Measure Results

Reporting overview

Within your Search Ads 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 are also available at the ad group level under each element’s corresponding tab.

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

Custom reports
Create customised 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: 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 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 Search Ads attribution API.

Report definitions

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

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

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

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

A dimension is an element of your 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.

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

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

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

Match source
The match source column tells you 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 installed your app.

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 to an additional device.

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

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

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

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

Campaigns dashboard metrics

From your Campaigns dashboard, you can access performance metrics at-a-glance on any campaign – or go to your Ad Groups dashboard or Keywords tab to view metrics at the ad group or keyword level. Choose a date range from the menu to see data on any or all of the following:

  • Spend
  • Avg CPA
  • Avg CPT(cost per tap)
  • Impressions
  • Taps
  • Conversions
  • TTR(tap through rate)
  • CR
  • New downloads
  • Redownloads
  • LAT on conversions
  • LAT off conversions

Within your Campaigns dashboard, you can also see your budget and daily cap, and filter data by storefront or campaign status. Within your Ad Groups dashboard, you can view your CPA goal, see your default CPT bid and filter by ad group status. Within the Keywords and Search Term tabs, you can monitor CPT bids and filter by match type. Campaigns dashboard, Ad Groups dashboard and Keywords and Search Terms tabs also include totals for all key metrics. And you can download your campaign data from any page.

How to add metrics to your dashboard

On the right-hand side of your Campaigns dashboard, Ad Groups dashboard or Keywords tab, click the Edit columns link. Within Edit columns, simply drag the metrics and information you’d like to show or hide in your reporting.

Using the Charts dashboard

Access the Search Ads Charts 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. Like with Campaigns dashboard reporting, the default time period is set for the past seven days, excluding the current day.

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 Charts

To get to the Charts dashboard:

  • Sign in to your account.
  • Select the campaign you want to view from your Campaigns dashboard.
  • From the Ad Groups dashboard, click the Charts dashboard.
  • Choose how you want to view and filter your 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 Charts

1) Chart view
The chart view at the top of the Charts 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 Charts dashboard

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 reporting shows impressions in the ranges 18‑24, 25‑34 and 35‑44.

“Low Volume” indicator in the Charts dashboard

Some charts 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 chart. Age, gender or location reports require at least 100 impressions before Search Ads can show any values.

Creating custom reports

Custom reports make it easy to access campaign performance data with more flexible reporting options. You can set custom reports to the exact granularity you need, run expansive queries for key metrics at the keyword, ad group, campaign, storefront or app level and schedule reports to automatically run daily, weekly or monthly.

How to find custom reports

Click the Custom Reports link in the upper right corner of your Campaigns dashboard, Ad Groups dashboard or Keywords tab. This will take you to the Custom Reports page where you can create a new report and access your previously generated reports. After a report has been created, you’ll have options to download or delete it.

Using predefined reports

Save time by using predefined reports that are built for common dimensions and metrics. From the Report Type menu, you can choose:

  • Keywords Report: For all keyword performance across all ad groups and campaigns in a single campaign group.
  • Search Terms Report: For all search term and corresponding keyword performance in all ad groups and campaigns in a single campaign group.
  • Creative Sets Report: For Creative Sets results by ad group, campaign, storefront and app within a single campaign group.
  • Ad Groups Report: For ad group-level data by ad group, campaign, storefront and app within a single campaign group.

To further customise a predefined report, feel free to edit its dimensions, metrics and date range. Simply drag in the dimensions or metrics you want to add, or click the X next to the dimensions or metrics you wish to delete. Use the Date Range menu under the report name to adjust the reporting period.

Building a custom report

  1. On the Custom Reports page, click the Create Report button.
  2. Choose Custom Report or a predefined report from the Report Type menu. Choose your date range and time zone from the menus.
  3. Name your report.
  4. Drag the dimensions and metrics you’d like to measure into the appropriate area of the report builder tool. For example, if you wanted to view impressions and spend for all your active campaigns by ad group and storefront, you would drag the ad group name and storefront dimensions and the impressions and spend metrics.
  1. Choose how often you’d like your report to run from the Schedule menus.
  2. Click the Run Report button.
  3. When your report is completed, it will appear in your list of custom reports and will be available for download as a CSV file.

Choosing report dimensions and metrics

Dimensions will appear as the rows in your custom report. You can choose to include:

Time Month, Week, Day
Apps App Name, App ID
Campaigns Campaign Name, Campaign ID, Storefront, Campaign Status
Ad groups Ad Group Name, Ad Group ID, Ad Group Status, Search Match
Keywords Keyword, Keyword ID, Keyword Match Type, Keyword Status, CPT Bid
Search terms Search Term, Search Term Match Source
Creative sets Creative Sets Name, Creative Sets ID, Creative Sets Status

The following dimensions cannot be combined within a single report:

  • More than one Time dimension.
  • Creative Sets with Keywords or Search Terms dimensions.

Metrics will appear as the columns in your custom report. You can choose to include:

Performance Spend, Taps, Impressions, Conversions, TTR, CR, Avg CPA, Avg CPT
Advanced New Downloads, Redownloads, LAT On Conversions, LAT Off Conversions

Scheduling a report

Choose the frequency at which your report runs and the start date and end date of your report from the menus below the report builder tool. You can run a report:

  • Once
  • Daily
  • Weekly – on the day of the week you prefer
  • Monthly – on the 1st, 15th or last day of the month

Downloading a report

In the Actions column of the Custom Reports page, click the Download icon next to the report you’d like to download. This will create a CSV file for you.

Deleting a report

In the Actions column of the Custom Reports page, click the Delete icon next to the report you’d like to delete. Deletion will permanently remove your report from Custom Reports.

Mobile measurement providers

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 provider (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 optimise 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.