ASO and App Store Management Outsourcing

Last updated: November 11, 2026

App store optimisation (ASO) and app store management outsourcing means giving an external team responsibility for how your app appears and performs in the Apple App Store and Google Play: keyword research, titles and descriptions, screenshots and preview videos, ratings and review replies, A/B tests, localised store listings and release metadata. Many teams treat the store page as a one-off task at launch, yet it is the last screen a user sees before deciding to install. 360 Soft runs ASO and store management from Istanbul for consumer and B2B apps. This page explains what the work includes, how the two stores differ, how we measure progress and what to check when choosing a partner.

Who needs ASO and store management

Apps whose organic installs have plateaued or dropped after a store algorithm or category change
Teams launching in new countries that need localised listings, not just translated text
Apps with growing review volumes and no one replying consistently
Companies running paid user acquisition that want better conversion from store page views to installs
Product teams that release often and lose track of release notes, screenshots and metadata

Scope: what an ASO outsourcing team does

Area	Typical tasks
Keyword research	Search terms per market, competitor gaps, relevance and difficulty analysis, keyword field planning
Metadata	App name, subtitle, short and long description, promotional text, keyword field (iOS)
Creative assets	Icon, screenshot and preview video briefs, sequencing, localised visuals with your design team or ours
Ratings and reviews	Review monitoring, reply templates, escalation of bugs to product, in-app rating prompt timing
Experiments	Product page optimisation (iOS), store listing experiments (Google Play), custom product pages
Localisation	Market-specific keywords, screenshots and copy for each language
Release management	Release notes, phased rollout follow-up, in-app events and promotional content
Reporting	Visibility, conversion and review trends with clear next steps

App Store and Google Play: rules and differences

Topic	Apple App Store	Google Play
Keyword sources	App name, subtitle and a hidden keyword field	App title, short and full description
Testing	Product page optimisation tests, custom product pages	Store listing experiments, custom store listings
Events	In-app events shown on the store	Promotional content (LiveOps) cards
Review	Every update is reviewed against the App Review Guidelines	Policy review with automated and manual checks
Privacy	Privacy nutrition labels	Data safety section

Both stores forbid misleading claims, keyword stuffing, competitor brand names used as keywords and fake reviews. We follow the current guidelines of each store and never use incentivised or purchased ratings, because they put the whole account at risk.

Engagement models

Model	How it works	Best for
Managed ASO service	We run research, metadata, tests and reporting under an agreed monthly scope	Most apps with a steady release cycle
Dedicated specialist or team	One or more ASO specialists work inside your growth team	Large portfolios or many markets
Audit and roadmap	A one-time audit with prioritised actions your team executes	Teams with internal capacity
Review management only	Daily monitoring and replies in agreed languages	Apps with high review volume

Work can be remote, on-site or hybrid; teams range from one specialist to larger multi-language teams, and a typical start takes 1–2 weeks.

Process: from audit to continuous optimisation

Audit: current listings, keywords, ranking positions, conversion, reviews and competitors in each market.
Strategy: target keywords and markets, messaging, creative hypotheses and a test backlog.
Implementation: new metadata, screenshot and video briefs, localised listings, reply templates.
Experiments: one variable at a time, run long enough to reach a reliable result.
Monitoring: weekly checks on visibility, conversion, ratings and policy changes.
Monthly review: results, lessons learned and the next set of tests.

KPIs and service levels (SLA)

Metric	What it shows
Keyword visibility	Rankings for the target keyword set per market
Store page conversion rate	Share of product page views that lead to installs
Organic install trend	Installs from search and browse over time
Average rating and rating volume	Perceived quality and social proof
Review reply rate and reply time	How consistently users get an answer
Experiment velocity	Number of completed tests per month

Service levels such as review reply time and reporting frequency are agreed in the contract. Ranking and install outcomes depend on your product, competition and store algorithms, so we commit to process and transparency, not guaranteed positions.

Pricing: what drives the cost

Factor	Effect on cost
Number of apps and platforms	iOS, Android or both, single app or portfolio
Markets and languages	Each market needs its own keyword research and listing
Creative production	Whether screenshots and videos are produced by us or your team
Review volume	Daily reply effort and number of languages
Experiment cadence	How many tests are designed and analysed each month

In-house team, freelancers or ASO outsourcing

Criterion	In-house	Freelancer	Outsourcing
Market and tool knowledge	Builds over time	Varies	Available from day one
Multi-language coverage	Hard	Limited	Scalable
Continuity	Depends on retention	Low	Replacement process
Cost structure	Fixed salaries and tools	Per task	Agreed monthly scope

ASO and App Store Management Outsourcing — overview

Risks and how we reduce them

Policy rejections: every change is checked against current store guidelines before submission
Brand inconsistency: a style guide and approval workflow for copy and creatives
Misleading tests: one variable per test and minimum durations
Account access: role-based access in App Store Connect and Play Console, never shared owner accounts

Security, data protection, NDA and IP

We work with individual, role-limited accounts in your store consoles and analytics tools. Keyword research, copy and creatives produced for you become your property. Contract note: We work under a B2B service agreement with a defined statement of work, not as an employer of record or staffing agency. The agreement includes an NDA, assignment to you of intellectual property in all deliverables created for you, and, where personal data is processed, a GDPR data processing agreement (DPA) with Standard Contractual Clauses (or the UK IDTA for UK data). Because the team operates in Türkiye, the Turkish Personal Data Protection Law (KVKK) also applies to our side of the processing. Local rules in your own country continue to apply to your business, so we recommend your legal team reviews the final contract.

Illustrative scenario: an app with a growing review backlog

Illustrative scenario: a fitness app available in three languages has hundreds of unanswered reviews, and its store pages have not changed since launch. The ASO team starts with an audit, sets up daily review monitoring with reply templates per language, and sends recurring bug themes to the product team. In parallel, it rewrites metadata for each market and tests a new screenshot sequence that leads with the main benefit. Progress is reviewed monthly. This example shows how such a project can be structured; it does not describe a real client or real results.

Checklist for choosing an ASO agency or team

Do they explain their keyword research method and tools?
Do they test changes rather than just rewriting copy?
Do they refuse fake or incentivised reviews?
Can they cover your languages with native-level copy?
Will you keep ownership of all accounts, assets and data?
Are reporting and KPIs clear and regular?

Frequently asked questions

What is ASO?

App store optimisation: improving an app’s visibility and conversion in the App Store and Google Play through keywords, metadata, creatives, ratings and testing.

How long until ASO shows results?

Metadata changes are indexed within days to weeks; reliable trends usually need several test cycles.

Do you guarantee top rankings?

No. Rankings depend on the stores’ algorithms and competition. We commit to a transparent process and agreed service levels.

Do you reply to reviews?

Yes, in agreed languages and tone, with escalation of bugs and feature requests to your team.

Can you produce screenshots and videos?

We prepare briefs and can produce assets, or work with your design team.

Do you work on both iOS and Android?

Yes, with separate strategies because the stores index and test differently.

Do you need owner access to our store accounts?

No. Role-based access is enough, and you remain the account owner.

How is the price determined?

By number of apps, platforms, markets, creative production, review volume and test cadence.

Under which contract do you work?

A B2B service agreement with NDA, IP assignment and a GDPR DPA with SCCs (UK IDTA where relevant); KVKK applies on our side.

Contact us

Send us your app links and target markets, and we will review your store pages and propose next steps. Call or WhatsApp us on +90 850 335 10 87, write to info@360-soft.com, message us directly on WhatsApp, or use the form on our contact page. 360 Soft Marketing Yazılım ve Danışmanlık Ltd. Şti., Nidakule Ataşehir Batı, Barbaros Mah. Begonya Sk. No:1 D:2, 34746 Ataşehir/İstanbul.

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