App Store Localization Checklist: Step-by-Step Guide for Developers

Your Complete Localization Checklist

This checklist guides you through the entire App Store localization process—from preparation to launch to ongoing optimization. Bookmark it and reference it for each new localization project.

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Phase 1: Preparation

Assess Your Current Position

• [ ] **Review current analytics**

- Check App Store Connect for existing international traffic

- Identify countries with organic downloads

- Note conversion rates by territory

• [ ] **Identify target markets**

- Start with high-value markets: Germany, Japan, UK, France

- Consider markets with existing organic traffic

- Factor in competition levels in each market

• [ ] **Audit existing metadata**

- Document current app name, subtitle, keywords

- Note description structure and key selling points

- List brand names and terms that shouldn't be translated

• [ ] **Set baseline metrics**

- Record current impressions by market

- Record current downloads by market

- Record current conversion rates

- Take screenshots of App Store Connect analytics

Gather Resources

• [ ] **Compile brand guidelines**

- List terms that must remain untranslated (brand names, product names)

- Document tone of voice guidelines

- Note any restricted imagery or messaging

• [ ] **Prepare source content**

- Clean up English metadata for localization

- Ensure descriptions highlight universal benefits

- Remove US-specific references that need adaptation

• [ ] **Choose localization method**

- DIY with AI tools

- Professional translation service

- Hybrid approach (AI + native review)

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Phase 2: Keyword Research

Per-Market Keyword Research

For each target locale:

• [ ] **Research local search terms**

- Set device language to target locale

- Search your category in the App Store

- Note autocomplete suggestions

- Record top 10-20 relevant terms

• [ ] **Analyze local competitors**

- Identify top 5 apps in your category in this market

- Note keywords visible in their names and subtitles

- Study their descriptions for keyword usage

• [ ] **Build keyword list**

- Primary keywords (highest value, must include)

- Secondary keywords (include if space allows)

- Long-tail keywords (specific, lower competition)

• [ ] **Validate keyword selection**

- Confirm terms are actually used in searches

- Check competition level if using ASO tools

- Ensure relevance to your app's features

Keyword Documentation

• [ ] **Create keyword spreadsheet**

| Locale | Keyword 1 | Keyword 2 | Keyword 3 | ... |

|--------|-----------|-----------|-----------|-----|

| de-DE | ... | ... | ... | ... |

• [ ] **Track character counts**

- Keywords field: 100 characters maximum

- Calculate usage per locale

- Plan for full utilization

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Phase 3: Metadata Localization

App Name and Subtitle (App-Level)

For each target locale:

• [ ] **Localize app name**

- Keep brand name unchanged

- Translate/adapt descriptive portion

- Include primary keyword if possible

- Verify ≤ 30 characters

• [ ] **Localize subtitle**

- Translate/adapt for market

- Include secondary keyword

- Verify ≤ 30 characters

Keywords Field (Version-Level)

For each target locale:

• [ ] **Format keywords correctly**

- Separate with commas (no spaces after commas)

- Use singular forms

- Don't repeat words from name/subtitle

- Remove articles and prepositions

• [ ] **Verify character count**

- Must be ≤ 100 characters

- Use all available characters

- Prioritize high-value keywords

Description (Version-Level)

For each target locale:

• [ ] **Localize first paragraph (preview text)**

- Hook with main value proposition

- Include primary keyword naturally

- ≤ 167 characters for optimal preview

• [ ] **Localize feature sections**

- Translate feature headlines

- Adapt benefits for local market

- Use scannable formatting (bullets, headers)

• [ ] **Localize social proof**

- Adapt statistics and claims

- Localize testimonials if included

- Update regional press mentions

• [ ] **Localize call to action**

- Translate closing CTA

- Adapt urgency language for culture

• [ ] **Verify character count**

- Must be ≤ 4,000 characters

- Note: German runs ~30% longer than English

Promotional Text (Version-Level)

For each target locale:

• [ ] **Localize promotional text**

- Current promotion or key feature highlight

- ≤ 170 characters

- Can be updated without new version

What's New (Version-Level)

For each target locale:

• [ ] **Localize release notes**

- Translate feature additions

- Translate bug fix descriptions

- ≤ 4,000 characters

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Phase 4: Quality Assurance

Content Review

• [ ] **Verify character limits**

- All fields within allowed limits

- No truncation will occur

- Check each locale individually

• [ ] **Review translation quality**

- Have native speaker review key markets

- Check for awkward phrasing

- Verify cultural appropriateness

• [ ] **Check consistency**

- Brand names consistent across fields

- Terminology consistent within locale

- Tone matches brand guidelines

Technical Verification

• [ ] **Preview in App Store Connect**

- Check each localized page

- Verify text displays correctly

- Look for rendering issues (especially RTL)

• [ ] **Test keyword coverage**

- Search target keywords on device

- Verify app appears in results

- Note initial ranking position

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Phase 5: Screenshot Localization (Optional but Recommended)

For Top Markets

• [ ] **Identify screenshots needing localization**

- Screenshots with text overlays

- Screenshots showing UI with text

- Marketing graphics with copy

• [ ] **Localize screenshot text**

- Translate headlines and captions

- Verify text fits in design

- Maintain visual consistency

• [ ] **Handle layout changes**

- Adjust for longer text (German)

- Consider RTL layout (Arabic, Hebrew)

- Keep brand consistency

• [ ] **Export and upload**

- Required sizes: 6.7", 6.5", 5.5", iPad Pro 12.9"

- Upload to each locale

- Verify correct order

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Phase 6: Launch

Deploy Localized Content

• [ ] **Update App Store Connect**

- Enter all localized metadata

- Upload localized screenshots

- Review each locale before saving

• [ ] **Submit if needed**

- New version: Submit for review

- Existing version: Save changes (immediate)

Post-Launch Verification

• [ ] **Verify live listings**

- Check each localized page on live App Store

- Confirm content displays correctly

- Test searches for target keywords

• [ ] **Document launch date**

- Record date/time of localization going live

- This is your measurement baseline

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Phase 7: Monitoring and Optimization

Weekly Tracking (First Month)

• [ ] **Monitor key metrics**

- Impressions by locale

- Product page views by locale

- Downloads by locale

- Conversion rate by locale

• [ ] **Compare to baseline**

- Calculate change percentages

- Identify strong performers

- Flag underperformers

Monthly Analysis

• [ ] **Review performance summary**

- Which markets improved most?

- Which markets need attention?

- Are keyword rankings improving?

• [ ] **Identify optimization opportunities**

- Low impressions → keyword issues

- Low conversion → description/screenshot issues

- High impressions, low conversion → targeting mismatch

Ongoing Optimization

• [ ] **Iterate on underperformers**

- Update keywords based on data

- Revise descriptions for better conversion

- Test different approaches

• [ ] **Maintain with app updates**

- Update What's New with each release

- Refresh keywords quarterly

- Update descriptions for major feature changes

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Quick Reference: Character Limits

Quick Reference: Priority Markets

Start here (highest ROI):

• en-GB (English UK)
• de-DE (German)
• ja (Japanese)
• fr-FR (French)
• es-ES or es-MX (Spanish)

Add next:

• pt-BR (Portuguese Brazil)
• ko (Korean)
• zh-Hans (Chinese Simplified)
• it (Italian)
• nl-NL (Dutch)

Quick Reference: Common Mistakes

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Success Indicators

Your localization is working when:

• [ ] Impressions increase in target markets
• [ ] Conversion rates match or exceed English
• [ ] Downloads grow in localized markets
• [ ] Revenue attributes to new markets
• [ ] No negative reviews mention translation quality

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Maintenance Schedule

Weekly:

• Monitor key metrics

Monthly:

• Full performance review
• Identify optimization needs

Quarterly:

• Keyword refresh
• Competitive analysis update

With each app update:

• Update What's New
• Verify all localized content still accurate

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This checklist covers the complete localization process. Work through it systematically for each new locale you add, and use it as a reference for ongoing maintenance.

Effective localization is iterative. Launch, measure, optimize, repeat. The developers who treat localization as an ongoing strategy consistently outperform those who treat it as a one-time project.