App store optimization (ASO)
ASO audit
Pugmarks Media offers an ASO audit for app owners who want a clear, prioritized review of their App Store and Google Play listings.
Quick answer
An ASO audit is a structured review of an app's App Store and Google Play listings that finds gaps in keywords, metadata, icon, screenshots, and ratings. Pugmarks Media, based in Ahmedabad, India, delivers the audit as a prioritized list of fixes, so app owners know what to change first and why.
01Overview
What is ASO audit?
An ASO audit is a review of how an app appears and performs in app store search and on its store page, covering keywords, text, visuals and ratings. The goal is to show what is holding back discovery and installs, and in what order to fix it. ASO stands for app store optimization.
An ASO audit looks at two kinds of signals. Discovery signals decide whether people find the app: title, subtitle or short description, keyword fields, and the app store ASO keywords the listing targets. Conversion signals decide whether visitors install: icon, screenshots, preview video, description, and ratings and reviews.
Here is a concrete example. A budgeting app ranks for a few broad terms but gets few installs from the people who see it. The audit might find that the screenshots show menus instead of benefits, the title leaves out a core feature, and recent reviews mention a bug that the listing never addresses. The output is a ranked list of fixes, such as rewriting the title, redesigning the first two screenshots and replying to reviews.
An audit differs from ongoing optimization. It is a diagnosis with recommendations, while ongoing work applies and tests the changes. Results depend on category competition, app quality and how quickly changes ship, so no audit can promise rankings or install numbers.
Pugmarks Media, based in Ahmedabad, India, runs audits as part of its app store optimization work. Platform specifics are covered on the iOS App Store optimization and Google Play optimization pages.
02Who it is for
Who ASO audit is for
Founders preparing an app launch
Pre-launch teams with a draft listing get a review of title, subtitle, keywords, icon and screenshots before submission, so the first version of the store page is built on research.
Apps with flat or falling installs
Product owners whose organic installs have stalled get a gap review of keyword coverage, metadata and conversion elements to show where the listing may be losing visibility or taps.
Teams with low ratings or weak reviews
Apps with poor ratings get a review of rating prompts, recent review themes and how the store page presents them, with suggested fixes for the product and support teams.
Publishers on one store expanding to the other
Owners moving between the App Store and Google Play get a comparison of each store's metadata rules and ranking inputs. See iOS App Store optimization and Google Play optimization.
Marketing leads comparing agencies or tools
Marketers weighing in-house work, tools or app store optimization agencies can use the audit as a fixed-scope first step. It produces a prioritized action list before any ongoing commitment.
Apps entering new markets or languages
Teams localizing for new countries get a review of keyword and text gaps by locale, so they can decide which languages and listings deserve work first.
03What we do
What's included
Keyword gap analysis
Reviews the keywords your App Store and Google Play listings target against related search terms, so app owners see which terms are missing, weak or poorly placed.
Metadata review
Checks your title, subtitle, short description and long description for clarity, keyword placement and store rules, so product and marketing teams know exactly what to rewrite.
Icon and screenshot review
Assesses your icon, screenshots and preview video for message clarity and consistency, giving designers specific changes to test on each store.
Ratings and reviews check
Looks at your rating trends and recent user reviews to find recurring complaints and praise, helping teams decide what to fix and what to highlight.
Store-specific findings
Separates findings for the iOS App Store and Google Play, since each store ranks and displays listings differently, so your team can act on each platform correctly.
Prioritized action report
Delivers a written report that ranks recommended fixes by expected effort and impact, so owners can plan work in order. Results depend on your app and category.
04Process
How our ASO audit works
Collect Access and Goals
Pugmarks Media asks for your app name, store links, target markets, and business goals. You provide read-only analytics access if available. You receive a short scope note confirming what the audit covers.
1 DAY (ESTIMATE)Review Current Store Listings
We record how your App Store and Google Play listings look today: title, subtitle, short and long description, icon, screenshots, video, and ratings. You receive a baseline snapshot to compare against later.
1-2 DAYS (ESTIMATE)Research App Store Keywords
We build a list of ASO keywords from your category, your listing text, and search suggestions, then check which terms your app targets and misses. You receive a grouped keyword list with notes.
2-3 DAYS (ESTIMATE)Compare Against Category Peers
We review several apps competing for the same searches, using generic categories rather than naming them in your report. You receive observations on positioning, creative style, and metadata patterns.
1-2 DAYS (ESTIMATE)Score Metadata, Creative and Ratings
We assess each listing element against store guidelines and general ASO practice, including review themes and rating prompts. You receive a scored checklist showing gaps by platform.
2 DAYS (ESTIMATE)Deliver Prioritized Action Plan
Pugmarks Media presents findings in a written report and walkthrough call, ranking fixes by effort and likely impact. Results depend on your category and competition. You receive a clear to-do list you can run in-house or with us.
1-2 DAYS (ESTIMATE)
05Deliverables
What you get
| Deliverable | What it is | Cadence | Starts in |
|---|---|---|---|
| Keyword gap review | Comparison of current App Store and Google Play keywords against relevant search terms | One-time | Week 1 (estimate) |
| Metadata review | Check of title, subtitle, short description and long description against store limits | One-time | Week 1 (estimate) |
| Icon and screenshot review | Assessment of store visuals for clarity, message order and consistency | One-time | Week 1-2 (estimate) |
| Ratings and reviews analysis | Summary of rating trends, common complaints and reply practices | One-time | Week 2 (estimate) |
| Category comparison | Review of how similar apps in the category present their listings, using generic categories | One-time | Week 2 (estimate) |
| Prioritized action plan | Ranked list of fixes by effort and likely impact, with owners | One-time | Week 2-3 (estimate) |
| Findings walkthrough | Call to explain the audit and answer questions | One-time | Week 3 (estimate) |
| Progress report | Review of listing changes and tracked keyword movement; depends on scope | Monthly | Month 2 (estimate) |
| Listing re-check | Follow-up review after changes are published | Quarterly | Month 3 (estimate) |
06Compare
ASO audit: in-house vs agency vs Pugmarks
| Criteria | In-house | Typical agency | Pugmarks |
|---|---|---|---|
| Time to start | Depends on team capacity and existing workload | Depends on onboarding and sales process, often several weeks | Scoped after an intro call; timeline given as an estimate |
| Specialisation | Strong product knowledge; ASO often one of many duties | Varies; some cover ASO only, some are general marketing | SEO, web and mobile app work under one team in Ahmedabad, India |
| Reporting | Internal format, set by the company | Varies by contract | Monthly reporting cadence |
| Cost model | Salaries and tool subscriptions | Retainer or project fee | Scope-based; see the pricing page or contact us |
| Risk | Blind spots from limited outside comparison | Generic playbooks if the team is not familiar with your category | Findings are recommendations; results depend on the app and market |
| Flexibility | High control over priorities | Often bound by contract terms | Contract terms Monthly SEO retainers start with a 3-month minimum, because search work takes time to show results. After that, the agreement runs month to month. One-off projects such as web design and development are priced per project, with no ongoing term. |
08FAQ
Frequently asked questions
How long does an ASO audit take?
An ASO audit typically takes one to two weeks, though the timing depends on the number of apps, stores and languages in scope. Pugmarks Media reviews keywords, metadata, icon, screenshots and ratings, then delivers prioritized findings. Access to your store consoles and analytics can speed things up. Ask us for a timeline for your app.
What is the difference between an ASO audit and ASO services?
An ASO audit is a one-time review that identifies what to fix, while ASO services carry out the ongoing work of testing and updating listings. Pugmarks Media can deliver the audit alone, or you can pair it with best app store optimization services to act on the findings.
Do I need an ASO audit for both the App Store and Google Play?
Not always, because the two stores rank apps differently. Apple uses a keyword field, title and subtitle, while Google Play reads the full description. If you publish on both, a combined review is common. See iOS App Store optimization and Google Play optimization for store-specific detail.
How much does an ASO audit cost?
The cost of an ASO audit depends on scope: the number of apps, which stores are covered, the number of languages and how deep the competitor review goes. Pugmarks Media does not list a fixed figure here. Contact us with your app details, or see seo pricing packages for general information.
What app store ASO keywords will an audit cover?
An ASO audit reviews the app store ASO keywords your listing currently targets, the ones competitors use, and gaps in your title, subtitle, keyword field or description. Pugmarks Media groups them by relevance and likely competition. Which terms are worth targeting depends on your category, audience and app maturity.
Do I need an ASO tool to run an audit?
No single ASO tool is required, but most audits use a keyword and ranking tool alongside each store's own console data. Tool choice depends on your budget and markets. Our article on the best app store optimization tools explains the common options and what to compare.
Will an ASO audit improve my app's rankings?
An ASO audit cannot guarantee higher rankings or installs. It identifies issues and opportunities in your listing, and results depend on how you apply the fixes, your category's competition and store algorithm changes. Pugmarks Media provides prioritized recommendations so you can act on the highest-impact changes first.
How do I choose among app store optimization agencies?
Compare app store optimization agencies on scope, process, reporting and proof of work. Ask what the audit covers, how recommendations are prioritized and how often you receive reports. Pugmarks Media reports monthly on ongoing work. You can review our case studies and client reviews before deciding.
09Keep reading
Related services and guides
Explore related ASO services and guides: Pugmarks Media offers iOS App Store optimization, Google Play optimization, ASO packages, and ASO articles and tools covering app store optimization agencies, keywords and metadata.
Talk to our team about your app listings
Contact Pugmarks Media in Ahmedabad, India to discuss your app's App Store and Google Play listings. We will confirm scope and what the ASO audit would cover before you commit to anything.