# 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

{% tabs %}
{% tab title="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.
{% endtab %}

{% tab title="Performance Analysts" %}
Use demographic and geographic reports to identify high-performing audience segments. Export search term data to discover new keyword opportunities and negative keywords. Schedule daily exports to monitor bid performance and adjust strategy in near-real-time.
{% endtab %}

{% tab title="Marketing Finance Teams" %}
Track total spend and cost per install across all campaigns. Use **Aggregate** transformations to calculate monthly spend trends and ROI by campaign. Export to BigQuery for advanced financial modeling.
{% endtab %}

{% tab title="Product & Revenue Teams" %}
Monitor install and in-app purchase metrics by campaign and geography. Identify which markets and demographics drive the highest lifetime value. Use AI destinations (Claude, ChatGPT) to generate insights from raw performance data.
{% endtab %}
{% endtabs %}

## 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