App Store metadata

What is App Store metadata?

App Store metadata is everything on a product page that isn't the compiled app binary. It's the marketing layer: the text fields, the visual creative, the categorization, and the localized variants.

The text fields include name (30 characters), subtitle (30 characters), promotional text (170 characters, editable without a new build), description (4,000 characters), and the hidden keyword field (100 characters, iOS only). The visual fields include the app icon, up to ten screenshots per device family, and up to three preview videos per device family.

What metadata is indexed for App Store search?

Apple indexes the app name, subtitle, keyword field, in-app purchase names, and (via OCR) text inside screenshots. The description is NOT indexed for App Store search, though it does get indexed for App Store Connect Recommendations and may affect Apple Search Ads relevance.

Promotional text is editable without a new build submission, which makes it the right surface for time-sensitive campaigns, version-launch announcements, or A/B testing copy without re-uploading the app.

When should you update metadata?

Per-locale metadata can update independently. Most teams refresh creative (screenshots, preview videos) every quarter to align with major product changes or seasonal campaigns. Keyword field changes get tested via Custom Product Pages or Product Page Optimization rather than shipped blindly. Description copy typically rotates less frequently, on major release cycles.