An ASO audit in 2026 is not a quick pass over title and keyword field. Teams that lose 30–50% of organic volume in a quarter usually find a chain of issues: stale keyword map, weak listing CVR, Apple Search Ads overlap, and locales that have not been touched in a year. Below is a 47-point ASO audit checklist with P0/P1/P2 priorities you can run in one working day and repeat after every major release or impressions drop.
The framework is iOS-first, but Google Play and cross-store blocks are called out. If impressions are already down, start with the metrics block and read our guide on diagnosing App Store impression drops in parallel.
Why run a recurring ASO audit
Store algorithms and competition move faster than most product roadmaps. A quarterly audit catches:
- keyword map drift — subtitle no longer covers long-tail;
- CVR decline after screenshot changes without A/B tests;
- ASA brand campaigns cannibalizing organic brand impressions;
- locales with outdated copy and zero demand.
Without a checklist, teams fix symptoms: “rewrite title” instead of “fix listing + tier-2 semantics.”
P0: metrics and baseline (day 0)
1–8. Pull from App Store Connect for 28/7/7 days: impressions, product page views, conversion rate, units by source (Search, Browse, Referrer). Compare YoY. Lock top-20 keywords by impressions and ranks. Note metadata, pricing, and CPP change dates. Separate paid vs organic — do not mix Search Ads into organic conclusions. If CVR dropped before impressions, prioritize listing work; see our listing CVR guide.
P0: metadata and semantics
9–18. Title: head term in first ~20 characters, no stuffing, differentiated vs competitors. Subtitle: 2–3 long-tail clusters, human-readable. Keyword field (iOS): no duplication of title/subtitle, covers synonyms and typo variants. Promo text: current, aligned with ASA messaging. Description: first 3 lines = value prop + keyword; then features, proof, FAQ for long-tail. Confirm focus keyword appears in title, first description paragraph, and slug on any web mirror.
P1: listing and conversion
19–28. Icon: readable at 29×29, A/B if CVR below category median. Screenshots: first frame = core use case, localized for top-3 GEOs. Preview video: measure opt-in vs static. CPP: versions for high-intent segments (trial, pro). Active Product Page Optimization tests in ASC. Rating 4.0+ and response velocity on 1–3★ reviews. Common failure modes: 9 ASO mistakes killing organic growth.
P1: locales and Google Play
29–36. For locales with >5% installs: dedicated keyword map, not machine-translated title. Disable dead locales with zero demand. Google Play: keyword-rich short description, custom store listings, green vitals (crash, ANR). Deep dive: Google Play ASO 2026 guide.
P2: ASA overlap and subscriptions
37–42. Brand SOV vs organic brand impressions. Discovery CPT vs cohort LTV. ASA keyword tiers aligned with organic map. Subscriptions: pricing clarity on screenshots, trial-intent keywords — see subscription ASO and ASA organic overlap.
P2: process and reporting
43–47. Named ASO owner in RACI. Cadence: quarterly + post-major-release. Report template: baseline → findings → P0 fixes → 14-day plan. Link to product analytics (D1, trial start). Six-week experiment backlog, not “change everything at once.”
Priority table
| Priority | Example finding | SLA |
|---|---|---|
| P0 | CVR −15% after screenshot swap | 48–72h: revert or new A/B |
| P0 | Title trademark / misleading risk | Immediate |
| P1 | Subtitle misses tier-2 keys | 7 days |
| P1 | 3 locales stale 12+ months | 14 days |
| P2 | No CPP for high-intent ASA ad group | 30 days |
14-day post-audit plan
Days 1–3: close all P0, set new baseline. Days 4–7: one listing experiment + targeted subtitle edit. Days 8–14: measure impressions/PPV lift; if <10%, shift to long-tail and locales. Do not change title and keyword field in the same sprint.
FAQ
How often should we run a full ASO audit?
At least quarterly and after every major metadata or pricing release. After an impressions drop, run an express P0 pass in ~4 hours.
Are ASO tools enough?
Tools give ranks and suggestions. This checklist covers CVR, locales, ASA overlap, and process — gaps dashboards miss.
Do we need a separate Google Play audit?
Yes if Android is >25% of revenue. Play semantics (short description) and vitals affect discoverability differently from iOS.
Who should own the ASO audit?
Growth or product marketing with ASC, Play Console, and ASA access. Product joins for retention and onboarding signals.
Related reading
An ASO audit is not a one-off spreadsheet — it is a repeatable operating rhythm. Run the 47 points once, close P0, and you will have a baseline to defend organic growth in every paid budget debate.