Google users can enable Web & App Activity in their personalization settings. When activated, this feature customizes search results based on the user’s previous activity. This personalization is extending to Google Play, where search results will become more individualized. As a result, the search rankings on Google Play may vary significantly from user to user. This change could impact the accuracy of ASO (App Store Optimization) third-party tools that track Google Play search rankings. These tools may no longer provide a universally applicable view of app rankings. The shift towards personalized results could potentially challenge traditional ASO strategies and metrics.
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