Blaming the algorithm is easy, fixing ASO is smarter.

Breaking down the myths that still mislead growth teams

When visibility drops, or installs slow down, many teams default to the same explanation: “The algorithm changed.”

But in reality, performance is shaped by a much broader set of factors, from conversion rates and user sentiment to traffic quality and positioning.

In this session, experienced ASO and growth leaders will unpack some of the most common myths in ASO and where they break down in real-world scenarios.

We’ll explore:

• Why teams often assume the algorithm changed

• Why ASO is not just SEO for apps

• How keyword strategies can backfire

• When creative testing helps — and when it doesn’t

• Why ASO needs to be treated as an ongoing process

This is a strategic, experience-driven discussion focused on real examples, trade-offs, and lessons learned.

Speakers

Catherine Sibirko — Head of ASO, MY.GAMES
Jimmy Zhu — App Marketing Manager, Toca Boca
Marina Roglic — Head of ASO, TapNation

Host

Ilia Khukarev — Product Manager, AppFollow