LocalASOASO glossary
User behavior signals (App Store ranking)
User behavior signals are the measurable actions of people on the App Store that Apple says influence search results. Apple states that results rely on text relevance and on user behavior, and gives downloads, ratings and reviews as examples, ending the list with "and more".
Updated
What is documented
- Downloads, ratings and reviews are named.
- Ratings and reviews can influence how an app ranks in search.
- The list is open-ended, so other signals may exist. Apple does not say which.
What is not documented
Apple does not publish weights, time windows or formulas. Claims such as "retention counts for X percent" or "downloads in the first 48 hours decide rank" are unsourced. Treat them as guesses.
Levers you control
| Signal | Lever |
|---|---|
| Downloads | Better visuals and a clear page; see conversion rate |
| Ratings | Ask at moments of success; fix the problems in negative feedback |
| Reviews | Answer feedback and ship the fixes |
Because search results can show your rating and up to three screenshots or previews, those elements affect whether people tap in the first place.
Example
A hypothetical app and a rival match the same term equally well. The rival has more downloads per impression. Without knowing weights, you can still improve your own side: a clearer first screenshot may lift conversion, which you can test with product page optimization.
Apple's own numbers
Apple states developers see a 2.5 percentage point conversion increase on average when referring people to a custom product page. This describes conversion, not rank.
Next step
Track the effect with rank tracking and review the keyword research guide.
Ranking mechanics overall are in App Store search.
See first-time downloads and redownloads for the download types.
Sources
- Apple: developer.apple.com/app-store/search (checked November 1, 2026)
- Apple: developer.apple.com/app-store/custom-product-pages (checked November 1, 2026)
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