The client manages a portfolio of mobile apps across several categories. JenLi’s task was to strengthen organic traffic in priority markets, improve keyword indexation, and assess how metadata updates affected installs.
Due to NDA restrictions, we do not disclose the client’s name or the names of the apps. This case study uses only app categories and anonymized data.
What we did
In April, the JenLi team updated metadata for several apps in the App Store and Google Play. For each product, we selected priority locales, collected relevant search queries, prepared ASO iterations, and, after publication, analyzed changes in rankings, indexation, and organic installs.
The team also worked with additional store tools, including In-app Events, Custom Product Pages, and graphic A/B tests. This helped not only improve search visibility, but also evaluate additional sources of installs and sales.
Results
Sports app, iOS
After the metadata update, the app showed a +43.5% increase in organic installs worldwide over 18 days after the iteration.
Growth was even higher in several individual countries:
• Israel: +46.2%
• Hungary: +21.1%
• Malaysia: +74.8%
The app also improved its positions in the TOP 10 and started indexing for new search queries across several locales.
Education app, iOS
In the United States, organic installs grew by +35.9% over 21 days after the metadata update.
After the iteration, the app improved its rankings for several queries in the TOP 10–20 and gained indexation for new keywords. This helped expand its search visibility in the target market.
Entertainment app, iOS
In China, installs increased by +13.6% after the iteration. At the same time, worldwide traffic decreased by -38.1%.
There was no drop in rankings, so the team planned a deeper analysis to understand why improved visibility and positive dynamics in one key market did not translate into overall install growth for the app.
Utility app, Google Play
After the metadata update, total Google Play Explore traffic increased by +6.96%.
Install growth was also recorded in several countries:
• India: +12.75%
• Ukraine: +2.31%
• Turkey: +2.74%
• Argentina: +150%
• Peru: +17.65%
Additional store tools
In addition to metadata optimization, the team used extra App Store tools.
The In-app Event for the Sports app generated:
• 4,149 installs
• $147 in sales
The Custom Product Page for the Entertainment app generated:
• 745 installs worldwide
• $151 in sales
These results showed that additional store tools can serve as independent sources of installs and sales, especially when they are integrated into a broader ASO strategy.
Conclusion
This case showed that ASO for app portfolio projects requires more than a single universal tactic. It takes continuous work with each category, locale, and traffic source.
For some apps, metadata updates quickly led to install growth. For others, rankings and indexation improved first, while traffic dynamics required deeper analysis. That is why the team evaluated not only the overall result, but also country-level performance, traffic sources, search rankings, and additional store tools.