LocalASOASO glossary
In-App Events (App Store)
In-App Events are time-based happenings inside your app, such as a challenge, a live event or a content release, that you promote on the App Store through event cards. They appear on your product page and in search results.
Updated
Apple's rules
| Item | Limit |
|---|---|
| Published at one time | Up to 10 |
| Approved at one time in App Store Connect | Up to 15 |
| Event name | 30 characters |
| Short description | 50 characters |
| Long description | 120 characters |
| Duration | 15 minutes to 31 days |
| Publish ahead | Up to 14 days before the start date |
Where they appear
Apple states that In-App Events appear in App Store search results. The event card shows next to the app for users who already have the app. Users who do not have it see the event's screenshots instead. That second case makes an event a way to reach new people, which sets it apart from promotional text that visitors see only after they open the page.
Example
A hypothetical habit tracker could run a "30-day streak challenge" as a 30-day event. The name fits in 30 characters, the short description in 50 and the card links to a challenge screen inside the app.
Common mistakes
- Treating an event as an ad. It must describe a real in-app happening.
- Forgetting localization. Event text can be translated, so a Japanese player does not need to read English.
- Ignoring results. Review them in App Store Connect next to your conversion rate.
Next step
Plan event names around terms people already search, using the keyword research guide, and check the other fields in the metadata limits reference.
Event traffic shows in traffic sources.
Sources
- Apple: developer.apple.com/help/app-store-connect/offer-in-app-events/offer-in-app-events (checked November 1, 2026)
- Apple: developer.apple.com/app-store/in-app-events (checked November 1, 2026)
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