One-Time Audit & Setup: ₹40,000–₹1,50,000. Tier 1 — ASO Foundation (MVP/early-stage apps): ₹35,000–₹90,000/month — metadata optimization, initial creative, monthly rank tracking. Tier 2 — ASO Growth (10K+ MAU): ₹90,000–₹2,20,000/month — A/B testing, Custom Product Pages, localization into 2–3 Indian languages. Tier 3 — ASO + Paid UA Integration (enterprise): ₹2,20,000–₹5,00,000+/month — full paid + organic integration, dedicated ASO analyst.
Apple's 2025 search update shifted ranking from exact-keyword matching to semantic, intent-driven matching. Screenshot text is now read and factored into iOS search ranking. Google Play's Guided Search organizes results by inferred intent, and weighs post-install engagement/retention into ranking. Custom Product Pages expanded from 35 to 70 variants per app, now linkable from organic search. Portrait-format preview video converts ~5% better than landscape/static assets.
Redownloads now outnumber first-time downloads roughly 2:1 globally (Apple: ~839M weekly first-time downloads vs. ~1.9B weekly redownloads). Win-back messaging and "what's new" copy tuned for lapsed users matter nearly as much as first-time acquisition copy. Average paid cost-per-install: $2.24 (iOS) / $1.12 (Android) — a stronger organic listing lowers this blended cost too.
Start a dedicated ASO program if two or more apply: your app has 60+ days of live, measurable traffic; app store search is plausibly a top-3 acquisition channel for your category; you're already running paid installs without having touched your listing in 6+ months; your icon/screenshots/description haven't changed in 2+ quarters; or you're preparing for a fundraise where organic growth efficiency will be scrutinized. If none apply — you're pre-launch or in your first two months live — finish the product first and gather data before investing in ASO.
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