In-app events are one of the more underused weapons in the app store optimization arsenal. They provide a way to surface timely content directly on the App Store and Google Play, and reach new users and re-engage lapsed ones, all while giving existing users a reason to return. When executed well, they can drive meaningful lifts in impressions, downloads, and engagement without requiring a new app version or paid media.
Yet many teams overlook in-app events or treat them as an afterthought. Here at Phiture, we believe in-app events are crucial. We’ve written this guide to walk through how they work across both platforms, how to set them up effectively, and what to do when things go wrong during review.
The Quick Read
• In-app events on Apple and promotional content on Google Play let you showcase time-limited content, offers, and updates directly on the store, targeting new, current, and lapsed users.
• Apple allows up to 10 published events at a time, while Google Play supports multiple promotional content cards across offers, events, and major updates.
• Metadata accuracy is the single biggest factor in whether your event passes review. Pricing mentions, unverifiable claims, and generic descriptions trigger most rejections.
• Keywords in the event name and short description appear to be indexed by Apple, making in-app events a supplementary ASO tactic.
• If an event is rejected, fix the cited issue, reply in the Resolution Center with a summary of changes, and resubmit. No new binary is required for metadata-only rejections.
What Are In-App Events?
At its core, in-app events are a store-level feature that allows developers and marketers to promote time-limited happenings within their apps: game competitions, seasonal challenges, content launches, live-streamed experiences, or any activity with defined start and end dates.
On Apple’s App Store, the feature has been available since iOS 15, launched in October 2021. On Google Play, the equivalent is called Promotional Content, previously LiveOps, and began rolling out in 2022. Both let you communicate fresh content to users browsing the store without requiring an app update. Events appear as cards on product pages, in search results, and in editorially curated sections.
From an ASO perspective, in-app events increase surface area on the store, provide additional keyword indexing opportunities, particularly on iOS, and offer a way to differentiate your listing. Phiture’s own testing showed that in-app events can drive over 50% increases in impressions and first-time downloads during live event windows. For CRM and retention teams, they create re-engagement touchpoints that reach users who may have stopped opening the app.
Apple vs. Google Play: Key Differences
While the strategic value is similar across platforms, implementation details differ in ways that matter for planning.
On Apple, you manage events through App Store Connect. Each event requires an event name, up to 30 characters in title case, a short description, up to 50 characters in sentence case, a long description, up to 120 characters in sentence case, a badge selection, and creative media. You can have up to 10 events published simultaneously and 15 approved in App Store Connect.
On Google Play, promotional content is managed through the Play Console. Google distinguishes between card types: offers, events, major updates, and for games, crossovers and pre-registration announcements. Miscategorization can limit reach.
Notable differences include Google supporting an explicit Offer type that Apple does not, Google requiring simultaneous launch of the event and its promotional content, and each Google Play card needing entirely unique text and creative.
Apple’s In-App Event Badge Categories
Every App Store in-app event must be assigned one of seven approved badge categories. Selecting the correct badge is foundational to passing review, and misclassification is one of the more common reasons for rejection.
• Challenge: A goal-oriented activity that users can participate in for a limited time, such as a fitness challenge or an in-game milestone.
• Competition: An event where users compete against others, often with rankings, leaderboards, or rewards.
• Live Event: A real-time experience, such as a live-streamed class, concert, broadcast, or Q&A session.
• Major Update: A significant change or enhancement to the app’s functionality. Minor bug fixes or incremental improvements do not qualify.
• New Season: Typically used by games or content-driven apps where a new phase, chapter, or content cycle is introduced.
• Premiere: Reserved for first-time releases of major content, such as a new show, game mode, or feature experience.
• Special Event: A unique, limited-time moment that does not cleanly fit into the other categories but still represents a meaningful in-app experience.
If your event was rejected for category misalignment, reassess whether the selected badge truly reflects what users will experience. In many cases, reclassifying under a more accurate category resolves the issue.
How to Set Up In-App Events
The strategic planning process applies across both platforms, even though submission flows differ.
Start by defining the event’s purpose and target audience. Who are you trying to reach: new users, active users, or lapsed users? What action should they take? A clear purpose shapes every downstream decision, from badge selection to keyword targeting.
Next, write metadata that is specific to the event experience. On iOS, the event name should be the actual name of the event, such as “June Leaderboard Climb,” not a call to action or tagline. Avoid generic terms that duplicate what the badge already conveys.
Build creative assets specifically for the event. On iOS, avoid text overlays, logos, borders, and gradients, since Apple applies its own for consistency. On Google Play, creatives must look polished and unique. Ensure your deep link takes users directly to the event content within your app, not the home screen.
Finally, configure dates, regions, and targeting, then submit for review. On iOS, events are typically reviewed within 24 hours. Plan your submission so that any potential rejection leaves enough buffer to fix issues before the event start date.
What to Do If Your In-App Event Gets Rejected
There’s no secret here: rejections happen to everybody. Understanding the most common reasons and how to respond efficiently can save significant time and prevent missed event windows.
Common Rejection Reasons
• Including specific prices in the event metadata, such as “$4.99 sale” or “free”
• Using generic descriptions that promote the app rather than describing the specific event
• Unverifiable superlative claims such as “the best” or “#1”
• Excessive punctuation, especially multiple exclamation marks
• Text overlays, logos, or borders in creative assets
• A deep link that does not direct users to the event-specific content
• Badge category misalignment with the actual event type
• Submitting events that are not genuine time-limited activities, such as daily tasks or permanent features repackaged as events
How to Respond
When your event is rejected, Apple provides a notice in App Store Connect’s Resolution Center citing the specific guideline. Read it carefully, fix the issue, reply with a brief summary of what changed, and resubmit. No new binary is needed for metadata rejections. Re-review typically takes 24 to 72 hours.
For teams running events regularly, a pre-submission checklist based on common rejection reasons can reduce review friction. Preview your event card and details page before submitting. Does the name describe the actual event? Does the description avoid pricing and unverifiable claims? Does the deep link land on the right screen?
Measuring Impact
On iOS, App Analytics tracks event impressions, details page views, app opens from events, downloads, and notification opt-ins. Phiture’s testing showed that well-executed in-app events can drive around 50% increases in impressions and meaningful lifts in first-time downloads during the live event window, though these gains tend to normalize once the event ends.
On Google Play, promotional content analytics allow you to assess engagement by card type, user segment, and country. We recommend tracking in-app events alongside your broader ASO and CRM metrics rather than in isolation, since the real value often shows up in conversion rate changes, keyword ranking movements, and retention effects.
How Phiture Can Help
In-app events sit at the intersection of ASO, CRM, and creative strategy. At Phiture, we’ve developed frameworks like the Mobile Growth Stack and ASO Stack that help teams build systematic approaches to mobile growth. Our ASO services include in-app event strategy, metadata optimization, and creative guidance informed by our own user research into how users interact with event cards and promotional content.
For teams looking to refine their approach, a free consultation can help identify opportunities. You can also explore the Mobile Growth Stack and ASO Stack frameworks for a broader perspective on how in-app events fit into a comprehensive growth strategy.
Frequently Asked Questions
How many in-app events can I run at once?
On Apple, you can have up to 10 events published at the same time, with 15 approved in App Store Connect. On Google Play, multiple promotional content cards can run simultaneously. That said, running too many overlapping events can dilute impact, so quality and relevance matter more than volume.
Do in-app events help with ASO?
Yes. On iOS, keywords in the event name and short description appear to be indexed, which can give you additional keyword visibility. On both platforms, events increase your store presence and can attract editorial featuring. Any ranking lift is usually temporary, which is why a consistent event strategy matters more than a one-off activation.
Why was my in-app event rejected?
The most common reasons are mentioning specific prices, using generic descriptions, making unverifiable claims, improper capitalization, text in creative assets, broken deep links, and badge category misalignment. Apple usually cites the relevant guideline in the Resolution Center, which should be your starting point when fixing the issue.
What should I do after an in-app event rejection?
Read the rejection notice carefully, fix the specific issue, reply with a clear summary of what changed, and resubmit. If the rejection only concerns metadata or creative, you do not need to submit a new binary. Re-review usually takes between 24 and 72 hours.
Can in-app events help re-engage lapsed users?
Yes. Both Apple and Google Play can surface event cards to users who have downloaded your app before, and Apple users can opt in for event notifications. That makes in-app events especially useful for seasonal content, limited-time offers, and major feature launches that give users a clear reason to come back.
How far in advance should I submit an in-app event?
We recommend submitting at least one week before your intended publish date. That gives you enough time to handle review delays or make revisions if the event is rejected. If your event is tied to a campaign launch or a seasonal moment, adding extra buffer is a good idea.
What kinds of in-app events tend to get approved fastest?
The events that tend to pass review most smoothly are the ones with clear, specific metadata, accurate badge selection, clean creative, and deep links that go straight to the featured content. In other words, events that describe a real, time-limited experience and avoid vague promotional language usually face less friction.
Do I need a new app version to publish an in-app event?
Not usually. If the rejection is related to metadata, creative, or event setup, you can fix the issue and resubmit without uploading a new binary. A new app version is only needed if the event relies on functionality that is not yet live in the approved version of the app.
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