APP GROWTH · GUIDES
Make the next release better informed.
Practical guides to discovery, store conversion, acquisition, measurement and retention.
The reading list
The Complete ASO Guide for 2026 (iOS + Android)
ASO in 2026 reaches well beyond the App Store search box. People now find apps through store search, editorial features, AI assistants and the web, and your listing feeds all of them.
Read moreApple's AI Tags, Explained
Apple's on-device models now generate tags from your app description and metadata. Those tags feed Search, Siri suggestions, and Apple Intelligence's app-picking behaviour.
Read moreCustom Product Pages: The Full Playbook
Apple's Custom Product Pages let you create alternate versions of your App Store listing. Each variant can link to a specific paid campaign, but many teams underuse them.
Read moreScreenshot Testing That Actually Moves Conversion
Most screenshot tests are underpowered, undesigned, and unread. Here's how to run tests that actually move conversion.
Read moreReviews as Ranking Fuel
Ratings gate conversion, reviews train Apple's AI tags, and how fast you reply is a signal both stores and AI assistants read.
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App Store vs Google Play: The Algorithm Differences
The App Store and Google Play differ in ways that change your keyword fields, copy strategy, test tooling, categorisation and rating tactics.
Read moreAI Discovery: Winning ChatGPT, Perplexity & Gemini Recommendations
Assistants now recommend apps by name. If yours isn't in the answer, no amount of App Store ranking recovers the loss. This is the method for getting your app named in the answer.
Read moreKeyword Strategy 2026: Building the Universe
Your keyword universe is never finished. Teams that build it once and refresh it on a schedule keep growing; teams that don't, slide.
Read morePaid UA × ASO: The Routing Playbook
Most apps pay premium CPI for traffic their listing wastes. The fix is to send every campaign to the CPP built for its intent, then feed the winners back into organic.
Read moreShare of Recommendation: The Metric We Report Monthly
Assistants answer with an app's name, so Share of Voice no longer tells you much. Share of Recommendation measures how often your app is the one named.
Read moreThe Icon System: Test, Ship, Next wave
The icon appears on your listing and in category carousels. Test and measure it like any other part of the listing.
Read morePaid App Pricing Page Optimisation
The in-app paywall is your second product page. Store conversion earns the install; paywall conversion earns the revenue. Most teams optimise one and ignore the other.
Read moreReviews Ops: The 48-Hour Response System
Reply speed is a ranking signal, a trust signal and evidence in its own right. A proper process for it turns the review inbox into a source of growth.
Read moreOnboarding & First-Session Retention Loop
The first session strongly influences retention. ASO earns the install; onboarding earns the return visit. When they are disconnected, both lose value.
Read moreInternational ASO: India, LatAm & MENA Expansion
India, Latin America and MENA are material app-growth markets. Winning them depends on vocabulary, trust and price far more than on translation.
Read moreLocalisation Depth: Beyond Google Translate
Machine translation is a starting point. Culturalisation (matching how buyers in that market think) is what actually converts.
Read moreCategory Positioning: Choosing Where to Compete
Choosing a category is a strategic decision. It shifts your ranking curve, your chances of being featured and the apps the stores compare you with.
Read moreMetrics That Matter: The ASO Reporting Stack
A good ASO report keeps headline metrics, monthly outcomes and weekly diagnostics apart.
Read moreThe Post-Launch 90-Day Playbook
The early post-launch period is both valuable and fragile. Here's the week-by-week playbook, including the recovery pattern for when cohort one disappoints.
Read moreThe India App Growth Blueprint: Acquire, Activate, Retain, Scale
India has distinct channel preferences, acquisition economics and creative conventions. This guide covers the operating decisions we review for the market.
Read moreGEO for Apps: The Assistant-Retrieval Playbook
Generative Engine Optimisation for mobile apps improves the probability that ChatGPT, Perplexity, Gemini and Claude can identify your app, understand what it does, compare it fairly with alternatives, and support an answer with real evidence. It cannot force any of those things.
Read moreUnit Economics for App Growth: From Allowable CAC to Allowable CPI
Every campaign decision (bid, budget, channel, creative) comes back to one number. If that number is wrong, the whole growth programme is wrong. This guide shows how to work it out, defend it and refresh it regularly.
Read moreThe App Growth Brief File: One Source, Every Number
Every serious growth programme runs on one document nobody outside the team ever sees: the Brief File. It is the ledger where every number is reconciled, and it keeps the whole programme honest.
Read moreTell us what you want to grow.
Share your goal, current setup and the work you need help with.