Eas App Stores

App Store Metadata

Manage App Store metadata and optimize for ASO using EAS Metadata.

Contents

• What is EAS Metadata?

• Getting Started

• Configuration File

• App Store Optimization (ASO)

• Categories

• Localization

• Dynamic Configuration

• Age Rating (Advisory)

• Release Strategy

• Review Information

• ASO Checklist

• VS Code Integration

• Common Issues

• CI/CD Integration

• Tips

What is EAS Metadata?

EAS Metadata automates App Store presence management from the command line using a store.config.json file instead of manually filling forms in App Store Connect. It includes built-in validation to catch common rejection pitfalls.

Current Status: Preview, Apple App Store only.

Getting Started

Pull Existing Metadata

If your app is already published, pull current metadata:

eas metadata:pull

This creates store.config.json with your current App Store configuration.

Push Metadata Updates

After editing your config, push changes:

eas metadata:push

Important: You must submit a binary via eas submit before pushing metadata for new apps.

Configuration File

Create store.config.json at your project root:

{
  "configVersion": 0,
  "apple": {
    "copyright": "2025 Your Company",
    "categories": ["UTILITIES", "PRODUCTIVITY"],
    "info": {
      "en-US": {
        "title": "App Name",
        "subtitle": "Your compelling tagline",
        "description": "Full app description...",
        "keywords": ["keyword1", "keyword2", "keyword3"],
        "releaseNotes": "What's new in this version...",
        "promoText": "Limited time offer!",
        "privacyPolicyUrl": "https://example.com/privacy",
        "supportUrl": "https://example.com/support",
        "marketingUrl": "https://example.com"
      }
    },
    "advisory": {
      "alcoholTobaccoOrDrugUseOrReferences": "NONE",
      "gamblingSimulated": "NONE",
      "medicalOrTreatmentInformation": "NONE",
      "profanityOrCrudeHumor": "NONE",
      "sexualContentGraphicAndNudity": "NONE",
      "sexualContentOrNudity": "NONE",
      "horrorOrFearThemes": "NONE",
      "matureOrSuggestiveThemes": "NONE",
      "violenceCartoonOrFantasy": "NONE",
      "violenceRealistic": "NONE",
      "violenceRealisticProlongedGraphicOrSadistic": "NONE",
      "contests": "NONE",
      "gambling": false,
      "unrestrictedWebAccess": false,
      "seventeenPlus": false
    },
    "release": {
      "automaticRelease": true,
      "phasedRelease": true
    },
    "review": {
      "firstName": "John",
      "lastName": "Doe",
      "email": "[email protected]",
      "phone": "+1 555-123-4567",
      "notes": "Demo account: [email protected] / password123"
    }
  }
}

App Store Optimization (ASO)

Title Optimization (30 characters max)

The title is the most important ranking factor. Include your brand name and 1-2 strongest keywords.

{
  "title": "Budgetly - Money Tracker"
}

Best Practices:

• Brand name first for recognition

• Include highest-volume keyword

• Avoid generic words like "app" or "the"

• Title keywords boost rankings by ~10%

Subtitle Optimization (30 characters max)

The subtitle appears below your title in search results. Use it for your unique value proposition.

{
  "subtitle": "Smart Expense & Budget Planner"
}

Best Practices:

• Don't duplicate keywords from title (Apple counts each word once)

• Highlight your main differentiator

• Include secondary high-value keywords

• Focus on benefits, not features

Keywords Field (100 characters max)

Hidden from users but crucial for discoverability. Use comma-separated keywords without spaces after commas.

{
  "keywords": [
    "finance,budget,expense,money,tracker,savings,bills,income,spending,wallet,personal,weekly,monthly"
  ]
}

Best Practices:

• Use all 100 characters

• Separate with commas only (no spaces)

• No duplicates from title/subtitle

• Include singular forms (Apple handles plurals)

• Add synonyms and alternate spellings

• Include competitor brand names (carefully)

• Use digits instead of spelled numbers ("5" not "five")

• Skip articles and prepositions

Description Optimization

The iOS description is NOT indexed for search but critical for conversion. Focus on convincing users to download.

{
  "description": "Take control of your finances with Budgetly, the intuitive money management app trusted by over 1 million users.\n\nKEY FEATURES:\n• Smart budget tracking - Set limits and watch your progress\n• Expense categorization - Know exactly where your money goes\n• Bill reminders - Never miss a payment\n• Beautiful charts - Visualize your financial health\n• Bank sync - Connect 10,000+ institutions\n• Cloud backup - Your data, always safe\n\nWHY BUDGETLY?\nUnlike complex spreadsheets or basic calculators, Budgetly learns your spending habits and provides personalized insights. Our users save an average of $300/month within 3 months.\n\nPRIVACY FIRST\nYour financial data is encrypted end-to-end. We never sell your information.\n\nDownload Budgetly today and start your journey to financial freedom!"
}

Best Practices:

• Front-load the first 3 lines (visible before "more")

• Use bullet points for features

• Include social proof (user counts, ratings, awards)

• Add a clear call-to-action

• Mention privacy/security for sensitive apps

• Update with each release

Release Notes

Shown to existing users deciding whether to update.

{
  "releaseNotes": "Version 2.5 brings exciting improvements:\n\n• NEW: Dark mode support\n• NEW: Widget for home screen\n• IMPROVED: 50% faster sync\n• FIXED: Notification timing issues\n\nLove Budgetly? Please leave a review!"
}

Promo Text (170 characters max)

Appears above description; can be updated without new binary. Great for time-sensitive promotions.

{
  "promoText": "🎉 New Year Special: Premium features free for 30 days! Start 2025 with better finances."
}

Categories

Primary category is most important for browsing and rankings.

{
  "categories": ["FINANCE", "PRODUCTIVITY"]
}

Available Categories:

• BOOKS, BUSINESS, DEVELOPER_TOOLS, EDUCATION

• ENTERTAINMENT, FINANCE, FOOD_AND_DRINK

• GAMES (with subcategories), GRAPHICS_AND_DESIGN

• HEALTH_AND_FITNESS, KIDS (age-gated)

• LIFESTYLE, MAGAZINES_AND_NEWSPAPERS

• MEDICAL, MUSIC, NAVIGATION, NEWS

• PHOTO_AND_VIDEO, PRODUCTIVITY, REFERENCE

• SHOPPING, SOCIAL_NETWORKING, SPORTS

• STICKERS (with subcategories), TRAVEL

• UTILITIES, WEATHER

Localization

Localize metadata for each target market. Keywords should be researched per locale—direct translations often miss regional search terms.

{
  "info": {
    "en-US": {
      "title": "Budgetly - Money Tracker",
      "subtitle": "Smart Expense Planner",
      "keywords": ["budget,finance,money,expense,tracker"]
    },
    "es-ES": {
      "title": "Budgetly - Control de Gastos",
      "subtitle": "Planificador de Presupuesto",
      "keywords": ["presupuesto,finanzas,dinero,gastos,ahorro"]
    },
    "ja": {
      "title": "Budgetly - 家計簿アプリ",
      "subtitle": "簡単支出管理",
      "keywords": ["家計簿,支出,予算,節約,お金"]
    },
    "de-DE": {
      "title": "Budgetly - Haushaltsbuch",
      "subtitle": "Ausgaben Verwalten",
      "keywords": ["budget,finanzen,geld,ausgaben,sparen"]
    }
  }
}

Supported Locales: ar-SA, ca, cs, da, de-DE, el, en-AU, en-CA, en-GB, en-US, es-ES, es-MX, fi, fr-CA, fr-FR, he, hi, hr, hu, id, it, ja, ko, ms, nl-NL, no, pl, pt-BR, pt-PT, ro, ru, sk, sv, th, tr, uk, vi, zh-Hans, zh-Hant

Dynamic Configuration

Use JavaScript for dynamic values like copyright year or fetched translations.

Basic Dynamic Config

// store.config.js
const baseConfig = require("./store.config.json");

const year = new Date().getFullYear();

module.exports = {
  ...baseConfig,
  apple: {
    ...baseConfig.apple,
    copyright: `${year} Your Company, Inc.`,
  },
};

Async Configuration (External Localization)

// store.config.js
module.exports = async () => {
  const baseConfig = require("./store.config.json");

  // Fetch translations from CMS/localization service
  const translations = await fetch(
    "https://api.example.com/app-store-copy"
  ).then((r) => r.json());

  return {
    ...baseConfig,
    apple: {
      ...baseConfig.apple,
      info: translations,
    },
  };
};

Environment-Based Config

// store.config.js
const baseConfig = require("./store.config.json");

const isProduction = process.env.EAS_BUILD_PROFILE === "production";

module.exports = {
  ...baseConfig,
  apple: {
    ...baseConfig.apple,
    info: {
      "en-US": {
        ...baseConfig.apple.info["en-US"],
        promoText: isProduction
          ? "Download now and get started!"
          : "[BETA] Help us test new features!",
      },
    },
  },
};

Update eas.json to use JS config:

{
  "cli": {
    "metadataPath": "./store.config.js"
  }
}

Age Rating (Advisory)

Answer content questions honestly to get an appropriate age rating.

Content Descriptors:

• NONE - Content not present

• INFREQUENT_OR_MILD - Occasional mild content

• FREQUENT_OR_INTENSE - Regular or strong content

{
  "advisory": {
    "alcoholTobaccoOrDrugUseOrReferences": "NONE",
    "contests": "NONE",
    "gambling": false,
    "gamblingSimulated": "NONE",
    "horrorOrFearThemes": "NONE",
    "matureOrSuggestiveThemes": "NONE",
    "medicalOrTreatmentInformation": "NONE",
    "profanityOrCrudeHumor": "NONE",
    "sexualContentGraphicAndNudity": "NONE",
    "sexualContentOrNudity": "NONE",
    "unrestrictedWebAccess": false,
    "violenceCartoonOrFantasy": "NONE",
    "violenceRealistic": "NONE",
    "violenceRealisticProlongedGraphicOrSadistic": "NONE",
    "seventeenPlus": false,
    "kidsAgeBand": "NINE_TO_ELEVEN"
  }
}

Kids Age Bands: FIVE_AND_UNDER, SIX_TO_EIGHT, NINE_TO_ELEVEN

Release Strategy

Control how your app rolls out to users.

{
  "release": {
    "automaticRelease": true,
    "phasedRelease": true
  }
}

Options:

• automaticRelease: true - Release immediately upon approval

• automaticRelease: false - Manual release after approval

• automaticRelease: "2025-02-01T10:00:00Z" - Schedule release (RFC 3339)

• phasedRelease: true - 7-day gradual rollout (1%, 2%, 5%, 10%, 20%, 50%, 100%)

Review Information

Provide contact info and test credentials for the App Review team.

{
  "review": {
    "firstName": "Jane",
    "lastName": "Smith",
    "email": "[email protected]",
    "phone": "+1 (555) 123-4567",
    "demoUsername": "[email protected]",
    "demoPassword": "ReviewDemo2025!",
    "notes": "To test premium features:\n1. Log in with demo credentials\n2. Navigate to Settings > Subscription\n3. Tap 'Restore Purchase' - sandbox purchase will be restored\n\nFor location features, allow location access when prompted."
  }
}

ASO Checklist

Before Each Release

• [ ] Update keywords based on performance data

• [ ] Refresh description with new features

• [ ] Write compelling release notes

• [ ] Update promo text if running campaigns

• [ ] Verify all URLs are valid

Monthly ASO Tasks

• [ ] Analyze keyword rankings

• [ ] Research competitor keywords

• [ ] Check conversion rates in App Analytics

• [ ] Review user feedback for keyword ideas

• [ ] A/B test screenshots in App Store Connect

Keyword Research Tips

1. Brainstorm features - List all app capabilities

2. Mine reviews - Find words users actually use

3. Analyze competitors - Check their titles/subtitles

4. Use long-tail keywords - Less competition, higher intent

5. Consider misspellings - Common typos can drive traffic

6. Track seasonality - Some keywords peak at certain times

Metrics to Monitor

• Impressions - How often your app appears in search

• Product Page Views - Users who tap to learn more

• Conversion Rate - Views → Downloads

• Keyword Rankings - Position for target keywords

• Category Ranking - Position in your categories

VS Code Integration

Install the Expo Tools extension for:

• Auto-complete for all schema properties

• Inline validation and warnings

• Quick fixes for common issues

Common Issues

"Binary not found"

Push a binary with eas submit before pushing metadata.

"Invalid keywords"

• Check total length is ≤100 characters

• Remove spaces after commas

• Remove duplicate words

"Description too long"

Description maximum is 4000 characters.

Pull doesn't update JS config

eas metadata:pull creates a JSON file; import it into your JS config.

CI/CD Integration

Automate metadata updates in your deployment pipeline:

# .eas/workflows/release.yml
jobs:
  submit-and-metadata:
    steps:
      - name: Submit to App Store
        run: eas submit -p ios --latest

      - name: Push Metadata
        run: eas metadata:push

Tips

• Update metadata every 4-6 weeks for optimal ASO

• 70% of App Store visitors use search to find apps

• Apps with 4+ star ratings get featured more often

• Localized apps see 128% more downloads per country

• First 3 lines of description are most critical (shown before "more")

• Use all 100 keyword characters—every character counts