App store ranking factors
App store ranking factors are the inputs that determine where your app shows up when someone searches. Neither Apple nor Google publishes its ranking algorithm, so no one can give you an exact formula or weights. What we have is two solid things: the inputs the stores document (which fields they index, that ratings and relevance matter), and the signals the ASO field consistently observes across thousands of apps (ratings volume, download velocity, engagement, conversion). Treat the list below as the established understanding, not a leaked spec.
- Neither Apple nor Google publishes its ranking algorithm — these factors are the documented inputs plus what ASO practitioners consistently observe, not an official formula.
- Keyword relevance is foundational: the algorithm can only rank you for terms in your indexed fields (Apple = title, subtitle, keyword field; Google = title, short + long description).
- Ratings and rating volume are a major factor — a higher, more-reviewed, fresher rating tends to both rank and convert better.
- Download velocity and engagement/retention are widely understood to lift rank — popular, sticky apps rank higher.
- Conversion rate (impression → install) matters: an app users actually install from search signals relevance back to the algorithm.
The documented inputs
Some things the stores tell you directly. The clearest is which fields are indexed for search: on the App Store, Apple indexes the title, the subtitle, and the 100-character keyword field — not the long description. On Google Play, the title, short description, and long description are all indexed. This is the foundation of ranking: the algorithm can only consider you for terms that appear in those indexed fields, so keyword relevance — putting the right terms in the right fields — is the input you most directly control. The stores also make clear that ratings and overall quality matter to discovery and to the product page.
Everything else about how these inputs are weighted is unpublished, which is why honest ASO talks about "factors" and "signals" rather than a precise formula.
- Apple indexes the title, subtitle, and keyword field — not the description.
- Google Play indexes the title, short description, and long description.
- Keyword relevance in indexed fields is the most directly controllable input.
The observed signals
Beyond the documented inputs, the ASO field consistently observes a handful of signals that move rank. Ratings — both the average and the volume, weighted toward recent activity — correlate strongly with ranking and heavily with conversion. Download velocity (how fast an app is being installed) acts as a popularity/momentum signal, which is also what drives the category charts. Engagement and retention (do users keep the app and use it?) are understood to feed discovery, because the stores want to surface apps people actually keep. And conversion rate — the share of people who install after seeing your listing in search — signals that you’re a relevant, compelling result for that term.
The practical takeaway: optimize the inputs you control (relevant keywords in indexed fields, a conversion-optimized product page) and the signals you can influence (rating velocity, retention), and treat any specific "weighting" claim with skepticism.
- Ratings (average + volume + recency) — strong rank and conversion signal.
- Download velocity — popularity/momentum, also drives the charts.
- Engagement/retention + conversion rate — relevance signals the algorithm rewards.
Frequently asked questions
What are the main app store ranking factors?
The most important are keyword relevance (terms in your indexed fields), ratings and rating volume, download velocity, engagement/retention, and conversion rate. Neither Apple nor Google publishes the exact algorithm, so these are the documented inputs plus what ASO practitioners consistently observe.
Does Apple or Google publish its ranking algorithm?
No. Both keep their ranking algorithms proprietary and change them without notice. What’s documented is which fields are indexed and that ratings and relevance matter; the precise weighting of factors is not published, so treat any exact-formula claim with caution.
Do ratings affect app store ranking?
Yes — ratings (average, volume, and recency) are widely understood to be a major ranking factor and a strong conversion driver. A higher, more-reviewed, fresher rating tends to both rank and convert better, which is why rating velocity is a core ASO lever.
Can I control my app’s ranking factors?
Partly. You directly control keyword relevance (the terms in your indexed fields) and your product page’s conversion design. You influence ratings (by prompting at the right moments) and retention (through the product). You don’t control the algorithm’s weighting — so focus on the inputs and signals you can move.
Put this into practice.
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