Updated ASO teardown, US App Store
Nutrition Coach: Food 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
- 33K+7% vs previous month
- Est. monthly revenue
- $50K+23.6% vs previous month
- Est. revenue ÷ downloads
- $1.52
- Rating
- 4.8★87.8K 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
5 screenshots of up to 10. The first 3 show in search results when there's no preview video.
#1In search results
TRACKING CALORIES Made easy to reach your objective
- caloriesnot in name
- What it shows
- A day view with a week strip, eaten and burned kcal, and carbs, protein and fat bars. A large circle shows 1283 KCAL LEFT and breaks out of the phone frame.
- Why it converts
- Answers what the app does in the first frame, and the one number a user cares about is large enough to read in search results. The subline names a goal, not a feature.
#2In search results
EASY FOOD LOGGING Search or scan, find everything and record it in seconds.
- food loggingnot in name
- scan barcodenot in name
- What it shows
- Two phones: an ingredient search list with checked items, and a Scan Barcode camera view. A green Add to Breakfast button sits at the bottom.
- Why it converts
- Shows the two ways to add food, search and scan, in one frame. The caption says how fast it is.
#3In search results
1000'S OF RECIPES Get inspired with our delicious and simple recipes
- recipesnot in name
- What it shows
- A recipe page for French Buckwheat Pancake with a full-width food photo, 417 kcal, prep times and a list of boosters.
- Why it converts
- Adds a second reason to install beyond tracking. The food photo carries the appeal, and the kcal figure ties recipes back to the main job.
#4
ALL INFORMATION Adjust and follow macros nutrients in your diet
- macrosnot in name
- What it shows
- A Peanut Delight screen with a floating strip of calories, carbs, protein and fat, above a nutrition table with sugar and sodium rows.
- Why it converts
- Shows how much detail sits behind each food. The macro strip floats above the table, and the caption is a general phrase.
#5
FOLLOW PROGRESS Measure your improvement with simple and beautiful graphics
- progressnot in name
- What it shows
- A Stats screen with a weight card, a floating Calories intake bar chart with a goal line, and a Water intake card.
- Why it converts
- Ends on the result of using the app over time. The chart floats out of the phone and shows a goal line and bars.
Icon and design system
What makes the page read as one brand at a glance.
- One simple shape in two greens, with no text, so it stays clear at small sizes.
- The green matches the caption underline and buttons in the screenshots, so icon and gallery read as one brand.
- The shape does not say food or calories by itself. The name and the first screenshot have to do that.
- 01
Same caption block on most images
Most captions use a bold black all-caps headline, a green underline, then a gray subline. The format repeats, so the set reads as one system.
- 02
Lead with the daily number
The first image puts calories left in a large circle. A visitor sees the result of using the app before any feature list.
- 03
Cards break out of the phone
The calorie circle, macro strip and calorie chart extend past the device frame.
- 04
Real food photos at the edges
Ingredients and fruit peek in from the sides and a full recipe photo fills one image. They add color to screens that are mostly white.
- 05
One job per image
Calories, logging, recipes, nutrient detail, progress. Each image sells one thing, and the headlines name topics like calories and macros.
ASO score breakdown
90 of 100 points. The full rule is under “How the ASO score works” below.
- App name20 / 25
- Uses 29 of 30 characters9.7/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- 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
- Ratings25 / 25
- 4.8 average (full marks at 4.8)15/15
- 87,802 ratings (full marks at 100,000)9.7/10
- Freshness15 / 15
- Last update 14 days ago (full marks within 30)15/15
Where the points are
- Check caption terms against your subtitle and keywords
6 caption terms aren't in the app name: calories, food logging, scan barcode, recipes, macros, progress. 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 one number your user cares about, large, in screenshot 1.
- Use one caption format on every image: headline, underline, subline.
- Pull the key card or chart out of the phone frame to give it emphasis.
- Give each screenshot one job and name it in the headline.
- Add real photos where the interface is plain, so the set has a color accent.
- Make the headline carry the message, and keep the subline as support.
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 “Nutrition Coach: Food 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. Nutrition Coach uses them for calories, food logging and recipes.
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. Nutrition Coach uses 5.
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.
- Nutrition Coach: Food 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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