Data Overview

Apple Search Ads reports provide detailed performance metrics for your app campaigns. Each report type offers different levels of granularity and dimensions.

Available report types

Report Type	Description	Data Granularity
Campaign performance	Overall campaign metrics	By campaign
Ad group performance	Ad group-level performance	By ad group
Ad performance	Individual ad creative metrics	By ad
Keyword performance	Keyword bid and performance data	By keyword
Search term performance	Actual search terms that triggered ads	By search term
Campaign demo & geo insights	Demographics and geography by campaign	By campaign + selected dimension
Ad group demo & geo insights	Demographics and geography by ad group	By ad group + selected dimension
Ad performance by country	Ad metrics split by country	By ad + country
Keyword performance by country	Keyword metrics split by country	By keyword + country
Search term performance by country	Search term metrics split by country	By search term + country

Common metrics available

Performance metrics

Metric	Definition
Impressions	Number of times your ads were displayed
Taps	Number of times users tapped your ad
Installs	Number of app installs driven by your ads
In-app purchases	Revenue from in-app purchases
Conversions	App installs and re-engagements
Conversion rate	Percentage of taps that resulted in conversions
Cost	Total spend on ads
Cost per install	Average cost to acquire one install
Cost per tap	Average cost per user tap

Bidding and campaign metrics

Metric	Definition
Bid	Your current bid amount for that keyword or ad group
Status	Active, paused, or other campaign status
Campaign ID	Unique identifier for the campaign
Ad group ID	Unique identifier for the ad group

Available dimensions

Geographic dimensions

Dimension	Values
Country	Two-letter country codes (e.g., US, GB, JP)
Admin area	States/provinces (e.g., CA, TX, ON)
Locality	Cities

Demographic dimensions

Dimension	Values
Age	18-24, 25-34, 35-44, 45-54, 55-64, 65+
Gender	Female, Male, Unknown

Device dimensions

Dimension	Values
Device class	iPhone, iPad

Common metric combinations

• Campaign + Demographic insights — Understand which age groups and genders drive the most installs and revenue

• Keyword performance by country — Identify which keywords perform best in specific geographic markets

• Ad performance by device — Compare iPhone vs. iPad campaign effectiveness

• Search term performance — Discover high-intent search terms to bid on or negative keywords to exclude

Use cases by role

App Marketing Managers

Pull weekly campaign and ad group performance reports to track KPIs like install volume, cost per install, and return on ad spend. Combine multiple ad accounts in one data flow using Append to consolidate reporting across all your app campaigns.

Performance Analysts

Marketing Finance Teams

Product & Revenue Teams

Platform-specific notes

• Date range flexibility — You can use dynamic macros in date fields (e.g., {{30daysago}}, {{yesterday}}) to keep reports current

• Multiple accounts — If you manage multiple Apple Search Ads accounts, select all of them in one data flow and use Append to combine the data

• Demographic data availability — Demographic and geographic reports only work with campaigns that have targeting enabled; some app types may have limited demographic data

• Search term reports — Search term performance data includes exact search queries users entered, useful for keyword research and negative keyword identification

• Data refresh timing — Apple Search Ads data is typically available within a few hours of the end of the reporting period