The Google Keywords section of Analytics gives an overview of the keywords that bring most downloads to your app through search traffic.
1. Connect your Google Console
The data shown in this view comes directly from your Google Play Console, therefore, in order to activate it, you will need to sync your Google Console with your AppTweak account. You can find the steps to sync your account here.
Once your account is synced, you're ready to start. Note: It can take several minutes for the data to appear in the Analytics Section.
2. Check out your top-performing keywords
In the Google Keywords section, you can see the traffic driven to your app by search terms. In other words, these are the users that searched for a specific keyword before navigating to your app's store listing. The traffic they represent is a portion of your app's total search traffic.
The Google Keywords section is divided into 4 sections:
The filter bar
A History Chart
The Keyword Table
The Filter Bar
This is where you can decide the data you wish to look at. For example, you can set your analysis to the country level or switch to the worldwide view.
You can also set the data you wish to look at:
Store Listing Visitors: The number of users that visited your app's store listing who didn't already have your app installed on any of their devices.
💡 A high number of Store Listing Visitors means that many users land on your app's store listing after searching for a keyword.
Store Listing Acquisitions: The number of users who visited your app's store listing and installed your app, who didn't have it installed on any other devices at the time.
💡 A high number of Store Listing Acquisitions means that many users install your app after searching for a keyword.
Store Listing Conversion Rate: The percentage of store listing visitors who installed your app after searching for a keyword. This does not include visits or installs from users who already have your app installed on another device.
💡 This metric will help you unveil the keywords that have the highest conversion rate for your app, these keywords are probably very relevant for your app.
AppTweak gives you a quick glance at the overall traffic your app received from all search terms over the selected date range. They do not depend on your selection in the keyword table below.
Total Visitors/Acquisitions: The total number of store listing visitors/acquisitions your app received from all search terms over the given date range.
Average Daily Visitors/Acquisitions: The average daily number of store listing visitors/acquisitions your app received from all search terms over the given date range.
Visitors/Acquisitions Growth: The growth in average daily store listing visitors/acquisitions from all search terms for your app over the given date range vs. the equivalent previous period.
💡 Using these numbers, you can quickly grasp the importance of keywords in your app's overall traffic. If these numbers represent a high portion of your app's traffic, it means that many users are finding your app through a keyword search. This means that your app has good visibility on high traffic and relevant keywords.
If the numbers represent a small portion of your app's overall traffic, it means that you are probably missing out on an opportunity to increase your app's discoverability on keywords. It might be worth finding high potential keywords for your app and starting to target them in your metadata.
In this chart, you can see the history of store listing visitors, acquisitions, or conversion rate (depending on your selection in the filter bar) by keyword. In the table below, you can select the keywords you wish to see on the chart (we have limited the selection to 10 keywords).
This chart will help you analyze your top-performing keywords more closely. You can see if there is any major increase or decrease in traffic at a specific moment. For example, if you've recently updated your app, you might want to see if the changes you made have any positive impact on the traffic driven by the new keywords or creatives you added. Find the keyword in the keyword table, select it, and check if you see an increase in traffic on the chart.
If you see a drop in traffic on a top-performing keyword, you'll want to understand what triggered that drop. Has your app's rank on that keyword dropped too? Have you changed the creatives and seen a drop in conversion? etc.
Finally, at the end of this section, you will find the Keyword Table. This table lists the keywords that have bought the most traffic to your app over the selected date range. For each keyword, and over the selected date range, we show you:
the number of Store Listing Visitors the keyword bought to app
the growth in Store Listing Visitors (current period vs. equivalent previous period)
the number of Store Listing Acquisitions the keyword bought to app
the growth in Store Listing Acquisitions (current period vs. equivalent previous period)
the overall conversion rate from Visitors to Acquisitions
the growth in conversion rate (current period vs. equivalent previous period)
💡 Use the sorting arrows to rapidly identify top keywords. Make sure that keywords with high traffic in Store Listing Visitors also have a good Conversion Rate, otherwise, it means that many users are seeing your app after searching that keyword but not installing it. If the given keyword is relevant to your app, maybe it's with reviewing your app's metadata to make it more convincing for users that search that keyword.
3. Your top keywords worldwide
As mentioned above, in the filter bar, you can switch to the worldwide view to see in which country your app is getting the most traffic from keyword searches.
The worldwide section is structured exactly the same way as the country view.
In the filter bar, you can select the data you wish to see (Store Listing Visitors, Store Listing Acquisitions, or Conversion Rate).
The overall KPIs show:
The total store listing visitors/acquisitions across all countries and search terms for the selected date range
The average daily store listing visitors/acquisitions across all countries and search terms over the selected date range
The growth in average daily visitors/acquisitions worldwide and across all search terms (current period vs. equivalent previous period).
If you switch the selector to conversion rate, the KPIs show:
The country with the highest conversion
The country with the lowest conversion
The average conversion rate worldwide over the selected date range
The growth of the worldwide conversion rate (current period vs. equivalent previous one).
In the world map chart, each country is colored based on its level of store listing visitors, store listing acquisitions, or conversion rate (depending on your selection in the filter bar). The darker the color, the higher the number of visitors, acquisitions, or conversion rate.
💡 A country with high traffic from keywords can be used as an example for other countries. For example, you could check the keywords that bring the highest traffic in that country and see how visible your app is on similar keywords in lower-performing countries. This could be a source of inspiration for your ASO across countries.