App Store ranking factors: How to boost app visibility in 2025

Apple’s ranking algorithm processes millions of data points every day to decide which apps land in front of users. App Store Optimization (ASO) is still the most cost‑effective way to grow, and understanding the app store ranking factors has never been more important. 

The challenge lies not in identifying these factors but in knowing which ones truly impact your app’s visibility and how to optimize them effectively.

From download velocity to user engagement metrics, each element plays a unique role in determining your app’s position in search results.

Recent announcements at WWDC 2025 introduced new discovery features, making it vital to update your ASO strategy. We will break down the key App Store ranking factors and offer practical tips to boost your app’s visibility in 2025.

Importance of ASO for iOS app developers

App Store Optimization is critical for mobile growth and revenue generation. Studies show that over 65% of App Store downloads begin with a user searching the store.

If your app isn’t optimized to appear in those search results, you’re missing out on a huge audience. ASO ensures your app surfaces for relevant keywords, making it discoverable to potential users without solely relying on paid ads.

Beyond discovery, ASO drives cost-effective user acquisition. By improving your app’s organic visibility, you gain installs without spending heavily on advertising. In fact, effective ASO enables sustainable growth “without the constant need for ad spending.”.

Finally, consider user behavior: people spend an average of 4-5 hours per day on mobile apps. 

Capturing even a fraction of that attention through higher search ranking can translate into significant engagement and revenue.

In short, ASO is the foundation of app success in 2025 – it improves discoverability, lowers acquisition costs, and helps convert impressions into downloads and loyal users​.

Core App Store ranking factors

What are the exact App Store ranking factors? While App Store’s algorithm is proprietary, experts have identified several core ranking factors that significantly affect where your app appears.

The key elements include your app’s metadata (title, subtitle, keywords), the volume and velocity of downloads, user ratings & reviews, retention and engagement metrics, revenue performance, and update frequency. Let’s break down each of these.

#ProTip: WWDC 2025 introduced several innovations that directly affect app store ranking factors and user discovery. Incorporating these features into your ASO strategy can give you an edge.

App Store tags

Apple will now auto‑generate “tags” for every app using a large language model trained on your metadata. Tags highlight specific features such as “budget planner” or “offline map” and appear as tappable chips in search results. Users can tap a tag to explore curated collections of similar apps. 

Developers can view and edit their tags in App Store Connect removing irrelevant ones if necessary. Because tags create a new discovery layer alongside keywords, ensure your metadata and screenshots reflect the capabilities you want to be associated with. These tags effectively become new app store ranking factors: if your app is tagged “photography” or “meal planner,” it may rank within those curated tag collections and deliver additional organic traffic.

#Remember: Although you cannot manually add tags to your app, App Store Connect allows you to remove any that are inaccurate or irrelevant.

Custom product pages

One of the biggest shifts in 2025 is that Custom Product Pages (CPPs) are evolving from a paid UA tool into a powerful organic ASO asset. Historically, CPPs were only accessible via direct links or Apple Search Ads, not indexed in search. Now, Apple announced that developers will link CPPs to specific keywords so that a custom page can appear in organic search results for those terms.

This change means CPPs are gaining true organic visibility, effectively becoming additional “landing pages” in App Store search.

CPPs let you create micro-funnels for different audience segments or keywords. Think of each CPP as a focused “mini-pitch” built around a specific intent.

For example, a photo editing app could have one page showcasing “Perfect Smile” features targeting dental or selfie keywords, and another highlighting “Retro Filters” for vintage photo enthusiasts.

App downloads and installs

Download volume is a major driver of App Store ranking. Simply put, the more downloads your app accumulates (especially in a short time frame), the more likely the algorithm will consider it popular and relevant.

A high download velocity – meaning a surge of installs in a brief period – signals a “new and exciting app worth recommending” to users.

App Store’s algorithm views strong download momentum as evidence of user interest. In fact, apps that attract a large number of downloads quickly are more likely to be promoted and rank higher.​

Consistent downloads over time also matter. A well-established app with a high total download count has proven its value to many users, which can reinforce its ranking position.

Keep in mind that quality of downloads counts too – attracting relevant users who stick around is better than random installs that lead to quick uninstalls (more on retention later).

Metadata optimization

Your app’s metadata – specifically the title, subtitle, and keyword field in App Store Connect – is the foundation of ASO.

These textual elements directly influence which search queries your app is eligible to rank for. 

App Store’s algorithm first checks if a user’s search term appears in your metadata; if it does, your app can be considered for that search.

The app title carries the heaviest weight for keywords, so include a primary keyword alongside your brand name (for example, “MyBrand – Fitness Tracker” if “fitness tracker” is a target term). 

The subtitle (up to 30 characters) provides a secondary spot for important keywords and a concise value proposition.

Additionally, App Store provides a 100-character keyword field (not visible to users) – make full use of it by listing relevant keywords and search phrases that didn’t fit in your title or subtitle.

Metadata optimization is all about relevance. By strategically placing keywords, you help the algorithm understand what your app does and which searches it should appear in​.

For example, including “CRM” or “Project Management” in the metadata of a B2B app will signal to App Store that your app should show up for those searches.

Don’t stuff keywords unnaturally, but do conduct thorough keyword research to target terms with high user search volume and moderate competition. The goal is to align your app listing closely with how your audience searches.

A well-optimized metadata profile improves your search ranking eligibility and puts you in the game for relevant queries.

#Pro Tip: MobileAction’s ASO Intelligence enables app owners and marketers to grow organically with its unmatched Metadata, Keyword, and Performance tools.

User reviews and ratings

No one likes downloading a poorly rated app – and App Store knows this. User reviews and ratings are pivotal for both conversion and ranking.

A high average star rating (4.5 and above) and a healthy volume of positive reviews signal that your app provides value and a good user experience.

These signals feed into the App Store algorithm as indicators of quality and credibility​. An app that consistently earns 5-star reviews is far more likely to be promoted by search rankings than one plagued by 1-star complaints.

Beyond the algorithm, ratings and reviews influence users directly. Many users read reviews before installing; thus, having a strong rating improves your conversion rate (more people will download), which in turn further boosts your rankings.

App Store even occasionally features apps in editorial lists or the “Today” tab if they have outstanding user feedback. In short, positive feedback is a virtuous cycle: it improves rankings, which leads to more visibility and downloads, and thus more chances for reviews.

Make it a practice to encourage satisfied users to rate your app (for instance, via a gentle in-app prompt after a positive action) and address negative reviews promptly.

By fixing issues and replying to unhappy users, you can turn around your rating over time. 

Remember, apps with ratings above 4.5 stars receive three times more installs on average, underscoring how crucial this factor is.

App retention rates

Retention rate measures how well your app keeps users over time (e.g., what percentage of users are still active after 1 day, 7 days, 30 days, etc.). It’s a core metric for user satisfaction.

The App Store algorithm likely uses retention as a gauge of app quality and relevance: if people download your app but abandon it quickly, that’s a bad sign; if they stick around and continue using it, the app is clearly delivering value​.

High retention suggests strong engagement, which will indirectly lift your search rankings because it implies users find the app useful long-term.

User engagement and retention are measures of app value​. An app that retains users is more likely to show relevant, ongoing utility – exactly what App Store wants to provide.

This is why some seemingly “soft” metrics like time in app, frequency of app opens, and cohort retention curves can have an indirect influence on rankings.

To improve retention, ensure your app delivers on its promise: provide a great onboarding experience, continually update with new features/content, and perhaps implement retention tactics like push notifications or email reminders (used judiciously).

In summary, keep your users happy and coming back, and the App Store will take notice of your app’s stickiness.

Regular updates

Frequent, regular app updates are a sign of an active, healthy product. Both users and app store algorithms favor apps that are actively maintained.

For users, seeing regular updates (with release notes) signals that the developers are fixing bugs, improving performance, and adding features – which encourages trust.

For App Store, each update is a fresh chance to reassess and potentially feature your app, and it indicates the app meets current standards (App Store has been known to remove or down-rank apps that are outdated or abandoned)​.

Updating your app can directly and indirectly boost ranking. Directly, an update can generate a spike in download velocity, especially if you coordinate it with marketing or if the update itself attracts lapsed users back (through App Store notifications about new versions).

Indirectly, updates improve app quality and performance, leading to better reviews and retention.

In 2025, top apps tend to push updates frequently – many release 1-4 updates each month on average​. While you don’t need to update weekly without reason, aim to refresh your app at least every few weeks or whenever you have meaningful improvements.

One study noted the median time between updates for top free apps is 18 days (about 2½ weeks)​.

Regular updates with quality enhancements can even increase your chances of being featured by the App Store editorial team​.

The takeaway: don’t let your app stagnate. Continuously refine it, both to delight users and to send positive signals to App Store’s ranking algorithm.

In other words

In 2025, App Store Optimization remains an essential pillar for mobile app growth. By understanding and leveraging the ranking factors discussed – from keywords and downloads to reviews and retention – B2B SaaS developers and marketers can significantly boost their app’s visibility. ASO is a continuous, iterative process, but the payoff is a steady stream of organic users and reduced reliance on paid user acquisition.

Stay informed on the latest App Store trends, listen to your users, and keep optimizing. With a solid ASO strategy, your app will be well-positioned to climb the rankings and achieve sustainable success on the App Store.