> ## Documentation Index
> Fetch the complete documentation index at: https://documentation.qonversion.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Read the Apple Ads report

> How to open the Apple Ads report in Qonversion and read its Apple and Qonversion metrics, Growing and Mature cohort windows, Gross and Net revenue, spend history, and differences from the Apple Ads console.

The Apple Ads report is available to accounts with it enabled — contact support. Once it is enabled and your project is [connected to Apple Ads](apple-search-ads), select **Switch to Apple Ads** (or **Try the new report** in the banner) on **Analytics → Apple Search Ads**; the report then opens from **Apple Ads** in the sidebar. The report has Campaigns, Ad groups, and Keywords levels. A chart opened from a campaign, ad group, or keyword follows that exact entity; keep the same dates and filters when comparing it with the table or an Apple export.

## Two sources, two kinds of installs

Apple supplies spend, impressions, taps, and Apple's tap-through installs. Qonversion supplies customers and revenue attributed by the Qonversion SDK and AdServices. These install counts can differ: a Qonversion **User** is an SDK-attributed customer, while an Apple **Install** is a console-reported conversion. **CPA** is spend divided by Apple installs; **CAC** is spend divided by Qonversion paying customers. They answer different questions.

Period totals and daily chart points are also different from cohort windows. A period total covers the selected dates. A D7 window asks what customers **installed on those dates** earned through the end of the UTC day seven days after each install date. It does not mean revenue collected during the next seven calendar days. `D0` ends at the end of the install's UTC day; Lifetime continues to change and never closes.

## Growing and Mature cohort windows

The **Cohort windows** setting offers two readings:

* **Growing (default)** includes all installs in the selected period and their revenue observed so far, capped at each window's UTC boundary. Its cost denominator is the row's Apple spend for the period. Values keep accumulating as customers pay and Apple revises spend. Growing values are displayed plainly; there is no **so far** hatch or maturity legend in this mode.
* **Mature** counts closed cohort days only and marks windows that are still maturing as **so far**. A cohort day is closed once its window length plus the maturation buffer has passed and Apple can no longer restate that day's spend. The report names the closed date range.

The two modes answer different questions and can differ for a young period. Confirm which mode the report or CSV used before comparing values. A closed window fixes the cohort date range; later refunds or revenue corrections can still change its revenue.

**“—” means unavailable, not zero.** A measured zero is displayed as zero.

## Revenue basis and refunds

Choose **Gross** or **Net** in the report. **Net** is revenue after the store's commission and, where tax data is available, taxes. Refunds are reported separately. **Revenue** is already net of refunds; don't subtract the **Refunds** column again. Closed windows can still change when late refunds or revenue corrections arrive.

## Report dates and historical spend

Report dates and window boundaries use **UTC**, while Apple's console uses the advertising organization's time zone. Today is partial, and a daily comparison can shift across the date boundary.

[Apple's daily reporting API](https://developer.apple.com/documentation/apple_ads/ReportingRequest) allows a start date no more than 90 days in the past. To add spend from before the report's history starts, open **Spend history…** in the report's ⋯ menu and upload an Apple Ads custom report (Day, Campaign, Country or Region; Spend, Impressions, Taps, Installs). **Spend history…** is shown only to users who can manage Apple Ads. You review what the file adds before anything is saved.

## Compare with the Apple Ads console

Report dates use UTC; the Apple Ads console uses your organization's time zone, so compare whole UTC days. **Installs** are Apple's tap-through installs, while **Users** are customers attributed through the Qonversion SDK, so the two counts differ. **CPA** is spend per Apple install; **CAC** is spend per paying user. Compare the same campaign, dates, country and Gross/Net setting, starting with Spend, Impressions, Taps and Installs. “—” means no value is available, not zero. If a difference remains, contact support with your project ID and date range — never send Apple credentials.