Understanding keyword rank

Rank is your app’s position in the App Store search results for that term, in the storefront you’re tracking. #1 is the top result; “—” means you’re not in the top 100.

Ranks move for lots of reasons: your metadata changes, a competitor’s changes, seasonality, Apple’s algorithm, or normal day-to-day noise. Small wobbles of a few positions are usually noise; a sustained move of 5+ is a signal.

The delta shown next to a keyword compares the latest check with the previous one.