Updated ASO teardown, US App Store
Calo: AI Food Calorie Counter 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
- 323K+42.4% vs previous month
- Est. monthly revenue
- $864K+7.9% vs previous month
- Est. revenue ÷ downloads
- $2.67
- Rating
- 4.7★27.5K 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
6 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
AI Calorie Counter
- calorie counterin name
- What it shows
- A taco with a scan frame and ingredient labels (avocado, shrimp, lettuce, tortilla), a 472 cal result card, and two laurel badges: “#1 Nutrition Tracking App” and “2024 Ideal Journey”.
- Why it converts
- Shows the core action, point at a meal and get calories, in the first frame. The caption names the category people look for. The laurels are the app's own claims.
#2In search results
Track Daily Calories Macros And More
- caloriesnot in name
- macrosnot in name
- What it shows
- A diary card enlarged over a phone: daily goal 1345 kcal, 563 kcal remaining, consumed and burned totals, and carbs, protein and fat bars.
- Why it converts
- Moves from the scan to the daily total, which is the reason people keep logging. The big remaining-calories number reads at small size.
#3In search results
Fast, Easy Food Tracking
- food trackingnot in name
- What it shows
- A meal detail screen with a taco photo, and a card enlarged over it showing 425 kcal total with carbs 43 g, protein 27 g and fat 17 g rings.
- Why it converts
- Backs up the “fast, easy” promise with a result that looks quick to read. The sub-line names the nutrients people may look for.
#4
Healthy Recipes You'll Love
- recipesnot in name
- What it shows
- A recipe list with calorie and time tags on food photos, plus two floating chips (240 kcal, 10 Mins) and a fried egg on toast photo.
- Why it converts
- Adds a second use, finding meals, to a tracker. Food photos give the emotional pull. The caption is general; the chips carry the specifics.
#5
Meal Plan Customized For You
- meal plannot in name
- What it shows
- A meal plan screen with Breakfast, Lunch, Dinner and Snack chips and a baked salmon card tagged 334 kcal and 12 min.
- Why it converts
- Names a feature people look for and speaks to the user with “for you”. The salmon card shows what a plan entry looks like.
#6
Reach Your Ideal Weight
- weightnot in name
- What it shows
- A weight chart for Nov 2024 trending down to 73.2 kg, with a Log Weight button and an illustrated person raising both arms.
- Why it converts
- Ends on the goal behind the app, not a feature. The falling line is an easy picture of progress.
Icon and design system
What makes the page read as one brand at a glance.
- One object, an avocado, with a gauge on it. The gauge hints at measuring, and the avocado hints at food.
- The word “CALO” is printed on the icon. It repeats the name, so it is not essential text.
- The green background matches the green in every screenshot, so icon and gallery look like one brand.
- The gauge and text are small details and may blur at the smallest sizes.
- 01
Result first
The first image shows a scan turning a meal into a calorie number. The diary, nutrient and plan screens follow.
- 02
One green system
Most images use the same green background, white bold headline and food-line doodles. Swiping feels like one story.
- 03
Enlarged cards over the phone
The key number or chart sits on a big card that overlaps the device frame, so it stays readable when small.
- 04
Food photos carry the feeling
Real dishes appear in nearly every frame, so the category's appeal is visible, not only the UI.
- 05
Feature names as headlines
Calorie counter, macros, food tracking, recipes, meal plan and weight are all words people look for.
ASO score breakdown
95 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
- Screenshots35 / 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 signal5/5
- Ratings20 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 27,471 ratings (full marks at 100,000)7.2/10
- Freshness15 / 15
- Last update 9 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+5 pts
4.7 stars from 27,471 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
6 caption terms aren't in the app name: calories, macros, food tracking, recipes, meal plan, weight. 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.
- Show the main action and its result in screenshot 1, not only the app name.
- Name the category in the first headline in the words your users use.
- Enlarge the key number or chart so it reads at thumbnail size.
- Keep one background, one headline style and one accent color across the set.
- Use real photos of the thing your app is about to add appeal to the UI.
- Make sub-lines large and high in contrast, or leave them out.
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 “Calo: AI Food Calorie Counter”, 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. Calo uses them for calorie counter, calories and food tracking.
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. Calo uses 6.
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.
- Calo: AI Food Calorie Counter 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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