Find which keywords drive installs today
The Keywords tab in Download Share shows you which search terms are contributing the most to your app's organic downloads on a selected date. Each row represents one keyword ranked by its download share, so you can see at a glance which terms are actually delivering installs and which are not pulling their weight.
To understand what Organic Downloads (%) measures, see About Download Share.
Before you start
Download Share is available in the ASO Intelligence module of the MobileAction platform. The Keywords tab opens by default when you open the tool. Data is shown for one date at a time, not a date range. The tool opens on the most recent available date.
The country selector and device toggle in the app header apply across the entire tool. Set these before analyzing keywords to make sure you are looking at the right storefront and device type.
Read the keywords table
The table lists every keyword your app received organic downloads from on the selected date, ranked by Organic Downloads (%) from highest to lowest. The progress bar next to the percentage gives a visual representation of each keyword's relative contribution.
The Type column uses tags to classify each keyword. Apple Ads indicates the keyword is active in a paid campaign. B marks brand keywords. M marks metadata keywords, terms present in your app's title, subtitle, or keyword field. A keyword can carry more than one tag.
The remaining columns provide supporting context for each keyword. Volume is the keyword's search volume score. Chance indicates how likely your app is to rank for that keyword. Ranked Apps shows the total number of apps competing for that keyword. Rank is your app's current position for that term.
Each column header has a metric popup. Click the icon next to the column name to see a plain-language explanation of what that metric measures.
Change the date
Click the date picker in the top right of the table to look back at a previous day.
The table reloads with the keyword distribution for that date. This is useful for comparing today's leaders against a past period, for example, checking whether a keyword that ranked highly last month is still contributing downloads at the same rate.
Add keywords to tracking
Each row has a + button on the left. Clicking it adds that keyword to your Keyword Tracking list so you can monitor its ranking and volume trends over time. Keywords you are already tracking show a green checkmark instead of the + button.
Export the table
Click Export as CSV in the top right of the table to download the full keyword list for the selected date. The export includes all columns currently visible in the table.
After you finish
If you find keywords with a high Organic Downloads (%) but a low ranking (rank 3 or lower), those are terms where a ranking improvement could meaningfully increase your download share. Use the ASO Report to monitor their ranking trends over time.
If you want to see how a keyword's download contribution has changed over recent days, switch to the Organic Download History tab. See Track keyword download share over time.
Related links
Need more help?
If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.