Key Takeaways:
- ASO requires continuous effort, updates, and adaptation to changing algorithms.
- Integration with paid acquisition and retention strategies is key for long-term success.
- Developers should build a loyal user base and test new growth channels.
Around 1.54 million mobile apps were available in the Apple App Store during the second quarter of 2024.
As the marketplace becomes increasingly saturated, App Store Optimization (ASO) has emerged as a critical tool for ensuring visibility and sustained growth.
However, ASO is not a one-time task. As Luca Mastrorocco, co-founder and head of growth at REPLUG, explains, it demands ongoing effort and continuous adaptation.
In our interview, Luca shares insights into how ASO drives organic visibility, why it needs to evolve, and how businesses can ensure their apps are constantly optimized to meet user expectations.
Who Is Luca Mastrorocco?
Luca is a sales leader and an entrepreneur with over 10 years of experience in the digital and mobile advertising industry. Apart from co-owning REPLUG, he is also the co-founder of Mobile Marketing Italia, a comprehensive portal dedicated to enhancing knowledge and strategies in mobile marketing.
Luca and I discussed the role app store optimization plays in sustainable growth.
“ASO plays a fundamental role in sustainable growth because it’s the cornerstone of organic visibility. A well-optimized app store presence ensures that your app is discoverable by the right audience, which is critical for driving consistent, high-quality organic installs.
But ASO isn’t a one-time effort. It’s an ongoing process that evolves with your app, your audience, and the app store algorithms.”
Unfortunately, Luca says many businesses think of ASO as something to ‘set and forget,’ focusing only on the initial optimization of keywords, metadata, and visuals, and then neglecting it.
Initial optimization is just the beginning. For lasting results, focus on:
- Keyword Refinement: Stay ahead of market trends by regularly updating keywords based on performance data and competitor insights.
- Seasonal Updates: Keep your app fresh and relevant by aligning visuals and messaging with seasonal trends and app updates, driving higher conversions.
- A/B Testing: Boost conversion rates by experimenting with visuals like icons and screenshots to turn your app store visitors into users.
- Strategic Integration: Maximize ASO impact by aligning with paid user acquisition, retention strategies, and CRM efforts to elevate rankings and re-engage users.
He concludes by saying sustainable ASO is about seeing it as an ongoing process that’s aligned with your app’s broader growth goals.
Signs Your Mobile App Needs an Agency to Scale Growth
There are several key signs that mobile app developers may need a professional agency to support their growth.
According to Luca, these typically arise when internal teams face limitations, growth efforts plateau, or there’s a need for expert execution to scale efficiently.
Here are some telltale signs to look for:
1. Growth stagnation despite increased investment
If you’re increasing your ad spend but not seeing proportional growth in installs or revenue, it’s often a sign that your acquisition strategy needs a fresh perspective.
2. Limited internal resources or expertise in acquisition
Running paid acquisition across multiple channels requires deep expertise and significant resources.
Many in-house teams are skilled but stretched thin, focusing primarily on core platforms like Meta or Google Ads. Agencies bring specialized knowledge and the ability to expand strategies into untapped areas.
3. Managing secondary and emerging channels effectively
Sometimes, in-house teams focus on core growth channels and can’t manage secondary platforms like Reddit, X, Quora, SDK networks, DSPs, or OEM placements.
This is where an agency can add real value by taking ownership of these channels and maximizing their potential.
4. Difficulty diversifying growth channels
Reliance on one or two acquisition channels is a common risk. When costs rise or algorithms change, performance can take a hit.
An agency brings the tools, experience, and network to experiment with new platforms, test creatives, and reach untapped audiences.
Luca highlights the agency’s role not just as campaign managers, but as true partners in the scaling process.
“Whether it’s optimizing acquisition strategies, exploring secondary channels, or diversifying your growth mix, our goal is to complement and amplify your internal efforts.
By handling activities that your team may not have the bandwidth to manage, we help unlock new growth opportunities, scale efficiently, and ultimately deliver meaningful results.”
Key Strategies Developers Should Focus on for Lasting App Success
Luca shares his best advice to app developers, emphasizing the need to think long-term and focus on quality over quantity regarding growth.
“It’s tempting to chase fast results or high install numbers, but the real value lies in building a strong, engaged user base that aligns with your app’s core value proposition.”.
To do this, he advises developers to prioritize these three key areas:
- Invest in data and measurement from the start: Growth without proper measurement is like driving blind. Ensure you have the right tools, such as MMP, properly configured to track the entire user journey. This allows you to make informed decisions, optimize effectively, and avoid wasting budgets on campaigns or channels that don’t deliver real value.
- Diversify your acquisition channels: Relying on one or two channels, like Meta or Google Ads, might work initially, but it’s not a sustainable strategy. Costs rise, competition increases, and algorithms change. Developers should explore and test emerging platforms like TikTok, OEM Ads, DSPs, or even Reddit.
- Test, learn, and adapt continuously: The mobile ecosystem evolves rapidly, so you need to stay agile. Test creatives, experiment with new audiences, and keep a close eye on performance data. Success in this space comes from constant iteration, what worked six months ago might not work now.
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Finally, his biggest piece of advice is to know when to seek expert help.
“Growth teams often have limited resources or bandwidth, and an experienced agency can bring in fresh perspectives, expertise, and scalability.
At REPLUG, we often step in as an extension of our clients’ teams, handling everything from underutilized secondary channels to scaling high-performing strategies. This allows developers to focus on their product while we handle the complexities of growth,” he says.
Key Trends That Will Define App Growth in the Coming Years
Luca shares some of the key emerging trends that will have the biggest impact on how apps grow and engage users:
1. The rise of OEM advertising
OEM ads are becoming a key part of growth strategies, offering unique placements directly on users’ devices. This channel is still underutilized but has enormous potential to reach high-quality users in a less competitive environment.
2. Privacy-first marketing and data-driven creativity
With increasing restrictions around user tracking (like iOS 14.5 and beyond), growth strategies are shifting from hyper-targeting to broader, privacy-compliant approaches. This is pushing marketers to focus on creative excellence and contextual advertising.
Apps that embrace innovative and engaging creatives, supported by robust first-party data strategies, will stand out. Testing and optimizing creatives is something we emphasize with our clients to ensure campaigns remain effective even in this privacy-first era.
3. The growing importance of alternative platforms
As costs rise on traditional platforms like Meta and Google, apps are finding success on newer or previously overlooked platforms.
TikTok continues to gain traction for app installs, while platforms like Reddit, X, Quora, and DSPs (including SDK networks) are offering access to niche audiences.
Diversification will remain a critical strategy for apps to mitigate risks and unlock growth opportunities.
4. The integration of AI and automation in marketing
AI is transforming how apps run campaigns, analyze data, and personalize user experiences.
From automating bidding strategies to creating hyper-personalized content at scale, AI will enable marketers to operate more efficiently while delivering better results.
Apps that adopt AI-driven tools to manage UA and engage users will have a significant advantage.
He reiterates that the apps that will thrive are the ones that embrace these trends early.
“By staying innovative and flexible, apps can ensure sustainable growth and long-term success.”
To stay ahead, app marketers and developers should prioritize both user value and operational efficiency.
Ultimately, success will come to those who leverage data-driven insights, rapidly iterate on creative strategies, and remain agile in an evolving digital landscape.
