When most marketers think of App Store Optimisation (ASO), it’s usually in the context of acquisition. Keywords, screenshots, install rates, it’s all about visibility and getting users through the door. But in 2025, that mindset is shifting. The smartest app teams are now treating ASO not just as a top-of-funnel tactic, but as a full-funnel growth lever and that includes what happens after the install.
Post-install ASO is still underused by many brands, yet it plays a crucial role in retention, re-engagement, and user advocacy. With new tools now available across both Apple and Google Play, there’s a huge opportunity to optimise for lifetime value, not just downloads.
In this article, we’ll explore how to make the most of post-install ASO, looking at the tools, tactics & strategies that can help apps stay front of mind long after the first download. From in-app events and Collections to win-back offers and user reviews, we’ll unpack how these features can drive meaningful re-engagement, improve visibility in-store, and turn satisfied users into loyal advocates. Because in today’s app landscape, retention isn’t just a product metric – it’s a performance one.
Three ways of reaching users after the download
One of the biggest developments in recent years is the ability to re-engage users directly within the store. With the right strategy and available Apple and Google Play store features, you can bring your lapsed users back, even before they open your app. And while these techniques are powerful, they’re often underused, making them a smart opportunity for growth teams.
1. Collections (Google Play)
Collections is a new Google Play feature that is currently only available in the US, but as announced during Google I/O 2025 in May, Engage SDK–powered Collections will be rolled out globally this summer.
Collections automatically organise apps by topic and highlight personalised content based on users’ preferences and behaviour. They help users discover high-quality, relevant to them and trendy apps more easily. Common examples of Collections include Trending Apps or Games, Editor’s Picks, From your Feed, Savings For You, etc.
So, how do Collections support re-engagement? If your app has recently been improved and is featured in a Collection, it can catch the eye of churned users, prompting them to come back and see what’s changed. Being featured in a Collection also lends your app a sense of credibility. The implied endorsement acts as a “quality signal”, giving former users a compelling reason to give your app another try.
2. In-App Events (iOS) & promotional content (Google Play)
As they allow you to highlight product updates, live events, seasonal campaigns or special offers, In-app events & promotional content are often treated as a tool to drive conversions within the app stores. But their impact goes beyond just new installs. From over 300 events we have run for our clients, 65% of all installs came from re-installs, showcasing how algorithms choose to surface and personalise content to users who have previously engaged with your brand. Since these events are shown in various places, such as Search and Today Tab (iOS), or App Store Listing and Event’s Feed (Google Play), they serve as effective tools for both acquisition and re-engagement.
3. Win-back offers (iOS)
They allow you to target previous subscribers or churned users with exclusive pricing and incentives, reclaiming lost users and maximising your presence in the store. Not only do they increase retention, but they also take up further real estate in the stores and beyond! They can be shown on your app listing, in personal recommendations and editorial selections on Today, Games & Apps tabs in your app or game, and you are able to share them via direct link from owned marketing channels like email.
Let your users shape your messaging
User reviews are one of the most underrated inputs for creative and messaging strategy. Not only do they affect store rankings and install rates, but they can also highlight what users love, what they misunderstand, and what they wish your app did better.
Take a cue from brands like Too Good To Go, who have used real reviews to refine their App Store messaging. When users mentioned affordability, food waste and surprise as major drivers, those exact themes were reflected in store listings’ screenshots and taglines, closing the loop between customer experience and conversion optimisation.
Prompting reviews at the right moment, after a positive interaction, a milestone or a successful task, is also critical. Both Apple and Google provide native review prompt functionality, and when used thoughtfully, it can dramatically boost ratings without disrupting the user journey.
So, where do you start? Begin by mapping your user journey and identifying when your app delivers its “aha” moment; this will guide your review prompt timing.
- For infrequent-use apps (like travel booking), prompt users right after a key action, such as booking a flight. Since usage may be rare, acting quickly ensures you capture valuable feedback.
- For habit-forming apps (like fitness or productivity tools), wait until users hit a meaningful milestone, like completing their 10th workout or tracking tasks for a week, when they’re more likely to feel engaged and satisfied.
Aligning review requests with moments of success not only boosts your chances of positive reviews but also reinforces your app’s value. To learn more about the power of reviews, check out our latest post on App Review Management.
Why retention now affects visibility
It’s not just about happy users. It’s about store performance, too.
Google Play has begun testing public uninstall warnings and engagement labels like “Users engage with this app less frequently than others.” These signals can directly impact conversion rates, store ranking, and user trust. No matter how strong your acquisition game is, poor retention and product issues now risk dragging everything else down.
That’s why lifecycle optimisation is becoming a core part of ASO. It’s not enough to get users in the door, you need to keep them there. The stores are watching how your app performs post-install, and increasingly, that’s reflected in how it’s ranked, promoted and discovered.
What to do next
If you’re only optimising for the download, you’re leaving value on the table. Post-install ASO gives you the chance to re-engage users, improve your store presence, and turn satisfied customers into long-term advocates.
Yodel Mobile’s checklist for improving your post-install ASO strategy:
- Leverage in-app events & promotional content to surface timely updates & bring users back in.
- Tap into Google Play Collections to drive re-engagement through editorial exposure and timely themes.
- Use win-back offers to convert churned or lapsed subscribers.
- Mine reviews for messaging insight and prompt users at the right time.
- Monitor uninstall rates & store summaries to protect your visibility.
As store algorithms evolve, the lines between acquisition, engagement, and retention are blurring. Apps that optimise the full lifecycle won’t just grow, they will sustain.
Interested in learning more about post-install ASO strategy? Contact our team to see how we can help you drive retention, boost visibility and unlock long-term app success.
