# ASO Monthly #48 April 2020: App Store new categories & markets go live, Google UAC tests with a direct button and more!

- Link: https://phiture.com/asostack/aso-monthly-48-april-2020-app-store-new-categories-markets-go-live-google-uac-tests-with-a-4c80301d176a/
- Published: 2020-05-04T15:49:41+01:00
- Author: Adzsa Hatano

_In the ASO Monthly-series by ASO Consultancy Phiture, we reflect on the previous
month and shed a light on trends in app store optimization, algorithm changes, insights
in conversion rate optimization and tools updates._

**_Counting down to the _**[**_App Store Optimization Conference 2020_**](https://asoconference.com/)**_(
Online) on the 13th May 2020 (Starting 2:00 PM CEST)! We have a limited number of
tickets left, so don’t miss out on a spot!_**

_This update was written by Adzsa Hatano, ASO Specialist at Phiture._

![](https://miro.medium.com/max/3200/1*tEbgyizLqHIEskkA-JGTNw.png)

### **8th April — New categories appear on the US App Store.**

At the beginning of February, [Apple announced the unification of categories across the App Store and Mac App Store](https://developer.apple.com/news/?id=02052020a)
as apps are able to be distributed across both Stores, enabling users to download
apps as a universal purchase. You will now find _Developer Tools_ and _Graphics 
and Design_ categories on the App Store, which can be selected in the App Store 
Connect as of mid-March.

These new categories are now visible on the App Store, exclusively in the US as 
of the 8th April, followed by other Stores on the 11th. There is still a difference
between the US and other locales: the category page in the non-US Store does not
show top apps on the category yet.

### **9th April — iOS 14 will allow users to experience some functionalities that an app offers, without installing.**

According to [the analysis by 9to5Mac](https://9to5mac.com/2020/04/09/ios-14-apple-developing-clips-feature-for-using-apps-without-requiring-full-downloads/),
new API, referred to as “Clips”, _allows developers to offer interactive and dynamic
content from their apps even if you haven’t installed them._

_Let’s say you get a QR Code with a link to a video from YouTube but you don’t have
the official app installed on your iPhone. _**_With iOS 14 and the Clips API, you’ll
be able to scan that code and the video will be reproduced on a floating card that
shows a native user interface instead of a web pag_**_e._

**_Developers will need to specify which part of the app should be downloaded by
iOS as an Over-The-Air package to read that content. The floating card will show
options to download the full version of the app from the App Store_**_ or to open
that content with the app if it’s already installed. (Source: _[_9to5Mac_](https://9to5mac.com/2020/04/09/ios-14-apple-developing-clips-feature-for-using-apps-without-requiring-full-downloads/)_)_

This will have an impact on your ASO to some extent. For instance, this may have
a positive impact on your KPIs (if the content meets users’ demands, and they download
your app) or a negative impact (if the content mismatches users’ expectations, and
they don’t download your app). It is reported that Apple is currently testing the
new feature with OpenTable, Yelp, DoorDash, Sony, and YouTube.

### **9th April — Spikes in uninstalls and installs on the Play Store due to Huawei devices’ name changes.**

A few ASO practitioners questioned spikes in uninstalls on the Play Store. [Maria Neumayer](https://twitter.com/marianeum/status/1243222341989138433)
flagged at the end of March that this is due to changes in Huawei devices’ names.
The spikes were observed in installs as well, which means that you did not essentially
lose any users due to this.

![](https://miro.medium.com/max/2312/1*oJEoi841I1KSyrWeknGXsg.png)

_Twitter from [Maria Neumaye](https://twitter.com/marianeum/status/1243222341989138433)
r and [Ilia Kukharev](https://twitter.com/ilyakuh/status/1248193748372279296)_

### **16th April — New Google Play policies to give users more control over their data usage.**

[Google has updated the Developer Program Policies](https://play.google.com/about/updates-resources/),
which includes policies around Deceptive Behavior, Manipulated Media, Subscriptions,
and so forth. The updates aim to give users more control over their data usage as
well as better experiences through transparent communication.

### **20 April — Google UAC tests with a direct button in Search results on the Play Store.**

[Nadir Garouche](https://www.linkedin.com/posts/nadirgarouche_googleads-uac-playstore-activity-6658069312378667009-dF2s)
has flagged that Google UAC ads have been testing a new format in search results,
which occupies quite a large portion of the screen with enlarged ratings, reviews,
the number of downloads, age ratings, and a direct install button. As he pointed
out, your app may experience a decrease in Search traffic.

![](https://miro.medium.com/max/1640/1*3junkAgEytkxg58UlsB5Qw.png)

_A post from LinkedIn_

### **21st April — App Store is now open in 175 countries.**

Apple added more markets for their services: App Store, Apple Arcade, Apple Music,
Apple Podcasts, and iCloud are now available in 20 additional countries, and Apple
Music is available in 52 additional countries.

#### **Newly added markets in the App Store**

**_Africa_**_: Cameroon, Côte d’Ivoire, Democratic Republic of the Congo, Gabon,
Libya, Morocco, Rwanda, and Zambia._

**_Asia-Pacific_**_: Maldives and Myanmar._

**_Europe_**_: Bosnia and Herzegovina, Georgia, Kosovo, Montenegro, and Serbia._

**_Middle East_**_: Afghanistan and Iraq._

**_Oceania_**_: Nauru, Tonga, and Vanuatu._

You can now open a storefront in these additional countries and build your ASO strategy
there.

### **26th April — Apple Search Ads is available in Russia**

Russia is the latest country to receive Apple Search Ads, starting on 4th May 2020.
This is good news in terms of ASO as it allows you to access Search Popularity in
the Russian language. Check out if the ASO tools you are using integrate it into
their platforms.

![](https://miro.medium.com/max/2316/1*VhYbWS5RgjFw5i0FddkuuA.png)

_Left: The list of countries in Europe, Right: New update message in the Apple Search
Ads_

### **28th April — Apple Search Ads is spotted in Apple News app**

There has been a rumor circulating for a while that Apple would start showing Apple
Search Ads in their apps, and [Tim Villanueva](https://www.linkedin.com/in/timvillanueva/)
has actually spotted Apple Search Ads in Apple News apps.

![](https://miro.medium.com/max/2250/1*GFdCXAJtl9dc2uZZNdqHGg.png)

_Apple Search Ads in Apple News App_

### **_Upcoming events in May 2020_**

10–12th May — [App Builder 2020](https://appbuilders.ch//?utm_source=phiture_conf_list),
Online

13th May — [App Store Optimization Conference 2020](https://asoconference.com/),
Online

14th May — [App Growth Summit Berlin 2020](https://appgrowthsummit.com/events/app-growth-summit-berlin-2020/?utm_source=phiture_conf_list),
Online

Find more events at the [Mobile Conferences & Events 2020/2021](https://docs.google.com/spreadsheets/d/1HU-HGlUyjruHUyimv3L0CY8Kn0UBaFAIiKNrCu1TQPc/edit#gid=1832173243).

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#### 󠀁[Google Play continues implementing changes! This time, it’s the “app details” in search results. How was it before? In…](https://www.yellowheadinc.com/blog/google-play-store-adds-new-tags/?utm_source=linkedin&utm_campaign=google_play_new_tags)󠁿

#### 󠀁[www.yellowheadinc.com](https://www.yellowheadinc.com/blog/google-play-store-adds-new-tags/?utm_source=linkedin&utm_campaign=google_play_new_tags)󠁿

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#### 󠀁[**Top 10 Fitness Apps Worldwide for March 2020 | MobileAction Blog**](https://www.mobileaction.co/blog/app-marketing/top-10-fitness-apps-march-2020/?utm_source=aso_stack&utm_medium=social&utm_campaign=top_fitness_apps_march_2020)󠁿

#### 󠀁[The above chart shows the Top 10 Fitness Apps Worldwide in March 2020 for the App Store, Google Play Store, and both…](https://www.mobileaction.co/blog/app-marketing/top-10-fitness-apps-march-2020/?utm_source=aso_stack&utm_medium=social&utm_campaign=top_fitness_apps_march_2020)󠁿

#### 󠀁[www.mobileaction.co](https://www.mobileaction.co/blog/app-marketing/top-10-fitness-apps-march-2020/?utm_source=aso_stack&utm_medium=social&utm_campaign=top_fitness_apps_march_2020)󠁿

#### 󠀁[**Localizing visuals & measuring performance: ASO webinar recap – ASO Blog**](https://www.apptweak.com/aso-blog/localizing-visuals-measuring-performance-aso-webinar-recap?utm_source=asostackslack&utm_medium=referral&utm_campaign=aso-webinar-recap)󠁿

#### 󠀁[On March 26, we hosted a webinar with Mélanie Mallet (ASO Specialist at Deezer) and Simon Thillay (Head of ASO at…](https://www.apptweak.com/aso-blog/localizing-visuals-measuring-performance-aso-webinar-recap?utm_source=asostackslack&utm_medium=referral&utm_campaign=aso-webinar-recap)󠁿

#### 󠀁[www.apptweak.com](https://www.apptweak.com/aso-blog/localizing-visuals-measuring-performance-aso-webinar-recap?utm_source=asostackslack&utm_medium=referral&utm_campaign=aso-webinar-recap)󠁿

#### 󠀁[**Multiple Conversions Tracking in SearchAdsHQ: In-Depth View of Funnel**](https://splitmetrics.com/blog/multiple-conversions-tracking-in-searchadshq/)󠁿

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#### 󠀁[splitmetrics.com](https://splitmetrics.com/blog/multiple-conversions-tracking-in-searchadshq/)󠁿

#### 󠀁[**How to Optimize Apple Search Ads Based on User Acquisition Funnels \* SplitMetrics**](https://splitmetrics.com/blog/user-acquisition-funnels/?fbclid=IwAR2iSDSYLvC9RAalWUykDyeJl4VYExoD5mkFyzNRPWEsqhmtKSzjvuU8MJo)󠁿

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#### 󠀁[**Visual Salience: Evidence-Based Tips to Developing App Store Creatives**](https://splitmetrics.com/blog/how-to-develop-app-store-creatives-to-improve-conversion-based-on-salience/)󠁿

#### 󠀁[While the number of various apps and mobile games on both the App Store and Google Play continues to grow, the…](https://splitmetrics.com/blog/how-to-develop-app-store-creatives-to-improve-conversion-based-on-salience/)󠁿

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#### 󠀁[**Our new 2020 ASO Guide with PICKASO is out!**](https://thetool.io/2020/new-aso-guide-pickaso)󠁿

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#### 󠀁[www.appagent.co](https://www.appagent.co/blog/2020/04/22/a-guide-to-cross-promotion-how-to-increase-installs-for-your-mobile-game-for-free/?utm_source=ASOstack)󠁿

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#### 󠀁[mobileuseracquisitionshow.com](http://mobileuseracquisitionshow.com/episode/the-mysterious-lat-and-how-to-tame-it-with-thomas-petitgrowth-consultant/)󠁿

#### 󠀁[**Adjust and Learn: Mobile Game Marketing in Times of Crisis**](https://www.storemaven.com/adjust-and-learn-mobile-game-marketing-incrisis/?utm_source=storemaven_blog&utm_medium=asoslack)󠁿

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#### 󠀁[**Organic UA for Mobile Webinar: Strategies Needed to Succeed**](https://www.storemaven.com/mobile-organic-ua-masterclass/?utm_source=storemaven_organicuawebinar_blog&utm_medium=asoslack_2ND)󠁿

#### 󠀁[Do you have an organic user acquisition strategy for your mobile app or game? Is it measurable, practical, and…](https://www.storemaven.com/mobile-organic-ua-masterclass/?utm_source=storemaven_organicuawebinar_blog&utm_medium=asoslack_2ND)󠁿

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### **_Tool updates_**

#### 󠀁[**ASO Guides & Resources | AppTweak**](https://www.apptweak.com/aso-resources/guides?utm_source=asostackslack&utm_medium=referral&utm_campaign=aso-guides)󠁿

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#### 󠀁[**Make Your App More Visible With Visibility Report | MobileAction Blog**](https://www.mobileaction.co/blog/product/new-feature/make-your-app-more-visible/?utm_source=aso_stack&utm_medium=social&utm_campaign=visibility_report)󠁿

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#### 󠀁[www.mobileaction.co](https://www.mobileaction.co/blog/product/new-feature/make-your-app-more-visible/?utm_source=aso_stack&utm_medium=social&utm_campaign=visibility_report)󠁿

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#### 󠀁[appfollow.io](https://appfollow.io/blog/semantic-analysis-20-the-easiest-way-to-listen-to-your-customers)󠁿

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#### 󠀁[**How to Use Search Term Automation Rules to Optimize Apple Search Ads**](https://searchads.com/blog/post/search-term-automation-rules?utm_source=aso_stack&utm_medium=social&utm_campaign=automation_rule_search_terms)󠁿

#### 󠀁[As an Apple Search Ads expert, you’ve probably run many discovery campaigns to get some good keyword recommendations.](https://searchads.com/blog/post/search-term-automation-rules?utm_source=aso_stack&utm_medium=social&utm_campaign=automation_rule_search_terms)󠁿

#### 󠀁[searchads.com](https://searchads.com/blog/post/search-term-automation-rules?utm_source=aso_stack&utm_medium=social&utm_campaign=automation_rule_search_terms)󠁿