Best App Store Optimization Tools: Free & Paid12 min read

by Cihan Ilter

You can never successfully perform App Store Optimization (ASO) without the right data and you only get those by the use of the right ASO tools.

Thankfully, there’s no shortage of app store ranking trackers and tools out there.

But here’s the problem:

With so many ASO tools competing for your business, how can you choose the right one? 

In fact, looking at the myriad of your options, you can easily get overwhelmed. If you are not careful, there’s a good chance that you end up choosing the wrong ASO tool.

The last thing you want to happen is to spend so much time, energy, and money with a particular ASO tool and end up wasting them because you are getting the wrong data.

You don’t want that.

What you want is an ASO tool that would deliver what it promises.

That’s why the first step to finding the perfect ASO tool for you is to know your options. By getting familiar with your ASO tools and exploring them, you should eventually find the right one for you!

So, take a deep breath. 

Be ready as we explore the best app store optimization tools, both the free and paid ones.

If you already know what is ASO and what does an ASO tool do, click here to dive into the ASO tools.

A quick review: what is ASO?

App Search Optimization, or simply ASO, is the process of optimizing your app so that it gets higher visibility in the app store. In practice, the more people seeing your app, the more people would be downloading, using, and paying for it.

What is an App Store Optimization (ASO) tool?

An ASO tool, as its name suggests, is simply a tool for ASO. ASO tools are used to plan, create, and execute ASO campaigns. 

Depending on which ASO tool you choose, you’ll get varying functionalities and features that allow you to ultimately increase your app ranking.

ASO tools can be categorized based on their type and main function. As of now, ASO tools can be considered as one or a combination of these six categories:

  • App keyword optimization tool – focused more on identifying, tracking, and evaluating keywords.
  • A/B testing tool – focused on creating and testing variations of app elements and identifying which one works best.
  • Review & sentiment analysis tool – focused more on analyzing what users are saying about your app.
  • App store intelligence tool – focused on studying competitors and overall app market trends.
  • Search ads optimization tool – focused on optimizing your advertising campaign on Apple Search Ads or/and Google Play Store.
  • KPI & Performance Tracking – focused on gathering, managing, and evaluating Key Performance Indicators (KPIs), which are critical indicators of how successful your ASO campaign is.

Why do you need App Store Optimization tools?

No matter how great or impressive your app is, if no one knows it exists, it would never get the attention it deserved. With less visibility, you would also have less traffic, fewer downloads, and ultimately, less profit.

To improve your app’s popularity and ranking, you need to execute App Store Optimization strategies. The problem is that any ASO effort won’t be truly viable without proper planning, execution, and evaluation.

This is where the importance of ASO tools comes in. The main reason for you to use an ASO tool is to take advantage of their functionalities and features. With ASO tools, you can benefit from the following services:

  • App Store Optimization analytics
  • Keyword research, tracking, and planning
  • Review and user feedback management
  • Competitor tracking
  • Monetization evaluation
  • Apple Search Ads analytics
  • Pre-launch and post-launch app marketing research
  • Acquisition of data, which includes but not limited to the number of visitors, downloads, uninstalls, and A/B testing results.

With ASO tools, you can:

  • Research your target audience
  • Research your competitors
  • Identify useful keywords for app ranking
  • Improve app visibility, discoverability, and searchability
  • Evaluate ASO efforts
  • Identify ASO strengths and weaknesses
  • Track progress

As you can see, ASO tools are the perfect instruments for you to efficiently perform App Search Optimization. It allows you not to blindly grope in the dark, but instead, perform data-driven ASO.

How to choose the App Store Optimization tools?

Now that you know what ASO tools are, what they are used for, and why you should use them, it is time to ask the question, “How to choose the right one for you?”

It all boils down to your situation. One ASO tool may work well for this company, but it does not for another. So, best is for you to assess your own needs, preference, and budget.

Here are some factors you need to consider when choosing an ASO tool:

  • Your needs
  • Features/functionalities
  • Cost
  • Reviews
  • Reputation
  • Experience
  • Expertise

Free and paid App Store Optimization Tools

If you are short in budget or simply want to test the water first, then you’re in good hands because there are free ASO tools available out there.

Of course, some of these free ASO tools are only free for just limited time or they are offered for free, but with limited functionalities. 

Nevertheless, it gives you a feel of what ASO tools are all about, and from there, you can make better and more informed decisions.

Eventually, if you are serious about improving your app ranking, you need to set a budget for using ASO tools. While it is true that you get more by paying, it doesn’t necessarily mean that you’ll get the most for every penny you spend.

Thus, it is important that you take enough time to think about the options available. Check what they offer, their cost, and most importantly, their reviews. By doing so, you’ll have a better chance of choosing the right ASO tool and not wasting your precious resources.

Here are some of the best free and paid app store optimization tools that you should consider.

1. App Annie

An image of App Annie one of the ASO Tools

App Annie is one of the top app store optimization tools. They have been used by Forbes, Apple, Tencent, TD Bank, CNBC, The Economist, EA Sports, and other big companies. 

To date, there are more than 1 million users of App Annie. Though App Annie is headquartered in San Francisco, they operate worldwide and even have offices across the globe.

Quick facts

  • Tagline: Learn about asset design, keyword research, localization, and competitive monitoring
  • Type: App store intelligence tool 
  • Main features: 
    • App market analytics
    • Advertising analytics
    • ASO checklist
    • User sentiment and review analytics
  • Cost: Basic functionalities such as Store Stats and ASO tools are available for free. Premium features are paid. Quotes are available upon request.
  • App Stores: Apple App Store, Google Play Store

2. AppRadar

An image of App Radar showing its homepage

AppRadar is another popular and big company name in the ASO industry. As a high-end ASO tool, they cater to both marketers and developers. Their main goal is to help you increase organic downloads, benefit from accurate insights, and save time and energy in optimizing your app.

Quick facts:

  • Tagline: Let’s make your app more successful
  • Type: App store intelligence tool
  • Main features: 
    • Keyword analytics
    • App store listing optimization
    • Ratings and review tracking and analytics
    • Apple Search Ads intelligence
  • Cost: Free but with limited functionalities
    • Starter plan – $39
    • Advanced plan – $69
    • Expert plan – $129
  • App Stores: Apple App Store, Google Play Store

3. AppTweak

An image of Apptweak one of the app store optimization tools

AppTweak is known to be among the best app store optimization tools that help you to improve your app’s visibility, improve organic downloads, and explore various growth opportunities. You also get a chance to spy on your competitor’s app ranking strategies and incorporate best practices in your own ASO campaign. Some of their biggest clients include Yelp, PayPal, Amazon, EA, JAMCITY, and BIGFISH.

Quick facts

  • Tagline: ASO Tools for Apps & Games Driven by Data Science
  • Type: App store intelligence tool 
  • Main features:
    • ASO Intelligence
    • Ad Intelligence
    • App Intelligence
    • Market Intelligence 
  • Cost: Offers free 7-day trial.
    • Starter plan: $69/month
    • Guru plan: $299/month
    • Power plan: $599/month
  • App Stores: Apple App Store, Google Play Store

4. Mobile Action

An image of MobileAction one of the app store optimization tools

Mobile Action was founded in 2013. The company claims to have the most accurate and data acquisition process. They also mentioned that they have increased their app’s top 10 ranked keywords by 200% in just three months. With keyword intelligence capabilities, they help their clients save up to 70% of their time in collecting data.

Quick facts:

  • Tagline: #1 App Marketing Insights & Intelligence Platform
  • Type: App store intelligence tool 
  • Main features: 
    • ASO Intelligence
    • Market Intelligence
    • Ad Intelligence
    • SDK Intelligence
  • Cost: Each plan comes with a free trial.
    • Startup plan: $49/month
    • Growth plan: $299/month
    • Business plan: $599/month
  • App Stores: Apple App Store and Google Play Store

5. Prioridata

An image of prioridata one of the app store optimization tools

Prioridata is among the popular options for marketers and developers who come with a budget. This company offers a wide range of intelligence products for apps, keywords, ASO, and markets.

Prioridata’s main services focus on three levels: Benchmark, Track, and Research. They ensure that you stay one step ahead of your competition. They put a lot of importance on smart alerts, notifying you for any major changes in the market and in your ASO campaign.

Quick facts:

  • Tagline: Win Your Mobile Market
  • Type: App store intelligence tool 
  • Main features:
    • Keyword Intelligence
    • App Intelligence
    • Market Intelligence
    • API and custom services
    • Usage Intelligence
  • Cost: 
    • Starter plan: $99/month
    • Business plan: $499/month
    • Enterprise plan: pricing on request
  • App Stores: Apple App Store and Google Play Store

6. Storemaven

An image of Storemaven one of the app store optimization tools

Storemaven’s impressive website tells a lot about their dedication to quality and superb services. They are strongly dedicated to studying user behavior — how they reach your app store page, why they downloaded your app and why they didn’t, and how your goals are being achieved on each visitor. In short, they focus on converting visitors to loyal users through scientific testing.

Quick facts:

  • Tagline: Increase app store conversion rates & pay less for every install
  • Type: A/B testing tool 
  • Main features:
    • App store testing platform
    • A/B testing
  • Cost: Custom plan (quote available upon request)
  • App Stores: Apple App Store and Google Play Store

7. Sensor Tower

An image of SensorTower for App Search Optimization Tools

SensorTower acts as your “tower” that watches market trends, tracks data and gives you recommendations about how to properly perform your ASO efforts. Among the best services of Sensor Tower is allowing you to take a peek on what makes the top apps in your industry successful. It gives you insight on best practices and approaches so you can apply and improve them in your own ASO campaign.

Quick facts:

  • Tagline: Data that drives app growth
  • Type: App store intelligence tool 
  • Main features:
    • App Teardown (technical insights)
    • Usage Intelligence
    • App Intelligence
    • Store Intelligence
    • Ad Intelligence 
  • Cost: Request quote for pricing
  • App Stores: Apple App Store and Google Play

8. Apptopia

An image of Apptopia for App Search Optimization Tools

With Apptopia, you’re in good company as they have big clients that include Visa, glu, Criteo, Facebookfacebook, Lyftlyft, Google, and Oval. What’s great about Apptopia is they gather data and systematically organize them by category, country, and store.

Apptopia’s platform efficiently tracks the entire mobile activities of your competitors, giving you their best and worst marketing practices. By studying your competitors, Apptopia allows you to gain the upper hand and overtake them.

Quick facts:

  • Tagline: Make better decisions with mobile intelligence
  • Type: App store intelligence tool
  • Main features: 
    • Review intelligence
    • Performance intelligence
    • Advertising intelligence
    • SDK intelligence
    • Audience intelligence
  • Cost: Billed annually
    • Starter plan: $2,000/month
    • Pro plan: #3,600/month
  • App Stores: Apple App Store and Google App Store

9. Metrikal

An image of Metrikal for App Search Optimization Tools

Metrikal might be a relatively new ASO tool, but it is backed up by ShyftUp, one of the leading ASO companies in the world today. 

Metrikal’s impressive ASO functionalities have already helped mobile apps top the charts. These apps include Square, AllTrails, Evernote, Smartsheet, Funimate, AnchorFree, TuneIn, Glow, and Rosetta Stone.

Quick facts:

  • Tagline: Your app store optimization (ASO) KPIs on one dashboard
  • Type: A/B testing and KPI & Performance Tracking
  • Main features: 
    • app marketing reporting and analytics
    • Apple Search Ads evaluation
    • Consolidation of ASO KPIs
    • ASO campaign tracking
    • A/B testing
  • Cost: free trial (quote is available upon request)
  • App Stores: Apple App Store and Google Play Store

Choosing the right app store optimization tools

Choosing the right ASO tool is not an easy walk in the park. With many options to choose from, deadline to beat, and goals to achieve, you can’t afford to waste time and money on the wrong one.

As a result, it is not difficult to see why some marketers, developers, and businesses use more than one ASO intelligence or keyword tool. Moreover, a combination of ASO tools and their functionalities gives a clearer insight into the bigger picture of the app ranking campaign.

So, make sure you consider various factors that would affect your current and future needs. When you find the right ASO tools, you’ll be on your way to having the most successful app.

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