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Back in January final year, our crew predicted that the position of (and curiosity in) ASO would get stronger in 2021, significantly following the rollout of Apple’s App Tracking Transparency (ATT).


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We additionally anticipated to see retailer operators make some modifications to their companies to justify charges and behaviors within the face of authorized actions. Whereas not all of our extra particular predictions turned out to be true, on the entire, 2021 did ship on these anticipated developments:

  • The buildup to ATT and its progressive rollout throughout Q3 did actually leadmany corporations to take a position extra in Apple Search Advertisements and direct ASO (highlighted by means of the trade’s rising demand for ASO positions).
  • Apple did spend money on new curation choices extra, although in a reasonably sudden means with the discharge of in-app events (IAE) with iOS 15, presentingnew potentialities to have an app featured in varied locations on the App Store.
  • Apple did additionally launchextra retailer advertising and marketing instruments, specifically with IAE, product page optimization (PPO), and custom product pages (CPP) as a part of iOS 15, on prime of some much less impactful, much less stunning instruments (e.g., customized QR code generator for App Clips).
  • Whereas neither Apple nor Google revamped their app or recreation classes in 2021, Google did revamp and addmany new choices to its Play Retailer tags which builders can choose to offer Google with extra context across the expertise their app affords.

General, a very powerful factor we famous throughout 2021 was how far Apple went to present builders with new advertising and marketing instruments to raised promote their apps with iOS 15, adopted by modifications from each Apple and Google round retailer price insurance policies. Moreover, whereas we might consider that 2021 was a quieter yr for Google, a number of modifications on Google Play are prone to carry over and have a bigger influence in 2022.