App Store Character Counter
Count characters live against every Apple and Google metadata field limit. Catch overflows before App Store Connect rejects your submission
Nom de l'app
Affiché dans la recherche et sur la fiche. Le plus dur à changer, planifiez-le bien
Sous-titre
Une ligne sous votre nom. Utilisez-la pour un bénéfice clé, pas pour répéter le nom
Texte promotionnel
Modifiable sans nouvelle soumission. Idéal pour les lancements, soldes et actus
Mots-clés
Séparés par virgules, sans espaces. Les mots simples se classent mieux que les phrases
Description
Commencez par le bénéfice. Les 3 premières lignes sont visibles avant le bouton Plus
Nouveautés
Mettez en avant les vrais changements, corrections et améliorations. Évitez le générique
All metadata field limits
| Store | Field | Limit | Notes |
|---|---|---|---|
| App Store | App Name | 30 | Shown in search results and on the product page |
| App Store | Subtitle | 30 | Shown directly under the name, indexed by Apple |
| App Store | Promotional Text | 170 | Editable without resubmitting a build |
| App Store | Keywords | 100 | Comma-separated, no spaces, hidden from users |
| App Store | Description | 4000 | First 3 lines visible without tap, not indexed |
| App Store | What's New | 4000 | Per release notes, shown to returning users |
| Google Play | App Title | 30 | Indexed, weighted heavily for ranking |
| Google Play | Short Description | 80 | Indexed, shown above the description |
| Google Play | Full Description | 4000 | Indexed, supports basic HTML formatting |
Why every character counts in ASO
App Store ranking algorithms read your metadata as a tightly bounded keyword index. Apple gives you 30 chars for the name, 30 for the subtitle and 100 for the keywords field, which means roughly 160 chars to convince the algorithm your app is worth showing. Wasting 4 chars on a comma plus space combo in the keyword field directly costs you one extra search term you could have ranked for.
Going over a limit is worse than running tight. App Store Connect rejects builds with overflowed strings at submit time, sending your release back into review. Google Play silently truncates strings that exceed limits, which often cuts off your call to action mid-sentence on the first line of the description. Either way you lose conversion or shipping speed
Apple keyword field rules and tricks
The Keywords field is comma-separated and does not allow spaces. Use lowercase for everything since Apple is case-insensitive. Skip your brand name, your developer name and any word already in your title or subtitle, those are indexed automatically and would just burn characters. Apple stems keywords, so sleep covers sleeping and sleeper without extra entries
Keyword combinations matter. Apple builds two-word and three-word phrases by combining your keywords with words from the name and subtitle. If your title contains Sleep and the keyword field contains tracker, you also rank for sleep tracker without spending the chars twice. Plan your keyword field as a complement to your title, not a duplicate of it
Subtitle vs promotional text, when to use each
Subtitle is your second most important ranking signal after the title. Use it to stack high-volume keywords that did not fit in the name. Phrases like Daily Habit Tracker or AI Photo Editor work well. Avoid filler words like the and for since every char is precious at 30
Promotional Text sits at the top of your description but is not indexed by search. Use it for time-sensitive messages: launch promos, holiday discounts, new feature announcements. You can update it anytime without resubmitting a build, which makes it the best place to test conversion copy weekly
Common metadata mistakes that hurt rankings
The biggest mistake is wasting characters on words Apple already indexes from your title. The second is using spaces or other separators in the Keywords field, which Apple parses as part of the keyword and breaks indexing. The third is repeating the same keyword in title, subtitle and keywords field, which gives no ranking boost
On Google Play, the Short Description carries more weight than most teams realize. It is indexed and shown above the description fold, so use it like a second title with a benefit framing. Avoid keyword stuffing the full description, Google penalizes unnatural repetition and the algorithm now rewards clear, scannable copy
Frequently asked questions
How does Apple count characters in the Keywords field?
Apple counts every character including commas. Spaces around commas are wasted characters because Apple ignores leading and trailing whitespace per keyword. Use comma-only separators like productivity,todo,planner instead of productivity, todo, planner to save 2 chars per separator.
Should I include singular and plural keywords?
No. Apple stems keywords automatically since iOS 11, so plurals and basic variants are covered by a single root word. Use the saved characters for synonyms or long-tail terms instead.
Do keywords from the title and subtitle count toward the 100-char limit?
No, the 100-char Keywords field is separate. However, words used in the App Name and Subtitle are also indexed by Apple, so do not duplicate them inside the Keywords field. You waste characters by repeating terms Apple already picks up.
What's the difference between Subtitle and Promotional Text?
Subtitle is 30 chars, indexed for search, and only updates with a new app version. Promotional Text is 170 chars, not indexed, and can be updated anytime without resubmitting a build. Use Subtitle for keywords, Promotional Text for sales messages and seasonal pushes.
Can I use emojis in metadata?
Apple and Google both allow emojis in titles, subtitles and descriptions, but each emoji counts as one or more characters depending on encoding. Apple typically rejects titles where emojis carry the entire meaning. Use emojis sparingly and never in the Keywords field.
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