How do we prove ASO ROI to our leadership?

Tie organic installs to revenue using your existing LTV data. Build a before-and-after model: track organic installs and conversion rate for 30 days before any ASO work, then track the same metrics after changes go live. Multiply the incremental installs by your average LTV. If you can also show that blended CAC dropped because organic is picking up volume that paid used to carry, the case gets even stronger.

Do we need a dedicated ASO person?

Yes. Most teams start with ASO as a shared responsibility, which works when the main work is keyword research, updating metadata quarterly, and monitoring ratings. But once you're operating in multiple markets or coordinating with Apple Ads, the workload outgrows the side-job model. The alternative to hiring is partnering with an agency or managed service that handles strategy and execution.

How long does ASO take to show results?

It depends on what you're changing. Creative changes like a new icon or updated screenshots tend to move conversion rates within two to four weeks. Keyword ranking changes take longer - four to eight weeks is typical. A full metadata overhaul in a new market might take three months before you see compounding organic growth. The teams that see the strongest results update, measure, adjust, and repeat on a regular cycle.

How often should we update our metadata to see the impact?

For the App Store, every four weeks is a good cadence. Apple's algorithm needs roughly three to four weeks to fully process metadata changes. For Google Play, six to eight weeks between updates works better. Outside of that regular cadence, update reactively when a competitor takes a keyword position, seasonal demand shifts, conversion rate drops, or Apple Ads data reveals a high-converting keyword you're not targeting organically.

Is ASO different for mobile games?

Yes, in a few specific ways. Games rely more heavily on generic discovery keywords than branded search. Video previews matter more for games, as showing gameplay footage can significantly improve conversion. Screenshot orientation is different - games typically use landscape screenshots. And competition is fiercer in raw numbers, meaning your update cadence may need to be faster and your creative testing budget should be higher.

MainPosts by Ivan Žgela

Ivan Žgela

SEO & Lead Content Manager

Leads organic growth strategy across the SplitMetrics and App Radar brands. With 10+ years in SEO, content marketing and mobile app industry, he specializes in turning technical app growth topics into search-driven content that reaches mobile marketers, UA managers, and growth teams.

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