Terms
Keyword densityHow often a term repeats across the fields a store actually indexes.Search demand signalWhether the store's search box suggests a term at all — used as a stand-in for search volume.Keyword cannibalizationWhen two of your own pages compete for the same search instead of splitting distinct ones.Competitor overlapThe apps ranking above yours on the same term — and how old and heavy each one is.Store conversion rateThe share of listing views that turn into an install, as App Store Connect and Play Console report it.Organic installsInstalls from unpaid discovery — store search and browse — as opposed to a paid ad click.Keyword fieldThe hidden App Store Connect field Apple indexes for search — invisible to users.Search PopularityApple Ads' per-term search-frequency score — coverage narrowed sharply in late 2025.Keyword difficultyA score for how hard a term is to rank on, given the apps you'd have to beat.Rank trackingChecking where your app lands in a store's search for a keyword, every day.StorefrontA single country's version of a store — its own search index, unrelated to any other country's.App store metadataThe text fields a store's search actually reads — a smaller set than what a user sees on the listing.CPA (Tap)Apple Ads spend divided by the installs that followed a tap on your ad.CPA (Total)Apple Ads spend divided by all installs, including installs from people who only saw the ad.TTR (tap-through rate)Taps divided by impressions: how often people who saw your ad tapped it.Impression shareThe part of all ad impressions for a search term that went to your ad, reported as a range.Search termsThe searches people actually typed that showed your ad, next to the keywords you bid on.Negative keywordsSearches you rule out, so your ad stays off them and your spend goes elsewhere.
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