# Separate brand and generic keywords in ASO reports

URL: https://storelift.net/guide/brand-vs-generic-keyword-tracking/
Language: en
Updated: 2026-10-02

People searching for your app by name already have a different intent from people searching for a task. Combining those groups can make visibility look strong while discovery remains weak. A useful tracking portfolio reports them separately before presenting an overall summary.

## Investigation steps

1. Mark terms containing your own brand, generic task terms and ambiguous phrases. Keep competitor names in a separate research set rather than treating them as metadata recommendations.
2. Compare each group's observed positions and coverage over the same period. Keep the term membership fixed for a trend comparison or disclose additions and removals.
3. Inspect generic terms by the app task they represent. A gain on a highly relevant task can deserve attention even when brand positions remain unchanged.

## Worked interpretation

Illustrative case: ten brand phrases rank first and ten generic terms remain outside the measured range. Reporting only the average of observed ranks produces a misleadingly strong picture. Show the two groups and outside-range counts.

## Decision and next check

Use the split to decide whether the next investigation concerns brand visibility or discovery. Report a separate acquisition outcome where data permits; generic rank improvements alone do not establish how many new users installed the app.

## Related Storelift feature

Read App rank tracker for the available product data and its scope. Keep the app, storefront, period and measurement status with the observations used in your report.