How to Localize Your App Store Listing (2025 Guide)

Apps that localize their store listings see an average of 128% more downloads compared to non-localized apps.

In one documented case, simply localizing an iPhone app's title and description led to a 767% increase in downloads.

Yet 75% of top apps and 96% of top games localized their metadata last year, while most smaller apps haven't touched localization.

The opportunity is significant. Here's how to capitalize on it.

Why Localization Drives Downloads

App stores can identify when you've localized your listing, and this influences ranking algorithms. Localized apps get preferential treatment in local search results.

Beyond algorithmic benefits, localization signals to users that the app will work in their language. Screenshots with localized text immediately communicate "this app is for you."

The data backs this up:

• Localized apps see 26% higher download rates on average
• Apps localized in 20+ countries saw 128% growth in download volumes
• In Google Play, 80% of top-revenue countries are non-English speaking
• By 2025, 34% of all new App Store downloads come from emerging markets

The growth opportunity isn't in English-speaking markets anymore. It's international.

The Two Components of Localization

Effective localization involves both metadata and visual elements.

Metadata Localization

What to localize:

• App title (30 characters on iOS)
• Subtitle (30 characters on iOS)
• Keyword field (100 characters on iOS)
• Short description (80 characters on Google Play)
• Long description (4000 characters on both platforms)
• What's New text
• In-app purchase names and descriptions

How keyword localization works:

Keywords that rank well in English often don't translate directly. "Fitness tracker" in English might be "suivi de fitness" in French, but local users might search for "tracker sport" or "application sport."

Effective keyword localization requires:

1. Translation of your current keywords
2. Local keyword research to find what users actually search for
3. Analysis of local competitors' keyword strategies

Tools like AppTweak and Sensor Tower provide localized keyword suggestions based on actual search volumes in each market.

Visual Localization

What to localize:

• Screenshot text overlays
• UI elements visible in screenshots
• App preview video voiceover and text
• Icon (rarely, only when culturally necessary)

Why screenshots matter most:

Screenshots are the most important visual asset on the App Store. When app store searchers first notice listings, it's the graphics that grab attention first.

Localized screenshots signal that the app interface will be in the user's language. Even if your app isn't fully translated yet, localized screenshots improve conversion.

Step-by-Step Localization Process

Step 1: Choose Your First Markets

Don't localize everywhere at once. Start with markets showing the most potential.

Data to review:

App Store Connect (iOS): Check App Analytics → Metrics → App Store Views by Territory. Look for countries with significant page views but low conversion rates.

Play Console (Android): Check Store Performance → Store Listing Visitors by country.

Prioritization framework:

1. High organic traffic, low conversion: You're already getting discovered but not converting. Likely a localization issue.
2. Large market size: Countries with 50M+ smartphone users offer more upside.
3. Language overlap: If you localize for Spain, you can use the same Spanish for Latin American countries (with minor adaptations).

Recommended starting markets for most apps:

• Spanish: Spain + Latin America (550M+ speakers)
• French: France + parts of Africa (300M+ speakers)
• German: Germany, Austria, Switzerland (100M speakers, high spending power)
• Japanese: Japan (125M users, highest revenue per user globally)
• Portuguese: Brazil (215M speakers, fastest-growing market)

Step 2: Localize Metadata

Do not use Google Translate. App store algorithms can detect machine translation and may penalize your rankings.

Three approaches:

Option 1: Professional ASO localization service

• Cost: $200-500 per language
• Quality: High, optimized for keywords
• Speed: 3-5 days typically
• Best for: Apps with budget and scale ambitions

Option 2: Native speaker freelancers

• Cost: $50-150 per language
• Quality: Variable, depends on their ASO knowledge
• Speed: 1-2 weeks
• Best for: Testing new markets before full commitment

Option 3: Community translation

• Cost: Free
• Quality: Variable
• Speed: Depends on community size
• Best for: Apps with engaged user communities

Key instruction for translators:

Don't translate literally. Translate for meaning and local search behavior.

Example: An English fitness app using "weight loss tracker" might localize to:

• Spanish: "control de peso" (not "rastreador de pérdida de peso")
• French: "suivi poids" (not "traceur de perte de poids")
• German: "Abnehmen App" (not "Gewichtsverlust-Tracker")

These variations reflect how local users actually search.

Step 3: Localize Screenshots

Minimum viable localization:

Translate text overlays on your existing screenshots. Don't redesign everything.

Tools for screenshot localization:

• Figma/Sketch: If you have design files, duplicate and translate text layers
• Canva: Quick overlay translations without design software
• Screenshot automation tools: LaunchKit (discontinued but alternatives exist), Fastlane

Cultural considerations:

Some visual elements need adaptation beyond translation:

Colors: Red means luck in China, danger in Western markets People: Representation matters. Use locally relevant imagery UI patterns: Some cultures prefer dense information, others minimal design Text direction: Right-to-left for Arabic and Hebrew requires layout changes

FiftyThree's example: Localized their Paper app for Chinese market and saw a 33% conversion increase. They didn't just translate—they adapted screenshots to show Chinese characters and culturally relevant use cases.

Step 4: Set Up Localizations in App Store Connect / Play Console

iOS Setup:

1. In App Store Connect, go to your app → App Information
2. Click the (+) next to Primary Language
3. Add each target language
4. Fill in localized metadata for each

iOS supports 40+ languages including regional variants (Spanish-Spain vs Spanish-Mexico).

Use Apple's cross-localization feature: If you don't provide a localization for Spanish-Mexico, you can set it to fall back to Spanish-Spain. This extends your coverage without translating everything twice.

Android Setup:

1. In Play Console, go to Store Presence → Store Listing
2. Click "Add language"
3. Select target language and fill in metadata

Google Play supports 100+ languages and automatically falls back to your default language if a translation isn't provided.

Step 5: Monitor Performance by Market

After launching localizations:

Week 1-2: Watch for immediate changes in conversion rate by territory

Week 3-4: Monitor keyword ranking improvements in local markets

Month 2-3: Measure download growth and compare to baseline

Ongoing: Track ratings and reviews in each market for quality signals

Localization ROI by Market

Not all markets produce equal returns.

High ROI markets (typically 200%+ download increase):

• Japan (high spending, low English proficiency)
• France (large market, preference for localized content)
• Germany (high spending power, cultural preference for German)
• Brazil (massive market, low English proficiency)
• South Korea (high app usage, strong local preference)

Medium ROI markets (100-200% increase):

• Spain (medium market, some English proficiency)
• Italy (medium market, older demographic prefers Italian)
• Russia (large market, low English proficiency)

Lower ROI markets (50-100% increase):

• Nordic countries (high English proficiency)
• Netherlands (high English proficiency)
• Singapore (bilingual population)

This doesn't mean skip lower-ROI markets. It means set expectations accordingly.

Common Localization Mistakes

Mistake 1: Literal translation

Translating "Sign Up Free" to its literal equivalent in each language often sounds awkward. Local users might expect "Start Free Trial" or "Try Free."

Mistake 2: Ignoring local competitors

Your English-market screenshots might not work in Japan, where competitors use different visual conventions. Study local top charts before finalizing designs.

Mistake 3: One-and-done approach

Localization isn't a project; it's ongoing. Update localized listings when you update English versions.

Mistake 4: Localizing before validating market demand

If you have zero organic traffic from a market, localization won't magically create demand. Validate interest first.

Mistake 5: Skipping keyword research

Using translated versions of your English keywords misses how locals actually search. Always do market-specific keyword research.

Localization Testing Strategy

Don't localize all markets simultaneously. Use a staged rollout:

Phase 1: Localize your single highest-potential market Phase 2: Measure results for 30 days Phase 3: If positive, localize next 2-3 markets Phase 4: Continue expanding based on data

This approach lets you:

• Refine your process before scaling
• Validate ROI before major investment
• Learn from each market to improve future localizations

Budget Planning for Localization

Minimal budget (testing approach):

• 1 language, metadata only: $50-150
• Use freelancer translation
• Self-service screenshot translation using Canva
• Total: $50-150 per language

Standard approach:

• 3-5 languages, metadata + screenshots: $600-2000
• Professional ASO translation service
• Designer for screenshot localization
• Total: $200-400 per language

Premium approach:

• 10+ languages, metadata + screenshots + video: $5000-15000
• Full localization agency
• Video voiceover and subtitle localization
• A/B testing of localized variants
• Total: $500-1500 per language

Most apps should start with the minimal budget approach for market validation.

Tools and Resources

Translation services:

• OneSky (app-focused, ASO-aware)
• Lokalise (developer-friendly, automation features)
• AppTweak Localization (ASO-specific)

Keyword research:

• AppTweak (localized keyword suggestions)
• Sensor Tower (international keyword data)
• Mobile Action (competitive keyword analysis by market)

Screenshot tools:

• Figma (free tier available)
• Canva (easy for non-designers)
• AppLaunchpad (specialized for app screenshots)

FAQs

How much do downloads increase with localization?

Apps that properly localize see an average of 128% more downloads. One documented case showed a 767% increase in downloads after localizing just the title and description.

Should I localize screenshots or metadata first?

Start with metadata (title, description, keywords) as it's faster and cheaper to implement. Screenshots are considered the most important visual asset and should be localized next for maximum impact.

Which markets should I localize for first?

Prioritize markets where you're already seeing organic traffic. If you have 500+ monthly page views from a non-English country, that market is worth localizing.

Do I need to localize my actual app or just the listing?

You can localize the app store listing first to test market demand. If downloads increase significantly, then invest in in-app localization. Many apps see strong results from listing-only localization initially.

How do I maintain localized listings when I update?

Set up a process: when updating English metadata, update all localized versions simultaneously. Use translation memory tools to reduce costs for updates.

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Localization opens markets. The apps that grow internationally treat it as strategic expansion, not a translation project.