How to choose an agency, step by step
Follow these steps in order. Each one is something we do on client work.
- Write your goal. Installs, conversion, rejection fix or localization.
- Ask for process, not promises. Good agencies explain how they work and what they need from you.
- Check deliverables. Exactly what files, copy and reports you'll get.
- Check claims. Ask how any numbers were measured; be careful with ranking guarantees.
- Agree on access. Read-only or role-based access to consoles.
- Start small. One package or test before a retainer.
Choose app marketing agency: key rules and context
Questions to ask
- What exactly do we get each month?
- How do you measure success?
- Who does the work?
- Do you need account access, and what level?
- What happens if a test loses?
Red flags. Guaranteed rankings or downloads, fake reviews, incentivised installs, keyword stuffing, no written scope.
Pricing models. Retainer, per project, performance-based. Each has trade-offs.
Agency or specialist ASO company. Compare on ASO agency alternative and app marketing without a retainer.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine a founder gets two quotes. One promises "top 10 in 30 days". The other lists a metadata audit, keyword set, screenshot brief and a test plan. We'd pick the second, because nobody controls store rankings.
Questions to ask any agency
| Question | Good answer looks like |
|---|---|
| What do I receive? | A written list of files and copy |
| How do you measure success? | Store console metrics you can see |
| What access do you need? | Named roles, not passwords |
| What if we disagree? | Revisions included |
Common mistakes
- Ranking guarantees. No one controls the algorithm.
- Sharing admin passwords. Use roles.
- Vague deliverables. Get a list.
- Long contracts first. Start small.
If you want this handled for you, our pricing page lists every fixed package.
App Store vs Google Play: where your words go
The two stores index different fields. This is the comparison we use when we plan a listing for both.
| Element | App Store | Google Play |
|---|---|---|
| Title | 30 characters (app name) | 30 characters (app name) |
| Second line | Subtitle, 30 characters | Short description, 80 characters |
| Hidden keywords | Keyword field, 100 bytes | None; the visible text does the work |
| Long text | Description, 4,000 characters | Full description, 4,000 characters |
| Editable without review | Promotional text, 170 characters | Listing edits still go through review |
| Native A/B tests | Product page optimization (up to three treatments) | Store listing experiments (up to two variants) |
How we measure the result
Measuring choose app marketing agency work starts before the first change. Record current impressions, page views, conversion rate and installs by source from App Analytics and Play Console before changing anything. After each change, compare the same numbers over a matching period.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Goal written
- Process explained
- Deliverables listed
- Claims checked
- Role-based access
- Small first engagement
Sources
- Google Play Developer Policy Center (accessed 26 October 2026)
- Apple: App Review Guidelines (accessed 26 October 2026)
- Apple App Store Connect Help: App information (accessed 26 October 2026)
- Apple App Store Connect Help: Platform version information (accessed 26 October 2026)
- Play Console Help: Create and set up your app (accessed 26 October 2026)
- Apple App Store Connect Help: Overview of product page optimization (accessed 26 October 2026)
- Play Console Help: Run store listing experiments (accessed 26 October 2026)
Questions
Is there an official agency ranking?
No; lists are usually marketing.
Should agencies have Play Console access?
Only the role they need.
How long to see results?
Weeks to months.
Are performance deals good?
Check what counts as performance.
Are you an agency?
No, a specialist ASO company with fixed packages.
Should an ASO agency guarantee rankings?
No. Store algorithms aren't controlled by agencies. Look for clear deliverables and a test plan instead.