This glossary defines core ASO terms across discovery, conversion, measurement, and operations. Use it to align teams on language, since confusion over terms such as impressions, installs, and conversion rate leads to misreading reports.
Discovery terms
Keyword: a term users search for. Keyword field: the hidden iOS metadata field. Search ranking: position in results for a query. Visibility: how often an app appears for relevant queries. Category: the store classification that affects browse and charts. Long-tail keyword: a specific, lower-volume phrase. Brand keyword: a term containing your brand. Generic keyword: a non-branded descriptive term.
Search suggestions: autocomplete terms the store offers. Indexing: the stores process of reading metadata for search relevance. Localization: adapting listings to languages and markets.
Conversion terms
Impression: an appearance of your app in a store surface. Product page view: a visit to the listing. Conversion rate: the share of visitors who install. Tap-through rate: the share of impressions that become page views. Creative assets: icon, screenshots, video, and feature graphics. A/B test: a controlled comparison of variants. Custom product page: an alternate iOS page for an audience. Custom store listing: the Google Play equivalent. Product page optimization: Apple's native testing for page elements. Store listing experiment: Google's testing tool.
Social proof: ratings, reviews, and awards that build trust. Feature graphic: the Google Play banner asset.
Measurement and quality terms
Download or install: a first-time acquisition. Redownload: an install by a returning user. Retention: the share of users who return after a period. Activation: reaching a first meaningful action. LTV: lifetime value of a user. Cohort: a group of users acquired in the same period. Attribution: assigning installs to sources. Organic: installs not driven by paid campaigns. Android vitals: Google's stability and performance metrics. ANR: application not responding. Crash-free rate: the share of sessions without crashes.
Rating: the average star score. Review: the text feedback users leave.
Operations and policy terms
App review: the platform's approval process before release. Phased release or staged rollout: gradual exposure of a version. Metadata: the text fields of a listing. Promotional text: an editable iOS field for timely messages. In-app event: an Apple feature for time-bound content. Pre-registration: a Google Play pre-launch signup. White hat ASO: compliant optimization. Black hat ASO: manipulation that breaks rules. Keyword stuffing: unnatural repetition of terms. Incentivized review: a review offered in exchange for a reward, which is prohibited.
Culturalization: adapting content to cultural context beyond translation.
Common mistakes with ASO glossary
Using terms loosely is the biggest problem. Installs, downloads, and first-time downloads are not the same, and reports that mix them mislead. Another common confusion is between custom product pages on iOS and custom store listings on Android, which work differently.
Teams also assume that conversion rate means the same thing in every tool.
ASO glossary: a worked example
Two stakeholders compare reports and see different conversion rates. One uses page views to downloads in the store console; the other uses impressions to installs from an analytics tool. The glossary lets the team label each metric and agree on one definition for the dashboard.
The discussion ends in minutes instead of a long debate.
How to do it, step by step
- Share the glossarySend it to new team members and partners.
- Agree on definitionsPick one definition for conversion rate and install.
- Label dashboardsAdd definitions to charts.
- Check platform differencesNote where Apple and Google define metrics differently.
- Review quarterlyUpdate terms.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Conversion
Page views to first-time downloads
Why it works: Define the numerator and denominator.
Installs and downloads mixed
First-time downloads reported separately from redownloads
Why it works: They answer different questions.
Custom page everywhere
Custom product pages on iOS, custom store listings on Google Play
Why it works: Use platform-correct names.
Action plan
- Share the glossary with new team members
- Agree on metric definitions
- Document platform-specific differences
- Update terms as platforms change
- Link glossary terms from reports
- Review it quarterly
Metrics to monitor
- Reports using agreed definitions
- Onboarding time for new marketers
- Definition disputes resolved
- Glossary update frequency
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
Do platforms define metrics differently?
Yes, so check each platform's documentation.
What is the difference between ASO and app store marketing?
ASO focuses on organic optimization; app store marketing includes paid placements too.
Is a custom product page the same as a custom store listing?
They are similar concepts on different platforms with different mechanics.
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