Updated ASO teardown, US App Store
BitePal: Food Calorie Tracker App Store optimization
A Health & Fitness 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
- 102K−51.1% vs previous month
- Est. monthly revenue
- $511K−30.2% vs previous month
- Est. revenue ÷ downloads
- $5.01
- Rating
- 4.7★57.3K 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
10 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
Food tracker pet
- food trackerin name
- What it shows
- A cartoon raccoon mascot on a green hill under large type, with food bowls floating in the sky and an “App of the Day” badge at the bottom.
- Why it converts
- Names the category in the headline and gives the app a face. It does not show the app in use yet, so the visitor learns what it is but not how it works. The printed “App of the Day” badge is the app's own claim.
#2In search results
Scan your meal
- scan mealnot in name
- What it shows
- A plate of food with ingredient labels (sweet potato, eggs, avocado, chickpeas, quinoa), a scan line, and a card showing 580 kcal with carbs, fats and proteins. A “Powered by AI” line sits above the caption.
- Why it converts
- Shows the core action and its result in one frame: point at a meal, get a calorie and nutrient card.
#3In search results
Track progress
- track progressnot in name
- What it shows
- Before and after photos of two people with an arrow between them, and a weight line chart from 160 lbs in Jan to 130 lbs in Apr.
- Why it converts
- Speaks to the outcome people want instead of a feature. Real photos add a human story.
#4
Burned calories
- burned caloriesnot in name
- What it shows
- Notifications reading “230 kcal burned, Workout logged” and “Steps logged”, a mascot skipping rope, a 440 kcal burned card, 6,850 steps and a heart icon.
- Why it converts
- Extends the app from food to activity, so the calorie story covers both sides.
#5
Water tracker
- water trackernot in name
- What it shows
- A water card showing 32 oz with ten glasses, four filled, over a phone screen with the mascot in a snorkel mask.
- Why it converts
- A plain feature name that people may look for. The glass row is easy to read at a glance and the mascot keeps the playful tone.
#6
Meal plans
- meal plansnot in name
- What it shows
- A weekly meal plan with a highlighted card for yogurt with granola and berries (320 kcal, 5 min), more meals with calories and prep times below, a grocery list button and the mascot in the corner.
- Why it converts
- Shows a planning feature with real food and numbers, so the visitor sees a next step after tracking. Prep times and calories make the card concrete.
Icon and design system
What makes the page read as one brand at a glance.
- One character face is the single concept, and it is the same mascot that appears in the screenshots.
- No text, so nothing to read at small sizes.
- The character is drawn in black and grey on a lavender background, though the icon says nothing about food on its own.
- 01
A mascot as the brand
The raccoon appears in the icon and in most images. It makes the app memorable and ties the icon to the gallery.
- 02
Big two-line captions
Heavy black type in one or two short lines at the top or bottom of most images. It stays readable at search-result size.
- 03
Cards that break out of the phone
Calorie, water and workout cards sit in front of the device frame, so the key numbers stand out.
- 04
Mostly one blue system
A blue sky background and the same type on most images make swiping feel like one story.
- 05
Badge and outcome up front
An “App of the Day” badge opens the set. Scan results and a before and after story follow, with feature screens after them.
ASO score breakdown
92 of 100 points. The full rule is under “How the ASO score works” below.
- App name25 / 25
- Uses 29 of 30 characters9.7/10
- 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 use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings22 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 57,284 ratings (full marks at 100,000)8.8/10
- Freshness15 / 15
- Last update 2 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+3 pts
4.7 stars from 57,284 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.
- Check caption terms against your subtitle and keywords
5 caption terms aren't in the app name: scan meal, track progress, burned calories, water tracker, meal plans. 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, then show it in use in the next image.
- Use a short caption that names one feature in the words your users use.
- Enlarge the key number or card so it reads at thumbnail size.
- Give the icon and the screenshots the same character or visual language.
- Put a real award or feature badge where visitors see it first, and only if you have earned it.
- Show an outcome people want, then back it with a number or chart.
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 “BitePal: Food Calorie Tracker”, which uses 29. 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. BitePal uses them for food tracker, scan meal and track progress.
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. BitePal uses 10.
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.
- BitePal: Food Calorie Tracker 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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