Separate brand and generic keywords in ASO reports

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.

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