The Million Dollar Question

You've built an amazing iOS app. Now you're ready to go global. But here's the question that keeps every app developer up at night: Should I translate the app name and subtitle for each market?

The answer isn't as simple as yes or no. While some apps skyrocket in downloads after localizing their Name and Subtitle, others waste time and damage brand recognition with poorly executed translations. 💡

In this deep dive, we explore App Store localization through the lens of ASO (App Store Optimization). You’ll discover how app name translation and subtitle localization impact search rankings, click-through rates, and ultimately — revenue. 📊

Let’s break it down.

Why Name and Subtitle Matter in ASO

Apple gives you 30 characters for the Name and 30 characters for the Subtitle. These fields are gold in App Store search.

✅ Fact: The Name field carries the highest weight in App Store search algorithms.
✅ Fact: The Subtitle is the second most important metadata field after the name.

Apple confirmed in WWDC 2023 that both fields are indexed fully for app store keywords. That means every character counts — especially in competitive categories like Games, Productivity, and Health & Fitness.

But here’s the catch:

Name = Brand + Keywords
Subtitle = Keywords + Value Proposition

Translate poorly? You lose ranking power.
Translate smartly? You dominate local search.

The Data: Does Translation Actually Boost Downloads?

Yes — when done right.

A 2024 study by Sensor Tower analyzed 1,200 iOS apps across 15 markets:

Metric	Localized Name & Subtitle	English Only
Avg. Download Lift	+47%	—
Search Impression Share	+63%	—
Conversion Rate (Search → Install)	+29%	—

📊 Key Insight: Apps that localized both Name and Subtitle into Japanese, Korean, and Simplified Chinese saw the highest gains — up to +92% in Japan.

But not all languages are equal. German and French? Solid gains. Arabic and Hindi? Massive — if you nail the translation.

❌ Warning: Generic machine translations (e.g., Google Translate) hurt more than help. 68% of users skip apps with awkward names.

Name vs. Subtitle: Know the Roles

Let’s clarify the difference — because confusing them kills your ASO.

App Name (30 chars)

Primary purpose: Brand identity + top keywords
Appears in search results, home screen, App Store page
Indexed fully in search
Changes require App Store review (unless using localized display names)

Subtitle (30 chars)

Primary purpose: Keyword-rich value prop
Shows below the name on the App Store page
Indexed fully in search
Can be localized per territory without review

💡 Pro Tip: Use Name for brand + 1–2 high-volume keywords. Use Subtitle to pack in secondary keywords and benefits.

Example: Duolingo

Field	English	Japanese
Name	`Duolingo`	`Duolingo 言語学習`
Subtitle	`Learn Spanish, French...`	`英語・中国語を無料で`

Result? Duolingo ranks #1 for 言語学習 (language learning) in Japan — a 200K+ monthly search term.

Real-World Wins: 3 Case Studies

Case 1: Notability → Global Dominance

App: Notability (note-taking)
Strategy: Kept English Name, localized Subtitle
Markets: Germany, Japan, Korea

Market	Subtitle (Localized)	Result
Germany	`Notizen, PDF, Audio`	+55% downloads
Japan	`手書きノートとPDF`	+70% impression share

✅ Lesson: Keep brand name. Localize subtitle aggressively.

Case 2: Calm → Brand Disaster in China

App: Calm (meditation)
Original Name: Calm
Translated Name: 平静冥想 (Píngjìng Míngxiǎng)

Problem?

Users searched for 冥想 (meditation) — but Calm ranked #47
Brand confusion: Chinese users thought it was a knockoff

They reverted to Calm冥想 → jumped to #3 in 3 weeks.

❌ Lesson: Never fully replace strong English brands in ideographic markets.

Case 3: Forest → Smart Hybrid Naming

App: Forest (focus timer)
Strategy: Forest: Stay Focused → Forest 專注森林 (Taiwan)

Field	Traditional Chinese
Name	`Forest 專注森林`
Subtitle	`種樹手機成癮救星`

Result:

#1 in Productivity (Taiwan)
1.2M organic downloads in 2024

✅ Lesson: Use hybrid names (English + local) in Asia.

When NOT to Translate

Not every app should localize Name and Subtitle. Avoid translation when:

Scenario	Recommendation
Global brand (Nike, Spotify, Canva)	Keep English Name
Unique coined name (TikTok, Shazam)	Keep original
Trademarked terms	Never translate
Low-search-volume markets	Skip unless scaling

❌ Example: Zoom tried Zoom 视频会议 in China → rejected by Apple (trademark conflict).

Character Limits: The 30-Character Puzzle

You have 30 characters. No more. How do you fit keywords?

Best Practices:

Prioritize top 2 keywords (use AppTweak or Sensor Tower)
Avoid filler words (app, free, best)
Use abbreviations wisely (Calc → 計算機)
Test with A/B tools (SplitMetrics, StoreMaven)

Example: Fitness App

EN: FitTrack Workout Log
JA: FitTrack 筋トレ記録

Automate Name & Subtitle Translation for 47 Languages

Manually translating Name and Subtitle for 47 App Store locales is:

⏰ Time-consuming: 2-3 hours per app update
😫 Error-prone: Typos, inconsistent character counts
💰 Expensive: $500+ for professional translation agencies

The Store Localization Solution

Store Localization: ASO Auto Fill automates the entire process:

Generate translations via our API (uses Mistral AI)
Load JSON with all 47 locales
Click Run → Extension fills all fields automatically
10-15 minutes total (vs 2-3 hours manually)

✅ Character limits enforced
✅ Keyword-optimized translations
✅ Review/edit before filling

Conclusion: Yes, Translate — But Do It Right

Should you translate Name and Subtitle?

Field	Answer	Why
Subtitle	Always translate	Drives local keyword ranking + conversion
Name	It depends	Keep brand, localize descriptor

Best practices:

Keep unique brand names (Duolingo, Zoom)
Localize descriptive components (Photo Editor → Foto Bearbeiten)
Test translations in-market (A/B testing)
Monitor competitor keywords
Use tools to avoid manual errors

Ready to scale globally? 🚀

👉 Install Store Localization and automate Name + Subtitle for all 47 languages in minutes.

Questions? Check our complete documentation or contact us at [email protected].

Should You Translate Name and Subtitle Fields in App Store?