Keywords earn the impression; the storefront has to convert it — and make a promise the first session keeps. Tick what is true for your listing today.
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Eight checks across promise, clarity and continuityScore = weighted share of checks passedFix list ordered by weightA listing whose first screenshot shows a late-game mechanic the ad never mentioned fails the continuity checks, even if it converts well — it is recruiting players for a game they will not find in the first ten minutes.
Defaults on this page are illustrative starting points, not benchmarks for your game. Replace them with your own numbers.
Hide the title, logo and captions and look only at the first three screenshots. If a stranger cannot name the experience, the stakes and the reason to install within about four seconds, the storefront is not doing its job — regardless of how good the keywords are.
Paid traffic lands on the same store surface. If the ad promises one thing and the screenshots another, the page converts worse and the users who do install arrive with the wrong expectation, which shows up in D1 retention.
No. A striking screenshot from deep in the game can raise conversion while bringing players who find a different game in the first ten minutes. Judge variants on the retention of the cohort they bring in as well as conversion.
Continuously, with the first screenshot as the highest-leverage slot. Run each test through at least one full weekly cycle, and re-test after major updates or creative shifts.