Updated ASO teardown, US App Store
Coffee Meets Bagel: Dating App App Store optimization
A Lifestyle 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
- 43K+1.7% vs previous month
- Est. monthly revenue
- $321K+1.8% vs previous month
- Est. revenue ÷ downloads
- $7.47
- Rating
- 4.3★22.3K 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
6 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
Ready for something real?
- something realnot in name
- What it shows
- A couple dancing on a beach at sunset, labeled “Danny & Joyce, CMB Couple”, with the app logo in the lower corner.
- Why it converts
- Opens with an emotional promise and real people instead of UI. The caption asks a question, and the screen alone does not show what the app does or how it works.
#2In search results
Trust the profiles you see
- profilesnot in name
- What it shows
- A profile card with a photo, job, school, age and city, plus a “Profile verified” badge and check marks.
- Why it converts
- Answers a common worry about dating apps, fake profiles, with a visible badge. The badge is a claim on the image, so it works best if the app delivers on it.
#3In search results
Meet people on the same page
- relationship goalsnot in name
- What it shows
- A profile with a prompt answer and a list of relationship goals, height and more. A callout reads “Over 91% of CMB Daters are ready for something serious”.
- Why it converts
- Shows that profiles state what people want. The “Over 91%” callout is a large white-on-blue pill; the printed user statistic is the app's own claim and is a trust signal.
#4
Bond over what matters most
- valuesnot in name
- dating stylenot in name
- What it shows
- Profile tags for dating style, values and personality, with three large chips labeled Values, Dating Style and Interests.
- Why it converts
- Points at the parts of a profile that help two people find common ground. The chips highlight the feature, though the profile text behind them is small.
#5
Easily go from chat to date
- chatnot in name
- What it shows
- A chat where a prompt is liked, then two people agree on coffee on Sunday at 11 AM.
- Why it converts
- Shows the end result: a conversation that turns into a plan. A readable chat also shows the tone of the app.
#6
Find your person with Coffee Meets Bagel
- What it shows
- A grid of photos of couples under the app logo, with a “10 million dates and counting” badge at the bottom.
- Why it converts
- Closes with the brand name, many real-looking couples and a printed milestone. The count is the app's own claim and gives social proof at the end.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, two linked loops with a heart in the center, hints at a pair of people.
- The blue mark matches the blue used for captions and callouts in the screenshots, so icon and gallery read as one brand.
- Periwinkle blue on a pale teal background gives clear contrast, so the shape should hold up at small sizes.
- 01
Emotion first, product second
The first image is a photo of a couple with a question as the caption. The profile and chat screens start in the second image.
- 02
Large two-line captions
The captions are short phrases in bold dark type at the top. Most are readable at a small size.
- 03
Alternating pastel backgrounds
Teal and lavender backgrounds alternate behind the phone frame, with blue callouts. It varies the rhythm and stays in one system.
- 04
Trust claims on the image
A verified badge, a share of users who want something serious and a count of dates all appear as printed callouts.
- 05
Callouts point at one part of the screen
Pills and badges sit over the profile to mark the feature the caption names, so a dense screen stays easy to scan.
ASO score breakdown
75 of 100 points. The full rule is under “How the ASO score works” below.
- App name20 / 25
- Uses 30 of 30 characters10/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- Screenshots28 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings12 / 25
- 4.3 average (full marks at 4.8)5.6/15
- 22,292 ratings (full marks at 100,000)6.7/10
- Freshness15 / 15
- Last update 13 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+13 pts
4.3 stars from 22,292 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: something real, profiles, relationship goals, values, dating style, chat. 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.
- Make screenshot 1 show what the app does, not only the mood.
- Write captions that name one benefit in a short phrase.
- Answer the main worry of your category in a caption, such as trust.
- Put a callout on the part of the screen the caption talks about.
- Print a trust claim only if you can back it up, and keep the type large enough to read.
- Keep the icon color and the screenshot accent color the same.
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 “Coffee Meets Bagel: Dating App”, which uses 30. 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. Coffee Meets Bagel uses them for something real, profiles and relationship goals.
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. Coffee Meets Bagel 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.
- Coffee Meets Bagel: Dating App 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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