Measure Results

Understanding reports

Access the Search Ads Reports section 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, bear 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 drop-down 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 page, log in to your account. You’ll see the Campaigns view. Next:

  • Select the campaign you want to view.
  • From the campaign Overview screen, click the Reports tab.
  • 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 page 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 timezone. To review metrics in the same time zone as your billing transaction history, select UTC in the time zone drop-down menu in the footer. Note that your chosen date range may change slightly to reflect UTC time differences.

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.

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

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

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

TTR
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.

CR
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.

Spend
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, verify the source of the app installs, and track post-install events. Most MMPs incorporate data from the Search Ads Attribution API into their solution. Please note that 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 conversions since download of previously deleted app is required.
    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 Campaign Management view and the Campaign Management API.
    MMP: Not able to be attributed due to Apple iOS privacy policy.

Limit Ad Tracking conversion reporting

Search Ads offers transparency into aggregated counts of conversions from devices with Limit Ad Tracking (LAT) On or LAT Off:

  • LAT On conversions – Conversions from users who have turned on LAT to prevent their device from receiving targeted advertising or having their activities tracked.
  • LAT Off conversions – Conversions from users who have not enabled LAT on their device.

Insight into LAT On conversion counts can help you more fully understand the effectiveness of Search Ads campaigns in acquiring or retaining customers. Due to Apple privacy policies, LAT On user data cannot be passed through the Search Ads attribution API used by MMPs, so the number of attributed conversions reported by your MMP may be lower.

For Campaign Management API users, the LAT On and LAT Off conversion data fields are available here:

  • Campaign Management view in Search Ads (use ‘Edit columns’ to display the available data fields).
  • Campaign Management API via the reporting endpoint.

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-conversion-date" = "2016-10-14T17:18:07Z";
"iad-click-date" = "2016-10-14T17:17:00Z";
"iad-adgroup-id" = 15307675;
"iad-adgroup-name" = "LightRight Launch Group";
"iad-keyword" = "light right";
};
}

View full API documentation.

Privacy

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:

  • The query occurs entirely on the device;
  • You can only perform a query for a current customer of your app; and
  • Users can enable limit-ad-tracking to prevent the query.

For more information, please view Search Ads and Privacy.