Pre-publish app store metadata checklist showing title, description, keyword, and screenshot optimization steps for iOS and Android

Your screenshots look professional. You've spent hours perfecting device frames, choosing the right background gradients, and writing captions that sell. If you used AppDrift's free screenshot generator, you probably knocked them out in under 30 minutes. Either way — congratulations. Your visual assets are ready to convert.

But here's the uncomfortable truth: screenshots are only half the equation. Beautiful screenshots convert visitors who find your listing. Your metadata — title, subtitle, description, keywords — is what gets people to your listing in the first place. Between 65% and 70% of all app discoveries happen through search.^[1] If your metadata isn't optimized, your screenshots never get seen. You've built a beautiful storefront on a street with no foot traffic.

This guide is the fast, practical checklist you run through in the five minutes between "screenshots done" and "hit publish." Every item includes what to check, why it matters, and a quick tip so you can move fast without cutting corners. If you want the deep dive on any single topic, cross-references to in-depth guides are included along the way.

Why Metadata Matters More Than Screenshots

This might sound counterintuitive. After all, screenshots are the most visually prominent element on your listing page. They take up the most screen real estate. They're what users swipe through before deciding to download. So how can metadata matter more?

The answer is simple: sequence. Metadata determines whether users ever see your screenshots. Search is the dominant discovery channel on both the App Store and Google Play. When someone types "budget tracker" or "photo editor," the algorithm decides which apps appear based on metadata signals — your title, subtitle, keywords, and (on Google Play) your full description.

Apple's own data confirms that over 65% of downloads come directly from App Store search.^[1] Google Play is similarly search-driven, with studies indicating that 48% of users discover apps through store search and another 12% through organic web search that leads to Play Store listings.^[2]

Think of it like SEO for the web. You can have the most beautiful landing page in the world, but if your page title, meta description, and headings don't target the right keywords, nobody will find it. The same principle applies to app stores. Your screenshots are the landing page. Your metadata is the SEO that drives traffic to it.

The good news? Optimizing metadata is faster than designing screenshots. If your screenshots took 30 minutes, your metadata can be done in five — especially with the right checklist. For a comprehensive breakdown of every metadata field, the app metadata optimization guide covers each element in depth.

The 5-Minute Pre-Publish Metadata Checklist

Print this. Bookmark it. Run through it before every publish. Each item takes 30 seconds to verify, and missing even one can cost you rankings or conversions.

☐ 1. App Title (30 Characters Max)

Your title is the single most heavily weighted metadata field for search ranking on both platforms. It's also the first text users see in search results, so it needs to do double duty: rank for keywords and communicate your brand.

What to check:

Under 30 characters (both iOS and Google Play)
Includes your primary keyword alongside your brand name
Follows the "Brand Name — Keyword Descriptor" format (e.g., "Mint — Budget & Finance")
No special characters that could cause indexing issues
Not truncated on any device size

Quick tip: Front-load your keyword if your brand isn't well known yet. "Budget Tracker — MyApp" will outrank "MyApp — Track Your Budget" for the keyword "budget tracker." For established brands, lead with the brand name. Need help choosing the right keywords? See our guide on how to choose app store keywords.

☐ 2. Subtitle (iOS) / Short Description (Android)

This is your secondary keyword real estate. It appears directly below your title in search results and is fully indexed for search on both platforms.

What to check:

Under 30 characters (iOS subtitle) or 80 characters (Google Play short description)
Contains complementary keywords — not duplicates of your title words
Benefit-focused rather than feature-focused (e.g., "Save Money Effortlessly" beats "Expense Logging Tool")
Reads naturally and isn't keyword-stuffed

Quick tip: On iOS, your subtitle and title keywords combine into one indexing pool. Never repeat words between the two — every duplicated word is wasted character space. On Google Play, the short description is shown in search results and heavily weighted, so make it persuasive and keyword-rich.

☐ 3. Keywords Field (iOS Only — 100 Characters)

This hidden field is unique to the App Store and is one of the most misused metadata fields in ASO. It's a comma-separated list of keywords that Apple indexes for search, but users never see.

What to check:

Exactly 100 characters or fewer
Comma-separated with no spaces after commas (spaces waste characters)
No words duplicated from your title or subtitle (Apple already indexes those)
No plurals if the singular form is already covered (Apple handles this)
No competitor brand names (this violates App Store guidelines and risks rejection)
Includes long-tail and niche variations of your primary terms

Quick tip: Treat this field like a 100-character budget. Every character should earn its place. Use single words separated by commas rather than phrases — Apple combines them automatically. "budget,tracker,money,savings,expense" is more efficient than "budget tracker,money savings."

☐ 4. Full Description (4,000 Characters)

This is where the two platforms diverge sharply. On Apple, the description is not indexed for search — it's purely a conversion tool. On Google Play, the description is fully indexed, making it function like the body copy of a web page for SEO.

What to check:

First 3 lines are compelling (this is all users see before tapping "more")
On Google Play: primary keyword appears 3–5 times naturally throughout the text
Formatted with line breaks and Unicode bullets for scannability
Includes social proof (download count, rating, press mentions) where applicable
Ends with a clear call to action
No HTML tags (neither store renders them)

Quick tip: Write two separate descriptions. Your App Store description should read like a sales page — all persuasion, no keyword stuffing. Your Google Play description should be keyword-optimized like a blog post while still reading naturally. For a deeper breakdown, see how to write an app store description that converts.

☐ 5. Promotional Text (iOS Only — 170 Characters)

Promotional text sits at the very top of your App Store description. It can be updated at any time without a new app review, making it perfect for time-sensitive messaging.

What to check:

Under 170 characters
Highlights something timely: a new feature, seasonal offer, or limited promotion
Not keyword-stuffed (it's not indexed for search)
Updated regularly to stay fresh and relevant

Quick tip: Use promotional text strategically around holidays, feature launches, or viral moments. "New: AI-powered meal suggestions — try it free this week" is more effective than a static feature list.

☐ 6. Release Notes

Release notes are among the most underrated metadata fields. On both platforms, they're visible to existing users who haven't updated and to new users evaluating your app. Poor release notes ("Bug fixes and improvements") signal a low-effort app.

What to check:

Written in plain, user-friendly language
Highlights specific new features or improvements
Keeps the most exciting update at the top
Under 4,000 characters

Quick tip: Great release notes build trust and reduce churn. Users who see active development are more likely to keep the app installed and leave positive reviews. "We redesigned the dashboard for faster navigation and fixed the notification delay you reported" is far better than "Various improvements."

☐ 7. Category Selection

Your primary and secondary categories affect which browse charts you appear in and how the algorithm classifies your app. Choosing the wrong category can put you in competition with apps that have nothing to do with yours — or bury you in an oversaturated category.

What to check:

Primary category matches your app's core function
Secondary category (iOS) or additional category (Google Play) covers your secondary use case
You've reviewed the top 10 apps in your chosen category to confirm the competitive landscape is realistic

Quick tip: A less competitive secondary category can give you chart visibility that's nearly impossible in your primary category. For example, a fitness app might choose "Health & Fitness" as primary and "Lifestyle" as secondary to appear in both charts.

☐ 8. Screenshots Uploaded for All Required Device Sizes

You've created great screenshots — but have you uploaded them for every required device size? Missing screenshots for a specific device means your app won't appear in search results on that device. This is one of the most common pre-publish oversights.

What to check:

iPhone 6.9" (required for iOS)
iPhone 6.7" and 6.5" if you want full device coverage
iPad Pro 13" if your app supports iPad
Android phone and tablet sizes if you support both
All screenshots meet minimum resolution requirements
Screenshot order is optimized (most compelling first)

Quick tip: If you built your screenshots with AppDrift's screenshot generator, batch export makes it easy to generate all required sizes from a single design. Make sure you upload them for every locale you support — localized screenshots significantly boost conversion rates.

☐ 9. Privacy Policy URL Set

Both stores now require a valid privacy policy URL before your app can go live. It's a hard requirement — missing it will block your submission entirely.

What to check:

Privacy policy URL is entered in App Store Connect and/or Google Play Console
The URL loads correctly (no 404 errors)
The policy is accurate and covers data collection, storage, and third-party sharing
It's accessible without authentication

Quick tip: If you don't have a privacy policy yet, free generators exist online. But don't use a template blindly — make sure it accurately reflects what data your app collects. Apple and Google reviewers do check, and an inaccurate policy can delay or reject your submission.

☐ 10. Age Rating Configured

Your age rating determines who can see and download your app. An incorrect age rating can result in rejection, restricted distribution, or your app being hidden from a large percentage of potential users.

What to check:

Age rating questionnaire completed accurately in App Store Connect / Google Play Console
Rating reflects your app's actual content (violence, profanity, user-generated content, etc.)
If your app includes web browsing, social features, or user-generated content, the rating reflects this

Quick tip: When in doubt, rate conservatively. A slightly higher age rating won't hurt downloads much, but a rating that's too low can trigger a review rejection and delay your launch. For a complete pre-launch walkthrough, the 2026 ASO checklist covers every step from metadata to submission.

The Fast Track: Generate Optimized Metadata in 60 Seconds

Running through the checklist above manually is straightforward when you know what you're doing. But writing the actual metadata — crafting a keyword-rich title, a conversion-focused subtitle, a strategically packed keywords field, and separate descriptions for each platform — takes time. For most developers, this is where the process stalls. You end up staring at a 30-character limit wondering if "Smart" or "Easy" converts better, or Googling which keywords your competitors use.

There's a faster way. AppDrift's AI metadata generator creates optimized metadata for both platforms in under 60 seconds. Here's what the workflow looks like:

Input your app details. Paste your app URL or describe what your app does in a few sentences. The AI analyzes your app's category, features, and competitive landscape.
AI generates everything. In seconds, you get a fully optimized title, subtitle, keyword field (iOS), short description (Android), full description (both platforms), and promotional text — all tailored to your app's category and target audience.
Review and tweak. Every generated field respects character limits and follows ASO best practices. You can edit any field, swap keywords, or adjust the tone. The ASO Score feature gives you a real-time health check as you make changes.
Export and publish. Once you're satisfied, export your metadata directly or use it as the foundation for your App Store Connect and Google Play Console listings.

The AI doesn't just fill in blanks. It performs keyword research, analyzes competitor metadata, and applies conversion copywriting principles — the same process that takes a human ASO specialist 2–4 hours. For a comparison of how AI generators stack up, see our AI app description generator comparison.

The free plan includes the screenshot generator and a limited number of metadata generation tokens, so you can test the entire workflow without committing. For most indie developers launching a single app, the free tier covers the essentials.

This is the natural next step after finishing your screenshots. You've already invested in making your listing look great. Now make sure it's findable. Try the AI metadata generator and check every box on the list above in under a minute.

Going Global: Translate Your Listing to New Markets

Your English metadata is optimized. Your screenshots are polished. You're ready to publish — but only to English-speaking markets. That's roughly 1.5 billion people. The other 6 billion? They're searching in their native language, and your app is invisible to them.

The numbers are hard to ignore. 72% of global consumers prefer to download and use apps in their own language.^[3] Apps that localize their metadata into even 5–10 additional languages typically see a 30% or more increase in organic downloads from those markets. Some developers report 3x growth after full localization.

The traditional approach to localization involves hiring translators, managing spreadsheets of strings, coordinating character limits across languages, and manually uploading metadata for each locale. It's expensive and time-consuming, which is why most indie developers skip it entirely.

AI-powered localization changes this equation. AppDrift's metadata translation tool translates your optimized metadata into 40+ languages in minutes. But it's not just word-for-word translation — it's cultural adaptation. The AI performs keyword research in each target language, adjusts phrasing for local search trends, and respects character limits that vary by language (German and Finnish words are significantly longer than English equivalents, for example).

Here's what the workflow looks like after you've finished your English metadata:

Select target languages. Choose from 40+ supported languages or select regional bundles (Western Europe, LATAM, Asia-Pacific, etc.).
AI translates and localizes. Each field is translated with context-awareness — the AI knows the difference between a title, a keyword field, and a full description, and optimizes each one differently.
Review side by side. A split-screen editor lets you compare the source and translated versions, flag anything that needs adjustment, and edit in place.
Export or publish directly. Push your localized metadata to App Store Connect and Google Play Console, or export for manual upload.

If you're curious about the full localization process — from deciding which markets to target to measuring impact — the publishing guide and the translation walkthrough cover the end-to-end workflow. The key point is this: once your English metadata is solid, localization is no longer a multi-week project. It's a multi-minute task.

One-Click Publishing: Skip the Manual Uploads

At this point you've completed the trifecta: professional screenshots, AI-optimized metadata, and localized translations for global markets. The only thing standing between you and launch is the upload process. And if you've ever manually uploaded metadata and screenshots to App Store Connect or Google Play Console, you know it's tedious. Navigate to each locale, paste in translated text, upload screenshots for every device size, double-check character limits, submit — and repeat for every language.

For 40 languages with multiple screenshot sizes, this manual process can take hours. It's also error-prone. One misplaced character, one wrong screenshot uploaded to the wrong locale, and you're either resubmitting or launching with a broken listing in a market you care about.

AppDrift's automated publishing eliminates this entire step. With one click, your optimized metadata and screenshots are deployed across all locales to both stores simultaneously. The system runs pre-launch compliance checks to catch issues before submission, supports phased rollouts if you want to test in specific markets first, and provides deployment monitoring so you know the instant everything is live.

The full workflow from screenshots to global launch looks like this:

Create screenshots with the free screenshot generator
Generate metadata with the AI metadata generator
Translate to 40+ languages with AI metadata translation
Publish everywhere with one-click store publishing

What used to be a multi-day process across scattered tools and spreadsheets is now a single streamlined pipeline. The AppDrift platform overview shows how all four steps integrate. And the entire flow starts with the free tier — you can create your screenshots, generate your first set of metadata, and see the results before committing to a paid plan.

FAQ

How long does it take to optimize app metadata before publishing?

If you already have your screenshots ready, optimizing your metadata takes roughly 5 to 15 minutes manually. With an AI metadata generator like AppDrift, you can generate optimized titles, descriptions, and keywords in under 60 seconds and spend the remaining time reviewing and tweaking.

What is the difference between iOS keywords and Google Play keywords?

Apple provides a dedicated 100-character keyword field that is hidden from users. You should use comma-separated terms with no spaces after commas and avoid duplicating words from your title or subtitle. Google Play has no hidden keyword field — instead, Google indexes your full description, short description, and title for search. You need to weave keywords naturally into your Google Play copy.

Do I need to translate my metadata before publishing internationally?

Yes. Research shows that 72% of consumers prefer to download apps in their native language. Untranslated metadata means your app is invisible in non-English markets. AI translation tools can localize your listing into 40+ languages in minutes, making international expansion practical even for solo developers.

Can I update my metadata after the app is live?

Absolutely. Both the App Store and Google Play allow metadata updates at any time without submitting a new binary. Regular updates every 4 to 6 weeks are recommended to keep your listing competitive. Google Play in particular rewards freshness signals with better search rankings.

What are the most common metadata mistakes that hurt app store rankings?

The five most common mistakes are: exceeding character limits (causing truncation in search results), duplicating keywords across the title and keyword field on iOS (wasting indexing space), writing a generic description with no keywords on Google Play, skipping localization for international markets, and forgetting to update promotional text and release notes with each version.

References

Apple Developer — App Store Search: https://developer.apple.com/app-store/search/
Think with Google — How Users Discover and Use Apps: https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/how-users-discover-apps/
CSA Research — Can't Read, Won't Buy: https://csa-research.com/Featured-Content/For-Global-Enterprises/Research-Findings/Language-and-Consumer-Decisions

ASO Checklist

Your Screenshots Are Done — Here’s the 5-Minute Metadata Checklist Before You Publish