Updated ASO teardown, US App Store
Locato: Family GPS Locator 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
- 227K+184.1% vs previous month
- Est. monthly revenue
- $114K+619.2% vs previous month
- Est. revenue ÷ downloads
- $0.50
- Rating
- 4.0★1.3K 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
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
Live Location Stay connected in real time
- live locationnot in name
- What it shows
- A map with three profile photos pinned to Home, School and Work, each with a battery level, plus a Family selector, an SOS button and a bottom tab bar.
- Why it converts
- Shows the core use, seeing family members on a map, in the first frame. The big white title and yellow line read quickly, so a visitor can tell what the app does without opening it.
#2In search results
Connect loved ones by phone number
- phone numbernot in name
- What it shows
- A setup screen with a phone number field and a Choose from contacts button, over a map showing one person sharing location. A printed note says the info stays private.
- Why it converts
- Shows how to start: type a number or pick a contact. A visitor sees the setup is short before installing. The privacy note is the app's own statement.
#3In search results
Your Circle See where everyone is
- familyin name
- What it shows
- A Family list with each member's place, time since last update, distance and battery level. Two rows are lifted out of the list. One member shows “Location sharing paused”.
- Why it converts
- Turns the idea of a family circle into a concrete list. The two lifted rows keep the key names and numbers readable when the image is small.
#4
Location History Review past locations anytime
- location historynot in name
- What it shows
- A day-by-day timeline for one member with times, addresses, an SOS entry marked resolved, and a Get Directions button. The latest stop is enlarged.
- Why it converts
- Adds a second reason to install beyond live location: looking back at where someone was. The caption names a feature people look for.
#5
Places Get arrival & departure alerts
- arrival alertsnot in name
- What it shows
- A place alert notification and a list of events such as Husband left Work and Husband Arrived Work with times. One row is enlarged.
- Why it converts
- Shows the alert as it would appear on the phone, which makes the benefit easy to picture. Short event lines are readable at small size.
#6
Safe Places Set alerts for home, school & work
- safe placesnot in name
- What it shows
- An Edit place form with a place name, icon choices, a 200 m radius slider, member pickers and arrival and leaving switches.
- Why it converts
- Shows that the user sets up their own places and alert rules. It is a settings screen, so it is a weaker hook than the map, and it comes last in this set.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a map pin with two people, points to location sharing for a group.
- The map background and small house add detail.
- The purple pin matches the purple backgrounds in the screenshots, so icon and gallery look related.
- 01
Two-line captions
The title names the feature and the yellow line explains it.
- 02
One feature per screenshot
Live location, connecting, the family list, history, place alerts and place setup each get their own image.
- 03
Key rows lifted out of the phone
A card or list row is enlarged and overlaps the device frame, so the main info stays readable at small size.
- 04
Same purple background and 3D props
Most images use the same purple gradient, the same caption style and a glossy 3D object in a corner. The set reads as one system.
- 05
Real faces and named roles
Profile photos with labels like Wife, Husband and Daughter make the family use case clear without extra text.
ASO score breakdown
64 of 100 points. The full rule is under “How the ASO score works” below.
- App name24 / 25
- Uses 26 of 30 characters8.7/10
- 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
- Ratings1 / 25
- 4.0 average (full marks at 4.8)0/15
- 1,299 ratings (full marks at 100,000)0.6/10
- Freshness9 / 15
- Last update 86 days ago (full marks within 30)9.4/15
Where the points are
- Ask happy users for a rating+24 pts
4.0 stars from 1,299 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.
- Ship an update+6 pts
The last update was 86 days ago. A new version also refreshes the "What's New" notes people read before they download.
- Check caption terms against your subtitle and keywords
5 caption terms aren't in the app name: live location, phone number, location history, arrival alerts, safe places. 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 use in screenshot 1, on a screen that looks like the real app.
- Write each caption as a feature title plus one line that states the benefit.
- Enlarge the key row or number so it reads at thumbnail size.
- Keep one background, one caption style and one prop style across the set.
- Put the setup steps after the screens that sell the benefit.
- If you have a rating, award or user count, print it on an early image. This set shows 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 “Locato: Family GPS Locator”, which uses 26. 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. Locato uses them for live location, phone number and family.
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. Locato 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.
- Locato: Family GPS Locator 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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