Rank Tracker reports the same four measures at three levels — portfolio, project, product — and they mean the same thing at each. Learning them once is most of learning the screen.

The one to be careful with is **Visibility**, because it is an average of averages, and averages hide the thing you most want to find.

[Watch the walkthrough](https://kb.trackiq.com/kb-assets/kbvideo-rank-metrics-explainer-a19549c4.mp4)

*Prefer to watch? Seventy-nine seconds on the four columns, and the zero that drags a project down.*

## **The four measures**

![The Rank Tracker portfolio — the same columns at every level](/kb-assets/shot-b25-rank-top-0fab8e.png)

| Measure | What it is | Direction |
|---|---|---|
| **Visibility** | share of voice across the keywords you track | higher is better |
| **Avg Position** | mean organic rank across those keywords | **lower is better** |
| **Top 10** | how many tracked keywords rank in the first ten | higher is better |
| **Amazon's Choice** | badges held across the set | higher is better |

Two of the four move in opposite directions, which is the single most common misreading of this screen. A project whose Avg Position went from 14.4 to 20.5 got **worse**. See [**Tracking the Amazon's Choice Badge**](https://kb.trackiq.com/hc/knowledge-base/articles/tracking-the-amazons-choice-badge) for the fourth.

## **Visibility averages upward**

A product's visibility is its share of voice across the keywords tracked for it. A **project's** visibility is the plain mean of its products'. The **portfolio** figure is the plain mean of the projects'.

That is worth stating plainly, because it means a single dead product silently drags a project down:

| Product | Visibility |
|---|---|
| MGO 80+ Squeezy | 76.00% |
| Raw Manuka Honey MGO 30+ | 96.00% |
| Manuka Honey Squeezy MGO 182+ | 68.00% |
| MGO 80+ Squeezy (second listing) | **0.00%** |
| **Project** | **60.00%** |

![A project whose average is carrying a zero](/kb-assets/shot-b25-sq-view-7ba90b.png)

The project reads 60% and looks mediocre. It is actually three healthy listings and one that returns nothing — a duplicate listing, a suppressed ASIN, or a product that simply does not rank for these terms.

**So always open the project before believing its headline.** A number in the sixties is either "everything is middling" or "most things are fine and one is broken", and those need completely different responses. A 0.00% row is covered in [**Rank Data Shows Blank**](https://kb.trackiq.com/hc/knowledge-base/articles/rank-data-shows-blank).

## **Avg Position is a mean, so it hides its own shape**

Avg Position tells you the centre. It does not tell you whether you have a tight cluster around #16 or two clusters at #4 and #40 — and those are different businesses.

![Rank distribution beside average position](/kb-assets/shot-b25-exp-exp-631aeb.png)

The product view solves this directly with **Rank Distribution**, a stacked bar splitting the tracked keywords into the standard bands:

**1–3 · 4–10 · 11–20 · 21–50 · 51–100**

An average of 16.5 that is mostly 4–10 with a tail at 21–50 is a strong product with a few terms it should stop chasing. The same 16.5 spread evenly across every band is a product with no clear position at all. Read the distribution first, then the average.

## **Top 10 is the honest one**

Top 10 is a count, so it cannot be dragged by outliers. Nobody argues about whether a keyword is in the first ten.

Use it as the **check** on the other two. A project whose Avg Position improved while Top 10 stayed flat did not win anything that matters — it moved terms from #60 to #40, which changes the mean and changes no customer's behaviour.

Moving a keyword from #11 to #9 is worth more than moving five keywords from #60 to #40. Top 10 is the column that says so.

## **Keywords Covered, on the Compare tab**

![The Compare tab — keywords covered and average best position](/kb-assets/shot-b25-cmp-view-7ba90b.png)

The **Compare** tab swaps in two measures that answer a different question — not "how is this product doing" but "does the project cover its keywords at all":

- **Keywords Covered** — how many keywords have **at least one** product ranking in the top 50, shown as a count and a percentage.
- **Avg Best Position** — the mean of the **best** rank per keyword, across every product in the project.

These are catalog-level questions. Keywords Covered at 96% means one product or another shows up for nearly every term; the gap is the term nothing you sell ranks for. Avg Best Position of 1.8 on a branded project means your own name reliably returns you first.

## **Reading the three levels in order**

**Portfolio** — which project moved? Sort by Visibility, then check Avg Position moved the same way.

**Project** — is it every product, or one? Look for a row far from its siblings.

**Product** — which keywords? Open the **Rank Heatmap** and read the columns right to left.

Three clicks, narrowing each time. Doing it in the other order — starting from a keyword you have a hunch about — is how you spend an afternoon confirming something that was never the problem.

## **What not to conclude**

**Visibility is not traffic.** It is a rank-derived measure across the keywords *you* chose. Adding twenty-five easy terms will raise it without selling a single extra unit.

**Averages across different intents are meaningless.** A project mixing branded terms with broad category terms produces an Avg Position that describes neither.

**A single day is noise.** Amazon search results are personalised and volatile. The heatmap exists because the trend is the signal.

## **Related**

- [**Rank Tracker: Creating Your First Project**](https://kb.trackiq.com/hc/knowledge-base/articles/rank-tracker-creating-a-project) — how the keyword set gets chosen.
- [**Rank Data Shows Blank**](https://kb.trackiq.com/hc/knowledge-base/articles/rank-data-shows-blank) — the 0.00% rows.
- [**Best Seller Rank Tracking**](https://kb.trackiq.com/hc/knowledge-base/articles/best-seller-rank-tracking) — the rank that is not a search rank.
- [**Organic vs Sponsored Rank**](https://kb.trackiq.com/hc/knowledge-base/articles/organic-vs-sponsored-rank) — the second position on every keyword.