Measure Results

Understanding reports

Access the Search Ads Reports dashboard for a deeper view into your campaign performance. You can view by date, ad groups or keywords and plot a variety of metrics:

  • Spend
  • Taps
  • App downloads
  • TTR (tap-through rate)
  • Average CPA
  • Average CPT (cost-per-tap)
  • Impressions

You can also filter data by device. When looking at the date range, keep in mind that the default range is for the past seven days, excluding the current day.

Note: There may be a delay of up to three hours to view latest data. Reports do not include data for in-app purchases. Also, Search Ads does not support the use of third-party tracking URL variables. However, If you want to track the lifetime value of your customers, consider implementing the Search Ads attribution API.

The chart you see on the page will automatically change according to the parameters you select. Use the menu above it to select your metric options, and choose which type of report from the navigation on the left.

How to find reports

To get to the Reports dashboard, log in to your account. You’ll see the Campaigns dashboard. Next:

  • Select the campaign you want to view.
  • From the Ad Groups dashboard, click the Reports dashboard.
  • Choose how you want to view and filter your detailed report.

Note that if you are selecting more than 30 days of data, your report can only be viewed on a weekly basis.

How to read reports

1) Chart view
The chart view at the top of the Reports dashboard gives you a snapshot of your performance metrics by date. You can filter your view and compare metrics for a deeper dive into your campaign data. Note: The date view is the only one that allows you to select multiple metrics.

Filter options will appear in the top left corner of the charts and once applied, will persist until you remove or change them. When you adjust the filters you’ll see a new visual immediately.

2) Table view
A table combines the totals for each group within your chosen view, according to the filter and metric you’ve selected. Your available filters depend on your view.

Note: Metrics are reported in your account’s time zone. To review metrics in the same time zone as your billing transaction history, select UTC in the time zone menu in the footer. Your chosen date range may change slightly to reflect UTC time differences. The search terms, age, gender, and location reports are not viewable in UTC.

Change the date range of your performance view

A menu on the right side of the page offers date ranges that include Today, Yesterday, Last 7 Days, This Week, Last Week, Last 30 Days, Last 4 Weeks, Last 12 Weeks, This Month, Last Month, and a Custom Range.

Gender, Age, and Location “User Withheld” in the reporting view

If you did not apply audience refinements within your ad group or campaign, a category titled “user withheld” may appear beneath the age, gender, or location sections in your reporting view. This reflects that some users who saw your ad had enabled “limit ad tracking” or disabled location services on their device.

Age-range reporting

When viewing your reports by age, metrics are grouped into the following preset age groups: 18‑24, 25‑34, 35‑44, 45‑54, 55‑64, 65+. This means that you may see impression results that appear to be for a wider age range than you selected. However, we only target the ages you specify within each group. For instance, if you select 18 to 38, your report shows impressions in the ranges 18‑24, 25‑34 and 35‑44.

“Low Volume” indicator in the reporting view

Some reports may return a value of “low volume.” This means the data you’re requesting is below Apple’s privacy threshold. For example, search terms must reach at least 10 impressions, otherwise the “low volume” value will appear in your search term report. Age, gender, or location reports require at least 100 impressions before Search Ads can show any values.

Report definitions

Not sure what you’re looking at, or looking for? Here’s a guide to the words and acronyms you’ll see as you sort your Search Ads performance data.

The number of times your sponsored ad appeared in App Store search results within the reporting time period.

The number of times your ad was tapped by users within the reporting time period.

The total number of downloads or redownloads resulting from a sponsored ad within the reporting period. Search Ads conversions are attributed within a 30-day tap-through window.

The tap-through rate (TTR) is the number of times your ad was tapped on by customers divided by the total impressions your ad received.

The conversion rate (CR) is the total number of conversions received within a period divided by total number of taps within the same period.

Average CPA
Average cost-per-acquisition (CPA) is total spend divided by the number of conversions received within a period.

The sum of the cost of each customer tap on your ad.

Search term
Search terms are keywords and phrases that people have used to find the particular type of app they’re looking for.

Match source
The match source column tells you whether your impression was the result of Search Match or a bidded keyword.

Mobile Measurement Partners

Monitoring results of your campaigns is an important step to ensuring you’re meeting your business objectives. To help track your campaigns’ performance, you can integrate with a mobile measurement partner (MMP). MMPs interact with various marketing channels independently to count app installs and track post-install events. Most MMPs incorporate data from the Search Ads Attribution API into their solution. However, MMP methodology for conversion attribution has some key differences when compared to Search Ads:

  • Source of download data
    Search Ads: App Store verified download following a tap on a Search Ad.
    MMP: Download inferred by last ad touch before the first open of the app.
  • Attribution window
    Search Ads: 30 days from tap on a Search Ad.
    MMP: 7‑28 days from first open of the app.
  • Redownloads
    Search Ads: Reported as redownloads and included in the reported conversion count viewed in Search Ads Advanced Campaigns dashboard, Campaign Management API, and Attribution API.
    MMP: May be attributed as only a re‑open of an app.
  • Limit Ad Tracking (LAT) On conversions
    Search Ads: Included in the reported conversion count viewed in Search Ads Advanced Campaigns dashboard and the Campaign Management API.
    MMP: Not able to be attributed due to Apple’s Privacy Policy.

If you’re using an MMP or the Search Ads Attribution API directly, you may find the insights into Limit Ad Tracking and redownload aggregated conversion counts in your Campaigns dashboard useful in reconciling conversion count differences.

Several MMPs are still in the process of incorporating these insights into their platforms. If your MMP is not providing you with redownload conversions in your dashboard, we recommend you speak to your MMP about when you might have access to this data.

Attribution API

About the Search Ads API

The Search Ads Attribution API enables you to track and attribute app downloads that originate from Search Ads campaigns. You can implement it directly, or with a third-party attribution solution. Search Ads’ attribution API makes it easy to accurately measure the lifetime value of newly acquired users and the effectiveness of your advertising campaigns.

API Benefits

By adding just a few lines of code to your app, you can easily understand the value of different customer groups over time and the keywords that drove their conversion. You can use this information to optimize your CPT and CPA targets for different keywords, ad groups and audiences.

API Requirements

The app must be enabled with the Search Ads Attribution code to track attribution.

You can enable your app for attribution at any time, to track app downloads driven by Search Ads campaigns.

The attribution only applies to users running iOS 10 or greater, who have tapped on a Search Ads campaign, and have downloaded the app within 30 days.

How to implement the API

To enable your app for attribution, follow these steps:

  1. Add the iAd framework to the Xcode project file for your app.
  2. Import the iAd headers in the file containing your attribution code:
    #import <iAd/iAd.h>
  3. Check for Search Ads attribution, and use the result in your campaign reporting.
// Check for iOS 10 attribution implementation
if ([[ADClient sharedClient] respondsToSelector:@selector(requestAttributionDetailsWithBlock:)]) {
NSLog(@"iOS 10 call exists");
[[ADClient sharedClient] requestAttributionDetailsWithBlock:^(NSDictionary *attributionDetails, NSError *error) {
// Look inside of the returned dictionary for all attribution details
NSLog(@"Attribution Dictionary: %@", attributionDetails);

Here’s the response object (version 3.1) from the attribution API that contains campaign hierarchy details, bidded keyword, download date and click date.

"Version3.1" = {
"iad-attribution" = true;
"iad-org-name" = "Light Right";
"iad-campaign-id" = 15292426;
"iad-campaign-name" = "Light Bright Launch";
"iad-purchase-date" = "2016-10-14T17:18:07Z";
"iad-conversion-date" = "2016-10-14T17:18:07Z";
"iad-conversion-type" = "Download";
"iad-click-date" = "2016-10-14T17:17:00Z";
"iad-adgroup-id" = 15307675;
"iad-adgroup-name" = "LightRight Launch Group";
"iad-keyword" = "light right";
"iad-keyword-matchtype" = "Broad";
"iad-creativeset-id" = "456093";
"iad-creativeset-name" = "Nature Images";

View full API documentation.


Search Ads and privacy

All Search Ads data collected by Apple is subject to the Apple Privacy Policy, and Apple does not sell the data to third parties. Search Ads does not use users’ personal data from other Apple services such as Maps, Siri, iMessage, and iCloud, or from users’ devices through services and functionality such as Health, HomeKit, email, contacts, and call history.

Users may also opt out of receiving targeted ads by using Limit Ad Tracking. Limit Ad Tracking is enabled by default for children’s Apple ID accounts.

Download attribution for Search Ads is done in a manner respectful of privacy. Once a newly acquired customer opens your app, your app queries the customer’s device to determine whether the download can be attributed to Search Ads:

  • Attribution data is retrieved using an identifier not associated with an Apple ID.
  • You can only perform a query for a current customer of your app.
  • Users can limit ad-tracking to prevent the query.

For more information, please view Search Ads and Privacy.