What each option is best at
When a spreadsheet is enough
If you are testing one idea, tracking a handful of terms or sharing a simple list with a collaborator, a spreadsheet may be the fastest tool. It is also easy to adapt when your process is still undefined.
Why Dispatch can be better
ASO is not only a table of keywords. You also need to understand competing apps, choose the promise, write metadata, prepare launch material and revisit results. Dispatch keeps those decisions attached to the app you are shipping.
Better fit for spreadsheets
Ad hoc research, custom scoring formulas, agency deliverables and quick exports.
Better fit for Dispatch
Solo developer launches, repeated App Store updates, metadata planning and keeping launch work together.
Honest limitation
Dispatch does not guarantee rankings or downloads. It helps you make the controllable parts of a launch clearer: positioning, keywords, metadata and the follow-up rhythm.
Verdict: use spreadsheets for loose research. Use Dispatch when ASO becomes part of your repeatable launch system.