Before, apps were promoted through ads, media, and basically hoping for luck. Now everything has become much more analytical and targeted. Developers use ASO tools, ads, and user behavior analytics to understand how an app is growing and whether it’s growing at all. I use ASOMobile https://asomobile.net/en/, it helps analyze keywords, competitor actions, and app store rankings. This thing isn’t really for beginners. But I had to figure it out.