Overview
A market belongs to a store, country and language. App Store and Google Play keyword rankings are separate, so compare observations within the same store and market.
You choose your markets when you set the agent up, and you can change them at any time.
Choosing markets
The markets step lists every storefront your app could be in, filtered by Search storefronts. Pick up to five: each is researched independently, so the review load grows with the count.
Localized and not localized
Markets your listing already has appear under Localized, and the rest under Not localized. Your listing's main market is marked Primary.
On the App Store, the agent can open a localization you do not have yet. It asks first, because that is a change to your App Store listing rather than something Spek keeps to itself.
Why there is no global score
Search rankings are computed per storefront. A keyword that is easy in one market can be impossible in another, and the words people search differ even between two markets that share a language.
So there is no single number for how good your ASO is, and Spek does not offer one. Every metric you see belongs to one market and does not transfer.
Common questions
How many markets should I run?
Start with two or three, and never more than five. Breadth costs review time, and the first pass teaches you more than coverage does.
Choose markets with a clear product reason and a reviewer who can assess the language. Expansion is easier after the first set of proposals has been evaluated. Track results within each storefront rather than combining unrelated observations into one apparent worldwide outcome.
Can Spek translate my listing into a new market?
It drafts for that market from that market's own research, which is not the same as translating. A translated listing usually misses the words people there actually search.
Why can two countries using the same language need different reviews?
People can use different search phrases, encounter different competing apps and respond to different product examples even when the listing language is shared. Review the relevant storefront's observations and the audience you intend to reach. A successful wording choice in one market is a useful hypothesis for another, not proof that it will have the same result. Keep the store, country and locale visible in reports so a local observation does not become an unsupported statement about every user who speaks that language.
How can I expand market coverage without overwhelming reviewers?
Start with markets where you can evaluate the language and product fit, complete the review, and then add further scope as your team can support it. Assign a responsible reviewer for each locale and keep publishing decisions separate from the request for research. More coverage means more text and context to check, not just more rows in a selector. A deliberate expansion helps preserve brand consistency while still allowing each market's keywords and wording to reflect its own audience.
What should I compare when reviewing a market's progress?
Use the same store, storefront and relevant tracked keywords over a clearly stated observation period. Note any listing changes or changes to the set you are reviewing, because those affect the context of the comparison. Search visibility and keyword positions describe a particular slice of store search, not the whole app business. Bring in your own store analytics if the decision also concerns downloads or conversion, and label those separate sources rather than combining them into an unexplained global ASO score.
Does selecting a market mean the app is fully ready for that audience?
No. Research and listing localization are parts of market preparation. Your team still needs to confirm that the app experience, support, product claims and any region-specific availability match what the listing promises. For an App Store localization that does not exist yet, read the confirmation before opening the provider record. Review the final draft in the selected language and check the store's release state separately. A selected market is the scope of work, not a certification that every launch requirement is complete.