---
title: Understanding App Performance recommendations
description: This article explains how Display Placement Recommendations use indexes and the Opportunity Score, and how keywords and campaigns are assigned to recommendation buckets.
---
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# Understanding App Performance recommendations
This article explains how Display Placement Recommendations use indexes and the Opportunity Score, and how keywords and campaigns are assigned to recommendation buckets.
### Display Placement Recommendations
Display Placement Recommendations display Q2 2026 data and use normalized indexes from 10 to 90 instead of the underlying Apple Ads data. The indexes are calculated within each category and placement, which lets you compare the relative performance of different markets while keeping the underlying data anonymous.
### Opportunity Score
The Opportunity Score represents the attractiveness of a storefront for your selected category by balancing conversion performance and acquisition cost.
It combines the CR Index and the CPA Index:
**Opportunity Score = (CR Index + (100 − CPA Index)) / 2**
The score is directly proportional to the CR Index: a higher conversion rate results in a higher score. It is inversely proportional to the CPA Index: a lower acquisition cost results in a higher score. The linear weighting prevents either metric from dominating the score, so a market with a low CPA but poor conversion performance will not automatically receive a high Opportunity Score. The CPM Index is provided as an additional benchmark and does not affect the Opportunity Score.
Scores from **67 to 90** are labeled **High** and shown with a green badge. Scores from **34 to 66** are labeled **Medium** and shown with a yellow badge. Scores from **10 to 33** are labeled **Low** and shown with a red badge.
### How to interpret the score
A High Opportunity Score indicates that a market performs favorably relative to the other markets within the same category and placement for the displayed data period. The score compares markets against each other rather than against a fixed standard, so use it to shortlist markets for your selected category, then review the individual indexes to understand what drives each score.
### Keyword Bid Recommendations
Keyword Bid Recommendations identify the app's top 50 spending keywords based on total spend over the last 28 days. If fewer than 50 eligible keyword × storefront pairs have sufficient Impression Share data, only the available eligible pairs are included.
Each keyword is assigned to one of three recommendation buckets: Increase Bid, Decrease Bid, or Keep Stable. The classification is based on the relationship between Impression Share and Bid/CPT headroom in the last 28 days.
### Impression Share levels
**Weak:** below 30%
**Medium:** 30% to 70%
**Powerful:** above 70%
### Headroom levels
**Tight:** 1.05x or less
**Normal:** above 1.05x and up to 1.25x
**Excess:** above 1.25x
In general, low Impression Share combined with tight headroom indicates an opportunity to increase the bid. Strong Impression Share combined with excess headroom indicates an opportunity to decrease the bid.
### Recommendation buckets
**Increase Bid:** Low Impression Share or a tight auction. Increase the bid to gain position.
**Decrease Bid:** Strong position with excess spend. Reduce the bid to save budget.
**Keep Stable:** Balanced position. The current Impression Share and Bid/CPT headroom do not indicate a clear need for a bid increase or decrease, so the current bid is kept.
### Budget Utilization
Budget Utilization analyzes the top 50 campaigns by spend and groups them according to how much of their daily budget they use over the last 28 days.
**Budget Utilization** is the average daily budget consumption percentage over the last 28 days. A low value indicates underspending, while 100% means the full budget was used.
### Budget Utilization buckets
**High Budget Utilization (90% or more):** The budget is nearly fully utilized. Consider increasing the daily budget to capture more opportunities.
**Medium Budget Utilization (70% to 89.9%):** The budget is partially utilized. Review targeting or bid settings to improve spend efficiency.
**Low Budget Utilization (below 70%):** A significant portion of the budget remains unused. Consider reallocating it to better-performing campaigns or reducing the budget.
### Average unused budget
Average unused budget represents the difference between the average daily budget and the average daily spend:
**Average unused Budget = Average Daily Budget − Average Daily Spend**
Each bucket shows the average unused budget of the campaigns in that bucket.
### Related links
[How to review recommendations in App Performance](https://helpcenter.mobileaction.co/en/how-to-review-recommendations-in-app-performance?hsLang=en)
[Understanding App Performance metrics](https://helpcenter.mobileaction.co/en/understanding-app-performance-metrics?hsLang=en)
[App Performance FAQ](https://helpcenter.mobileaction.co/en/app-performance-faq?hsLang=en)
---
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