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Mobile App Insights


Mobile App Insights is an app created by Mobile Action. It is a set of tools to help you analyze and optimize your mobile app performance. It can be found in the Semrush App Center.  

How Can Mobile App Insights Help Me?
What Is Included in Mobile App Insights?
App Profile
ASO Keywords
Category Rankings
Search Ads Intelligence
How Do I Find And Track an App?
What Is The Visibility Score?
What Is The Chance Score?
What Is The Search Ads Visibility Score?
What Is The Popularity Score?
What Is The Search Score?
What Is The Difficulty Score?
What Is Impression Share?

How Can Mobile App Insights Help Me?

Here are a few ways Mobile App Insights might help you:

  • Track the performance of up to 40 mobile apps.
  • Find and target high-impact keywords
  • Analyze search performance over time
  • Analyze and improve your app’s visibility score
  • Optimize your paid search ad strategy
  • Analyze the performance of competitive apps in your category 


A subscription for Mobile App Insights is $49/month. 

More information about pricing can be found here.

What Is Included In Mobile App Insights?

The tools included in Mobile App Insights are broken out into four tabs: App Profile, ASO Keywords, Category Rankings, and Search Ads Intelligence.

Each tab includes a header that allows you to toggle between the apps you are tracking, called Watched Apps, and the country being viewed. The header also includes basic information about the app:

  • Publisher
  • Category
  • App Store
  • IAP (In App Purchases)
  • Price
  • Visibility Score

App Profile

The App Profile is the first screen you see when you enter the app. It acts as a dashboard to show you basic information about your app and its performance.

Some information, such as metadata, publisher descriptions, and screenshots of the app on various devices, is pulled directly from the app’s page in either the Apple App Store or Google Play.

Important information found on the App Profile:

  • Category Performance: This is a visualization of your app’s performance over the past 90 days. More information about this can be found in the Category Rankings tab.
  • Keywords by Download: This list tells you the estimated percentage of organic downloads generated by each keyword, plus other information about your search performance in the app store, the amount of competition, and your Chance Score.
  • Search Ads: This is a short list of keywords you are bidding on, plus your share of impressions versus your competitors for each keyword

ASO Keywords

The second tab, ASO Keywords, allows you to find and track keywords you are interested in, as well as the keywords of any competitors you have added. ASO stands for App Store Optimization.

All of the keywords you choose to track will be added to the Keyword List at the bottom of the ASO Keywords page. You may track up to 400 keywords in total across all of your Watched Apps. The Keyword List also provides relevant information about all of your selected keywords, including:

  • Brand Keywords: A keyword directly related to the branding of an app, usually containing the name of the app 
  • If there are any Search Ads on this keyword
  • Search Score
  • Difficulty Score
  • Total number of apps ranking for that keyword
  • Your app’s rank 
  • Related keywords
  • Whichever color you have assigned to that keyword, for sorting purposes

There are a few different ways to add keywords to the Keyword List. 

If you already know which keywords you want to track, you can add them manually. Simply type all the keywords you want to track into the Add Keywords field at the top of the page, separated by commas, and click the blue Add Keywords button.

Mobile App Insights image 1

Mobile App Insights will also suggest keywords for you to track. These are broken down into a few categories, which are found in the menu on the left side of the page. 

Click on the category you are interested in to view all of the suggestions. Any keyword you are not already tracking will have a plus sign next to it. Click on it to add that keyword to your Keyword List. If you’d like to add all of the suggested keywords in a category to your Keyword List, click on Track All on the right side of your screen.

Category Keywords will automatically suggest keywords that pertain to your app’s category. This would be something like Music, Social Media, Health & Fitness, etc. 

Competitor’s Keywords helps you view and track keywords that your competitors are targeting. In order to use this category, you need to have added at least one competitor. Use the drop down menu above the suggested keywords field to toggle between competitors whose keywords you are viewing.

Mobile App Insights image 2

Keywords by Description pulls keywords from your app’s description. It also analyzes how many times that keyword was used in the description.

Keywords by Download helps you find and track more keywords based on the estimated percentage of downloads they bring to your app. You can also view the performance of your current tracked keywords by download on the App Profile tab.

Keyword Research helps you find related keywords. To use it, enter a keyword you like into the search field. Your search results will generate a list of relevant suggestions. Related keywords can also be found in the Keyword List.

Ranked Keywords helps you find keywords your app is already ranking for. Use the drop-down menu above the suggested keywords field to filter your results based on where your app ranks in the search results for that keyword. For example, you could choose to view only keywords where you are ranking #1, or only keywords where you are above 100. 

To remove a keyword from your list, click on the trash bin icon in the correct row. 

Mobile App Insights image 3

Category Rankings

The Category Rankings tab is a more detailed version of the Category Performance graph in the App Profile. On this tab, the header allows you to choose the date range for the data you want to look at. On the top row, all the way to the right, click on the calendar icon to choose the range you’re interested in.

Mobile App Insights image 4

In the center of the page, you’ll find a line graph that looks similar to the Category Performance graph on the App Profile. The Category Rankings graph allows you to view not only your app’s performance in its category, but also your competitors’ performance, as long as that data is available.

Mobile App Insights image 5

At the top of your graph, you can toggle between a few different views:

  • Grossing vs. Free
  • All Categories vs. your specific category
  • Device type (e.g. iPhone, iPad, etc.)

Click on the options you want, and the graph will automatically adjust.

Below the Category Rankings graph, you’ll find the Last Day Rankings chart. This chart shows your and your competitors’ performance overall and in your category over the last day. You can also compare Visibility Scores. If you’re not sure why one of your competitors is not appearing in the Category Rankings graph, it may be because the information is not yet available. Check this chart to see if any of the fields are still empty.

Mobile App Insights image 6

Search Ads Intelligence

The Search Ads Intelligence tab looks at the performance of all of your paid ads for any app using Apple Search Ads. 

Similar to Category Rankings, the header has a few extra options. You’re able to choose the date you want to look at, and also toggle between the Search by App and Search by Keyword sections. Additionally, you have a new score: the Search Ads Visibility Score.

Mobile App Insights image 7

Search by App

Search by App is the default view when you enter the Search Ads Intelligence tab. Here, you’re able to view all of the keywords your app is bidding on, as well as your share of impressions for that keyword, compared to the Impression Share of other apps competing for that same keyword. 

Mobile App Insights image 8

Up to four competitors for a keyword will be visible at a time. To view a complete list, click the See More icon. You will be directed to the Search by Keyword section with a search for that keyword automatically performed.

In addition to Impression Shares, you can also view your app’s organic search performance, and the Popularity Score of that keyword in the Apple App Store. 

To add any keyword on this page to your Keyword List, click Track in the last column on the right. To add all of the keywords to your list, click Track All at the top of that column.

Search by Keyword

Search by Keyword allows you to view more detailed information about Search Ads performance and competition on a specific keyword. You can search for a keyword you’re interested in a few different ways.

First, you can click See More from the Search by App section to search for that keyword automatically. Second, you can use the search field at the top of the section to enter your keyword manually.

On this page, you may notice that the header looks a little different. It tells you:

  • The Popularity Score for that keyword
  • Your Chance Score
  • The total apps that rank on that keyword
  • The number of apps running ads on that keyword

Mobile App Insights image 9

Below that, all of the apps running ads on that keyword are listed. By default, they are listed in order of Impression Share, but you can change the order by clicking on any column header. In addition to Impression Share, this chart tells you organic search performance of each app for that keyword, the app’s Search Ads Visibility Score, the total number of paid keywords they are running ads on, and their category.

How Do I Find And Track An App?

Using Mobile App Insights, you can view data on an unlimited number of apps, as long as they are available in either the Apple App Store or Google Play. You can also track the performance of up to 40 apps using your Watchlist.

The first time you open Mobile App Insights, you will see a Welcome screen, which prompts you to set up the app by choosing the following:

  • An app you want to add to your Watchlist
  • A country whose data you want to look at (required)
  • A competitor (optional)
  • A keyword

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Once you’re happy with your selections, click “Ready to go” to begin using Mobile App Insights. You will also be able to add more apps to your Watchlist, track more keywords, and add competitors later, using the app’s main interface.

To find an app you are not tracking, use the search bar to the right to search for it by name or Track ID. 

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You can locate your app’s Track ID in its URL, preceded by “ID” as follows (underlined in red):

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After you have located your app, click on the search result to view it. Once you’re viewing it, click on the green plus sign beside its name to add it to your Watched Apps. 

Watched Apps are indicated by a gray check mark beside the app’s name. To remove an app from your watch list, click on the check mark, and follow the on-screen prompt to confirm that you want to remove it. 

In order to toggle between apps on your Watchlist, simply click the drop down arrow on the top left and select from your list. 

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You may also add up to five competitors. To do this, click on an empty competitor slot in the header, and search for the app by name and click on the correct search result.

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You will be able to manage your Watched Apps list, as well as add and remove competitors, from any screen within the app. To remove a competitor, click on the X next to its name.

Please note that if your app is available for both Apple and Android, you will need to track each version separately.

What Is The Visibility Score?

The Visibility Score is a metric that helps to track your app’s performance, specifically its potential organic search impressions. It is calculated by gathering the top ranking keywords overall in both app stores, and then measuring each app’s potential share of organic impressions, scaled based on each keyword’s search volume. For iOS apps, this number is the same as Apple’s Popularity Score whenever possible.  

What Is The Chance Score?

The Chance Score is a metric that shows your app’s chances to rank in the top 10 for a certain keyword. This metric is based on how competitive the current top 10 ranking apps are for that keyword, compared to all of the apps currently ranking for that keyword. The score ranges from 0 to 100, with a score of 100 having the highest chance of ranking in the top 10.

What Is The Search Ads Visibility Score?

The Search Ads Visibility Score is a metric that specifically measures paid search visibility, similar to the way the Visibility Score measures organic search. It is calculated by gathering all of the keywords an app is bidding on using Apple Search Ads (or ASA) and the Popularity Scores for those keywords.

What Is The Popularity Score?

The Popularity Score is a metric originating with Apple Search Ads. It estimates how popular a keyword is with users of the Apple App Store, based on how frequently that term is searched for.

What Is The Search Score?

The Search Score is a metric that calculates the estimated search volume for a given keyword in either Google Play or the Apple App Store. It is calculated by benchmarking on a scale from 0 to 100, with the most popular keyword earning a Search Score of 100. For iOS Apps with Apple Search Ads, this number correlates directly with the Popularity Score.

What Is The Difficulty Score?

The Difficulty Score is a metric that estimates how difficult it might be to win the top ranking for a given keyword. It is calculated based on the Visibility Scores of the top 10 apps ranking for that keyword, relative to each app’s ranking. Difficulty Score ranges from 0 to 100, with 100 being the most difficult.

What Is Impression Share?

The Impression Share is a metric that uses statistical sampling to estimate the amount of impressions an app’s Search Ads receive, compared to the total amount of impressions it might be possible for that app to get. This metric is only available to apps with Apple Search Ads.


If you have other questions about the App Center or the Mobile App Insights app, please email us directly at

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