Welcome to this month’s edition of ASO Monthly — your go-to update on what’s moving the needle in App Store Optimization.

We break down the latest algorithm changes, trends, and experiments across app stores, alongside CRO insights, tool updates, and developer platform news.

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October 12

ASO Monthly 113: SAP Fluctuations, New ‘Game Profile’ in Play Store, App Strings Translations, 70 CPPs and More!

Welcome to this month’s edition of ASO Monthly — your go-to update for the most impactful developments in App Store Optimization. Each month, we cover algorithm changes, emerging trends, conversion rate optimization insights, tool updates, and everything that matters in the world of app stores.

October 1st – Keyword Visibility Shifts after the New Apple Ads Change

On October 1st, several app intelligence platforms observed sharp fluctuations in keyword search popularity across multiple categories, with some terms showing sudden drops while others spiked. Industry discussions indicate this was triggered by an Apple Search Ads backend change, where Apple stopped displaying search scores below 50. However, Apple now also provides a monthly keyword popularity chart within the Apple Ads, offering visibility into estimated keyword traffic across categories. ASO professionals should monitor these metrics closely to understand shifts in keyword popularity.

October 2nd – Game Profile rolls out to Play Store

Google has introduced a new Game Profile feature in the Play Store, allowing users to track their achievements, streaks, and gaming statistics in one place. The introduction of streaks is particularly impactful, as it enables publishers to incentivize consistent engagement through special rewards or offers. This update reflects Google’s continued focus on enhancing user retention and in-store engagement, positioning the Play Store as not just a distribution platform but an integrated gaming ecosystem that encourages players to return and stay active.

October 18 – Google adds App Strings Translation using Google Gemini

Google has integrated Gemini-powered App Strings translation directly in the Play Console, letting publishers translate strings from their app bundles–in draft releases. However, early feedback suggests quality can vary (terminology drift, context errors), so teams should human-review outputs and QA in staging before release. Monitor post-launch metrics (CVR, retention, reviews mentioning language) to catch issues quickly and iterate.

October 30 – Apple increases the total number of Custom Product Pages

Apple has expanded its Custom Product Pages (CPPs) capacity, now allowing developers to create up to 70 pages, doubling the previous limit of 35. This enhancement provides publishers and marketers with greater flexibility to target different audience segments in Apple Ads, associate organic keywords, and test varied creatives or messaging. It also unlocks broader opportunities for paid and external campaigns, enabling teams to align ad visuals and metadata with user intent more precisely.

Source: Here

Interesting Reads/Listens/Watches

App store seasonality: Trends, strategies, and holiday optimization tips | AppTweak

How Mobile Apps Can Win Halloween: Strategies That Actually Move KPIs | AppSamurai

ASO with Phiture Experts:

With the holiday season approaching, ASO practitioners should proactively plan to maximize visibility and conversion opportunities. Begin by analyzing historical performance to identify trends in traffic, conversion, and user behavior between evergreen and seasonal activites. Use these insights to determine which store assets and creatives drive the strongest results, and align them with upcoming in-store events, keyword updates, and paid campaigns. Strategic timing, consistent creative refreshes, and targeted keyword bidding will ensure your app stays relevant, competitive, and resonates with festive user intent throughout the season.

Talha Mumtaz, Growth Manager

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