Overview
A market is one storefront and one language. It is the unit everything in Spek is scoped to, because it is the unit the App Store ranks in.
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.
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.
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.