How to view results

When you’ve signed in to your account, you’ll see your dashboard.

The default view is current month, but you can choose to look at last calendar month or last three calendar months.

Understanding your dashboard

Installs — Total downloads of your app onto a user’s device.

Avg Cost-Per-Install — Your total spend, divided by the total number of installs, during the specified period.

Spend — The amount spent during the specified period.

Status — Indicates the current state of your app promotion i.e. running, paused or on hold.

Maximum Cost-Per-Install (CPI) — The maximum amount you are willing to pay for an install of your app.

Monthly Budget — This is the most you want to spend every calendar month.

Tips to help improve results

There are many factors that affect how your ads perform, including relevancy, your max cost-per-install amount compared to your competitors and user response to your ad.

Best practices

  • Your app title, descriptions and keywords are one of the considerations Search Ads uses to assess your app’s relevance for specific search queries so you should take great thought in crafting them. Search Ads Basic also uses the app name, subtitle, description, preview videos and screenshots approved for your App Store product page to create your ad. Take the time to review your app metadata in iTunes Connect before you start using Search Ads Basic. Review App Store metadata best practices. Note: If you change your App Store metadata, it can take up to 24 hours to be reflected in the ad preview within your account, and up to two hours for it to be reflected in your ad on the App Store.
  • If your ad is not delivering results, consider raising your maximum cost-per-install to increase the likelihood of your ad being shown.
  • The right business model for your app will balance your goals with your target market’s expectations, and can also affect the performance of your app in App Store search, including Search Ads. If you have tried the above and are still not seeing results, it’s a good idea to review App Store best practices for choosing your business model.


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.

No ads will be show to Apple ID accounts register to a minor aged 13 or under, or an account that is registered as a Managed Apple ID. No ads age 17+ will be shown to accounts registered to Apple IDs below the age of 18.