The Localization tool lets you view and compare the screenshots and icons your app and competitors are using in each market, so you can spot visual gaps, translation inconsistencies, and opportunities to improve your creative presentation in specific languages.
If you have not reviewed your overall localization coverage yet, go to Check localization coverage across markets first.
Before you start
Screenshots and icons are visible in the expanded row for any app in the Localization table. To compare your creatives against a competitor's for the same market, add the competitor to the table first so both rows are available. You can add multiple competitors and expand their rows within the same language group to compare them all at once.
How to use it
2. Click the arrow on the left side of your app's row to expand it. Scroll down within the expanded row to the Title, Subtitle, Screenshots and Description sections.
3. To compare against a competitor, expand their row in the same language group. Scroll to their Title, Subtitle, Screenshots and Description sections and review the details. Look for differences in keywords, design style, messaging, device framing, and whether the screenshots use localized text or remain in a default language.
4. To compare multiple competitors at once, expand additional rows in the same country group. Each expanded row shows that app's screenshots for the selected market independently.
5. Use the Country filter at the top of the table to switch between markets, and repeat the comparison for other languages you want to review for creative coverage.
Note: The screenshots shown in the Localization table reflect what each app is currently publishing in that market. If a competitor's screenshots are not localized, for example, if they show English text in an Arabic market row, that is a signal they may not be optimizing their presence for that audience.
After you finish
Use what you find to inform your screenshot strategy for specific markets. If you want to study broader creative trends across the App Store and Google Play Store beyond localization, go to Browse creative trends by category or Compare competitor creatives by app. If you want to track how a competitor's screenshots have changed over time across app versions, go to Track app version updates with App Update Timeline.
Related links
Need more help?
If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.