App Store Algorithm
The ranking system a store uses to order search and chart results, weighing relevance, conversion, and engagement.
What it means
The “algorithm” is the store’s system for deciding which apps rank where. While neither Apple nor Google fully publishes it, the broadly understood signals include keyword relevance (from metadata), conversion rate, install velocity, retention/engagement, and ratings.
ASO is the practice of aligning the factors you control — metadata, store-page assets, and the experience that drives ratings and retention — with these signals. Because the algorithm reweighs continuously, ASO is ongoing rather than one-time.
Frequently asked questions
What factors does the app store ranking algorithm use?
The stores don’t publish the full formula, but widely accepted signals include keyword relevance from metadata, conversion rate, install velocity, user engagement and retention, and ratings and reviews.