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Glossary

Storefront

The country or region of the App Store where an Apple Search Ads campaign runs. One ASA campaign targets exactly one storefront. Storefront determines language, currency, and the user base eligible to see the ad.

Also known as: ASA country, App Store country

What is a Storefront?

A Storefront is the country-specific App Store where an Apple Search Ads campaign runs. Apple operates over 175 App Stores globally; Apple Search Ads is available in 70+ storefronts as of 2026.

Each ASA campaign targets exactly one storefront. The storefront determines:

  • The user base eligible to see the ad
  • The display language and currency
  • The keyword index (English keywords ≠ Spanish keywords ≠ Chinese keywords)
  • The competitive auction (different competitors per market)

Major storefronts (ASA-available)

Tier 1 (highest CPI): US, GB (United Kingdom), AU (Australia), CA (Canada), JP (Japan), DE (Germany), FR (France)

Tier 2 (medium CPI): Most of Western Europe (IT, ES, NL, SE, NO, FI, DK, CH, AT, BE, IE, PT), Asia-Pacific (KR, SG, HK, TW, NZ)

Tier 3 (lower CPI): Latin America (MX, BR, AR, CL, CO), MENA (SA, AE, EG, IL, TR), Southeast Asia (TH, ID, VN, PH, MY, ID), Eastern Europe (PL, CZ, RO, HU)

Notably unavailable (as of 2026): mainland China App Store (CN) has its own advertising ecosystem distinct from Apple Search Ads; some sanctioned regions.

CPI variance across storefronts

Rough multipliers vs US CPI (2026):

StorefrontCPI multiplier
US1.0× (baseline)
AU, GB, CA0.7× – 0.9×
DE, FR, JP0.6× – 0.8×
Western Europe (rest)0.4× – 0.7×
KR, SG, HK, TW0.5× – 0.8×
Latin America0.15× – 0.35×
MENA0.20× – 0.45×
Southeast Asia0.10× – 0.30×

ARPU follows the same general pattern — lower-CPI markets typically have lower ARPU too. A 0.2× US CPI is only valuable if your ARPU multiplier exceeds 0.2× US ARPU.

Campaign structure across storefronts

The typical agency / multi-market operator pattern:

App
├── US Campaign
│   ├── Brand ad group (US English)
│   ├── Category ad group (US English)
│   └── Discovery ad group (US English)
├── UK Campaign
│   ├── Brand ad group (UK English)
│   └── ...
├── DE Campaign
│   ├── Brand ad group (German)
│   └── ...
└── JP Campaign
    ├── Brand ad group (Japanese)
    └── ...

The replication is operationally heavy. ASAPilot’s portfolio dashboard groups this into a single per-app view so you can audit all 5-10 storefronts at once.

Keyword localization, not just translation

Direct translation rarely works. Native search behavior differs:

  • German: Users search compound words (fitnesstracker vs fitness tracker)
  • Japanese: Mix of katakana, hiragana, and English brand names
  • Spanish: Country-specific vocabulary (mexican vs spanish vs argentinian)
  • Arabic: RTL layout, transliteration variants for Latin brand names

Reuse keyword-research methodology per storefront — do not just translate the EN list.

Common failure modes

  • Running one campaign with multiple storefronts. ASA does not allow this; if you try to expand a campaign across countries, you actually create parallel campaigns.
  • Translating keywords literally. Native search vocabulary differs.
  • Same daily budget across markets. US needs 4-10× the budget of LATAM for the same install volume, often justified by ARPU.
  • Skipping storefront-level CPP localization. Custom Product Pages should be localized per storefront language.

How ASAPilot helps

ASAPilot’s account audit groups findings by app and storefront. The portfolio view shows per-market spend pacing and CPI side-by-side so operators can spot a market drifting from its target ratio without opening 5 dashboards.

See the audit guide and pricing for the Growth and Agency plans that support multi-storefront portfolios.