The Blog

Google Play’s “Custom Audiences” feature is a powerful targeting tool that allows developers and marketers to create more personalized and effective app campaigns within the Google Play ecosystem — particularly when running campaigns through Google App Ad Campaigns or managing in-app promotions. Custom audiences are groups that developers create using user data. These groups help […]

Tips for Great Google Play Graphics An app’s visuals are often the first thing people notice on Google Play. An app’s screenshots and Feature Graphic quickly introduce what an app is all about and why it’s worth downloading. Google Play allows developers to get creative with aspect ratios that better highlight UI, and improve legibility […]

Organic keyword searches for Custom Product Pages are now LIVE in the App Store. When Apple announced this capability at WWDC last month (check out our recap here), developers were thrilled Apple has finally “matched” the Custom Store Listing value that the Play Store already has. Since their launch, CPPs have dramatically impacted the conversion rates within […]

At WWDC 2025, Apple introduced a series of powerful App Store updates that give developers greater control over how their apps are discovered, presented, and measured. From App Store Tags to keyword-enhanced custom product pages and the debut of a dedicated Games app, these changes mark a new era for App Store Optimization (ASO). Here’s […]

That’s a wrap for MAU Las Vegas 2025! It was a great experience for our team, seeing a lot of our awesome clients, and meeting new people hunting for the best ASO service providers and Apple Ads management solutions. I remember attending conferences 7-10 years ago, at a time when we had to explain what […]

Apple has officially rebranded its performance marketing platform from Apple Search Ads to Apple Ads, reflecting a broader evolution in how and where app promotions can appear within the iOS ecosystem.   What This Rebrand Means This change isn’t just cosmetic — it signals a growing shift beyond search-based placements. Apple Ads now encompasses a […]

The ASO Project will be in Las Vegas May 20-22 at the MAU Vegas conference —widely recognized as the “grandmaster of mobile app growth conferences.” This three-day event brings together over 2,000 mobile marketing leaders, product professionals, and growth innovators from across six continents. Contact us to set up a dedicated meeting, or visit us […]

Apple has announced a new enhancement to its Apple Search Ads platform: starting March 27, 2025, view-through attribution will be available through the Apple Ads Attribution API. This update allows advertisers to measure app installations resulting not only from ad taps but also from ad impressions, providing a more comprehensive understanding of campaign performance.   […]

The App Store is getting smarter, and for app developers and marketers, this is an important development. Over the last few years, we’ve seen ratings and reviews become a larger and larger factor in the App Store algorithm. Both from keyword ranking positions and conversion rate, star ratings and user feedback play a major role. […]

Apple has released iOS 18.4 Beta 2 for developers, introducing a range of updates that bring fresh features to the table. Let’s explore what’s included, how these changes could impact your app’s performance, and why they’re worth your attention. Here’s a breakdown of the key highlights. Vision Pro App: A Management Hub Apple is introducing […]