What The ASO Project does

The ASO Project is a full-service App Store Optimization agency founded in 2013 (client operations began in 2014) and headquartered in Chicago, co-founded by CEO Todd Dunham and CMO Blake Pollack. The company provides managed ASO services and proprietary tooling to mobile app developers and publishers, with a public client roster that includes CBS, Keeper Security, Skyscanner, Sega, Shipt, HotspotShield, Lose It!, Xe, Speedtest, MileIQ, and HealthTap, spanning more than 1,000 apps optimized across its history.

The technology platform centers on four proprietary tools: the ASO Dashboard (integrating App Store Connect and Google Play Console data for keyword ranking, install metrics, reviews, and competitor tracking), Search Ads Manager / SAM (an Apple Ads management platform built on Apple's API with bulk actions, rule-based automations, MMP integrations, and Slack-delivered reporting), Reviews Manager (hourly review collection, AI summaries, sentiment analysis, and AI-generated multi-language replies), and ASO Looker Connect (Google Looker Studio connectors for custom visualization). These tools support managed services covering search visibility, conversion rate optimization, app preview video production, localization, app launch support, Apple Ads management, Google App Ads management, and Custom Product Pages — the last delivered under an Official Apple Partner relationship.

The business model blends recurring subscription / management fees for ASO services with managed services revenue from Apple Ads and Google Ads campaigns, supplemented by project-based work for app launches and Custom Product Pages. Pricing is custom and quote-based rather than publicly tiered; the company offers the first month of Apple Ads or Google Ads management free to new clients as an acquisition lever. The go-to-market is sales-led and consultation-driven, positioning the team as an embedded extension of client growth functions through Slack channels and recurring sync calls. The company is privately held and bootstrapped, with no disclosed external funding, and in October 2025 launched Gradation Media, a wholly-owned sub-brand focused on creative conversion rate optimization.

Name

The ASO Project

Legal name

The ASO Project

Website

https://theasoproject.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

The ASO Project is a Chicago-based, bootstrapped App Store Optimization agency that provides managed ASO services and proprietary tools (ASO Dashboard, SAM, Reviews Manager, ASO Looker Connect) to enterprise mobile app developers and publishers, including CBS, Skyscanner, and Keeper Security.

Ownership category

akta.pro rank

Product category

App Store Optimization Services

NAICS

Software Publishers (513210), Computer Systems Design and Related Services (5415), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

App Store Optimization (ASO) & Mobile Growth Marketing (MPAAACAI)

akta.pro secondary industries

App Store Optimization (ASO) & Organic App Growth (BPAFAJAL), Multilingual SEO/ASO Localization (MPAAANAD)

Keywords

• App Store Optimization
• Apple Ads Management
• Mobile App Marketing
• Conversion Rate Optimization
• App Review Management

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. ASO Management Services: Full-service App Store Optimization agency offering fully managed ASO services including text optimizations, conversion rate optimization, review management, localization, and automated report delivery. Revenue generated through ongoing management fees for ASO services.
2. Apple Ads Management: Management of Apple Search Ads campaigns using proprietary SAM platform. Includes dedicated team members, automation technology, MMP integrations, and Custom Product Pages. First month free offering to acquire clients.
3. Google Ads Management: Google App Ads management services including asset creation, campaign setup, ongoing optimization, and detailed reporting. Team creates videos, images, and text assets for campaigns.
4. Custom Product Pages: Creation and optimization of Custom Product Pages for Apple Ads as an official Apple partner. Services include strategy, production of screenshots and videos, implementation, and submission to Apple.
5. App Launch Services: Launch packages including optimized text, graphics, video assets, in-app UX recommendations, advertising campaigns setup, and submission assistance. One-time project-based service.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

The ASO Project is a full-service App Store Optimization agency that provides managed ASO services and proprietary AI-powered tools for mobile app developers and publishers. Core offerings include text optimizations, conversion rate optimization, review management, localization, and automated reporting, supported by in-house platforms (ASO Dashboard, SAM, Reviews Manager, ASO Looker Connect). The company also manages Apple Search Ads and Google App Ads campaigns, and produces Custom Product Pages as an official Apple partner.

Product overview

The ASO Project is a full-service App Store Optimization agency offering a platform of proprietary tools and managed services for app store marketing. The core technology stack includes the ASO Dashboard (for keyword tracking, competitor analysis, and metrics monitoring), Search Ads Manager/SAM (for Apple Ads campaign management with MMP integrations and automations), Reviews Manager (for AI-powered review tracking and response), and ASO Looker Connect (for Google Looker Studio data visualization). These tools support a comprehensive suite of managed services including Search Visibility, Conversion Rate Optimization, App Preview Videos, Data & Reporting, Localization, and App Launch services. The advertising services cover Apple Ads Management, Custom Product Pages (as an official Apple Partner), and Google Ads Management. The company also operates Gradation Media, a sub-brand focused on creative design and video production for conversion rate optimization.

Differentiator

Problem solved

Functional benefit

Brands

• Gradation Media: A dedicated conversion rate optimization team launched in October 2025, combining App Store Optimization expertise with professional designers and video editors to improve conversion rates within app stores.

Products and services

• ASO Dashboard Comprehensive custom-built dashboard that tracks keyword rankings, category rankings, install metrics, reviews, download metrics, and competitor data. Integrates with App Store Connect and Google Play Console to measure ASO impact for mobile app developers and publishers.
• Search Ads Manager (SAM)

Quantifiable outcome

• 400%-1000% increase in organic downloads through App Store search
• +3 more outcomes

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability10 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• ApplecoreTechnology or IntegrationOfficial Apple partner for creating and optimizing Custom Product Pages (CPPs) for use in Apple Ads. Apple has recognized The ASO Project as experts in the production and usage of CPPs. This partnership allows them to create CPPs that integrate directly with Apple Ads campaigns.
• Mobile Measurement Partners (MMPs)coreTechnology or IntegrationIntegration partnerships with Mobile Measurement Partners to obtain real-time postbacks and optimize campaigns based on in-app events. SAM platform connects with top MMPs for MMP-specific metrics, automations, and KPIs including ROAS, LTV calculations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AppTweak: AppTweak is a direct competitor offering both an ASO intelligence SaaS platform and an agency-style ASO service. Both companies serve app developers and publishers with keyword tracking, competitor analysis, and optimization services, making them the closest comparison in the ASO agency-plus-tool hybrid category.
• Gummicube: Gummicube is a direct peer operating as both an ASO technology platform (data, keyword tools, conversion analytics) and a managed-services agency, similar to The ASO Project. Both compete for enterprise mobile app publisher budgets across Apple Search Ads and organic ASO optimization engagements.
• SplitMetrics: SplitMetrics (now SplitMetrics Agency) is a direct peer providing Apple Search Ads management and ASO services combined with proprietary SaaS tooling for A/B testing and ad optimization. Both firms target the same mobile app publisher market with a hybrid agency-plus-platform model.
• Phiture: Phiture is a direct peer operating as a mobile growth consultancy specializing in ASO, retention, and subscription optimization, serving enterprise apps. Both compete for similar mobile app marketing budgets with full-service growth engagement models.
• Yodel Mobile: Yodel Mobile is a direct peer that is an ASO and app marketing agency serving global enterprise app publishers. Both offer ASO management combined with paid acquisition services (Apple Search Ads, Google App Campaigns) for major app brands.
• Udonis (now part of Remerge): Udonis is a direct peer mobile marketing agency providing ASO, paid user acquisition, and creative services to app developers. It competes in the same managed-services ASO + ads segment as The ASO Project, with comparable offerings across Apple Ads and Google App Campaigns.

Broad incumbents

• Sensor Tower: Sensor Tower is a broader incumbent in mobile app market intelligence and ASO data/analytics serving app developers, investors, and enterprises with a much wider data portfolio than The ASO Project. It overlaps with The ASO Project's keyword and competitor intelligence tooling (ASO Dashboard) but at a larger, established scale.
• data.ai (formerly App Annie): data.ai is a broad incumbent mobile data and analytics platform serving enterprise app publishers with market intelligence overlapping with ASO keyword and competitor analysis. It competes in the data layer of the ASO stack but does not focus on full-service agency execution like The ASO Project.

Emerging players

• Appfigures: Appfigures is an emerging ASO and app analytics SaaS tool providing keyword tracking, competitor intelligence, and store optimization insights. It overlaps with The ASO Project's ASO Dashboard product but does not offer the full managed agency services model.
• MobileAction: MobileAction is an emerging ASO platform providing keyword optimization, competitor analysis, and ad intelligence for app marketers. It directly overlaps with The ASO Project's keyword tracking and competitor tooling (ASO Dashboard) but lacks the agency's full-service managed offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/theasoproject
• Facebookfacebook.com/theasoproject
• LinkedInlinkedin.com/company/12901406

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The ASO Project