App Growth Audit: See Why Your App Is Not Growing

A good app audit checks the four stages a user passes through: finding the app, deciding to install from the store page, reaching value in the first session, and paying. Start with the store page, because it is public and quick to judge. Look for a title that says what the app does, all screenshot slots used, a healthy star rating with enough ratings behind it, and a recent update. Then check what the store page cannot show you: onboarding completion, retention in the first week, and conversion to paid. The point of an audit is not a long list of issues. It is to find the one stage that loses the most users and fix that first, because improving a stage that is not the bottleneck changes little. Our free audit reads the public store page, takes your answers about the other stages, and ranks the fixes in order.

Both stores cap how much you can say, so every character and slot counts. On the App Store, the app name is limited to 30 characters, the subtitle to 30, and you can upload up to 10 screenshots per device size. On Google Play, the app name is also limited to 30 characters, the short description to 80, and you can add up to 8 screenshots for each supported device type. Both stores allow a full description of up to 4,000 characters. Apple's review guidelines add that screenshots should show the app in use, not merely title art, a login page or a splash screen, and that metadata should not include prices or unverifiable product claims. These limits are why a listing audit looks at the title descriptor and at how many screenshot slots are used. Unused slots are free space to explain what the app does.

Conversion rate here means the share of people who view your store page and then install. AppTweak reported that, across categories in the US in 2025, the average was 8.56% on the App Store and 16.15% on Google Play. Treat these as rough reference points, not targets. The rate varies widely by category, by traffic source and by how a company counts a page view: a branded search converts far better than a cold ad tap. The App Growth Audit does not measure your conversion rate, because it only reads the public listing and cannot see your store console. Check your own figure in App Store Connect or Google Play Console, then use the checks above to look for likely causes if you are below your category. Screenshots, the title and the volume of ratings are the usual levers.

The audit reads your public store listing and the answers you give. It does not log in to App Store Connect or Google Play Console, so it cannot see your real conversion rate, crash rate, retention curves or revenue. It does not edit your listing and it does not test your app's code. That boundary matters, because some problems only show up in your console. Google, for example, publishes bad behavior thresholds in Android vitals: an overall user-perceived crash rate of 1.09% and an ANR rate of 0.47%, above which Play may reduce your visibility. Check those numbers in your own console. Where your answers point to a weak spot in first use or in monetisation, the report names that stage as the one to look at next, and a strategy call can go deeper with console access.