Apple Ads Search Popularity Score Explained
What Apple's search popularity score means, how to read it, where to find it, and why it is a relative signal rather than App Store search volume.
In this article
Short answer
Search popularity is Apple’s relative indicator of how popular a keyword is in Apple Ads, where a higher score means more popular. It is the best first-party signal available, but it is not a search count, so use it to compare terms rather than to predict downloads.
What does Apple say it means?
Apple’s Ads glossary calls search popularity a relative indicator of a keyword’s popularity, and says it is displayed on a scale from 1 to 5, with 5 the most popular. It appears alongside keyword recommendations in your Apple Ads account.
Apple has also said it does not provide keyword-level data in App Store Connect, so there is no first-party figure for searches on a keyword.
Why do some tools show scores up to 100?
You will see scores above 5 in many ASO tools, including OpenASO. Apple’s documentation describes the 1 to 5 scale, but tools that read Apple Ads data report a finer scale with values up to 100. ASO.dev reports on these bands, for example.
So when you compare numbers, check which scale you are reading, and do not assume that two tools mean the same thing by the same number.
The data can also shift. ASO.dev reported that the number of US keywords scoring above 5 fell from 178,001 to 21,238, then recovered to 204,476 by October 28, 2026. That is a third-party count, but it is a good reminder not to treat small changes as real demand changes.
How should you use it?
Popularity answers one question: of these terms, which do more people search? Three habits make it useful:
- Compare within a group. Line up five ways to say the same thing and pick the strongest.
- Pair it with competition. A popular term that you cannot rank for earns nothing. Check who holds it with the keyword rank checker.
- Watch for direction. A term that climbs for weeks is worth more attention than one that moved once.
Keep low scores in play. A specific term with a low score can convert better than a broad one, because the person searching knows what they want. Keyword research covers how to weigh both.
What does a popularity decision look like?
Here is a made-up example for a meditation app choosing a term for its subtitle. The scores are illustrative, on a 1 to 100 scale, so the comparison is what matters.
| Keyword | Popularity | Top 10 picture | Decision |
|---|---|---|---|
| meditation | 70 | Household names with huge rating counts | Skip for now |
| sleep sounds | 45 | Strong apps, but several poor matches | Worth an attack |
| guided breathing | 22 | Niche apps with modest ratings | Target now |
| box breathing timer | 8 | Few apps match exactly | Keep as long-tail |
The highest score is not the best choice here. A newer app would likely never reach the top of “meditation”, while “guided breathing” could bring downloads this month. Those downloads and ratings then help with broader terms.
How do you get popularity for your keywords?
There are two routes:
- In Apple Ads. Look at keyword recommendations while setting up a campaign. This works for occasional checks, but it is slow for long lists.
- In OpenASO. Connect your Apple Ads account, and popularity fills in next to your tracked keywords and in exports.
Your Apple Ads account has to be fully set up, including payment or tax information, and it must be able to access at least one of your apps. OpenASO only reads popularity. It does not create campaigns, edit your account, or charge your card.
Sources
Checked November 1, 2026.
Frequently asked questions
What is search popularity in Apple Ads?
Apple defines it as a relative indicator of a keyword's popularity, meant to show which keywords in search results campaigns might matter most for promoting your app.
Is search popularity the same as search volume?
No. It is a relative indicator, not a count of searches. Apple has said it does not provide keyword-level data in App Store Connect, so treat any volume figure from a third party as an estimate.
Do I need to run ads to see search popularity?
You need an Apple Ads account that is fully set up, but reading popularity through OpenASO does not create campaigns or spend money.
OpenASO publishes this article and makes a competing ASO app. Spotted something out of date? Send a correction.