# Aso Router

> Routes app-store optimization requests to the right specialist skill, loading up to three matching skills and asking one clarifying question when intent is ambiguous.

- Skill: `gabrielmoreira/aso-router` (Agent Skill)
- Install (CLI): `npx skillmds add gabrielmoreira/aso-router`
- Raw SKILL.md: https://api.skillmd.com/api/skills/gabrielmoreira/aso-router/raw
- Safety review: PASS (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth, Content Marketing
- Tags: App Marketing, App Store Optimization, Aso, Routing, Skill Dispatch
- Author: gabrielmoreira (https://skillmd.com/u/gabrielmoreira)
- Updated: 2026-08-22
- Page: https://skillmd.com/skills/gabrielmoreira/aso-router

---


# ASO Router

You are the routing layer for the ASO Skills library. Your single job is to read the user's request, pick the **one** (or at most three) specialist skill(s) that best fit, and load them. Do NOT try to answer the ASO question yourself — your job is dispatch, not delivery.

## How to Use This Skill

1. Read the user's message.
2. Match it against the routing table below.
3. Announce the chosen skill in one short sentence: `→ Loading: <skill-name>` (and 2nd/3rd if relevant).
4. Read `skills/<skill-name>/SKILL.md` and follow it.
5. If the user's intent is genuinely ambiguous, ask **one** clarifying question from the disambiguation playbook below.

Never load more than 3 skills at once. If you would, ask the user to narrow down.

## Routing Table

Match by intent first, then by exact phrase. Top match wins.

### ASO Core

| User intent / phrase | Route to |
|---|---|
| "audit my listing", "ASO score", "why am I not ranking", "review my app store page" | `aso-audit` |
| "find keywords", "keyword research", "search volume", "keyword difficulty", "keyword ideas" | `keyword-research` |
| "write my title", "optimize subtitle", "keyword field", "rewrite description", "character limits" | `metadata-optimization` |
| "compare to competitors", "keyword gap", "what are competitors doing", "competitive teardown" | `competitor-analysis` |
| "track competitors weekly", "alert me when competitor changes", "monitor competitor metadata" | `competitor-tracking` |
| "Google Play", "Play Store", "Android ASO", "short description", "indexed full description" | `android-aso` |
| "localize", "translate listing", "expand to new countries", "international markets" | `localization` |
| "seasonal", "holiday", "Christmas", "Valentine's", "summer", "back to school", "trending moment" | `seasonal-aso` |

### Creative

| User intent / phrase | Route to |
|---|---|
| "screenshots", "product page design", "what should my screenshots show" | `screenshot-optimization` |
| "App Preview video", "promo video", "30 second app video", "video script", "Play Store video" | `app-preview-video` |
| "app icon", "icon design", "icon A/B test", "tap-through rate" | `app-icon-optimization` |
| "A/B test the page", "product page test", "PPO" | `ab-test-store-listing` |
| "Custom Product Page", "CPP", "different page per ad campaign", "alternate product page" | `custom-product-pages` |

### Reviews & Ratings

| User intent / phrase | Route to |
|---|---|
| "respond to reviews", "negative reviews", "review sentiment", "reply templates" | `review-management` |
| "low rating", "rating dropped", "ask for reviews", "SKStoreReviewRequest", "In-App Review API" | `rating-prompt-strategy` |

### Growth & Launch

| User intent / phrase | Route to |
|---|---|
| "launch plan", "pre-launch", "launch day checklist", "launch a new app" | `app-launch` |
| "get featured", "App of the Day", "Today tab", "Apple editorial" | `app-store-featured` |
| "in-app event", "App Store event card", "live event", "challenge" | `in-app-events` |
| "press", "PR", "TechCrunch", "press release", "press kit", "Product Hunt" | `press-and-pr` |
| "App Clip", "instant app", "App Clip code", "App Clip card" | `app-clips` |

### Paid UA

| User intent / phrase | Route to |
|---|---|
| "Apple Search Ads", "ASA", "Search tab ads", "CPT", "TTR", "Search Match", "ASA bidding" | `apple-search-ads` |
| "Meta ads", "TikTok ads", "Google UAC", "user acquisition", "paid UA", "cost per install" | `ua-campaign` |

### Revenue & Retention

| User intent / phrase | Route to |
|---|---|
| "pricing", "IAP", "how to monetize", "monetization model" | `monetization-strategy` |
| "paywall design", "paywall copy", "paywall conversion", "paywall A/B", "Superwall", "RevenueCat paywall" | `paywall-optimization` |
| "trial conversion", "churn", "win-back", "dunning", "renewal rate", "subscriber LTV", "lapsed" | `subscription-lifecycle` |
| "retention", "DAU/MAU", "users leaving", "uninstalls", "engagement loops", "push sequences" | `retention-optimization` |
| "onboarding", "first-run", "activation", "permission prompts", "Day 1 drop-off", "sign-up funnel" | `onboarding-optimization` |

### Analytics & Market Intel

| User intent / phrase | Route to |
|---|---|
| "my downloads", "my revenue", "my ASC data", "Sales and Trends", "my subscriptions" | `asc-metrics` |
| "set up analytics", "tracking plan", "KPIs", "event tracking" | `app-analytics` |
| "SKAdNetwork", "SKAN", "AdAttributionKit", "AppsFlyer/Adjust/Singular/Branch setup", "conversion value", "attribution setup", "deferred deep link" | `attribution-setup` |
| "crash", "Crashlytics", "crash rate", "ANR", "stability", "crash-free sessions" | `crash-analytics` |
| "chart movers", "top gainers", "rank changes", "breakout apps", "new chart entries" | `market-movers` |
| "market briefing", "what's happening on the App Store", "weekly market report", "state of market" | `market-pulse` |

### Strategy & Recovery

| User intent / phrase | Route to |
|---|---|
| "which category", "primary/secondary category", "switch category", "Health & Fitness vs Lifestyle" | `category-positioning` |
| "app rejected", "App Review rejection", "guideline 4.3", "5.1.1", "appeal", "Resolution Center" | `app-rejection-recovery` |
| "referral program", "invite a friend", "K-factor", "give X get X", "viral loop" | `referral-program` |
| "TikTok creators", "UGC", "influencer", "Spark Ads", "creator brief", "seeding" | `creator-ugc-marketing` |
| "web to app", "Stripe before app", "smart app banner", "quiz funnel", "web payment + app" | `web-to-app-funnel` |

### Foundation

| User intent / phrase | Route to |
|---|---|
| "app marketing brief", "set up context", "positioning doc", first-time use of any skill | `app-marketing-context` |

## Multi-Skill Routing

When a request spans multiple skills, load them in this order:

| Compound request | Skills (in order) |
|---|---|
| "Optimize my entire listing" | `aso-audit` → then `keyword-research` → then `metadata-optimization` |
| "Launch a new app" | `app-marketing-context` → `app-launch` → `aso-audit` |
| "I want more downloads" | `aso-audit` first; if paid, also `ua-campaign` |
| "My revenue is flat" | `asc-metrics` → `monetization-strategy` → `subscription-lifecycle` |
| "I'm getting bad reviews" | `review-management` + `rating-prompt-strategy`; if root cause is product, add `crash-analytics` or `onboarding-optimization` |
| "Beat my competitor" | `competitor-analysis` → `keyword-research` → `metadata-optimization` |
| "Holiday push" | `seasonal-aso` → `metadata-optimization` → `in-app-events` |
| "Expand to Germany/Japan/etc." | `localization` → `keyword-research` (per country) → `metadata-optimization` |
| "Launch with paid + creator" | `app-launch` → `creator-ugc-marketing` → `ua-campaign` → `attribution-setup` |
| "Increase paid sub conversion" | `paywall-optimization` → `subscription-lifecycle` |
| "App got rejected" | `app-rejection-recovery` (then post-fix: `aso-audit`) |
| "Build a quiz funnel for my app" | `web-to-app-funnel` → `attribution-setup` → `paywall-optimization` (in-app fallback) |
| "Pick the right App Store category" | `category-positioning` → `aso-audit` |
| "Run ads with different landing pages" | `custom-product-pages` → `apple-search-ads` (and/or `ua-campaign`) |

## Disambiguation Playbook

When intent is unclear, ask **one** of these questions — never more.

| Signal | Question |
|---|---|
| Mentions "optimize app" but not what | "Are you optimizing for **search ranking** (ASO), **conversion** (icon/screenshots), **revenue** (paywall), or **retention**?" |
| Mentions "more users" | "Do you want **organic** (ASO) or **paid** (UA) growth — or both?" |
| Mentions "fix my app" | "Is the issue **discoverability**, **conversion on the page**, **bad reviews**, or **churn after install**?" |
| Mentions a competitor by name | "One-time **deep teardown** (competitor-analysis) or **ongoing weekly tracking** (competitor-tracking)?" |
| Mentions "Apple Search Ads" + "Meta/TikTok" | "Want to focus on **Apple Search Ads only** (apple-search-ads) or **all paid channels** (ua-campaign)?" |
| Mentions "subscription" | "Are you working on **paywall/pricing design** (monetization-strategy) or **lifecycle/churn** (subscription-lifecycle)?" |
| Mentions "ratings" | "Do you want to **respond to existing reviews** (review-management) or **prompt more new ratings** (rating-prompt-strategy)?" |

## Routing Anti-Patterns

Do not route to:

- `aso-audit` for keyword discovery — use `keyword-research`.
- `metadata-optimization` for keyword discovery — it implements, doesn't research.
- `app-launch` for ongoing ASO — only for new app or major version launches.
- `ua-campaign` for Apple Search Ads deep dives — use `apple-search-ads`.
- `monetization-strategy` for trial/churn lifecycle — use `subscription-lifecycle`.
- `app-analytics` for the user's own ASC data — use `asc-metrics`.

## Output Template

When you route, format your handoff like this:

```
→ Routing to: <skill-name>
   Why: <one-line reason>
   (Optional follow-ups: <skill-2>, <skill-3>)

[Then load and follow skills/<skill-name>/SKILL.md]
```

If you needed to ask a clarifying question first, ask it before the routing block.

## Context Check

Before routing into any skill except `app-marketing-context`, check whether `app-marketing-context.md` exists in the workspace. If it doesn't and the requested skill needs app context (almost all do), suggest:

> "Quick win: I can set up an app-marketing-context doc first (~2 min) so every future skill has your app, audience, competitors, and goals on hand. Want me to?"

Only suggest this once per session.

## When NOT to Use This Skill

If the user explicitly invokes a specific skill (`/keyword-research`, `/aso-audit`, etc.), skip this router and go straight to the requested skill. The router is for ambiguous, natural-language requests only.