Updated ASO teardown, US App Store
Kalguroo: AI 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
- 50K+0% vs previous month
- Est. monthly revenue
- $60K+0% vs previous month
- Est. revenue ÷ downloads
- $1.20
- Rating
- 4.6★177 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
9 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
Personal Health Coach in Your Pocket
- health coachnot in name
- What it shows
- A calorie dashboard with 1,700 remaining, food and activity totals, and protein, carbs and fat rings. A rabbit mascot stands beside the phone.
- Why it converts
- Shows the real home screen, but the headline is a general slogan. It does not say calories or food scanning, so a visitor relies on the app name to learn what it tracks.
#2In search results
Free Scan 3 Times/Day
- scannot in name
- What it shows
- A camera view of a salad with Scan Meal, Food Label and Barcode buttons, and a note “You can take 3 more shots.”
- Why it converts
- Names the main action, scanning, and states the free limit up front. A visitor learns the core feature and what the free plan allows.
#3In search results
Expert Local to Global Menu
- What it shows
- A Greek salad entry with a nutrition card: 565 kcal, carbs, protein, fat, sugar, sodium and cholesterol.
- Why it converts
- Shows the output of a scan: a full nutrient breakdown for one meal. The headline is vague, though, and “Expert” is a claim the image does not back up.
#4
Easy Just Snap
- What it shows
- The same salad with ingredient labels such as Lettuce and Cherry Tomatoes. An enlarged card lists lettuce at 15 kcal, 100 grams, with an edit icon.
- Why it converts
- Says the effort is one photo, and shows ingredients that can be edited. Seeing the edit option helps a visitor judge how much control they have.
#5
Macros Tracking
- macros trackingnot in name
- What it shows
- Nutrition cards for protein, carbs, fat, sugar, sodium and cholesterol, and a water card at 1,000 of 2,000 ml. A Premium badge sits at the bottom.
- Why it converts
- Names a feature people look for, macros. The Premium badge tells visitors that some of this sits behind a paid plan.
#6
Connect Health & Activities
- What it shows
- The app icon surrounded by other app icons, including a heart icon, a running app and a watch brand. A mascot lifts a dumbbell below.
- Why it converts
- Shows the app works with other health and activity apps. It is a plain list of logos, so a visitor cannot see what data moves between them.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a rabbit face, on a flat orange background. It is simple and easy to spot.
- It says nothing about food or calories, so the name and screenshots have to carry that.
- The orange matches the background of every screenshot, so icon and gallery read as one brand.
- No text and little detail, so it should hold up at small sizes.
- 01
Two-line captions, white then black
Most captions have a white first line above a black second line.
- 02
Mostly one orange system
Most images use the same orange background, the same caption block and the same rabbit mascot. The set feels like one brand.
- 03
A mascot in most frames
The rabbit holds a camera, wears a detective hat or lifts a dumbbell. It gives the set a personality.
- 04
The free limit is stated early
The second image says “Free” and shows how many scans are left. A Premium badge appears later, so a visitor sees what is paid.
- 05
Vague words lead some captions
“Expert” and “Easy” come first in two captions. The line under each does the explaining, so the lead word does little for a visitor.
ASO score breakdown
70 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 28 of 30 characters9.3/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more5/5
- Screenshots20 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for5/10
- First screenshot shows the main use0/5
- 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
- 177 ratings (full marks at 100,000)0/10
- Freshness15 / 15
- Last update 5 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+14 pts
4.6 stars from 177 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
3 caption terms aren't in the app name: health coach, scan, macros tracking. 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 does in screenshot 1. A slogan alone leaves the visitor guessing.
- Show the main action early, as a camera view or a button a visitor can picture using.
- State the free limit in a caption if you have one. Visitors want to know what they get.
- Mark paid features with a badge, so nobody feels misled later.
- Use one background color and one caption style across the set, and match the icon.
- Make lead words specific. “Easy” says less than “Snap a meal.”
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 “Kalguroo: AI Calorie Tracker”, which uses 28. 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. Kalguroo uses them for health coach and scan.
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. Kalguroo uses 9.
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.
- Kalguroo: AI 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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