Scope by apps and storefronts
Every app in every storefront is a listing to research, write and keep current.
Enterprise ASO · RFP and pilot toolkit
Copy the checklist, score each agency, and measure a 90-day pilot.
Reviewed by Kevin Dosanjh, Admiral Media, 9 Nov 2026Buyer-side guide, no agency or tool names
The short answer
Scope the RFP by apps and storefronts, say who owns metadata, creative and experiments, and fix the measurement method before work starts. Run the first 90 days as a pilot against matched control markets. Admiral Media answers with scope set per portfolio, a minimum term of 6 months and proof against control markets.
Updated
The checklist
Eight sections to paste into your RFP. Tick what your draft already covers.
0 of 32 asks covered in your draft
Every app in every storefront is a listing to research, write and keep current.
Unclear ownership is how changes stall or ship twice.
Translated keywords miss the words locals actually type.
Paid and organic search compete for the same taps.
Without a method set first, results show rankings, not extra installs.
Finance needs the same numbers on a fixed rhythm.
Store consoles hold your revenue data and your brand.
Legal and InfoSec sign off before anyone gets access.
Evaluate bidders
Ask every bidder the same eight questions, then score each answer against what a good one sounds like.
Score one bidder
0 good0 partly0 missing8 not scored
A good answer
Every app and storefront named and sorted into tiers by installs and revenue, with the work each tier gets.
Watch for The same package for every app and market.
A good answer
Native speakers per market, with one keyword library per language shared across your apps.
Watch for Keyword lists translated from English.
A good answer
Checks across sister apps against the shared keyword library before any change ships.
Watch for Each app run on its own, by a different person.
A good answer
One keyword map: each cluster gets a custom product page with linked keywords and its own ad group that sends taps to it.
Watch for Apple Ads run by another team from another keyword list.
A good answer
A baseline, test markets against matched control markets, and a decision rule written before the first change.
Watch for Rankings and visibility scores as the only proof.
A good answer
Role-based access with the fewest rights first, your release calendar, brand and legal copy rules, and the live keyword sets.
Watch for Admin rights to every account on day one.
A good answer
A named senior owner, written playbooks, a change log and a handover file in the contract.
Watch for A rotating team and no named owner.
A good answer
Every text change goes through your compliance review, with a written change log you can show an auditor.
Watch for Changes published first and reviewed later.
Still choosing between an agency, an in-house team or a tool? Compare five ASO delivery models
Buyer-side measurement
Pick test and control markets, set a baseline, change one thing, and judge day 90 by a rule set first.
Weeks 1 to 4
Week 5
Weeks 6 to 12
Day 90
Where to start: listings that lag the app
24% of 1,107 app and storefront pairs (271) were not fully localized across 25 portfolios and 14 storefronts, in our App Store Localization Study 2026, public App Store data collected 2 Nov 2026.
Read the studyHow we answer
Scope set per portfolio, a minimum term of 6 months, and impact proven with control markets.
Scope
The apps, store markets, stores and custom product pages in it, and how often you test.
Enterprise ASOTerm
The pilot is the first 90 days of the program, with success criteria written down before work starts.
Proof
Test markets against matched control markets, with the rules agreed before the change ships.
The method2 or more apps in 10 or more store markets, or one app in 20 or more? Get one scope for the whole portfolio.
4.9 on Clutch from 48 reviews
Published client results
Each figure is from a published Admiral Media case study, read 9 Nov 2026, with how it was measured under it. None of the three is a control-market test.
LowerProperty appCustom product pagesApple Ads“Admiral Media were extremely helpful and efficient in making Apple's Custom Product Pages work for us.”
Alexandra ZinnowLead PPC, Digital Marketing, ImmoScout24−43%cost per acquisitionAgainst the default page, same ad groups, 4 weeksRead the ImmoScout24 case study 
HigherBrain training appKorean App Store+93%App Store search downloadsBefore and after localized metadata in KoreaRead the NeuroNation case study 
LowerMeditation appApple AdsNew markets−38%cost per install+54% click-through rateRead the Petit BamBou case study Questions
One app in a few markets? Start with the ASO Checker. Many apps? See enterprise ASO.
Include scope by app and storefront, ownership of metadata, creative and experiments, native localization, one keyword map for ASO and Apple Ads, the measurement method, reporting cadence, access, approvals and data security. Structure the pilot as four weeks of baseline, one change in week 5 in test markets only, a weekly read against control markets, and a day-90 readout judged by a rule written first.
Start with your footprint: every app, store and storefront, sorted into core, growth and long-tail tiers. Then ask every bidder the same questions on ownership, native keyword research, Apple Ads coordination, measurement, reporting, access and data. Ask for a named owner and a sample change log, and state the success rule for the first 90 days. The checklist on this page can be copied as it is.
Two or three test markets, matched control markets that share no listing with them, a baseline, one primary metric with guardrails, and a decision rule signed before the first change. Hold Apple Ads budgets steady, change the test markets only, read the gap weekly, and make no early calls unless a guardrail breaks.
Ask every bidder the same questions and score each answer. Good answers sort apps and storefronts into tiers, research keywords natively per language and share them across apps, stop sister apps from competing for the same terms, plan custom product pages and Apple Ads from one keyword map, and prove results against control markets. A plan that reports only rankings is a warning sign.
Pick markets with similar installs, seasonality and paid spend that share no listing with the test markets. On the App Store one localization can serve several storefronts, so countries that share a language rarely control for each other. Check that the control markets moved with the test markets during the baseline, before anything changes.
Extra installs per test market against the control forecast, with a range; guardrails such as conversion rate, rating and paid installs; the extra installs joined with your retention and revenue data; and the decision the rule gives: roll out, change or stop. It should also name the next markets and the next test.
Admiral Media sets the scope per portfolio: the apps, store markets, stores and custom product pages in it, and how often you test. Programs run at least 6 months, and the first 90 days run as the pilot, with success criteria written down before work starts. Impact is proven with the control-market method: test markets against matched control markets.
Sources
If anything here is out of date, tell us through the contact page and we will review it.
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