How to Launch Your First App: The Complete ASO Checklist for 2025

Launching your first app is terrifying.

You've spent months (or years) building it. You've poured your heart, late nights, and savings into this project. And now you're staring at the "Submit for Review" button, wondering:

"Did I forget something critical?"

I've launched 12 apps over the past 5 years. I've made every mistake in the book—from keyword stuffing that got me rejected, to forgetting analytics tracking, to launching with generic screenshots that got zero downloads.

This checklist is everything I wish I had before my first launch. Follow it, and you'll avoid the painful mistakes that sink most first-time apps.

Pre-Launch Checklist Overview

Here's what we'll cover:

✅ 30 Days Before Launch: ASO Foundation
✅ 14 Days Before Launch: Visual Assets & Testing
✅ 7 Days Before Launch: Metadata Finalization
✅ 3 Days Before Launch: Pre-Launch Prep
✅ Launch Day: Go Live
✅ Post-Launch (First 7 Days): Critical Actions

Time commitment: ~20-30 hours spread over a month. Worth every minute.

30 Days Before Launch: ASO Foundation

1. Keyword Research (6-8 hours)

This is the foundation of everything. Get this wrong, and your app will be invisible.

Action items:

Brainstorm 20-30 seed keywords that describe your app
Use Apple Search Ads (iOS) to expand your list to 100+ keywords
Use Google Play Console (Android) keyword suggestions
Install TheTool Chrome extension for keyword difficulty scores
Analyze top 10 competitors for your primary keywords
Create a keyword priority matrix (Relevance × Volume ÷ Competition)
Select your #1 primary keyword for your app title
Select 5-7 secondary keywords for subtitle/keyword field

Tools (all free):

Apple Search Ads Console
Google Play Console
TheTool browser extension
ChatGPT for brainstorming

Deliverable: Spreadsheet with:

Column A: Keyword
Column B: Search Volume (High/Medium/Low)
Column C: Competition (High/Medium/Low)
Column D: Relevance (1-10)
Column E: Priority Score

Pro Tip: Focus on "medium volume, low competition" keywords. You can't compete with established apps for "fitness tracker" or "photo editor" right out of the gate.

2. Competitor Analysis (3-4 hours)

Learn from apps that are already succeeding.

Action items:

Identify your top 5 competitors (search your primary keyword)
Screenshot their entire app store listing (icon, screenshots, description)
Note their pricing model (free, freemium, paid)
Read their top 10 positive reviews (what do users love?)
Read their top 10 negative reviews (what pain points aren't solved?)
Analyze their screenshots: What's their messaging? What benefits do they highlight?
Check their update frequency (actively maintained or abandoned?)

Deliverable: Document answering:

What do all top apps have in common?
What gaps exist that my app can fill?
What makes my app different/better?
What can I learn from their messaging?

Pro Tip: Don't copy competitors. Find the "pattern" (what works) and then differentiate. If all competitors use blue, try orange. If all focus on features, you focus on outcomes.

3. App Name & Positioning (2-3 hours)

Your app name is the single most important ASO decision.

Action items:

Brainstorm 10-20 app name variations
Follow the formula: [Brand Name] - [Primary Keyword/Benefit]
Keep it under 30 characters (both iOS and Android)
Avoid keyword stuffing (looks spammy, can get rejected)
Test name variations with 5-10 people (which one is most memorable?)
Check domain availability (e.g., yourapp.com) if you plan to build a website
Check social media handle availability (Twitter, Instagram)
Trademark search (basic Google search to avoid legal issues)

Good examples:

✅ "Budgetly - Expense Tracker"
✅ "FitLog - Workout Planner"
✅ "Sleepy - Sleep Tracker"

Bad examples:

❌ "Budget Expense Finance Money Tracker" (keyword stuffing)
❌ "MyApp" (no keywords, not descriptive)
❌ "The Ultimate Super Amazing Budget App" (too long, spammy)

Deliverable: Final app name that includes your primary keyword.

Pro Tip: Your brand name doesn't need to be unique globally—it needs to be unique in your category. "Calm" is generic, but it works because they own the meditation space.

14 Days Before Launch: Visual Assets & Testing

4. App Icon Design (4-6 hours)

Your icon is your first impression. It appears in search results before anything else.

Action items:

Research competitor icons (what colors/styles are common?)
Differentiate: If everyone uses blue gradients, try a flat red icon
Keep it simple: Must be recognizable at 60×60 pixels
Design 3-5 icon concepts (use Figma, Canva, or hire on Fiverr for $25-50)
Test with 10+ people: Which icon stands out in a grid of competitors?
Export in all required sizes (iOS and Android have different requirements)

Icon checklist:

Visible and clear at small sizes (60×60px)
No text or very minimal text (icons with text perform worse)
Uses 1-2 bold colors (not 5+ colors)
Unique compared to competitors
Relevant to app function

Tools:

Figma (free) - figma.com
Canva (free tier) - canva.com
Fiverr ($25-50) - Hire a designer

Deliverable: Final app icon in all required sizes.

Pro Tip: Test your icon by placing it in a grid with your top 5 competitors. Does yours stand out? If it blends in, iterate.

5. Screenshots (6-8 hours)

Screenshots are the #1 driver of conversion. Spend serious time here.

Action items:

Plan your screenshot story (what narrative to tell)
Screenshot #1: Hero shot (main value proposition + big benefit)
Screenshot #2-3: Key features/benefits with text overlays
Screenshot #4: Social proof (reviews, ratings, awards)
Screenshot #5: Call-to-action or unique selling point
Add text overlays (headline + subheadline per screenshot)
Use high-contrast colors (text must be readable in 2 seconds)
Export for both iOS (6.7" and 6.5") and Android
Test with 5+ people: Do they understand the app's value in 5 seconds?

Screenshot text formula:

Headline: Big, bold, benefit-focused (e.g., "Save $500/Month Automatically")
Subheadline: Smaller text explaining how (e.g., "AI tracks every expense for you")

Screenshot checklist:

First screenshot communicates main benefit in <3 seconds
Text is large and readable (25-30% of image height for headlines)
Screenshots tell a story (not just random app screens)
Colors contrast well (dark text on light background or vice versa)
No pixelation or low-quality images
Localized if targeting non-English markets

Tools:

Figma (free)
Canva (free tier)
Screenshot Creator tools (search "app screenshot maker")
Mockuphone.com (free device frames)

Deliverable: 5-8 polished screenshots ready to upload.

Pro Tip: Your first screenshot is 70% of your conversion rate. If it doesn't instantly communicate value, users swipe away.

6. App Preview Video (Optional, 4-6 hours)

Videos can boost conversions by 20-30%, but they're optional.

Action items:

Record 15-30 seconds of app usage (screen recording)
Show the main flow: onboarding → first action → value delivered
Add text overlays (users watch on mute)
Keep it fast-paced (2-3 seconds per scene)
Export in required format (iOS: .mov, Android: .mp4)

Tools:

macOS/iOS Screen Recorder (free, built-in)
Android Screen Recorder (built-in)
CapCut (free video editor)
Descript (free tier)

Deliverable: 15-30 second app preview video.

Pro Tip: Only create a video if you have time. Screenshots are more important. A bad video hurts more than no video.

7 Days Before Launch: Metadata Finalization

7. App Title, Subtitle, Description (3-4 hours)

Now you write the copy that converts browsers into downloaders.

Action items:

Write app title: [Brand] - [Primary Keyword + Benefit]
Write subtitle (iOS, 30 chars) or short description (Android, 80 chars)
Write full description (4000 chars max) following this structure:
- Hook (1-2 sentences)
- Social proof (downloads, ratings)
- Key benefits (3-5 bullets)
- Features (5-7 bullets)
- Call-to-action
- Trust builders (privacy, free trial, etc.)
- Keyword-rich paragraph at the end
Optimize iOS keyword field (100 characters, comma-separated, no spaces)
Get feedback from 3-5 people: Is it clear? Compelling?

iOS Keyword Field Tips:

Don't repeat words from title/subtitle (Apple ignores duplicates)
Use singular or plural (not both): "photo" covers "photos"
No spaces, just commas: "photo,editor,filter,collage"
Focus on medium-competition keywords

Deliverable: Finalized metadata ready to copy-paste into App Store Connect / Play Console.

Pro Tip: Use ChatGPT to draft your description, then personalize it. Prompt: "Write a 500-word App Store description for [your app] targeting [audience] with these features: [list]."

8. Categories & Keywords (1 hour)

Choose wisely—categories impact your discoverability.

Action items:

Select primary category (most relevant to your app)
Select secondary category (iOS only, choose strategically)
Review category top charts: Can you realistically compete?
If category is too competitive (dominated by big players), choose a more specific sub-category

Category tips:

Primary: Most accurate match for your app
Secondary: Slightly broader or adjacent category for extra visibility
Example: Primary = "Finance" → Secondary = "Productivity"

Deliverable: Primary and secondary category selections.

9. Set Up Analytics (2-3 hours)

You can't improve what you don't measure.

Action items:

Set up Firebase (free) for both iOS and Android
Integrate Firebase Analytics into your app
Set up key event tracking:
- app_open - User opens app
- tutorial_complete - User finishes onboarding
- first_action - User completes first valuable action
- share - User shares content
- review_prompt_shown - In-app review prompt displayed
- review_completed - User submitted review
Test that events are firing correctly (use Firebase DebugView)
Set up Crashlytics (Firebase) for crash reporting

Why this matters:

Track retention (are users sticking around?)
Identify drop-off points (where do users quit?)
Measure ASO impact (installs → active users)

Deliverable: Firebase integrated and event tracking working.

Pro Tip: Add event tracking for your onboarding flow. If 80% of users drop off at step 2, you know where to fix.

3 Days Before Launch: Pre-Launch Prep

10. Legal Pages (1-2 hours)

Both iOS and Android require a privacy policy. Don't skip this.

Action items:

Create a Privacy Policy (use free generators or templates)
Create Terms of Service (optional but recommended)
Host both on a public URL (your website or GitHub Pages)
Add links to your app store listing

Tools:

TermsFeed Privacy Policy Generator (free)
GitHub Pages (free hosting)
Notion (free, public pages)

Deliverable: Privacy Policy URL and Terms of Service URL.

Pro Tip: Don't overthink this. Use a template, customize it for your app, and move on. You can always refine later.

11. Pre-Launch Community Building (Ongoing)

You need people to download your app on day 1.

Action items:

Share progress on Twitter/X with #buildinpublic
Post in relevant Reddit communities (r/SideProject, r/AppBusiness, niche subreddits)
Share on Indie Hackers with a launch post
Email friends, family, former colleagues (ask for reviews on day 1)
Prepare a Product Hunt launch (optional but powerful)
Join relevant Facebook groups or Discord communities

Goal: Get 20-50 people ready to download, use, and review your app on launch day.

Deliverable: List of 20+ people committed to downloading on day 1.

Pro Tip: Don't just say "I'm launching an app!" Tell a story. Share your journey, challenges, lessons learned. People support creators they connect with.

Launch Day: Go Live

12. Final Pre-Flight Check (30 minutes)

Before hitting "Submit for Review," triple-check everything.

Final checklist:

Deliverable: App submitted to App Store / Google Play.

13. Hit Submit! 🚀

iOS (App Store):

Review time: 1-3 days (usually 24-48 hours)
Be ready to respond to rejection feedback
Most common rejection: Privacy Policy issues or crashes

Android (Google Play):

Review time: Faster (often hours, sometimes 1 day)
Less strict than iOS, but still review for policy violations

What to do while waiting:

Don't sit idle! Prepare your launch marketing
Write social media posts
Create launch graphics (for Twitter, Reddit, Product Hunt)
Draft your launch announcement email

Post-Launch (First 7 Days): Critical Actions

14. Day 1-3: Get Initial Reviews

Reviews are critical for ranking and trust.

Action items:

Email your pre-launch list: "Hey! My app just launched. Would love your feedback and review!"
Post on social media with direct App Store / Play Store link
Share in communities (Reddit, Indie Hackers, etc.)
Ask early users personally (1-on-1 DMs work well)

Goal: Get to 10+ reviews with 4.5+ average rating in first 3 days.

Pro Tip: Don't ask for "5-star reviews" (that's against Apple/Google policies). Ask for "honest feedback and reviews."

15. Day 1-7: Monitor & Respond

You're not done after launch. Now the real work begins.

Action items:

Check App Store Connect / Play Console daily
Track: Downloads, conversion rate, impressions, crashes
Respond to EVERY review (positive and negative)
Fix any critical bugs immediately
Monitor analytics: What's your Day 1 retention?
Check keyword rankings (manual search or tools)

Target metrics for week 1:

Conversion rate: >20% (if lower, your screenshots/description need work)
Day 1 retention: >30% (if lower, your onboarding or app UX needs work)
Average rating: >4.0 (if lower, critical issues exist)
Crash-free rate: >99% (if lower, emergency bug fixes needed)

Deliverable: Daily tracking spreadsheet updated.

16. Week 1: First Iteration

Based on your first week's data, make one quick improvement.

Action items:

If conversion rate <20%: Update screenshots or description
If retention <30%: Improve onboarding flow
If avg rating <4.0: Fix top complaints from reviews
If keyword rankings low: Consider adjusting keywords

Pro Tip: Don't change 10 things at once. Change ONE element, wait 1-2 weeks, measure impact, repeat.

Printable Checklist (Save This!)

□ 30 Days Before Launch
  □ Keyword research (100+ keywords)
  □ Competitor analysis (top 5 apps)
  □ App name finalized (with primary keyword)

□ 14 Days Before Launch
  □ App icon designed & tested
  □ 5-8 screenshots created with text overlays
  □ App preview video (optional)

□ 7 Days Before Launch
  □ App title, subtitle, description written
  □ Keywords field optimized (iOS)
  □ Categories selected
  □ Analytics (Firebase) integrated

□ 3 Days Before Launch
  □ Privacy Policy & Terms created
  □ Pre-launch community built (20+ people)

□ Launch Day
  □ Final pre-flight check completed
  □ App submitted to App Store / Play Store

□ Post-Launch (Week 1)
  □ Get 10+ reviews in first 3 days
  □ Respond to all reviews
  □ Monitor metrics daily
  □ Make one data-driven improvement

Common Launch Mistakes (Avoid These!)

Mistake #1: Launching Without Reviews

Problem: Apps with 0 reviews look untrustworthy. Solution: Line up 20+ people to download and review on day 1.

Mistake #2: Generic Screenshots

Problem: Users can't tell what your app does in 3 seconds. Solution: Add big, bold text overlays explaining benefits.

Mistake #3: No Analytics

Problem: You have no idea why downloads are low or users are churning. Solution: Set up Firebase before launch.

Mistake #4: Keyword Stuffing

Problem: App Store/Play Store rejects your app or penalizes your ranking. Solution: Use keywords naturally, focus on quality over quantity.

Mistake #5: Ignoring Reviews

Problem: Users leave 1-star reviews, you don't respond, rating tanks. Solution: Respond to every review within 24 hours, offer to help.

Final Thoughts: You've Got This

Launching your first app is intimidating, but you're not alone. Thousands of indie developers have walked this path before you.

Remember:

✅ ASO is 80% of your marketing (get it right)
✅ Your first launch won't be perfect (and that's okay)
✅ Iteration > Perfection (ship, learn, improve)
✅ Reviews and retention matter more than downloads

After launch:

Week 1: Monitor closely, fix critical issues
Week 2-4: Iterate based on data (A/B test one element)
Month 2: Refresh keywords, update screenshots if needed
Month 3+: Focus on retention and feature improvements

And most importantly: Don't launch and disappear. The apps that succeed are maintained, updated, and improved over months and years.

You've built something. Now let the world find it.

Resources

Free Tools: Apple Search Ads, Google Play Console, TheTool
Design: Figma, Canva, Mockuphone
Analytics: Firebase
Communities: r/AppBusiness, Indie Hackers, Product Hunt

Ready to launch? Bookmark this checklist and work through it step-by-step. And when you do launch, share it with us on [Twitter/X @asotools]—I'd love to celebrate with you! 🎉

Questions? Drop a comment below or DM me. I respond to every indie developer.

Last updated: January 2025 | Written by the team at ASO Tools

How to Launch Your First App: The Complete ASO Checklist for 2025

How to Launch Your First App: The Complete ASO Checklist for 2025

Pre-Launch Checklist Overview

30 Days Before Launch: ASO Foundation

1. Keyword Research (6-8 hours)

2. Competitor Analysis (3-4 hours)

3. App Name & Positioning (2-3 hours)

14 Days Before Launch: Visual Assets & Testing

4. App Icon Design (4-6 hours)

5. Screenshots (6-8 hours)

6. App Preview Video (Optional, 4-6 hours)

7 Days Before Launch: Metadata Finalization

7. App Title, Subtitle, Description (3-4 hours)

8. Categories & Keywords (1 hour)

9. Set Up Analytics (2-3 hours)

3 Days Before Launch: Pre-Launch Prep

10. Legal Pages (1-2 hours)

11. Pre-Launch Community Building (Ongoing)

Launch Day: Go Live

12. Final Pre-Flight Check (30 minutes)

13. Hit Submit! 🚀

Post-Launch (First 7 Days): Critical Actions

14. Day 1-3: Get Initial Reviews

15. Day 1-7: Monitor & Respond

16. Week 1: First Iteration

Printable Checklist (Save This!)

Common Launch Mistakes (Avoid These!)

Mistake #1: Launching Without Reviews

Mistake #2: Generic Screenshots

Mistake #3: No Analytics

Mistake #4: Keyword Stuffing

Mistake #5: Ignoring Reviews

Final Thoughts: You've Got This

Resources

Ready to Optimize Your App?