App Store Featuring


What is App Store Featuring
App Store featuring is the process whereby App Store editors feature an app in one of a few placement locations within the App Store. These can be in Today, the Games or the Apps tabs (under various collections like ‘Must-Have Apps.’)
Being featured on the Today tab is sought after as it’s the most visited page in the App Store, all users (except those that come via an ad known or a link), arrive there. Though the Games and Apps tabs receive less traffic than the Today tab, they do still receive a large volume of visitors. Editors curate lists inside these tabs, some which are permanent such as ‘New Games We Love’ and others that change according to seasonality. These visitors have a higher intent as they’re looking for a specific game / app.
It’s worth mentioning that not all ‘featuring’ is equal, it depends on where in the App Store an app is featured and the type of feature it’s in. For example, an app may appear as a ‘story’ (on the search results page / on the Today tab) that covers one single app (more focused) or can be part of a collection of apps / games that share a common theme (blended focus).
Why App Store Featuring is Important
A key target for any app is to experience high impression numbers (exposures) that lead to visits to the app listing that in turn convert to installs. Being featured gives an app a significant boost in discoverability for organic users visiting the App Store. It’s the equivalent of placing a product in a shop front’s window; increased footfall means a larger number of people will see the product compared to if it’s placed inside the shop.
There is a caveat. Yes, being featured on the Today tab will expose an app to a large audience, but these users are considered low-quality when taken as a cohort; they may have no interest in the app = a lower conversion rate (CVR.) It’s therefore more desirable for an app to be featured in the Games / Apps tabs on a more relevant list, which would mean a lower number of impressions, but a higher CVR thanks to being exposed to an audience of high-quality and better intent.
App Store Featuring and ASO
Getting featured is one of the activities ASO teams are pushing in order to increase discoverability. There’s no ‘one way’ to get an app featured, but there is a methodology that will help maximise the probability.
A fundamental element of the process is driving the large numbers of visitors from a featured placement to install an app. Traffic from the Today tab may be broader, or more targeted (from the Games / Apps tabs) so the creatives / marketing messages must appeal to both in order to maximize conversions.
An ASO strategy that covers valuable ‘featured’ scenarios is worth its weight in gold; what a wasted opportunity it would be to fail to convert a large influx of visitors by failing to optimize a product page for a certain audience. Through A/B testing, Storemaven can help surface the most effective creatives and marketing messages for when an app does get featured.
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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
- Decisive Users
- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
- Soft Launch
- SKAdNetwork
- Sessions Per Active Device
- Sales Per Paying User
- Google Play Search
- Apple Search Ads
- App Store Subtitle
- App Store Seasonality
- App Store Search
- App Store Screenshots
- App Store Screenshot View Rate
- App Store Sales
- App Store Analytics: Standard Downloads
- App Store Analytics: Source Type
- App Store Analytics: App Store Sessions
- App Size
- Rewarded Video Ads
- Return on Ad spend (ROAS)
- Replicated App Store Page
- Real-Time Bidding (RTB)
- Re-engagement
- Google Play Third-party Referral
- Google Play Ranking
- App Store Web Referral
- App Store Reviews
- App Store Review Engagement Rate
- App Store Redownloads
- App Store Ratings
- App Store Ranking
- App Store App Referral
- App Store Analytics: Region
- App Retention Rate
- Product Page Conversion Rate
- Proceeds Per Paying Users
- Preloaded Apps
- Pre/Post App Store Tests
- Post-Install Event
- Playable Mobile Ads
- Performance Marketing
- Pay Per Install
- Google Play Product Page
- Google Play Personalization
- Apple’s Product Page Optimization (PPO)
- App Store Product Page Views (Unique Devices)
- App Store Product Page Views
- App Store Product Page
- App Store Proceeds
- App Store Preview Videos
- App Store Pre-Orders
- App Store Pre-Launch
- App Store Personalization
- App Store Paying Users
- App Store Page Scroll Rate
- App Store Analytics: Purchasable Item
- App Store Analytics: Product Page
- App Store Analytics: Pre Orders
- App Store Analytics: Platform Version
- App Store Analytics: Page Type
- Monthly Active Users (MAU)
- Mobile Growth
- Mobile Game Monetization
- Mobile Game Marketing
- Mobile Game Business Model
- Mobile Delivery Platform
- Mobile Bid Adjustment
- Mobile Attribution Window
- Mobile Attribution Manipulation
- Mobile App Retention
- Mobile App Onboarding
- Mobile App Monetization
- Mobile App Advertising
- Mobile Ad Viewability
- Mobile Ad Fraud
- Mobile App Growth
- Average Revenue Per Paying User (ARPPU)
- Average Revenue Per Daily Engaged User (ARPDEU)
- Average Revenue Per Daily Active User (ARPDAU)
- Attribution
- ARPU – Average Revenue Per User
- Apple Arcade
- Apple App Store Connect
- App Store Optimization (ASO)
- App Store Audience Testing
- App Store Analytics: App Version
- App Store Analytics: App Store Active Devices
- App Store Analytics: App Referrer
- App Store Analytics: Active In Last 30 Days
- App Store Acquisition Channels
- App Store A/B testing
- Ad Unit
- Ad Server
- Ad Revenue
- Ad Network
- Ad Mediation
- Ad Impression
- Ad Exchange
- A/B Testing Statistics
- Keyword Localization
- K-Factor
- Google Play Keywords
- App Store Keywords Research
- App Store Keywords
- App Store and Google Play Keywords Optimization
- Interstitial Ads
- Interactive Ads
- Installs Per Mille (IPM)
- In-App Events
- In-App Bidding
- In-App Advertising
- Identifier for Advertisers (IDFA)
- App Store In-App Purchases
- App Store Impressions (Unique Devices)
- App Store Impressions
- App Store Icon
- App Store Analytics: Installations
- App Install Rates
- App Influencer Marketing
- Growth Loop
- Google Play Points
- Google Play Pass
- Google Play Experiments
- Google Play Developer Console
- Google Advertising ID (GAID)
- Gametech (Game Technology)
- Game Bundles
- Google Play Short Description
- Google Play Long Description
- Deep Linking
- Daily Active Users (DAU)
- App Store Description Read Rate
- App Store App Description
- App Store Analytics: Device
- App Store Analytics: App Store Deletions
- App Store Analytics: App Download Date
- Google Play Creatives
- CTR (Click Through Rate)
- Cross Promotion
- Cost Per View (CPV)
- Cost Per Mille (CPM)
- Cost per Install
- Cost Per Engagement (CPE)
- Cost Per Completed View (CPCV)
- Cost Per Click (CPC)
- Cost Per Action (CPA)
- Churn Rate
- Casual Games
- Apple’s Custom Product Pages
- App Store Culturalization
- App Store Creatives
- App Store Conversion Rate
- App Store Categories
- App Store Analytics: Campaign
- App Store Analytics: App Store Crashes
- App Conversion Rate
- App Clip Sessions
- App Clip Installations
- App Clip Crashes
- App Clip Card Views (Unique)
- App Clip Card Views
- App Clip Active Devices
Related Terms
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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 Browse
App Store Browse is an organic traffic source which includes all visitors that arrived to an app while browsing Top Charts, Category Charts, the Today tab or Featuring placements.
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App Store Search
App Store Search is an organic traffic source that includes all users who find an app after searching for a query or keyword in the search tab in the App Store.
Related Resources

Everything You Need to Know About Getting Your App Featured on the App Store
