Founders preparing an app launch
Teams about to publish on the App Store or Google Play get a keyword and metadata review before launch, so the first listing starts from a clear plan instead of guesses.
ASO audit
For app owners who want to know which store listing fixes to make first. Our ASO audit reviews keywords, metadata, icon, screenshots and ratings, then delivers a prioritized list of fixes.
Get a scoped audit planSee iOS and Google Play options
- Keyword gap review against related search terms
- Metadata check against store character limits
- Prioritized fix list with a baseline snapshot
Quick answer
An ASO audit is a one-time review of an app's App Store and Google Play listings that shows which fixes to make first. Pugmarks Media checks keywords, title and description, icon, screenshots, and ratings. You receive a prioritized list of changes and a baseline snapshot to compare against later.
01Overview
What is ASO audit?
An ASO audit is a structured review of how an app appears and performs in the App Store and Google Play, with the aim of finding what limits its visibility and installs. App store optimization (ASO) is the practice of improving a store listing so more people find the app and tap install. The audit is the diagnostic step that comes before any of that work.
The review looks at the parts of a listing that stores and users both read: keywords, title, subtitle or short description, long description, icon, screenshots, preview video, and ratings. Each part is checked for clarity, store rules and how well it matches what people search for.
Here is a simple example. A budgeting app calls itself by a brand name only, and its title and subtitle contain no words people type when looking for expense tracking. An audit would flag the missing terms, show where they could fit within character limits, and note whether the screenshots explain the app's main benefit in the first two images.
The output is a prioritized list of fixes, not a vague report. You can see which changes are quick, such as rewriting a subtitle, and which need design or development time, such as new screenshots. Because the audit records a baseline of the current listing, you can compare results after changes go live.
An audit does not carry out the changes or promise a particular ranking. It tells you where to start, and your team or ours can then act on the list. For a wider view of the ongoing work, see our App store optimization (ASO) service.
02Fit
Who ASO audit is for
Owners of apps with flat installs
When impressions or installs stall, the audit checks keywords, icon, screenshots and ratings to show which part of the listing is the likeliest cause, ranked by priority.
Marketing teams running paid campaigns
If ad traffic lands on a weak listing, the audit reviews how the page presents the app, so marketers know what to fix before spending more.
Product teams entering new markets
Teams adding countries or languages get a review of localized metadata and keywords for each store, plus notes on how similar apps in the category present themselves.
Companies replacing an ASO vendor or in-house process
A new set of eyes gives a baseline snapshot and a prioritized fix list, which you can use to judge past work or brief a new team.
03Scope
What's included
- Keyword gap analysisCompares the keywords your App Store and Google Play listings currently use with relevant search terms, so app owners see which phrases are missing or misplaced.
- Metadata reviewChecks title, subtitle, short description and long description against each store's character limits and rules, so marketing teams know what to rewrite first.
- Icon and screenshot reviewAssesses store visuals for clarity, message order and consistency, helping teams with low tap-through understand whether the creative is holding back installs.
- Ratings and reviews analysisSummarizes rating trends, common complaints and reply practices, so product and support teams can see which issues affect store perception.
- Category comparisonReviews how similar apps in your category present their listings, so you can see where your page differs and where it could stand out.
- Prioritized fix listDelivers a ranked list of changes with a baseline snapshot of your current listings, giving owners a clear order of work and a point for later comparison.
04Process
How our ASO audit works
6 steps. You always know what's next.
The same path for every engagement.
11-2 days (estimate)
Confirm scope and get access
We agree which apps, stores, languages and countries are in scope. You share store listing links and, if possible, read-only console and analytics access. You receive a short scope note.
2Week 1 (estimate)
Capture a baseline snapshot
We record current keywords, listing text, visuals, ratings and visible store positions for the agreed markets. You receive a dated snapshot, so later changes can be compared against a fixed starting point.
3Week 1 (estimate)
Review keywords and metadata
We compare your title, subtitle or short description and long description with relevant search terms and each store's character limits. You receive a list of missing, misplaced or wasted phrases.
4Week 1-2 (estimate)
Assess icon and screenshots
We check the icon, screenshots and preview video for clarity, message order and consistency with the listing text. You receive notes on what may be holding back taps and installs.
5Week 2 (estimate)
Analyze ratings and competitors
We read rating trends, common complaints and reply practices, then compare how similar apps in your category present their listings. You receive a summary of gaps and patterns worth acting on.
6End of week 2 (estimate)
Deliver a prioritized fix list
We rank every finding by likely impact and effort, then walk you through the list on a call. You receive the written report and can decide whether to act in-house or with us.
05Deliverables
What you get
| Deliverable | What it is | Cadence | Starts in |
|---|---|---|---|
| Scope note | Short document listing apps, stores, languages and countries covered | One-time | Days 1-2 |
| Baseline snapshot | Dated record of keywords, listing text, visuals, ratings and visible store positions | One-time | Week 1 |
| Keyword gap analysis | Current listing keywords compared with relevant search terms | One-time | Week 1 |
| Metadata review | Title, subtitle or short description and long description checked against store limits and rules | One-time | Week 1 |
| Icon and screenshot review | Assessment of store visuals for clarity, message order and consistency | One-time | Week 1-2 |
| Ratings and reviews review | Summary of rating trends and recurring themes in user reviews | One-time | Week 1-2 |
| Prioritized fix list | Ranked list of listing changes, ordered by likely impact and effort | One-time | Week 2 |
| Findings walkthrough | Call to explain findings and agree next steps | One-time | End of audit |
| Progress reporting | Comparison against the baseline, only if you continue into ongoing ASO | Monthly | After the audit, once agreed |
06Compare
ASO audit: in-house team, agency or Pugmarks Media
Swipe to compare →
| Criteria | In-house | Typical agency | Pugmarks |
|---|---|---|---|
| Time to start | Depends on hiring or freeing up staff | Depends on agency availability and contract steps | Scope note within 1-2 days (estimate) after access |
| Specialization | Usually one generalist covering several channels | Varies by agency; some also cover other channels | SEO and app specialists on a 25+ SEO specialist team |
| Store coverage | Often one store, based on team experience | Varies by agency | App Store and Google Play, in agreed markets |
| Reporting | Internal updates, format set by the team | Varies; often set in the contract | Dated baseline snapshot and prioritized fix list; monthly reporting if work continues |
| Cost model | Salaries and tool subscriptions | Retainer or fixed project fee | Scoped audit; cost depends on apps, stores, languages and countries |
| Flexibility | High control, limited by team capacity | Varies with contract terms | Audit alone, or paired with ongoing ASO work |
07Cost
What does ASO audit cost?
ASO audit cost depends on scope: how many apps are covered, which stores (App Store, Google Play or both), how many languages and countries are included, and how competitive your category is. A single app in one market takes less review than several apps across many locales. To get a quote, share your store listing links and target markets through our contact page, or see the pricing page for how we structure engagements.
Package prices are published so you can compare before you call.
See all packages11Years in business
08Proof
Results for clients like you
Only results our clients have approved for publication. No made-up logos or numbers.
FAQ
Frequently asked questions
Still have a question?
Ask us directly. We reply with honest next steps, even if that means we're not the right fit.
Ask our teamHow long does an ASO audit take?
An ASO audit typically takes one to two weeks for a single app, based on our estimate. The scope note comes within 1-2 days of getting access, and the baseline snapshot and reviews follow in weeks 1-2. Timing depends on how many apps, stores and markets are covered and how quickly you share access.
What is the difference between an ASO audit and ongoing ASO?
An ASO audit is a one-time diagnostic review, while ongoing ASO is the continued work of testing and updating a listing. The audit finds what limits visibility and installs and ranks fixes by priority. You can then apply the fixes yourself, or ask us about our ASO packages for continued work.
Do I need an ASO audit before launching an app?
No, an audit is not required, but a pre-launch review helps. Checking keywords, title, subtitle or short description, and screenshots before you publish means the first listing starts from a plan instead of guesses. Apps already live can use the audit to find why impressions or installs have stalled.
What do you need from me to start an ASO audit?
We need your store listing links, the markets and languages in scope, and ideally read-only access to your store consoles and analytics. Links alone allow a review of public listing elements. Console access adds detail on impressions and conversion, so the findings are more specific.
Does an ASO audit cover both iOS and Android?
Yes, an ASO audit can cover the App Store, Google Play or both, depending on what you agree in the scope note. Each store has its own character limits and rules, so we check them separately. For store-specific work, see our iOS App Store optimization and Google Play optimization pages.
How much does an ASO audit cost?
The cost depends on scope: the number of apps, which stores are included, how many languages and countries are covered, and how competitive your category is. A single app in one market needs less review than several apps across many locales. Share your listing links through our contact page for a quote, or see pricing.
Will an ASO audit improve my app's rankings?
An ASO audit does not guarantee higher rankings or installs. It identifies which listing fixes are most likely to matter and gives you a prioritized list. Results then depend on how the changes are applied, your category's competition, and store algorithm behavior, which changes over time.
Should I use an ASO tool or hire an agency for an audit?
An ASO tool shows keyword and ranking data, while an agency interprets that data and decides what to change. Many teams use both. A tool alone does not tell you which fix to make first. See our guide to ASO tools for how tools differ.
09Keep reading
Related services and guides
This ASO audit connects to our App store optimization (ASO) overview, iOS and Google Play options, and ASO packages for ongoing work.
Get in touch
Get a scoped ASO audit plan
Share your store listing links and target markets, and we will reply with a scope note. Pricing depends on scope, so the pricing page explains how engagements are structured.
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