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What an ASO team owns and how to organise it

The modern scope of ASO ("organic user acquisition") — discoverability, off-store landing pages, conversion for organic and paid, measurement and insights — who should own CPPs and in-app events, squad vs central-team structures, and how Tilting Point staffed it (7 people, 30+ games).

Updated 2026-10-24·2 sources·asoteam-structureorganic-acquisitioncustom-product-pagesstrategy

What an ASO team owns and how to organise it

TL;DR

  • ASO sits in the middle of product, support and UA; its job is to gather insights and redistribute them.1
  • Four components (2022): discoverability (search, featuring, charts, in-app events, app clips), off-store landing pages (CPPs for ads, influencers, TV, QR codes), conversion optimisation for organic and paid, and measurement & insights from the consoles.2345
  • Who owns CPPs? UA controls campaigns, but ASO holds years of knowledge on how audiences react to store pages — at Tilting Point the organic team owns them, in close contact with UA.67
  • Structure options: embed ASO specialists in squads (organic, paid support, live ops, research, analytics), or a central strategic ASO team that feeds others first signals.8
  • Be proactive: feed leadership regular insights instead of waiting for a “code red” organic drop.9
  • Staffing benchmark: Tilting Point (2022) — ~7 people for 30+ games, 5–6 games each, weekly syncs with UA, creative and featuring teams.1011

Details

Naming. Storemaven’s Jonathan Fishman proposed calling ASO “organic user acquisition”; Simon Thillay (AppTweak, 2022) cares less about the name but rejects “SEO for apps”: SEO is one landing page per query, while the App Store gave one page to everyone until CPPs.121

Off-store example. Coinbase’s 2022 Super Bowl ad was a bare QR code (~20 million scans in the first minute, per Jonathan). Simon would have used an App Clip; Jonathan a CPP repeating the $15 Bitcoin sign-up offer.1314

Measurement as the growth area. With fingerprinting expected to fade (Google’s proposed SDK Runtime, 2022), both expected aggregated console data to carry more of the measurement load, and ASO people — used to proving their impact via uplift analysis — to be well placed for it.1516 See Measuring the ROI of ASO and featuring.

Mindset. Simon’s tip for newcomers: every number stands for user behaviour; translate keywords and conversion rates back into what users are thinking.17

Brand vs data. Simon saw companies long avoid conversion optimisation because a brand team chose the screenshots; native testing tools put pressure on ASO teams to show conversion gains.18

Disagreements / caveats

See also

Footnotes

  1. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 05:56 — Simon Thillay ↩ ↩2

  2. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 09:22 — Jonathan Fishman ↩

  3. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 10:15 — Simon Thillay ↩

  4. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 13:50 — Jonathan Fishman ↩

  5. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 14:39 — Jonathan Fishman ↩

  6. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 06:55 — Simon Thillay ↩ ↩2

  7. How Do In-App Events Influence ASO and What is the Correlation Between Organic and Other Metrics... @ 15:51 — Jevgen Tarasenko ↩

  8. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 25:50 — Simon Thillay ↩

  9. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 27:48 — Jonathan Fishman ↩

  10. How Do In-App Events Influence ASO and What is the Correlation Between Organic and Other Metrics... @ 03:21 — Jevgen Tarasenko ↩

  11. How Do In-App Events Influence ASO and What is the Correlation Between Organic and Other Metrics... @ 04:07 — Jevgen Tarasenko ↩

  12. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 04:59 — Simon Thillay ↩

  13. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 11:57 — Simon Thillay ↩

  14. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 12:49 — Jonathan Fishman ↩

  15. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 39:23 — Jonathan Fishman ↩

  16. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 40:28 — Simon Thillay ↩

  17. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 42:10 — Simon Thillay ↩

  18. Mastering ASO in 2022 with Simon Thillay of AppTweak @ 34:41 — Simon Thillay ↩