Updated ASO teardown, US App Store
Quicken: Budget & Track Money App Store optimization
A Finance 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
- 10K−5% vs previous month
- Est. monthly revenue
- $80K−4.8% vs previous month
- Est. revenue ÷ downloads
- $8.00
- Rating
- 4.5★12K 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
Know what’s next with your money
- moneyin name
- What it shows
- A hand holding a phone with a Projected Cash Flow line chart, a Banking balance of $87,762, and a list of income items. A line under the headline reads “You already have good money habits. Quicken makes them smarter.”
- Why it converts
- Shows real app screens in the first frame, with a forecast chart as the outcome. The headline speaks about the user’s money in general terms, and the chart shows the forecast.
#2In search results
Smart budgeting
- budgetingnot in name
- What it shows
- A donut chart with “$1,415 Left this month” and a list of Income, Bills, Planned Spend, Other Spend and Savings Goals. The subline reads “See what’s safe to spend before you spend it”.
- Why it converts
- The subline turns “budgeting” into a concrete question the user has: what can I spend now. The big left-over number reads at a glance.
#3In search results
Business & personal finances in one clear view
- business financesnot in name
- personal financesnot in name
- What it shows
- A Net Income bar chart for Apr to Jun with income, expenses and a net income line, plus invoice-style income rows and the start of the budget donut.
- Why it converts
- Names two groups of visitors, business owners and personal budgeters, in one caption.
#4
Tools that are predictive & adaptive
- forecastnot in name
- What it shows
- The Projected Cash Flow chart with a marked $31,452 point, the Banking card and income rows. The subline mentions runway, forecast balances and what is available to save or spend.
- Why it converts
- The headline uses abstract words. The subline holds the concrete terms. The same chart already appeared earlier, so this image adds little new.
#5
Turn “what ifs” into an actual plan
- retirementnot in name
- investmentsnot in name
- What it shows
- A Retirement projection chart marked $2.4mil, and an Investments card showing $200,725 with a small price chart.
- Why it converts
- Opens a new use, retirement planning, with a clear number on screen. The “what ifs” headline is a hook that speaks to a worry rather than a feature.
#6
Run your business confidently
- businessnot in name
- What it shows
- Income rows and an Invoices card marked “Paid in full”, with sender, recipient and date details for invoice #1027.
- Why it converts
- Gives business owners a concrete scene: an invoice that has been paid.
Icon and design system
What makes the page read as one brand at a glance.
- One white letter on a flat purple field. There is no fine detail, so it stays clear at small sizes.
- The same purple appears as the background in the screenshots, so icon and gallery read as one brand.
- The icon is a letter, not a picture of money, so it relies on the name and subtitle to say what the app does.
- 01
Two-color headlines
White text with the key phrase in cyan, such as “budgeting” or “predictive & adaptive”.
- 02
Short sublines under some headlines
Some headlines have a subline that adds the concrete detail, such as “See what’s safe to spend before you spend it”.
- 03
Cropped phone panels with large numbers
White panels run off the bottom edge with big figures such as $1,415 and $2.4mil.
- 04
Same purple background and layout across most images
Most images put the headline on top and a panel below, in the same type style. Swiping reads as one set.
- 05
Different audiences in one gallery
Captions cover budgeting, forecasting, retirement, investments and business. The set speaks to several kinds of visitor, not one.
ASO score breakdown
85 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
- 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
- Ratings15 / 25
- 4.5 average (full marks at 4.8)9.4/15
- 11,979 ratings (full marks at 100,000)5.4/10
- Freshness15 / 15
- Last update 7 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+10 pts
4.5 stars from 11,979 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
7 caption terms aren't in the app name: budgeting, business finances, personal finances, forecast, retirement, investments, business. 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.
- Put a real app screen with a clear outcome in the first image.
- Make the headline name a feature your users want, then add the detail in a subline.
- Enlarge the one number a screen is about so it reads at thumbnail size.
- Color the key phrase in each headline so the eye finds it first.
- Use a new screen for each new idea. Avoid repeating the same chart in two images.
- Add a rating, award or user count if you have one. Money apps are judged on trust.
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 “Quicken: Budget & Track Money”, 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. Quicken uses them for money, budgeting and business finances.
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. Quicken 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.
- Quicken: Budget & Track Money 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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