Hey John, Thanks for the comment! We’re actually releasing a deeper analysis of Apple Search Ads soon which excludes Brand Traffic. Shoot me an email (email@example.com) and I’ll send it over once that goes live.
It’s also worth noting that while Brand Traffic does boost the conversion rate, some data suggests that user behavior in the App Store is leaning towards Non-Brand or “discovery”. For instance, a recent report found that 72 percent of App Store search queries that resulted in an install were not based on the actual name of the app (http://bit.ly/2lOWVmB). David Gudai from Ideally also has some interesting commentary on the App Store as a discovery tool in the context of Search Ads (http://bit.ly/2lgZ78S).
Look forward to chatting more!