App Store Algorithm

The app store algorithm is the ranking system Apple and Google use to order results in search and browse. While the exact formulas are undisclosed, both blend two broad signal families: relevance (how well your metadata matches the query and category) and authority/behavior (install velocity, conversion rate, ratings, retention, and engagement).

In practice this means metadata gets you eligible to rank, but behavioral performance determines how high. An app with perfect keywords but weak conversion and retention will be outranked by a slightly less optimized app users clearly prefer.

Effective ASO therefore works both levers at once: precise, broad keyword coverage and a listing that genuinely converts and retains.