Have you ever thought about what searches in the app store will show your app? The app name is of course the most matching keyword, but what else is there?
In the fiercely competitive app market, knowing which keywords can bring more downloads to your app is crucial. As a leader in digital marketing, FoxData is dedicated to providing you with the most comprehensive data analysis tools, helping you gain in-depth insights into your app's performance in keyword searches.
We are introducing the new metric “Installs”, aimed at helping you understand clearly the impact of specific keywords on app downloads and help you to make decisions.
In addition to rankings, search volume, and other common metrics, FoxData has updated a brand new metric, Installs. It refers to the estimated number of organic installs of a keyword for an app during a certain period of time, referred to as "Installs", which is the most central indicator for selecting words in keyword research.
Understanding how much traffic your own and rival keywords are bringing in and picking out the keywords that actually bring in downloads will help you develop the most informed keyword strategy!
You may be wondering how we calculate this metric, don't worry, we'll answer your questions.
First of all, we need to distinguish whether a keyword is a branded keyword or a generic keyword, the branded word usually refers to the name of the app. Generic keywords refer to keywords other than brand terms that can be searched for your app.
Taking Twitter (or X, as it should be referred to now) as an example, "X" is the app's current name, but we all know "Twitter" was its previous name, and this term appears in the app's subtitle as well. Therefore, we consider both "Twitter" and "X" as branded keywords for X, and we have specially marked these two and their variants. Due to the long-standing influence of the brand "Twitter," users are still more accustomed to searching for "Twitter" rather than "X" for downloads.
The reason why we differentiate between branded keywords and other generic keywords is that branded keywords are the main source of traffic. As we can see in the chart below, the brand keyword "Twitter" has generated 950,301 downloads of X in the last 30 days, accounting for nearly 88% of the total traffic (App Store, US).
We will estimate the number of installations an app receives from a certain keyword based on the nature of the keyword (branded or generic), its search volume, and popularity, in conjunction with the app's ranking in the search results for that keyword.
Generally speaking, the greater the popularity of a keyword, the greater the amount of app downloads users will make through that word.
In addition to this, we also consider whether the keyword is a branded term or not. And then we will apply different logic based on the different attributes of the keyword to calculate the amount of installs it brings respectively.
The metric of Installs is crucial for your keyword research, as well as your ASO and ASA strategies because this metric can:
Help you identify which keywords are driving the majority of installations for your app and your competitors, giving you an overall understanding of traffic sources.
Assist you in evaluating the performance of previously emphasized keywords in terms of download metrics. If a keyword is underperforming, it can be removed during version updates.
Keep you updated on market trends. When you plan marketing campaigns and want to assess the value of relevant keywords, you can use this metric to "predict" the potential number of downloads it might bring, enabling you to choose more promising keywords to enhance user acquisition.
Where you can view "Installs"
This metric is mainly displayed under App-ASO Keywords, allowing you to view historical installation data and the installation performance across various apps.
This part provides information about the keywords for which your app will be displayed in search results. We have added the "Installs" metric after the "Search Results" column in the list.
When you use FoxData for keyword exploration, our algorithms customize keyword suggestions based on your app and market, making it easy and efficient to find high-value keywords relevant to your app. And we show you how many installs each recommended keyword is bringing to your app in the current suggestions.
When you use FoxData to analyze your competitors' keywords, we have added "Installs" after the "Change" column in the search result lists of "All Keywords", "Shared Keywords" and "Unique Keywords", so that you can easily compare the downloads of your keywords with those of the competitors.
When you use FoxData to research the performance of keywords in the market, you can check their "installs" in the list of search results in the "Top Keywords", "Category Keywords", "Associated Keywords", and "Similar Keywords".
When you use our "Keyword Optimization" function, in addition to our optimization recommendations, you can also refer to the performance of the keywords under the "Metadata Analysis", combined with the size of the "Installs" to optimize your keyword deployment strategy.