Results

How to view results

When you’ve signed in to your account, you 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 number of installs of your app onto user devices which occur within a 30‑day conversion window. The window starts from when a user engages with your ad to when the app is installed.

Average Cost-Per-Install (CPI) – 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:

  • Running – Your app promotion is eligible to appear in App Store search results.
  • Paused – You have paused your app promotion.
  • On Hold – Your account is placed on hold if: your credit card is declined, your monthly budget is reached or there is a violation of Search Ads Advertising Content Policies or Search Ads Terms of Service.
Even if your app promotion is paused or on hold, you may still see additional installs due to the 30‑day conversion window.

Maximum Cost-Per-Install (CPI) – The maximum amount you are willing to pay for an install of your app. If you adjust your CPI, your original CPI may still apply due to the 30‑day conversion window.

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

Please note: API capabilities are not available for Search Ads Basic.

Tips to help improve results

There are many factors that affect how your ads perform, including relevancy, your maximum cost-per-install (CPI) 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 App Store 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 in your account, and up to two hours to be reflected in your ad on the App Store.
  • If your ad is not delivering results, consider raising your maximum CPI 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.

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.

No ads will be shown to Apple ID accounts registered to a minor under 13 years of age, 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.