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Meta Description, App Store Description
The app description is part of meta-data field, which you have to fill in as an app owner when launching it in app stores. This meta-data provides users with structured information about your app. An app description thereby is a textual description of an app content and functionality that appears at its store page.
Search Queries in Google Play Store are the most common way users find relevant Android apps. In order to properly rank search results, Google Play Store and Apple App Store (iTunes) have an appropriate app ranking algorithm implemented. The algorithm of browses through app meta data such like app description or keyword field.
Especially at Google Play Store, you should make sure to have your most important keywords included into your description as there is no explicit keyword field. In Apple App Store, however, the keyword field is one of the most relevant factors for ranking algorithm. Nevertheless, you should write appropriate app descriptions in App Store as well.
In both major app stores the app description field is limited to 4000 characters. However, this limit should not get exhausted. The app description should transport the most relevant message of your app in a nutshell. Make sure the most crucial facts about your app are clear and visible above the fold. Therefore, the short description field (Google Play Store specific) should give the user a quick impact of what your app is about. Launching an app in App Store, you should keep in mind that the first 2-3 sentences above the fold are the most important part of your app description. This is what users can read without having to tap “…more”.
If your app should get launched in various countries, make sure to translate your description into appropriate languages for each country. You can add app title, description and screenshots for different languages in iTunes Connect / Google Play Developer Console.