Glossary

What every (i) in Stora means, grouped by topic. The tooltips show the same text.

API and MCP

Ranks & visibility

Keyword market#keyword_market: One tracked combination: keyword × market × store, e.g. "day tracker" on the App Store in the US.; Each combination costs one store request per day.
Rank#rank: Position of your app in the store search results for this term on the day of the scan.; App Store results are captured to position 200; Google Play pages show only about 20 results, so lower positions read as "unranked".
Unranked#unranked: The app was not within the captured results on that day.; Not necessarily absent from the store: below position 200 on the App Store or below ~20 on Google Play.
Δ#delta: Change versus the previous independent day at the same recorded scan depth. Positive means closer to #1.; Repeat scans on the same day are collapsed into one endpoint. A depth change or unknown depth resets the baseline.
Best 7d#best7: Best rank reached in the last 7 days at the current recorded scan depth.; Starts again after a baseline reset.
14d#trend14: Rank on each of the last 14 days; higher on the line is closer to #1, and ticks on the baseline mark days without a rank.; Comparisons stop at a baseline reset. Each line is scaled to its own best and worst rank. Green when the latest rank beats the first, red when it is worse.
Visibility#visibility: Mean of (101 − rank) over the tracked terms observed that day; unranked counts as 0. 100 would mean #1 everywhere.; Computed per market and store; "All markets" averages every observed combination.
Δ 7d#delta7: Visibility points gained or lost versus exactly 7 days earlier, for the same market and store.; Blank when there is no data for that day.
Indexed#indexed: Tracked terms that have any rank today, out of the terms observed today.; A term is "indexed" when the app appears anywhere in the captured results.
Top 10 / Top 3#top10, #top3: Tracked terms where the app ranks 10th or better / 3rd or better today.
Median rank#median_rank: The middle rank among terms that rank today.; Less sensitive to outliers than the average.
Rising / slipping#movers: Terms whose rank improved / worsened by 2 or more positions between the first and the latest day of the window.
Above you#above_you: The apps ranked directly above yours for this term today.
Share of search#share_of_search: Share of your tracked searches on this store where the app appears in the top 10 on the latest scan day.; The change next to it is in percentage points versus 28 days earlier.
Appearances#appearances: Number of your tracked searches (keyword × market) on the latest scan day that show this app in the top 10.; Shown out of your active keyword markets on this store.
Brand term#brand_term: Your app's own name, tracked to confirm the listing is indexed at all.; Excluded from the not-indexed diagnosis.
Primary market#primary_market: The storefront used for the app's headline numbers and portfolio comparison. Change it in the header.
Search depth#search_depth: How many App Store results are captured per term (up to 200).; Ranks 101–200 are the first sign of movement for a new app.
Baseline reset#baseline_reset: A rank observation has a different or unknown scan depth from its predecessor.; No momentum, delta or connected trend crosses this boundary. Comparison resumes with the first two consecutive observations at the same known depth.

Scores

Basis#basis: The source used to calculate a value.; Coverage: live, published keyword copy, draft or unknown. Opportunity: with_popularity or without.
Popularity#popularity: Apple's official search popularity for this term on this storefront, 1–100, from the Apple Ads keyword suggestions API.; Available only with an Apple Ads connection and only for terms Apple returns; "–" means no official value. Not a search volume.
Competition#competition: 0–100 estimate from the top 10 results: their median rating count, how many titles contain the term, how many are rated 4.5+. Higher is harder.; App Store only; Google Play search pages have no rating counts, so it is "–" there.
Opportunity#opportunity: 0–100 estimate of how reachable a better rank is: ease (100 − competition), current position (11–30 is the sweet spot), momentum and, when known, official popularity.; Deterministic, not a prediction. With-popularity and without-popularity scores have different weights; the basis is shown and sorts group by it. Unranked terms have no opportunity score.
Popularity coverage#popularity_coverage: Share of tracked App Store terms that have an official Apple popularity value.

Listing

In listing#in_listing: Whether every word of the term appears in that platform's listing fields.; Apple uses live title/subtitle and the last published keyword copy, or a labelled draft if none exists. Google uses live title/short/long descriptions.
Coverage#coverage: Tracked terms whose words all appear in this platform's fields for this market.; Exact token match, not substring; "day" does not cover "holiday".
Duplicate words#duplicates: Words repeated across App Store title, subtitle and keyword field; Apple ignores repeats, so they waste characters.
Locales#locales: App Store localizations Apple returns for your app: name, subtitle and promotional text per language.; The only public source of the App Store subtitle.

Apple Ads

Paid share#paid_share: Apple Ads impression share for this term: the share of paid impressions your ads received, as a low–high range.; From the Apple Ads impression-share report; needs an active campaign on the term.
Spend 30d#spend30: Apple Ads spend over the 30 report days ending yesterday. Campaign totals and search-term spend are shown separately.; ORTZ is Apple’s reporting timezone. Currencies are never combined.
Tap-new downloads#installs30: New downloads attributed to taps, over the 30 report days ending yesterday.; Redownloads and view-through installs are excluded from this KPI. Total installs remain available in the term detail.
Cost per new download#cpi: Spend divided by tap-new downloads. Unknown when no new downloads were reported; not a measure of ROI.
TTR#ttr: Tap-through rate: taps divided by impressions.
Target CPA#target_cpa: Apple's suggested target cost per acquisition for this app and market, from the Apple Ads target-CPA suggestion.; A benchmark, not your actual CPA.
Impression share#impression_share: Share of all paid impressions for a search term that your campaigns won, per day, as a low–high band.
Waste#waste: Non-core search terms spanning at least 14 report days with 10+ taps, spend and zero tap-new downloads.; Suppressed when every spending route is covered by an active negative or a paused matched keyword.
Winners#winners: Search terms spanning at least 14 report days with 5+ tap-new downloads and a 20%+ new-download conversion rate.; Excluded intent cannot scale. Consider a measured delivery test; profitability has not been established.
Negative candidate#negative_candidate: Terms with 100+ impressions, 2+ taps, zero tap-new downloads and excluded intent, or unknown intent with no profile/metadata token overlap. Core and adjacent terms never qualify.
Genre demand list#genre_demand: Apple's curated list of the most popular search terms in your app's genre and market, with weekly popularity.; A discovery source. It is Apple's fixed list, not your keywords, and not every genre is supported.

Actions & ideas

Evidence gate#evidence_gate: A listing change is recommended only after 3 independent days of data, a rank spread of 8 positions or less, and a clean latest scan for that store.; The gate reason is always shown.
Eligible#gate_eligible: The evidence gate passed for this action.
Priority#priority: 0–100 ordering of actions from the numbers behind them: demand, rank headroom, paid share, spend and conversion.
Ready#tier_ready: Actions whose evidence gate passed: act on them now. An empty ready queue is a valid outcome.; Shown as state open in the API.
Waiting#tier_waiting: Plausible actions whose evidence gate has not passed yet. Each names the missing evidence and moves to Ready by itself when it arrives.; A listing change waits for 3 ranked days, a stable rank, a clean scan, a listing check from the last 7 days and known demand.
Research#idea_research: Ideas kept with their evidence but outside the review queue, because relevance, demand or a second source is missing. They move to To review by themselves.; Each idea lists the reasons it is in research. Undecided ideas unseen for 90 days expire.
Dismissal reason#typed_reason: Why you dismissed a recommendation. Each reason has a consequence: too early comes back when the evidence changes, wrong meaning or wrong market never does.; Reasons are counted in the quality summary.
Precision#precision: Acted-on decisions in the last 30 days, out of those plus dismissals as wrong meaning, wrong market, not useful or without a reason.; Actions done and ideas tracked count as acted. Higher precision can mean fewer recommendations.
Premature#premature_rate: Share of decisions in the last 30 days dismissed as too early: insufficient evidence or no demand yet.
Missed#missed_terms: Keywords you added yourself in the last 30 days that reached the top 10 and that no idea ever proposed.; A recall proxy: it shows what the recommendations did not find.
Idea score#idea_score: Source signal multiplied by intent relevance and demand, rounded to an integer.; Core 1.0, adjacent 0.7, unknown 0.5; known demand 0.6 + 0.4 × popularity/100, unknown demand 0.8. Excluded ideas are dismissed.
Source#idea_source: Where the idea came from: App Store autocomplete, a paid search term with installs, a competitor title, an Apple keyword suggestion or the genre demand list.
Resolved#resolved: An open recommendation stopped firing on recompute.; Kept with resolved_reason = no_longer_firing and resolved_at. A recurring rule can reopen it; manual dismissal remains.
Popularity age#popularity_age: Days since the source observation behind an idea's popularity value.; A null refresh preserves both the prior value and its date; a missing date stays unknown.
Intent#intent: Relevance of a term to the app profile: core, adjacent, excluded or unknown.; Profile patterns classify deterministically. Manual and agent labels survive recompute.
Core intent#intent_core: Directly describes the app’s purpose or use case.; Core terms with mature spend and zero new downloads produce review_term instead of cut_waste.
Adjacent intent#intent_adjacent: Related to the app but outside its central use case.; May become a tracking recommendation; never a negative recommendation.
Excluded intent#intent_excluded: A meaning the owner has ruled out for this app.; Ideas are dismissed with excluded_intent. Terms cannot expand or scale; exclusion takes precedence over other profile matches.
Unknown intent#intent_unknown: No profile pattern or confirmed relevance label establishes a meaning.; Unknown popularity does not block tracking a relevant candidate. Unknown intent cannot produce expand_keyword.
Competitor role#competitor_role: Direct, adjacent, excluded, or discovered when no role is set.; Only direct competitors drive defend. Excluded competitors contribute no title ideas.
Review paid term#review_term: A core-intent term has mature spend and taps but no tap-new downloads.; Check the product page and match type. Priority 60; evidence names cr_new and cpi_new.

Health & collection

Health#health_status: Green: latest scan clean. Amber: warnings such as never-ranked terms or a stale scan. Red: failed jobs or a failing Apple Ads sync.; The exact error text is shown on the Health page.
Scan run#scan_run: One daily (or manual) collection for one app: how many store requests were planned, succeeded and failed.
Never ranked#never_ranked: Keyword markets tracked for 7+ days that never appeared in the captured results.; Prune irrelevant terms or fix listing coverage.
Not found in captured results#not_indexed: At least half of the observed non-brand terms were not found within the recorded scan depth for 3 consecutive days on this store.; This does not prove absence from the store index. Evidence includes the date, depth and brand-excluded denominator.
Collector node#collector_node: A vendor-run process outside Cloudflare that fetches Apple data, because Apple rate-limits by IP.; Google Play is collected in the cloud.
Lane queue#lane_queue: Jobs waiting for a collector node (Apple) or the cloud lane (Google), with the estimated time to finish at the current pace.
Data age#data_age: Hours since the newest snapshot for this source.; Fresh under 30 h; flagged after 36 h without a scan, the same rule as the no-scan alert.
Independent days#independent_days: Distinct UTC days with data in the window; repeat scans on one day count once.

Static copy of docs/GLOSSARY.md, the single source for every tooltip.