An ASO audit is a list of yes-or-no checks on your store listing: the words, the pictures, the rating, and how fresh it is. Below are 30 checks you can do in about 30 minutes with nothing but the store app and a notepad. Each failed check comes with the fix.
- Definition
- ASO audit: a structured review of an app's store listing against what the stores index and what shoppers respond to, ending in a ranked list of fixes.
Before you start (2 minutes)
- Open the store app, set the country you care about, and search for your main job. Find your app in the results. That is the view you audit.
- Open the top three results for the same search in other tabs. You will compare against them.
- Open App Store Connect or Play Console in a browser for impressions, installs and reviews.
The 30 checks
Name and second line
Name contains the one search people use most for apps like yours
Rewrite as Brand: job + top search
Name uses at least 24 of 30 characters
Add the second job word
Name is not brand-only
Add what the app does after a colon
Subtitle / short description has 2 to 3 real searches, no slogan
Replace the slogan with three jobs
No word repeats across name, subtitle and keywords (App Store)
Cut the repeat, add a new word
No competitor names, prices, 'best', '#1', emoji, ALL CAPS
Remove; both stores reject these
| Check | If it fails |
|---|---|
| Name contains the one search people use most for apps like yours | Rewrite as Brand: job + top search |
| Name uses at least 24 of 30 characters | Add the second job word |
| Name is not brand-only | Add what the app does after a colon |
| Subtitle / short description has 2 to 3 real searches, no slogan | Replace the slogan with three jobs |
| No word repeats across name, subtitle and keywords (App Store) | Cut the repeat, add a new word |
| No competitor names, prices, 'best', '#1', emoji, ALL CAPS | Remove; both stores reject these |
Keywords
Keyword field is full (App Store): single words, commas, no spaces
Fill to 100 characters
No plurals, app name or category in the keyword field
Replace with new words
Play description uses each target keyword in a real sentence, early
Rewrite the first two paragraphs
You track 10 to 20 searches with your rank and a competitor's
Start the sheet
You rank top 10 for at least 3 of your searches
Pick narrower searches you can win
Every keyword gap vs your 5 competitors is known
List the gaps; add the easy ones
| Check | If it fails |
|---|---|
| Keyword field is full (App Store): single words, commas, no spaces | Fill to 100 characters |
| No plurals, app name or category in the keyword field | Replace with new words |
| Play description uses each target keyword in a real sentence, early | Rewrite the first two paragraphs |
| You track 10 to 20 searches with your rank and a competitor's | Start the sheet |
| You rank top 10 for at least 3 of your searches | Pick narrower searches you can win |
| Every keyword gap vs your 5 competitors is known | List the gaps; add the easy ones |
Screenshots and icon
Screenshot 1 shows the result, not the home screen
Reorder
Screenshots 1 to 3 each have a 4 to 6 word benefit caption
Write captions
Captions are readable at thumbnail size
Bigger text, fewer words
You use the maximum count (10 App Store, 8 Play)
Add screenshots of real features
Icon is one shape, no text, clear at 60 px
Simplify
Icon is different from the top 5 for your search
Change the colour or shape
Video (if any) shows the app working in the first 2 seconds
Cut the logo intro
Play feature graphic uploaded (1024×500)
Add it, or the video won't show
| Check | If it fails |
|---|---|
| Screenshot 1 shows the result, not the home screen | Reorder |
| Screenshots 1 to 3 each have a 4 to 6 word benefit caption | Write captions |
| Captions are readable at thumbnail size | Bigger text, fewer words |
| You use the maximum count (10 App Store, 8 Play) | Add screenshots of real features |
| Icon is one shape, no text, clear at 60 px | Simplify |
| Icon is different from the top 5 for your search | Change the colour or shape |
| Video (if any) shows the app working in the first 2 seconds | Cut the logo intro |
| Play feature graphic uploaded (1024×500) | Add it, or the video won't show |
Ratings and reviews
Rating is 4.3 or above
Fix the top complaint, then ask for ratings
You ask for ratings after a success moment with the native prompt
Add the prompt
Every 1 to 3 star review from the last 90 days has a reply
Reply with a fix or workaround
The most common complaint in the last 90 days is fixed or scheduled
Put it at the top of the backlog
| Check | If it fails |
|---|---|
| Rating is 4.3 or above | Fix the top complaint, then ask for ratings |
| You ask for ratings after a success moment with the native prompt | Add the prompt |
| Every 1 to 3 star review from the last 90 days has a reply | Reply with a fix or workaround |
| The most common complaint in the last 90 days is fixed or scheduled | Put it at the top of the backlog |
Description and freshness
First two lines of the description say what the app does and for whom
Rewrite the opening
Description has no keyword lists, testimonials without names, or claims
Clean it; Play policy
Last update was within 90 days with real release notes
Ship something
Listing is localised for each country that sends you users
Add the top 2 storefronts
Category is the one shoppers would look in
Change it
Developer name is consistent across stores
Align it
| Check | If it fails |
|---|---|
| First two lines of the description say what the app does and for whom | Rewrite the opening |
| Description has no keyword lists, testimonials without names, or claims | Clean it; Play policy |
| Last update was within 90 days with real release notes | Ship something |
| Listing is localised for each country that sends you users | Add the top 2 storefronts |
| Category is the one shoppers would look in | Change it |
| Developer name is consistent across stores | Align it |
Scoring yourself
0 to 14
What it means: The words are the problem; the store can't match you
Do first: Name, second line, keyword field or description
15 to 24
What it means: You are found but not chosen
Do first: First three screenshots, icon, rating
25 to 30
What it means: Polishing
Do first: Keyword gaps, new storefronts, video
| Passes | What it means | Do first |
|---|---|---|
| 0 to 14 | The words are the problem; the store can't match you | Name, second line, keyword field or description |
| 15 to 24 | You are found but not chosen | First three screenshots, icon, rating |
| 25 to 30 | Polishing | Keyword gaps, new storefronts, video |
How often to repeat
- After every major release, because the screenshots and description usually need to change with it.
- Once a quarter regardless, because competitors change their names and the stores change what they show.
- Whenever installs drop for two weeks in a row without a reason you know.
For the thinking behind each group of checks, the ASO from zero series covers the words, keywords, and screenshots and ratings in depth.
Sources
Questions people ask
How often should I audit my app listing?
After every big release, and at least once a quarter. Competitors change their listings, and the stores change what they show, so a listing that worked in January can slip by June.
What is the single most important check?
Whether your title contains the one search people most often use to find apps like yours. If it does not, fix that first; it carries more weight than everything else combined.
Can a tool do this audit for me?
Yes. Growdone runs these checks on any App Store or Google Play link in about a minute, scores them, and writes the fixes. The checklist here is the same logic, done by hand.