Client: an educational app, name not disclosed due to NDA
Platform: Google Play
Category: Education
Period: March 2026
About the project
The client operates in the Education category and promotes its app across several markets. Due to NDA restrictions, we do not disclose the app name, interface, or original visuals. This case study uses anonymized data and generalized wording.
The ASO scope included work with localizations, creatives, Custom Store Listings, and data analysis in Google Play Console.
Goal
The team needed to improve the app’s visibility in priority markets, test screenshot hypotheses, and identify which solutions could help increase install conversion.
The focus markets were France, Brazil, the US, Germany, and Poland. For these markets, the team worked on metadata, A/B tests, and Custom Store Listings.
Important data context
In March, Google updated its data collection for acquisition and install metrics. The changes took effect on March 13 and may have affected how installs and other metrics were displayed in the console.
Also, at the time the report was prepared, data for March 20 was missing from Google Play Console. The same issue was observed across other projects as well. For this reason, March performance should be interpreted with the reporting update and incomplete data in mind.
What we did
In March, the team carried out ASO iterations in France and Brazil. After updating the fr-FR and pt-BR localizations, rankings improved for generic keywords and some competitor brand keywords.
At the same time, the team tested creatives in the US, Germany, and Poland. The tests included a new first screenshot, alternative headlines, different backgrounds, panoramic screenshot layouts, and changes to the screenshot order.
The team also continued working with Custom Store Listings for specific audiences, including pages focused on academic subjects and user re-engagement scenarios.
Results
By the end of March, organic installs had decreased. The trend may have been influenced by A/B tests, missing data for March 20, and Google Play’s updated install tracking system.
Key March metrics:
• organic installs across all countries decreased by 2.4%
• organic traffic in France decreased by 1.34%
• organic traffic in Brazil decreased by 9.56%
• in Brazil, the decrease amounted to around 50 installs
At the same time, the project showed positive ASO signals. After the iterations in France and Brazil, rankings improved for relevant search queries. In the US, one screenshot set showed an uplift during the first test stage, so the team launched a retest.
In Poland, new A/B tests were temporarily paused because they could not collect enough traffic even over two or more weeks. This was related to incorrect data processing in Google Play Console.
Custom Store Listings
Custom Store Listings performed better than the default store listing. This confirmed that personalized pages can work more effectively for specific audiences and user scenarios.
For example, while the default listing had a conversion rate of 25.53%, one of the Custom Store Listings reached 30.17%.
For an educational app, this approach is especially useful: pages can be adapted to different academic subjects, user intents, and re-engagement scenarios.
What’s next?
The report also covered Google Play Shorts. At the time of reporting, the tool was still in its early stage and was available only in the US for selected developers.