Share of Voice in Apple Search Ads | Apple Ads Guide
Available only for the Marketing membership.
Share of Voice (SOV) in ASO.dev helps you understand how much ad visibility your app receives in Apple Search Ads for selected keywords.
Ads 1 and Ads 2 in Search Results
Since March 2026, one App Store Search Results page for a keyword can include two ad slots within this placement. ASO.dev tracks both: Ads 1 is the top Search Results ad, and Ads 2 is the second Search Results ad slot in the same results page (the 3rd overall result position).
SOV shows more than whether your ad appeared. It helps you compare your position with other apps: how often users see your app, which competitors appear next to you, and who is taking attention in App Store search results.
How to Use SOV
Section titled “How to Use SOV”Add the keywords that matter most to your ad strategy: brand terms, priority categories, competitor keywords, and high-value commercial searches.
You can then track how your visibility changes by country and over time. If your share drops, it is a signal to review bids, creatives, Custom Product Pages, or competitor activity. If SOV grows, your app is winning more ad attention for the selected keywords.
Limits
Section titled “Limits”SOV has limits for tracked keywords:
- 200 keywords per user
The user limit helps distribute keyword tracking across a team, while the workspace limit keeps each workspace focused on the most important keywords.