App Store Digest #15: New Markets for ASA, Google's Update to CSL, & Best Practices for Black Friday and Holidays Metadata Optimization
In this newsletter, we’re diving into a series of updates, algorithm changes and new launches on the Play Store and App Store.
From the new markets coming to Search Ads, to Google’s potential game-changing update to custom store listing, the latest developments are packed with potential.
Plus, you’ll find tips and best practices to make the most of the upcoming Black Friday season.
Ready? Let’s get started!
🍏 Apple App Store
Deep links for CPP available
On October 1st, Apple announced you now add deep links to your custom product pages, allowing you to offer a more direct ad experience and quickly get people to the exact place you want in your app. Source.
New countries coming to Search Ads
On October 3, Apple announced a major expansion for Apple Search Ads (ASA) — 21 new countries will soon be available for targeting!
Apple Search Ads are key to achieving app growth on the App Store, helping you reach your app's audience in the competitive platform.
With new markets launching soon, this is the time to prepare your app to be the first to enter these high-potential markets by researching your audience, competitors, and opportunities those countries might bring.
💡 Apple launched Search Ads in key LATAM countries on April 23. Within a day, those countries were available in AppTweak’s Search Ads Manager platform, allowing our clients to get ahead of their competition!
Global algorithm change
On October 14th, our Algorithm Change Detector caught a global algorithm change. Interestingly, Japan and Korea seem to not have been as affected as other countries.
Noticed any changes in your app ranking or keywords ranking? You can check if an algorithm update from Apple or Google is behind those changes with AppTweak's App Store Algorithm Change Detector.
If you believe your app was affected by an algorithm change, we recommend using AppTweak’s Keyword Movement Detector to identify the keywords impacted. Don’t rush any decision - instead, keep an eye on them and consider replacing keywords for which you have lost rankings.
🤖 Google Play Store
Google testing “fixed header”
Google was spotted testing a "fixed header" in the Play Store, which could potentially increase the conversion rate as Store Listing Visitors would have access to the app download button at any point when scrolling on an app's store listing page. Source.
Options for store listing experiments
Since October 23rd, the Play Store Console has displayed a message stating that "New configuration and monitoring options for Store Listing Experiments" have been made available, giving developers "more control and more statistical robustness".
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Likely main changes to come might include:
Launch of CSL for any keyword
Since October 20th, Play Store console users have been reporting that you can create a custom store listing for any keyword you choose, not only keywords in a pre-established list by Google.
Delay in Google Play Console data
Over the past three weeks, we've encountered persistent delays and inaccuracies in data reported by the Google Play Console. These issues impacted performance metrics, A/B test results, and more, but have been officially resolved as of October 25th.
🎨 Black Friday updates: get your app holiday-ready
Seasonal keywords like Black Friday or Christmas start trending a month before the event. We break down how you can prepare for the upcoming Black Friday:
1. Update your metadata to rank for seasonal terms
Searches for “Black Friday” and “holiday deals” spike as early as October. Maximize your visibility by adding seasonal keywords to your app’s title and subtitle.
2. A/B test your creatives for the best results
Don’t guess which visuals will attract holiday shoppers—test them. A/B test Black Friday-specific keywords, and screenshots to find which resonates most. Run your test over at least a week to capture both weekday and weekend patterns.
3. Refresh your creatives for holiday relevance
Refresh your screenshots with Black Friday and exclusive holiday-themed content. Focus on matching users' psychology during the holidays.
4. Launch in-app events or promotional content
Engage your audience with in-app events or promotional content. For iOS, use the “Special Event” badge to promote Black Friday sales, limited-time content, or festive challenges. Time-limited events help attract new users and re-engage your existing base.
5. Use custom product pages (CPPs) to target holiday shoppers
Custom product pages allow you to tailor your app’s presentation for different user segments on iOS. Create holiday-specific CPPs that showcase exclusive deals or highlight a popular feature for Black Friday. Optimized CPPs can increase conversion rates by up to 6-8%—perfect for peak shopping season.
👀 Read more about the impact of in-app events and custom product pages for your app category:
👋 That’s a wrap!
Enjoyed what you read? Any thoughts on upcoming changes in the App Store? Tell us in the comments, and be sure to subscribe!
See you next time,
The AppTweak Team