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Advanced | Measure Results

Reporting options and definitions

Within your Apple Search Ads Advanced account, you have three options for viewing performance data:

Campaigns dashboard

Access convenient, top level metrics at a glance within your Campaigns dashboard, Ad Groups dashboard, or Keywords tab. Performance data for keywords, search terms, and Creative Sets is also available at the ad group level under each element’s corresponding tab.

Charts dashboard

See data in bar graphs, in charts, and as trend lines to quickly visualize performance over time. You can view a variety of key metrics by date, ad group, or device, or according to specific audience refinements.

Custom reports

Create customized reports to see data the exact way you want it. Choose report dimensions, metrics, and granularity; run expansive queries at any level within your campaign group; and easily schedule reports to run once, daily, weekly, or monthly.

Note that there may be a delay of up to three hours to view latest data. Reports do not include data for in-app purchases. Also, Apple Search Ads doesn’t support the use of third-party tracking URL variables. However, if you want to track the lifetime value of your customers, consider implementing the Apple Search Ads Attribution API.

Report definitions

The following terms are used in each type of Apple Search Ads reporting:

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

Average CPT
Average cost-per-tap (CPT) is the average amount you’ve paid for a tap on your ad.

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

Dimensions
A dimension is an element of your Apple Search Ads campaign that can be included in a custom report. For example, campaign ID or CPT bid. Dimensions appear as rows in your custom reports.

Impression Share
The share of impressions your ad(s) received from the total impressions served on the same search terms, in the same countries and regions. Impression share is displayed as a percentage range, such as 0‑10%, 11‑20%, and so on. This metric is only available in predefined Impression Share reports.

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

Installs
The total number of conversions from new downloads and redownloads resulting from an ad within the reporting period. Apple Search Ads installs are attributed within a 30-day tap-through window.

LAT Off Installs
Downloads from users who have not enabled Limit Ad Tracking (LAT) on their device.

LAT On Installs
Downloads from users who have enabled Limit Ad Tracking (LAT) on their device.

Match Source
This identifies whether your impression was the result of Search Match or a bidded keyword.

New Downloads
These represent app downloads from new users who have never before downloaded your app.

Rank
How your app ranks in terms of impression share compared to other apps in the same countries and regions. Rank is displayed as numbers from 1 to 5 or 5+, with 1 being the highest rank. This metric is only available in predefined Impression Share reports.

Redownloads
Redownloads occur when a user downloads your app, deletes it, and downloads the same app again following a tap on an ad on the App Store, or downloads the same app on an additional device.

Search Popularity
The popularity of a keyword, based on App Store searches. Search popularity is displayed as numbers from 1 to 5, with 5 being the most popular. This metric is only available in predefined Impression Share reports.

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

Spend
The sum of the cost of each customer tap on your ad over the period of time set for your reporting.

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

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