Updated ASO teardown, US App Store
Atly – Know where to go App Store optimization
A Utilities app's App Store page, taken apart: the screenshots and why each one helps people decide to download, the icon and design system, and an ASO score out of 100.
- Est. monthly downloads
- 21K−6.5% vs previous month
- Est. monthly revenue
- $96K−16.4% vs previous month
- Est. revenue ÷ downloads
- $4.57
- Rating
- 4.6★447 ratings
Downloads and revenue are third-party est. for the US App Store, latest month vs the month before. Revenue includes renewals, so revenue ÷ downloads is a rough ratio, not what a new user pays. Estimates as of ; rating and dates from the App Store, .
Screenshots and why they convert
7 screenshots of up to 10, the first 6 shown here. The first 3 show in search results when there's no preview video.
#1In search results
Topic-based maps by enthusiasts and experts
- topic mapsnot in name
- What it shows
- A map list with cards such as Gluten free eats, Pizza pros NYC, Vinyl stores and Coffee lovers, each with a like count and a Following tag, under a search bar and category chips.
- Why it converts
- Says what the app is in the first frame: maps built around a topic. The photo cards show the kind of maps a visitor can follow, so the idea is clear without reading the description.
#2In search results
Exclusive maps with verified place details
- verified placesnot in name
- What it shows
- A Gluten Free Eats map with pins and like counts, filter chips, and a card showing 17k subscribers, 877k recs and a row of recommenders.
- Why it converts
- Shows what one topic map looks like in use. The word “verified” is the app's own claim, and the subscriber and rec counts back up that the map has people behind it.
#3In search results
Recommendations from like-minded people
- recommendationsnot in name
- What it shows
- A question and an answer between two users about a dirt bike trail, over a photo of a rider on rocks.
- Why it converts
- Shows the value as a human answer, not a list of places. The reader can picture asking the same kind of question. The UI text is large enough to read.
#4
Exactly what you're looking for, ranked by popularity
- ranked by popularitynot in name
- What it shows
- A search for “Romantic bar with outdoor seating” with three pins that carry counts (2.3K, 1.8K, 309), and category chips below.
- Why it converts
- Shows the search idea with a concrete query and a result. The caption names a benefit, and the pin counts make the ranking visible.
#5
See what your friends are recommending
- friends recommendnot in name
- What it shows
- A map filtered to Friends, with pins that carry friend avatars, and a place card with Save and Recommend buttons.
- Why it converts
- Adds the social angle: the map comes from people the visitor knows. The caption speaks to “you”, and the avatars on the pins make the point at a glance.
#6
Beautiful photos, menus and other helpful details
- menusnot in name
- What it shows
- A place page for Massara with a restaurant photo, a short description, tags, and Call, Website, Hours and Address buttons.
- Why it converts
- Closes on the detail page, which shows what a visitor gets after they pick a place.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a map pin, says “places”. The bubble cutout hints at recommendations.
- The pink gradient matches the pink background of the screenshots, so icon and gallery read as one brand.
- No text and no fine detail, so the shape stays clear at small sizes.
- 01
Pink background and two-line captions
Most images have a white bold caption at the top and a dark-framed phone below. Swiping feels like one story.
- 02
One idea per screenshot
Topic maps, verified details, answers from people, search results, friends and place details each get their own image.
- 03
Benefit-first captions
Most captions say what the visitor gets, such as “Exactly what you're looking for”, rather than naming a screen.
- 04
Real example content
Gluten free eats, pizza in NYC and a romantic bar search are specific. A visitor can find their own interest in them.
- 05
Social proof built into the UI
Like counts, subscriber counts and friend avatars appear inside the screens. No rating or award is printed.
ASO score breakdown
79 of 100 points. The full rule is under “How the ASO score works” below.
- App name23 / 25
- Uses 23 of 30 characters7.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots30 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for10/10
- First screenshot shows the main use5/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal0/5
- Ratings11 / 25
- 4.6 average (full marks at 4.8)11.2/15
- 447 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 14 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+14 pts
4.6 stars from 447 ratings. Apple's in-app rating prompt can be shown up to 3 times a year; show it right after a user finishes something in the app.
- Use the rest of the app name+2 pts
7 characters are free. Add the next most important search term.
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: topic maps, verified places, recommendations, ranked by popularity, friends recommend, menus. Captions don't count for search; the subtitle and the 100-character keyword field do.
Apply it to your app
A checklist for your next product page update.
- Say what the app is in the first caption, in plain words.
- Give each screenshot one idea and one caption.
- Use a real example query or item, so visitors can see their own use.
- Keep one background color and one caption style across the set, and match the icon.
- Show counts or avatars in the UI to hint at an active community.
- Add a printed rating or user count if you have one. This set has none.
How the ASO score works
- 01
App name, 25 points
Up to 10 for how much of Apple's 30 characters it uses, 10 for a brand + keyword structure, 5 when keywords fill half the name or more.
- 02
Screenshots, 35 points
Captions on every image, captions that name searched features, a first screenshot that shows the main use, one design system, readability at search size, and a trust signal.
- 03
Ratings, 25 points
Up to 15 for the average (from 4.0, full marks at 4.8) and 10 for the count (from 1,000, full marks at 100,000 ratings).
- 04
Freshness, 15 points
Full marks for an update in the last 30 days, falling to zero at 180 days. 85+ is excellent, 70+ strong, 50+ fair.
Common questions
What is an ASO score?
A 100-point check of the parts of an App Store page you control: the app name, screenshots, ratings and how recently the app was updated. It's our own scoring rule, shown in full on this page, not a number from Apple. Use it to compare your page with apps that already sell well in your category.
How long can an app name be on the App Store?
30 characters. A common pattern is a short brand followed by the main thing people search for, like “Atly – Know where to go”, which uses 23. Apple also gives you a 30-character subtitle and a 100-character keyword field for more terms.
Which screenshots show up in App Store search results?
The first one to three, when the app has no preview video. That's why the first three should cover the main reasons people download. Atly uses them for topic maps, verified places and recommendations.
How many screenshots can an iPhone app have?
Up to 10 per device size. Apple recommends focusing each screenshot after the first on one main benefit or feature. Atly uses 7.
Where do the download and revenue numbers come from?
They're third-party estimates for the US App Store, not figures reported by the developer. Treat them as a sense of scale. Growth compares the latest month with the month before.
Do screenshot captions help an app rank in search?
Apple says search results use text matches in the app name, subtitle, keywords and primary category, plus user behavior such as downloads, ratings and reviews. Captions aren't on that list: they help people who already see the app decide to download. When a caption names something people search for, put that term in the keyword field too.
Where the numbers come from
- Apple: Creating your product page
- App name limit (30 characters), up to 10 screenshots, the first one to three shown in search results, keyword field.
- Apple: App Store search
- Search results use text relevance (name, subtitle, keywords, primary category) and user behavior (downloads, ratings, reviews).
- Apple: Ratings, reviews and responses
- The in-app rating prompt can be shown up to three times in a 365-day period.
- Atly – Know where to go on the App Store
- Name, developer, category, icon, screenshots, rating, release and update dates (US storefront), checked Nov 4, 2026.
- Downloads and revenue
- Third-party est. for the US App Store, latest month, pulled Oct 29, 2026. Not reported by the developer.
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