App Store Metadata Translation: What to Translate Before Launch

Launching globally without translated metadata usually means your app is visible, but not persuasive. Users may find your app, but the listing can feel unfinished, unclear, or poorly adapted to their language.

Good metadata translation helps users understand your app faster and improves the chance that your listing matches local search intent.

What counts as App Store metadata?

App Store metadata includes the text fields Apple uses to describe, categorize, and present your app in App Store Connect.

• App name
• Subtitle
• Keyword field
• Promotional text
• Description
• What’s New text
• Screenshot and preview text

Apple’s official reference is useful here: App metadata reference.

Start with the highest-impact fields

If you cannot translate everything at once, prioritize the fields that influence first impressions and search visibility.

1. Subtitle: communicates your main value proposition quickly.
2. Keywords: help users discover your app through local search.
3. Promotional text: gives you a flexible message above the description.
4. Description opening: builds trust and explains value.
5. Screenshot text: often carries the clearest benefit messages.

For the broader process, read the App Store localization guide.

Translate keywords differently from descriptions

Keyword translation needs a different approach. The goal is not to preserve the English keyword exactly — it is to match how users search in each market.

A direct translation can be technically correct but still miss the words users actually type into the App Store.

Learn the full process in App Store keyword localization.

Rewrite descriptions for clarity and trust

Description translation should preserve the benefit of your message, not the exact sentence structure. Many translated descriptions become too long, too formal, or too generic.

The best localized descriptions are clear, natural, and benefit-led. They explain why the app is useful before listing every feature.

For examples, see how to optimize App Store descriptions.

Keep terminology consistent

Consistency is one of the easiest ways to make translated metadata feel polished. Keep the same wording for important feature names, product terms, and actions.

• Use the same translated term for core features
• Avoid changing product nouns between subtitle and description
• Keep brand names consistent
• Create a small glossary for repeated terms

This prevents your listing from sounding like several unrelated translations stitched together.

Review before publishing

Before publishing translated metadata, review the parts that users see first. Even a quick review can catch issues that reduce trust.

• Does the subtitle sound natural?
• Are keywords localized instead of directly translated?
• Does the description opening explain the app clearly?
• Are feature names consistent?
• Does the tone fit the market?

Apple explains how to localize app information here: Localize app information.