The cost of app store optimization varies depending on your goals, the competitiveness of your category, and the level of service you choose. Most businesses spend between $500 and $10,000 per month for professional app store optimization. At the lower end, smaller apps or startups may opt for a basic monthly plan. At the higher end, larger apps in competitive categories invest more to achieve sustainable organic growth.

App store optimization is not a one time task. It requires ongoing research, testing, and iteration to improve visibility, increase downloads, and enhance user engagement. Understanding the cost structure helps you budget properly, decide between DIY and professional help, and set expectations for results.

In this article you will learn the factors that influence app store optimization cost, typical pricing models, real world price ranges, and whether ASO is worth the investment for your business.

Factors that influence App Store Optimization cost

Category competition

Some app categories are more competitive than others. Finance, gaming, and lifestyle apps often require more extensive keyword research, testing, and monitoring. Higher competition usually results in higher optimization costs.

Platforms and regions

Optimizing for one app store such as the Apple App Store is simpler than optimizing for both Apple and Google Play. If you target multiple countries or languages, the complexity increases and so does the price.

App maturity

A new app needs foundational changes such as keyword setup, metadata optimization, and initial creative asset analysis. An established app may require deeper conversion rate optimization, A/B testing, and strategic repositioning, all of which require more time and expertise.

Scope of services

Some ASO pricing includes only basic tasks. Others include more advanced work such as ongoing keyword tracking, review analysis, competitor research, and visual optimization. The broader the scope of services, the higher the cost.

Tools and technology

Using professional ASO tools can improve insights and results. Subscription tools range in price and may be included in agency plans or billed separately. These tools provide competitive data, keyword suggestions, install trends, and more.

Typical ASO pricing models

One-time projects

You can hire a freelancer or consultant for a one time audit or setup of your app store listing. One time projects may include basic keyword research, metadata optimization, and recommendations for creative assets. Typical costs for these one time services are:

• ASO audit only: $100 to $300
• Full one store ASO setup: $300 to $1,000

This option is suitable for early stage apps that want a starting point or a professional assessment before committing to ongoing optimization.

Monthly retainer services

Most businesses choose ongoing services because ASO evolves with user behavior, competition, and platform updates. Monthly retainers usually include:

• Keyword tracking and optimization
• Metadata updates
• Screenshot and creative recommendation
• Conversion analysis
• Rating and review monitoring

Standard monthly retainer prices fall into these ranges:

• Basic service plans: $500 to $1,500 per month
• Mid level plans: $1,500 to $5,000 per month
• Advanced or enterprise plans: $5,000 to $10,000 or more per month

These ranges reflect real world pricing for agencies and experienced consultancies offering professional app store optimization services.

Performance-based app store optimization

Some agencies offer performance oriented pricing where a portion of the cost is tied to defined outcomes. For example this might include increases in organic installs, keyword ranking improvements, or higher conversion rates. Performance based models require clear baselines and tracking systems to measure results accurately and fairly.

Additional costs to consider

In addition to service fees, effective ASO often involves other costs:

Creative asset development
Professional screenshots can cost $500 to $2,000. Preview videos can range from $1,000 to $5,000 or more.

Localization
Translating metadata and creatives for multiple markets can cost $0.10 to $0.50 per word or more depending on language and service quality.

Tool subscriptions
ASO tools like AppTweak, App Radar, or MobileAction provide data and insights. These tools cost anywhere from $25 to $2,000 per month depending on plan level and data access.

These expenses are not strictly service fees but are commonly part of a professional ASO strategy and contribute to better results.

ASO costs compared to paid user acquisition

Paid user acquisition is a common alternative or complement to ASO. Paid ads such as search ads, social media ads, or display campaigns often charge on a cost per install basis. Depending on your category and audience, paid installs may cost $1.50 to $5.00 or more per install.

App store optimization improves visibility and conversion organically. Once optimizations are in place, the impact continues without the recurring expense of paid campaigns. It is one reason why ASO is considered one of the most cost efficient channels for organic installs. For more insight into app marketing cost trends, the Business of Apps app marketing guide provides current data across markets and channels.

Example ASO pricing scenarios

Here is a snapshot of typical pricing based on common business profiles:

These are general estimates, but they reflect real agency and consulting pricing structures. Costs vary by geographic focus, languages targeted, and the depth of ongoing research and optimization.

Is app store optimization worth the cost?

App store optimization is worth the cost when it improves your organic install growth, reduces dependence on paid acquisition, and improves your return on marketing spend. ASO is not a short term expense. It is an investment in discoverability, user experience, and long term growth.

Companies that treat ASO as a recurring investment tend to see better results, including higher conversion rates, improved keyword rankings, and stronger long term visibility compared to one time optimization efforts.