# ASO and app marketing tool development: SaaS on App Store Connect and Google Play APIs by ODEL

> Building an ASO, app marketing or store automation tool on App Store Connect, Apple Ads and Google Play APIs, when AppTweak or Appalize already fits, and what ODEL learned building Appalize.

ODEL builds software for app teams: SaaS and internal tools on the App Store Connect API, Apple Ads and the Google Play Developer API, such as keyword research, rank and competitor tracking, metadata editors that validate and publish, screenshot tools, reporting dashboards and MCP servers for AI assistants. ODEL designed, built and runs Appalize, a web ASO platform (React, Node.js, PostgreSQL, Redis queues, Stripe billing), and Appalize Shots, a mobile app for designing store screenshots on the device. If you just need ASO data, an existing tool such as AppTweak, Sensor Tower or Appalize is cheaper than a build. A custom tool fits a portfolio or agency with its own workflow, or a founder building a new product for app teams. Projects start with a discovery call and a written scope, and you own the code and accounts.

## Who it is for

- App publishers and studios with many apps who want their own store automation
- Agencies that need client dashboards on store and ads data
- Founders building a SaaS or MicroSaaS for app developers and marketers
- Teams that want AI assistants to work with their store data through an MCP server

## When ODEL is not the right fit

- Teams that only need keyword data and tracking: AppTweak, Sensor Tower or Appalize already provide it
- Projects that need scraped store data at a scale or in a way that breaks store or API terms
- Enterprise data platforms with a large team and strict fixed deadlines

## What you get

- App Store Connect API and Google Play Developer API integration
- Apple Ads reporting or automation
- Keyword, ranking and competitor tracking with job queues for rate-limited APIs
- Metadata editor with validation before publishing
- Screenshot or creative tools
- Accounts, teams, 2FA and Stripe subscription billing
- REST API and MCP server
- Admin, monitoring and error tracking

## How the project runs

1. **Build or buy check**: If an existing ASO tool covers the job, we say so and you skip the build.
2. **Data and API audit**: Which APIs, what credentials, rate limits and terms apply, and what data you are allowed to store.
3. **Thin first version**: One workflow end to end, such as one report or one metadata push, used by your team first.
4. **Build out**: Queues, billing, roles and integrations in milestones you can use.
5. **Launch and run**: Deployment, monitoring and support for API changes from Apple and Google.

## Technology

React, Vite and Tailwind, Next.js, Node.js (Express) and Prisma, PostgreSQL, Redis with BullMQ queues, Stripe, App Store Server Library and App Store Connect API, Google Play Android Publisher API, Model Context Protocol SDK, Capacitor for the mobile companion

## Apps ODEL built and runs

- [Appalize](https://www.odel.dev/project/appalize.md): Appalize is a web platform for App Store Optimization, keyword research and competitor tracking.
- [Appalize Shots](https://www.odel.dev/app/appalize-shots.md): Appalize Shots is a mobile app for designing App Store and Google Play screenshots on your device.

## Questions

### Should I build my own ASO tool or use an existing one?

Use an existing one if you need keyword data, rankings and competitor tracking: AppTweak, Sensor Tower and ODEL's own Appalize all provide them. Build when your workflow is specific, such as publishing metadata across a large portfolio, internal reporting across store and ads data, or a new product for app teams.

### How much does it cost to build a SaaS tool like this?

It depends on the number of integrations, accounts and roles, billing, data volume and how much runs in background jobs. ODEL quotes after a discovery call and publishes no price list. No survey covers small SaaS builds; vendor estimates vary, for example Prioxis (a development vendor, 2026) puts a SaaS MVP at 8,000 to 25,000 USD, which you should read as a vendor figure.

### How long does it take?

It depends on scope and API access. Vendor estimates for a SaaS MVP run about 8 to 18 weeks (Teamseven, 2026, a development agency), with no independent survey behind them. API approvals and credentials, like Apple Ads or Google Play service accounts, should be set up early because they can block testing.

### What did ODEL learn building Appalize?

Store APIs are rate-limited, so slow work runs in Redis-backed job queues instead of web requests. Store access goes through official libraries and APIs, such as Apple's App Store Server Library and the Google Play Android Publisher API. And REST API and MCP access come with the plans, so the API layer is part of the product, not an add-on.

### Who owns the tool and the API credentials?

You do. The code, hosting accounts, Stripe account and API keys are in your name, and ODEL works with access you grant.

## Sources

- https://developer.apple.com/app-store-connect/api/
- https://developers.google.com/android-publisher
- https://developer.apple.com/documentation/appstoreserverapi
- https://www.prioxis.com/blog/cost-to-develop-saas-application
- https://teamseven.ltd/blog/saas-mvp-cost-2026
- https://www.apptweak.com/
- https://sensortower.com/
- https://www.appalize.com

Start a project: https://www.odel.dev/services#start (form) or info@odel.dev. ODEL quotes each project after a short discovery call; it does not publish fixed prices.

Page: https://www.odel.dev/services/industries/aso-and-marketing-tools