🔥 Why SAP scores dropped after Oct 1st 🍏

On October 1, 2025, Apple stopped showing Search Ads Popularity (SAP) for keywords with scores below ~50.
The first to notice this was Igor Kravchenko (@gorniv).
It looked like Apple killed low-frequency keyword data… but here’s what really happened 👇

💎 Apple introduced a new “Monthly Search Term Rank Report” inside Apple Ads cabinet > Insights. 👉 And here’s the kicker: Apple has never shared this data openly before

💎It shows Search Popularity by country and month, with up to 15 months of historical data.

💎 Two metrics are now interesting for us:
- Search Popularity (1–100) → the values all ASO/Apple Ads tools use 👀
- Search Popularity (1–5) → what was hidden behind "blue dots"

⚠️ Current limitations
🔸 Search terms with SAP<37 aren’t shown (didn't find a smaller value)

🔸 Only 7,500 rows displayed

🔸 Still in beta - some features (like charts) don’t work properly.

Takeaway
So, the SAP drop you see in ASO tools = Apple syncing it with this new report, where we cannot see low-frequency data by search terms.
Now we have to wait and hope that Apple will fix this.

📘 Official Apple manual: “Search Term Rank Report”
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Kudos: @max_foux