App Store Optimization
Terminology | Glossary

Everything you need to know for App Store & Google Play success and beyond.




    P App Store Page Scroll Rate
    The App Store page scroll rate is the percentage of users that scroll down an App Store product page in the direction of the reviews section.
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    App Store Personalization
    App Store personalization is Apple’s process in surfacing the most relevant apps to individual users at the most relevant time.
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    App Store Pre-Launch
    App Store pre-launch is a phase in marketing directly before the launch of a new game or app.
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    App Store Preview Videos
    The App Store promo video is a short video that appears on both the App Store product page and within search results.
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    App Store Product Page
    The App Store product page is the landing page for a mobile app or game distributed and published on Apple’s App Store.
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    Apple’s Product Page Optimization (PPO)
    Apple's new feature, coming with iOS 15 in the fall of 2021, will allow developers to test their default App Store Product Page with three different variations and against the control.
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    Google Play Personalization
    The process of personalizing the Google Play experience for each user, surfacing apps that are relevant to them based on a variety of metrics.
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    Google Play Product Page
    The Google Play product page is the landing page for a mobile app or game distributed and published on the Google Play store.
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    Pre/Post App Store Tests
    A pre/post App Store test is the practise of testing a creative asset and measuring its impact on mobile marketing and growth KPIs before placement and after.
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    R App Store App Referral
    App Store app referral is a traffic source that includes visitors that come to an app store listing via apps (not from the web).
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    App Store Ranking
    If an app’s discoverability is low, this will result in fewer impressions and limited growth.
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    App Store Ratings
    In the App Store, each app gets a rating of 0.0-5 which is based on users’ opinions.
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    App Store Review Engagement Rate
    A review engagement rate is the percentage of users who actually engage with the reviews on an app or game’s product page.
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    App Store Reviews
    In the App Store, reviews are presented in the review gallery below-the-fold. This means that only about 20%-25% of users are exposed to it.
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    App Store Web Referral
    App Store web referral is a traffic source which includes all visitors that arrive at an app listing from an external source (mobile web), most commonly the iOS Safari browser.
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    Google Play Ranking
    Google Play ranking is a crucial element to an app’s visibility and audience impressions which is why the industry and ASO teams look to it as a priority when strategizing.
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    Google Play Third-party Referral
    Google Play third-party referrals refer to traffic sourced by users that open a link, that takes them straight to the product page in Google Play.
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    Re-engagement
    Re-engagement is the marketing strategy that targets and entices users who are no longer engaged in an app when once they were via a campaign, usually of the ad variety.
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    Replicated App Store Page
    A replicated App Store page is a tool that third-party A/B testing platforms use to replicate an App Store or Google Play environment in order to understand on-page behavior and run A/B tests.
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