds, internal and external tester groups, public links, beta review |
| App Review | Draft and sent submissions, messages from App Review |
| Analytics | Traffic sources to the product page, conversion rate (product page views to downloads), sessions, proceeds per paying user, peer comparison, product page test results |
| Sales and Trends | Next-day units, proceeds, sales and pre-orders by app, country and period |
| Payments and Financial Reports | Final payments based on settled transactions, on Apple’s fiscal calendar |
| Business | Agreements, tax and banking, compliance (including the EU trader status) |
| Users and Access | Team members, roles, app access, sandbox testers, API keys under Integrations |

Inside an app record, the left sidebar holds the platform version (for example iOS App 1.2), **App Information**, **Pricing and Availability**, **App Privacy**, **Ratings and Reviews**, and the monetization and featuring pages. The version page is where you attach a build, write What's New, choose the release option and turn on phased release.

## Which roles exist and who should get which?

| Role | Can do | Give it to |
|---|---|---|
| Account Holder | The enrolling person; the only one who signs legal agreements, renews membership and requests API access | The founder or legal owner, one person |
| Admin | Most of the Account Holder's powers, all apps, manages users | A co-founder or technical lead |
| App Manager | Everything about an app: pricing, product page, builds, submissions | A product owner |
| Developer | Development and delivery of builds | Engineers |
| Marketing | Marketing materials and artwork; Apple contacts this role about featuring | Marketing lead |
| Finance | Financial reports, tax forms, payments, sales and analytics | Accounting |
| Sales | Sales, downloads and analytics | Analysts |
| Customer Support | Reads and replies to customer reviews | Support team |

App access can be limited to chosen apps for most roles; Account Holder, Admin, Finance and users with access to reports always see all apps. Internal TestFlight testers must be users with the Account Holder, Admin, App Manager, Developer or Marketing role.

## What is an App Store Connect API key?

An API key lets software act on App Store Connect for you: upload metadata, read sales or analytics reports, manage TestFlight, reply to reviews. It signs short-lived JSON Web Tokens (JWT).

- **Team key**: created by an Admin under **Users and Access, Integrations, App Store Connect API**, with a role you choose. It reaches all apps.
- **Individual key**: created from a user's profile, carrying that user's access.
- The private key (.p8) downloads **once**; Apple does not keep a copy. Never commit it to a repository or put it in client code, and revoke it immediately if it leaks.

Give tools the narrowest role that works: a reporting tool needs a reporting role, not Admin.

## How does it compare with Google Play Console?

Play Console is Google's equivalent, with different names: tracks instead of TestFlight groups, App content instead of App Privacy and age rating pages, Publishing overview instead of the App Review section. See [What is Google Play Console?](https://uptika.app/en/guides/what-is-google-play-console).

## Where to go next

- The whole submission path: [How to publish an app on the App Store](https://uptika.app/en/guides/publish-app-app-store).
- Beta testing: the [TestFlight guide](https://uptika.app/en/guides/testflight-guide).
- Rolling out updates gradually: [phased release and staged rollout](https://uptika.app/en/guides/phased-release-staged-rollout).

Uptika can read App Store Connect for you: connect it with an API key in **Integrations** and Uptika pulls your reviews with your own replies, lets you answer them from the panel after an explicit confirmation, and on paid plans shows downloads and conversion next to your keyword ranks, without exporting reports by hand. The public data (ranks, rivals, store pages) works without any key. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What is App Store Connect?

It is the panel at appstoreconnect.apple.com where you manage everything about apps you distribute through Apple: app records, builds, TestFlight, product pages, review submissions, pricing, analytics, payments and team access.

### How do I create an App Store Connect account?

Enroll in the Apple Developer Program (99 USD per membership year). The Apple Account you enroll with becomes the Account Holder and can sign in to App Store Connect. Other people get access when you invite them as users.

### What is an App Store Connect API key?

A key you generate under Users and Access, Integrations, App Store Connect API. It signs JSON Web Tokens so scripts and tools can call the App Store Connect API. Team keys have a role and see all apps; individual keys carry one user's access. The private key downloads once and Apple keeps no copy.

### What is App Store Connect on iPhone?

Apple also offers App Store Connect for iPhone and iPad, a companion app that signs in to the same account so you can follow your apps away from a computer. The full set of tasks, such as creating app records and editing the product page, is on the web panel.

## Sources

- [Role permissions (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/account-management/role-permissions)
- [Add a new app (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/create-an-app-record/add-a-new-app)
- [Overview of submitting for review (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-submissions-to-app-review/overview-of-submitting-for-review)
- [Overview of reporting tools (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/measure-app-performance/overview-of-reporting-tools)
- [Add internal testers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/test-a-beta-version/add-internal-testers)
- [Creating API keys for App Store Connect API (Apple Developer Documentation)](https://developer.apple.com/documentation/appstoreconnectapi/creating-api-keys-for-app-store-connect-api)

---

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


---

# What is Google Play Console? What to fill in on day one

> Google Play Console is Google's web panel (with a companion mobile app) where developers create Android apps on Google Play, upload releases to testing and production tracks, complete the App content declarations, write the store listing, read ratings, reviews, statistics and Android vitals, and manage users and payments; access requires a 25 USD one-time developer account.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/what-is-google-play-console

## What is Google Play Console?

Google Play Console is the control room for an Android app on Google Play. Your build tools produce the App Bundle; Play Console turns it into a store product: the app entry, releases on testing and production tracks, the store listing, the policy declarations Google reviews, ratings and reviews, statistics, Android vitals, and who in your team can do what. You get it with a [Google Play developer account](https://uptika.app/en/guides/google-play-developer-account) (25 USD, one time).

## What are the main sections?

Inside an app, the left menu groups the work like this (names as in Play Console today):

| Section | What you do there |
|---|---|
| Dashboard | The setup checklist for a new app, the testing requirement for new personal accounts, Apply for production |
| Test and release | Production, testing tracks (internal, closed, open), pre-registration, app bundles and signing |
| Monitor and improve | Android vitals (crashes, ANRs), Ratings and reviews, policy status, and Policy and programs with App content |
| Grow users | Store presence (main store listing, custom store listings, store settings, listing experiments), promotional content |
| Monetize with Play | Products (in-app products, subscriptions), payments |
| Publishing overview | Which changes are in review, ready to publish, or not yet sent; managed publishing |

At account level (outside any app) you find **Users and permissions**, **Payments profile**, account details and developer page settings.

## What should you fill in on day one?

After **Create app** (name, default language, app or game, free or paid, contact email, declarations), the Dashboard lists the setup tasks. Do them in this order:

1. **App content** (Monitor and improve, Policy and programs, App content): the declarations listed below.
2. **Store settings**: category, tags, contact details.
3. **Main store listing**: name (30 characters), short description (80), full description (4,000), icon, feature graphic, screenshots.
4. **A testing release**: internal testing first; closed testing if your account must meet the 12-tester rule.
5. **Payments profile**, if you will sell anything.

The App content declarations Google reviews:

- Privacy policy URL.
- App access: login credentials and instructions for reviewers if anything is behind a login.
- Ads: whether the app contains ads.
- Content rating questionnaire.
- Target audience and content.
- Data safety form: what data is collected and shared, and why. Every published app completes it.
- Permission declarations for high-risk permissions, and category declarations (financial features, health and others) when they apply.

The step-by-step path to a live app is in [How to publish an app on Google Play](https://uptika.app/en/guides/publish-app-google-play), and the testing tracks are compared in [internal vs closed vs open testing](https://uptika.app/en/guides/google-play-internal-closed-open-testing).

## How do users and permissions work?

- The **account owner** is the first registered account: full access, and the only one who can link a payments profile.
- **Admins** have all permissions and can invite others.
- **Users** get permissions for all apps (account level) or specific apps (app level), for example releasing to testing tracks only, or replying to reviews only.
- Invitations expire after **30 days**, and you can set an access expiry date for contractors.

Invite each person with their own Google Account; never share the owner's login.

## How does API access work?

Software reaches Play Console through the **Google Play Developer API**: uploading releases from a build pipeline, reading and replying to reviews, managing subscriptions and orders. Google's current setup:

1. Create a project in Google Cloud Console.
2. Enable the Google Play Developer API in it.
3. Create a **service account** and a key for it.
4. In Play Console, open **Users and permissions**, invite the service account's email, and grant only the permissions it needs.

Google notes you no longer need to link the developer account to a Google Cloud project to use the API. Treat the service account key like a password: keep it out of code repositories.

## How does it compare with App Store Connect?

App Store Connect is Apple's equivalent. TestFlight groups map to testing tracks, App Privacy and age rating map to App content, and Apple's App Review section maps to Publishing overview. See [What is App Store Connect?](https://uptika.app/en/guides/what-is-app-store-connect).

## Connect Play Console to Uptika

Uptika reads Google Play's public data without any key: your ranks per keyword and country, rivals' store pages and category charts. With a Play service account added in **Integrations**, it also pulls your reviews (replies are sent only after you confirm) and, on paid plans, installs and store listing conversion next to your keyword ranks. Start on the [free plan](https://uptika.app/app/#/?signup=1).

## Questions

### What is Google Play Console?

It is the panel at play.google.com/console where you publish and manage Android apps and games on Google Play: releases and testing tracks, store listings, policy declarations, ratings and reviews, statistics, quality data and payments.

### How do I log in to Google Play Console?

Go to play.google.com/console and sign in with the Google Account that owns the developer account or that was invited to it. Invited users must sign in with the exact email address the invitation was sent to.

### What is Google Play Console API access?

Access for software to the Google Play Developer API, used to upload releases, read and reply to reviews, or manage purchases. You create a service account in a Google Cloud project, enable the Google Play Developer API, then invite the service account in Play Console under Users and permissions with only the permissions it needs.

### Is Google Play Console free?

Using it is free once you have a developer account, which costs a one-time 25 USD registration fee. Invited users do not pay the fee.

## Sources

- [Get started with Play Console (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/6112435)
- [Create and set up your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859152)
- [Prepare your app for review: App content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9859455)
- [Provide information for Google Play's Data safety section (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/10787469)
- [Add developer account users and manage permissions (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844686)
- [Getting started: Google Play Developer API (Google for Developers)](https://developers.google.com/android-publisher/getting_started)

---

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


---

# Which countries should you localize your app for first?

> Localize first for the countries that already send you downloads without a page in their language, rank the rest with a simple score of your own download signal, search demand, competition and revenue, and test each new country with the name, subtitle and keyword fields before paying for a full translation.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/which-countries-to-localize-first

## Which countries should I localize for first?

Start with countries that already send you downloads although your listing is not in their language. That demand is proven, and a local page can only help it. Rank every other candidate with a short score built from your own data and from search readings in each storefront, then test the winner cheaply before translating everything.

This method avoids two common traps: picking countries from someone else's market-size chart, and translating a whole listing into a language where nobody searches for what your app does.

## Which signals belong in the score?

Use five signals, each scored 1 to 5. Every one comes from data you can check yourself; none needs a market-size estimate.

| Signal | Where to read it | Scores 5 when | Weight |
|---|---|---|---|
| Existing signal | Your downloads and store visitors by country in App Store Connect and Play Console | The country already sends steady downloads without a local page | 3 |
| Search demand | Store autocomplete in that storefront; a popularity reading of your core terms | Your core terms are suggested early and often in that language | 2 |
| Competition | Difficulty of your core terms there: rating counts and titles of the top 10 | The top results are weak or off-topic | 2 |
| Revenue power | Your own proceeds per country, if you have them; otherwise how your price tier converts there | Paying users already come from it | 2 |
| Reach | Apple's storefront and language table; Google Play language settings | One localization serves several storefronts | 1 |

`priority = (3 × signal + 2 × demand + 2 × competition + 2 × revenue + 1 × reach) ÷ 10`

The result is between 1 and 5. Competition is scored inverted: easy markets score high.

## A worked template

The numbers below are invented to show the arithmetic; replace them with your own readings.

| Candidate | Signal | Demand | Competition | Revenue | Reach | Priority |
|---|---|---|---|---|---|---|
| Country A | 4 | 3 | 3 | 3 | 5 | 3.5 |
| Country B | 2 | 5 | 2 | 4 | 2 | 3.0 |
| Country C | 1 | 4 | 4 | 2 | 1 | 2.4 |

Country A wins even though Country B has more demand: A already downloads the app, and its language reaches more storefronts. In practice, test the top one or two and keep the rest on a watch list.

## How does one localization reach several storefronts?

On the App Store, a localization is used in every storefront that supports its language. Apple's help says people can search for your app with localized keywords in all countries where the App Store supports that language. Apple's table shows how wide that can be:

- **Spanish (Mexico)** is the default in Mexico and most of Latin America, and an additional language in the United States.
- **French** appears in 32 storefronts, from France and Belgium to much of Africa; **French (Canada)** only in Canada.
- **Portuguese (Brazil)** covers Brazil and is additional in the United States.
- **English (U.K.)** appears in 172 of 175 storefronts.

On Google Play, translations follow the user's language preference, and custom store listings can target countries. The full storefront list is in the [App Store storefront and language table](https://uptika.app/en/guides/app-store-localization-languages).

## How do I test a country before a full translation?

Test with the fields that carry search, then expand only if the numbers move.

1. **Localize the searchable fields first.** On the App Store: name, subtitle and keyword field. On Google Play: title and short description.
2. **Localize the first three screenshot captions.** Apple says search results can show up to three screenshots or previews.
3. **Release and wait for review.** On the App Store, name and subtitle changes go out with a new version.
4. **Track for about four weeks.** Daily ranks for the local terms in that storefront, and downloads from that country.
5. **Decide.** If ranks and downloads rise, localize the rest: full description, all screenshots, in-app purchase names, What's New. If nothing moves, check the keyword choice before giving up on the country.

Two shortcuts, with care:

- **Google Play custom store listings** can target one country, so you can test a local listing without changing the main one. Google notes that custom store listings do not include automated translations.
- **Play Console's free machine translation** covers 10 languages (Arabic, French, German, Indonesian, Italian, Japanese, Portuguese (Brazil), Spanish (Latin America), Spanish (Spain), Thai). Google says it is not reviewed by humans, so have the result checked before relying on it.

## What are the common mistakes?

- Choosing countries from a list of "biggest markets" instead of your own downloads.
- Translating the description first while the name, subtitle and keywords stay in English.
- Judging a test after a few days; text changes need review and then time to settle.
- Forgetting that an App Store localization shows in every storefront that supports its language.
- Counting characters instead of bytes; accented letters take 2 bytes in the 100-byte keyword field.

## How does Uptika help?

Score demand and competition for free with [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): one term in up to 10 countries on both stores, with popularity, difficulty and the top 3 apps in each market. On the Starter plan, **New markets** lists countries that already send you installs or store visitors where your listing has no page in their language, sized by your own installs rather than a guessed market size, and reads the store's autocomplete there in one click. The readings are explained in [Uptika methodology](https://uptika.app/en/guides/methodology), and localization itself in [app store localization](https://uptika.app/en/guides/app-store-localization). [Create a free account](https://uptika.app/app/#/?signup=1) to start.

## Questions

### Which languages should I localize my app into first?

Start with the languages of countries that already download your app without a localized page; that demand is proven. Then score the other candidates on search demand, competition, your revenue there and how many storefronts one localization reaches. On the App Store, one localization such as Spanish (Mexico) can serve several storefronts.

### Which App Store countries have the most downloads?

Apple does not publish download totals per country, so any ranking you read elsewhere is an estimate. For your decision, your own downloads by country in App Store Connect and Play Console are the reliable signal, together with search demand measured in each storefront.

### Is it worth localizing a small app?

Often yes, if you start small. Localizing only the name, subtitle and keyword field (or title and short description on Google Play) for one language costs little and shows within weeks whether ranks and downloads move. Expand only where they do.

### How do I test a new country before translating everything?

Localize the searchable fields and the first three screenshot captions, release, then track ranks for local terms in that storefront and downloads from that country for about four weeks. On Google Play, a custom store listing targeted at one country is another way to test without touching the main listing.

## Sources

- [App Store localizations (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/reference/app-information/app-store-localizations)
- [Localize app information (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-app-information/localize-app-information)
- [App Store search (Apple Developer)](https://developer.apple.com/app-store/search/)
- [Translate and localize your app (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9844778)
- [Create custom store listings (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/9867158)

## Free tools

- [Keyword Atlas](https://uptika.app/en/tools/keyword-atlas): Measures one search term in up to 10 countries on both stores: popularity, difficulty and each market's top 3 apps in one table.
- [Chart Movers](https://uptika.app/en/tools/chart-movers): Daily: a category's top 10 in a country, the climbers, new entrants and apps launched in the last 90 days.

---

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


---

# Win-back offers: bring lapsed subscribers back

> A win-back offer is an App Store subscription discount for people whose subscription has lapsed, defined per subscription product with rules for minimum paid time and 1 to 24 months since they left; you can have up to 350 per subscription and 5 live per storefront, and Apple can show them on your product page, in Manage Subscriptions and inside your app.

Uptika team · Published: 2026-11-05 · Last updated: 2026-11-05 · https://uptika.app/en/guides/win-back-offers

## What are the limits?

| Rule | Value |
|---|---|
| Offers per subscription | Up to 350 |
| Live at once | 5 per storefront, per subscription |
| Minimum length | 3 days |
| Earliest start | One day after today |
| Offer types | Free, Pay as you go, Pay up front |
| Priority | Normal (default) or High |
| Scope | Per subscription product, not per group |

People can only be eligible for their **most recently lapsed product in each group**. If you want to reach people who left different plans, create a separate win-back offer for each product.

## How does eligibility work?

You define three rules:

1. **Minimum paid duration:** how long the person paid before leaving, from 1 to 24 months, or 3, 4 or 5 years. Use it to reach people who already found value.
2. **Time since last subscribed:** a lapse window with both a minimum and a maximum between 1 and 24 months. Example: 5 to 11 months shows the offer only to people who left 5 to 11 months ago.
3. **Wait between offers (optional):** 2 to 24 months before the same person can redeem this offer again.

A useful pattern is two offers for different windows: a smaller discount for people who left 1–3 months ago, and a stronger one for people who left 6–12 months ago.

## Where do people see them?

| Placement | Requires |
|---|---|
| Manage Subscriptions page | iOS and iPadOS 14.3, macOS 14 or later |
| Inside your app, via a StoreKit message | iOS and iPadOS 18, macOS 15 or later |
| Your App Store product page, if promoted | iOS and iPadOS 18, macOS 15 or later |
| Editorial selections and personalized recommendations, if promoted | iOS and iPadOS 18, macOS 15 or later |

Every offer also gets a **redemption URL** you can share, for example in an email to former subscribers. Copy it from the subscription's **Redemption URL** section.

## How do I create one, step by step?

Required role: Account Holder, Admin, App Manager or Marketing.

1. In **Apps**, select your app and click **Subscriptions** in the sidebar.
2. Choose the group and click the subscription.
3. In **Subscription Prices**, click the add button (+) and choose **Create Win-Back Offer**.
4. Enter a **reference name** and an **offer identifier**. Neither can be changed later; the identifier appears in Sales and Trends and StoreKit transactions.
5. Set the **date range** (at least 3 days).
6. Choose **Normal Priority** or **High Priority**. High tells the App Store which offers matter most to your business when it ranks offers in win-back sheets, Manage Subscriptions and promotions.
7. Set the eligibility rules: minimum paid duration, time since last subscribed, and optionally wait between offers.
8. Choose countries or regions, click **Next**.
9. Choose the type, duration and price, click **Next**, review the prices for the 175 storefronts, then **Confirm**.

## How do I promote it on the App Store?

1. In the subscription's page, scroll to **Promote on the App Store** and click **Promote Offer**, then **Promote**.
2. You need an **approved subscription image** (not the app icon or a screenshot).

A promoted win-back offer **replaces any in-app purchase promotions in the same storefront**, so decide which matters more in that market.

## What can I edit later?

Before the offer goes live you can change almost everything: reference name, identifier, countries, price, dates, eligibility, priority and promotion. Once live, only countries, dates, eligibility, priority and promotion can change. You can delete an offer at any time; people who open its link then see that the offer is no longer available.

## How do win-back offers fit with the other offers?

- **Promotional offers** also reach lapsed subscribers, but only inside your app. Win-back offers can reach people who no longer open it.
- **Offer codes** with "Expired subscribers" eligibility are the option for channels outside the App Store, such as email or partners.
- **Introductory offers** are only for people new to the group.

The full comparison is in [App Store subscription offers](https://uptika.app/en/guides/app-store-subscription-offers), and codes in [How to create App Store offer codes](https://uptika.app/en/guides/app-store-offer-codes).

## What about Google Play?

Google Play does not have a "win-back" offer type. Two tools cover the job: a **subscription offer with developer-determined eligibility**, where your app decides who qualifies, and **promotional content** on Google Play that can target lapsed users (no open in 28 days) or churned users (uninstalled). See [Google Play subscriptions: base plans and offers](https://uptika.app/en/guides/google-play-subscription-offers).

## How does Uptika help?

Uptika does not see your subscriber data. It shows what happens on the store around your offers: the Rival log records competitors' price and listing changes, and the Daily ping summarizes rank and rating changes each morning. The Free plan tracks one app in one storefront: [start free](https://uptika.app/app/#/?signup=1).

## Questions

### What are App Store win-back offers?

Special subscription offers for lapsed subscribers, set up in App Store Connect per subscription product. They can be free, pay as you go or pay up front, and Apple can show them to eligible people on the App Store, in Manage Subscriptions and inside your app.

### Who is eligible for a win-back offer?

People who match your rules: a minimum paid duration (1 to 24 months, or 3, 4 or 5 years), a lapse window between 1 and 24 months, and optionally a wait of 2 to 24 months before redeeming the same offer again. People are eligible only for their most recently lapsed product in each subscription group.

### Where do win-back offers appear?

On the Manage Subscriptions page (iOS and iPadOS 14.3, macOS 14 or later), inside your app through a StoreKit message (iOS and iPadOS 18, macOS 15 or later), and, if you promote the offer, on your product page and in editorial and personalized spots on the App Store (iOS and iPadOS 18, macOS 15 or later).

### Does Google Play have win-back offers?

Google Play has no offer type with that name, but you can build the same thing: a developer-determined subscription offer shown to lapsed users in your app, or promotional content on Google Play targeted at lapsed or churned users.

## Sources

- [Set up win-back offers (App Store Connect Help)](https://developer.apple.com/help/app-store-connect/manage-subscriptions/set-up-win-back-offers)
- [Auto-renewable subscriptions (Apple Developer)](https://developer.apple.com/app-store/subscriptions/)
- [Understanding subscriptions (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12154973)
- [Create promotional content (Play Console Help)](https://support.google.com/googleplay/android-developer/answer/12932541)

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