This document compares and analyzes the app store optimization (ASO) strategies of the dating apps Bumble and Tinder. It finds that Bumble has better ASO in several areas: it has more optimized screenshots through combination, alternating colors and value propositions; better range in search ads keywords; more visibility and organic keyword rankings on Android. Overall, the analysis shows that Bumble is doing a better job than Tinder at ASO.

1. 2020
ASO vs ASO
Bumble vs Tinder
Exploring 2 of the most popular dating Apps
By Gabriel

2. Bumble (USA) Tinder (USA)
Visibility: 90%
Reviews: 916,835
Predicted monthly Downloads:
723,000
Visibility: 94%
Reviews: 175,633
Predicted Monthly Downloads:
2 Million
(IOS) (IOS)

3. Bumble (USA) Tinder (USA)
Visibility: 88%
Reviews: 247,769
Predicted monthly Downloads:
711,000
Visibility: 89%
Reviews: 4,327,939
Predicted Monthly Downloads:
1.7 Million
(ANDROID) (ANDROID)

4. Bumble Visibility Apple USA
Category: LifeStyle
Number Of Keywords ranking #1
761
Total Ranking Keywords
4,882
Paid Keywords (Search Ads)
5,966

5. Category: LifeStyle
2020
Tinder Visibility Apple USA
Number Of Keywords ranking #1
263
Total Ranking Keywords
5,367
Paid Keywords (Search Ads)
2,298

6. Bumble Visibility
Android USA
Number Of Keywords ranking #1
113
Total Ranking Keywords
6760
Category:
Dating

7. Tinder Visibility
Android USA
Number Of Keyworfds ranking #1
183
Category:
9201
Total Ranking Keywords
Lifestyle

8. 7.10% 5.00%
Top 5 Countries - Bumble (Visibility)
18
9.20% 2.90%
58.40%
USA Brazil UK Japan France

9. 9.60% 3.90%
Top 5 Countries - Tinder(Visibility)
18
3.60% 3.50%
25.6o%
USA Brazil UK Japan France

10. Top 5 Countries - Bumble(Visibility)
18
11.1% 9.5% 6.9% 4.6%
36.9%
USA Germany Brazil UK Canada

11. Top 5 Countries - Tinder(Visibility)
18
19.4% 8% 6.8% 6.1%
22.8%
India USA Russia Turkey
Germany

12. Bumble ASO - # of Ranking keywords
IOS (6 months)
0 250 500 750 1,000 1,250
Top 1
Top 2 - Top 3
Top 4 to Top 10
Top 11 to Top 30
Top 31 to top 100
646
575
821
1245
973

13. Tinder ASO - # of Ranking keywords
IOS (6 months)
0 500 1,000 1,500
Top 1
Top 2 - Top 3
Top 4 to Top 10
Top 11 to Top 30
Top 31 to top 100
554
1060
1479
1316
250

14. Bumble ASO - # of Ranking keywords
Android (6 months)
0 1,000 2,000 3,000 4,000
Top 1
Top 2 - Top 3
Top 4 to Top 10
Top 11 to Top 30
Top 31 to top 100
113
108
371
1062
3749

15. Tinder ASO - # of Ranking keywords
Android (6 months)
0 1,000 2,000 3,000 4,000 5,000
Top 1
Top 2 - Top 3
Top 4 to Top 10
Top 11 to Top 30
Top 31 to top 100
172
489
919
2464
183

16. Search Ads Visibilty
Creative Set
SEARCH ADS INTELLIGENCE BUMBLE (USA)
19
81
7235
14
Search Ads Bidding
kerywords
Active Countries
Bidding Search Ads
3

17. SEARCH ADS INTELLIGENCE TINDER (USA)
2020
19
87
2368
18
Search Ads Visibilty
Search Ads Bidding
kerywords
Active Countries
Bidding Search Ads
2
Creative Set

18. Search Ads
Creative
Ads
Search Ads
Visibiltiy
Search Ads Bidding
Keywords
3
81
7235
Search Ads Bidding
Countries
14
Creative
Ads
Search Ads
Visibiltiy
Search Ads Bidding
Keywords
2
87
2368
Search Ads Bidding
Countries
18
Search Ads
Bumble Tinder

19. Tinder vs Bumble
Review Time!!!
(Apple)
Bumble 917,417
vs
Tinder 176,091

20. 2020
Bumble % of
Reviews For 90 Days
8%
3%
9%
14%
64% TAKEN ON JUNE 2021
TAKEN ON JUNE 2021

21. Tinder % of
Reviews For 90 Days
2020
3%
1%
6%
10%
77% TAKEN ON JUNE 2021
TAKEN ON JUNE 2021

22. 2020
Latest Screenshots Bumble

23. Combination of
Screenshots
Increases Conversion +
Save Space
Alternating
Background Colours
Content and Value
proposition in each
Screenshot
Split Testing (different
Screenshots in
different countries)
No Call for Action
Bumble Screenshots
Using Enough
number of
screenshots

24. 2020
Latest Screenshots Tinder

26. Combination of
Screenshots
Increases Conversion +
Save Space
Alternating
Background Colours
Content and Value
proposition in each
Screenshot
Screenshot
"sequence"
No Call for Action
Tinder Screenshots
Using Enough
number of
screenshots

27. 2020
Bumble Ads Network
41% FB Native
1%
1%
1%
1%
3%
14%
19%
19%
Facebook Instagram Tapjoy Admod Mopub
Messenger Applovin Unity

28. 2020
Tinder Ads Network
41%
Mintegrall
1%
1%
1%
1%
3%
14%
19%
19% 1%
1%
Admod
Vungle
Unity
Facebook
Ad Colony
Applovin
FB Native
Instagram Mopub
Messenger

29. How is Doing a Better
ASO Job ?
drums roll please...
2020
25

30. 2020
Bumble Wins! Better Screenshot Optimization
(Evidence of + Split Testing than Tinder)
Better Range in Search Ads
Better % of Screenshots
More Visibility in Android
Better Organic Ranking for More Keywords

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To your ASO
success
Gabriel Machuret
2020