How do I measure the effectiveness of my ASM investments?

Developers can view top-level metrics in the Campaigns dashboard, the Ad Groups dashboard, or the Keywords tab. The results data for keywords, search terms and Creative Sets are also available at the Ad Group level under the tabs corresponding to each element. Generally, any or all of the relevant data can be viewed as follows.

Table of Content

When creating custom reports, you can view data exactly as you logically define it. Choose report dimensions, metrics, and granularity to run a wide range of queries at any level of the ad series group, and schedule reports to run once, or daily, weekly, or monthly. This approach produces reports that are more in line with the data dimensions that developers are focused on and better able to see the product through the data.

There are three general ways to view performance data in your Apple Search Ads account.

  • Average Conversion Cost
  • Average CPT (cost per click)
  • Number of Shows
  • Clicks
  • Number of installs
  • TTR (click-through rate)
  • Conversion Rate
  • Number of new downloads
  • Redownloads
  • Number of installs with “Limit Ad Tracking” turned on
  • Number of installs obtained when “Restricted Ad Tracking” is not enabled

In the Campaign dashboard, you can view the budget and daily budget cap and filter the required data by campaign status; you can also view the target cost-per-conversion and default cost-per-click bids and filter them by ad group status.

Monitor cost-per-click bids and filter by match type in the Ad Group dashboard and Search Terms tab.

The Campaigns Info Center, Ad Group dashboard, and Ad Group dashboard, and Search Terms tab also include data totals for all key metrics.

Developers can use this detailed data to further analyze the effectiveness of product placement and ensure cost-effectiveness.

Dashboard “Charts”

The “Charts” dashboard generally presents the viewed data in the form of bar charts and graphs, which makes it easier for developers to have overall control of the data after the introduction of the dashboard, and visually presents the change of the effect data over time in the form of trend lines. A variety of key metrics can be viewed by date, ad group, device, or broken down by specific audience groups.

  • Cost
  • Clicks
  • Number of App installs
  • TTR (click-through rate)
  • Average Cost Per Conversion
  • Average CPT (Cost Per Click)
  • Number of Display

In addition to the above dimensions, developers can also filter data by device. Similar to the “Campaign” dashboard report, the default period is set to the last seven days, excluding the day. Therefore, it is important to ensure the periodicity of data extraction for data statistics.

Chart View

The chart view at the top of the “Charts” dashboard provides developers with a snapshot of performance data by date. Developers can filter the view and compare metrics to gain insight into campaign data. Note: Only the date view allows developers to select multiple metrics.

The “Filter” option is displayed in the top left corner of the chart and once applied, will remain until you delete or change them.

Table View

Based on the filters and metrics selected by the developer, the table combines the total number of each group in the selected view.

Note: The report displays the metrics in the time zone corresponding to the developer’s account. To view the metrics in the same time zone as the billing transaction history, select “UTC” in the time zone menu in the footer. The date range you select may change slightly to reflect the UTC time difference, and the search terms, age, gender, and location reports cannot be viewed in UTC.

Custom Reports

In custom reports, dimensions are displayed in columns. Options that can be selected include

In custom reports, metrics are displayed in columns. Options that can be selected include

Note: There may be a delay of up to three hours in viewing the latest data. Reports do not include data for in-app purchases. In addition, Apple Search Ads does not support the use of third-party tracking URL variables. However, if you want to track the lifecycle value of your users, consider implementing the Search Ads Attribution API.

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