LocalASOASO glossary
Transcreation (ASO)
Transcreation means recreating a message for another market so it has the same effect, instead of translating it word for word. In ASO it is the difference between a subtitle that is correct and one that reads naturally and matches local searches.
Updated
Translation, transcreation and keyword localization
| Approach | Starts from | Result |
|---|---|---|
| Machine translation | Your source text | Same meaning, may be too long or unnatural |
| Transcreation | The goal of the text | New wording that keeps the intent |
| Keyword localization | Local search terms | Terms people actually type |
The three work together. Transcreation writes the visible copy; keyword localization chooses the search terms inside it.
What Apple allows
Example
A hypothetical English subtitle: "Daily routines that stick" (25 characters). A literal German version might be longer than 30. A transcreated version could use the local phrase for building habits and still fit, such as "Gewohnheiten aufbauen" (21 characters). The new text works as copy and carries a term German speakers search.
Where it is worth the cost
- The name and subtitle, because every visitor reads them.
- The first two screenshots captions.
- The first lines of the description.
Less visible fields such as What's New can use a lighter process.
Common mistakes
- Skipping the length check after rewriting.
- Using a phrase that sounds natural but nobody searches.
Next step
See the localization guide for a plan by language and use the localizations tool to see which you are missing.
Sources
- Apple: developer.apple.com/help/app-store-connect/reference/app-information/app-information#name (checked November 1, 2026)
- Apple: developer.apple.com/help/app-store-connect/reference/app-information/app-information#subtitle (checked November 1, 2026)
- Apple: developer.apple.com/help/app-store-connect/manage-app-information/localize-app-information (checked November 1, 2026)
- Apple: developer.apple.com/help/app-store-connect/reference/platform-version-information#keywords (checked November 1, 2026)
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