In the fast-paced world of mobile app marketing, staying ahead of the competition requires a comprehensive understanding of your app's performance. SplitMetrics, your trusted partner in mobile app marketing optimization, introduces Insight Metrics—a set of powerful features designed to provide you with unparalleled insights into your app's visibility and performance. In this article, we'll delve into each Insight Metric, namely Brand Protection, Search Popularity, Impression Share, Organic Rank, and Organic Results, exploring their significance and the benefits they offer to enhance your app's success.
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🙌 To get started, navigate to the Keywords dashboard and add the corresponding columns to your dashboard presets:

Our Brand Protection metric helps you identify your competitors' weakly protected keywords for strategic targeting, defend your own vulnerable keywords, and quickly understand the level of protection for a competitor's keywords.

There are three levels of protection:

Learn more about Brand Protection here.

This metric indicates the popularity of a particular keyword or search term for a specific storefront. Numbers on a scale represent it from 1 to 100 — the higher the number is, the more searches are done for this keyword or search term.

🔹 On the SplitMetrics Acquire dashboard, we display the Search Popularity value taken from Apple Ads for the last 24 hours.
🔹 Colours show the relative grade of the keyword search volume:

🟥 red: low 0-25

🟨 yellow: medium 26-50

🟩 green: high 51-100

The Impression Share metric represents the percentage of impressions your ad receives for a specific search term or keyword in a particular storefront. You can use this metric in Automated Rules for Search Terms and Keywords.

To evaluate how your app performs in terms of impression share compared to other apps in the same countries and regions, you can use the Rank metric. Rank is represented as numbers from 1 to 5 or >5, with 1 indicating the highest rank. This metric is exclusively available on the Search Terms dashboard at the moment.

Organic Rank is a metric that reflects your app's position in app store search results based on user queries. The higher your Organic Rank, the more likely users are to find and install your app. SplitMetrics provides tracking of your Organic Rank, empowering you to make informed decisions to boost your app's discoverability through strategic App Store Optimization efforts.

Read more about Organic Rank in this article.

The total number of apps that show up in the organic search results for a particular keyword is known as Organic Results, which is a more general metric that helps you gauge how competitive a given keyword is. A high volume of apps showing up in the results could mean that the keyword is very competitive and more challenging to rank for. This implies that there are a lot of searches for that particular keyword.
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Conversely, a small number of apps showing up in the results could mean that there is less competition for the keyword, making it potentially easier to rank for. However, it's crucial to keep in mind that there might not be as many searches for this keyword.

Read more about the difference between Organic Results and Organic Rank here.