Apple Ads report columns and metric definitions

This page defines every column of the Apple Ads report in the Qonversion dashboard (top-level Apple Ads sidebar item): the exact label, the formula and what to watch for. Apple delivery and cost columns come from Apple Ads; cohort columns cover the users Qonversion attributes to Apple Ads whose install date falls in the selected period, counted cumulatively to date. Cohort-window columns (ROAS Dn, CAC Dn) are cut at a fixed number of UTC days after install. How to use the report itself (filters, Total and Unallocated rows, CSV export) is described in How do I read the Apple Ads report in Qonversion?.

Which rules apply to every column?

Rule	Detail
Dates	Report periods are whole UTC days; the from and to dates are inclusive, and cohort install dates and window boundaries are UTC.
Cohort population	Installs attributed to Apple Ads (the attribution source is one of Apple’s Search Ads sources and the campaign is known), grouped by install date inside the selected period.
To date	Cohort counts and Revenue are cumulative to date: the selected period limits only the install date, and every qualifying event from the install onward counts, including events after the period ends.
Growing vs Mature	Growing (default) counts every install of the period and what it has earned within the window so far; Mature uses only closed install dates (at least n + 5 full UTC days old, never fewer than 7) and marks provisional values as not final yet.
Gross vs Net	Gross is what customers paid; Net is store proceeds after the store commission and, where the store reports it, tax. Both are already net of refunds.
”—“	An em dash in a cell means no value — never $0 or 0. The table legend reads — = no value (≠ $0).
Currency	Money is shown in the currency selected for analytics in the dashboard (USD by default). Bids and daily budgets are shown in the advertising account’s own currency exactly as Apple states them and are not converted.

Which columns show the entity and its state?

Column	Definition	Notes
Campaign / Ad group / Keyword	The entity name for the current level	Part of every default layout; in a CSV export the first column is named Campaign, Ad group or Keyword by level
Status	One state per row: Active, Paused or Active · not delivering (enabled but serving no impressions)	Any other state Apple reports is shown title-cased, and — means Apple reported no state for the row. Paused entities keep the spend and cohorts they accrued earlier in the period.
Delivery	Delivering, Not delivering or Paused	Off by default in the report table, on by default on the campaign page
Daily budget	The campaign’s daily budget, in the advertising account’s own currency	Header tooltip: “The maximum Apple may spend per day on this campaign; actual spend can be lower”. Ad groups and keywords have no budget of their own; their cells show a dash.
Bid	Each keyword’s current Apple bid (Keywords level), in the advertising account’s own currency	Not converted to the display currency
Budget usage	Spend over the last 7 complete UTC days / (7 × the campaign’s current daily budget)	Campaigns level only. An operational window independent of the selected report period; cannot be summed, sorted or filtered. Details: What does the Budget usage column show for Apple Ads campaigns?.

Which columns come from Apple Ads?

These columns show delivery and cost as Apple counts them.

Column	Definition / formula	Notes
Spend	Apple Ads spend over the selected period	Only days inside the period count; it does not grow after the period ends
Impressions	How many times the ad was served	As Apple counts them
Taps	Taps on the ad	As Apple counts them
TTR	Taps / impressions × 100, shown as a percentage	Tap-through rate; empty when there were no impressions
Installs	Tap-through installs as Apple counts them — new downloads plus redownloads	Apple installs, not Qonversion Users
New downloads	The new-download part of Installs	Shown separately from Redownloads
Redownloads	The redownload part of Installs	Shown separately from New downloads
CPT	Spend / taps	Apple’s cost per tap. It is not Cost per trial.
CPM	Spend / impressions × 1000	Cost per thousand impressions
CPA	Spend / installs	Apple’s cost per tap-through install. It is not CAC (the cost of a paying user); CAC is only available per cohort window (CAC Dn).

Which columns describe the Qonversion cohort?

These columns count the Apple Ads–attributed users whose install falls in the selected period, cumulatively to date.

Column	Definition / formula	Notes
Users	Users whose Apple Ads–attributed install falls in the selected period	Each user counted once
Trials	Trial events started by the cohort	Counts trial events, not unique users — a user with two trials counts twice
Trials conv.	Trials that converted to paid, attributed to the cohort that started them	Counts events, not unique users
Paying	Unique users with at least one positive-amount sales event	Users who only have refunds are excluded
Paying · weekly	Paying users on P1W or P2W periods	The Paying split is not additive: a user who paid on two periods counts in each bucket, so the buckets can sum to more than Paying
Paying · monthly	Paying users on P1M or P4W periods	Not additive with the other buckets
Paying · annual	Paying users on P1Y periods	Not additive with the other buckets
Paying · other	All other periods, one-time purchases and events without a period	Not additive with the other buckets
Purchases	One-time in-app purchases by the cohort	Cumulative to date
Regular subscriptions	Subscriptions started without a trial (direct subscriptions)	Cumulative to date
Revenue	The cohort’s revenue, cumulative to date, in the Gross/Net basis	Keeps changing after the period ends: grows as the cohort keeps paying and can go down when refunds arrive. Excludes trial-period transactions and is net of refunds.
Refunds	The refunded amount of the cohort, cumulative to date, in the Gross/Net basis	Revenue is already net of these refunds, so the Refunds column must not be subtracted from Revenue again
ARPU	Revenue to date / cohort users	Gross/Net basis; shows $0.00 (not a dash) when the denominator is 0
ARPPU	Revenue to date / unique paying users	Gross/Net basis; shows $0.00 (not a dash) when the denominator is 0
User → trial	Trials started / users	Empty when the denominator is 0
User → subscription	Direct (no-trial) subscriptions / users	Empty when the denominator is 0
Trial → paid	Trials converted / trials started	Empty when the denominator is 0

Revenue counts the sales events trial converted, subscription started, renewed, refunded, partially refunded, in-app purchase and in-app refunded.

Which columns combine spend with cohort results?

Column	Definition / formula	Notes
ROAS (ROAS to date)	Cumulative cohort revenue / spend of the selected period, displayed as a percentage	Includes immature cohorts and keeps growing daily, so it is not comparable with the ROAS Dn window columns. Empty when spend is 0. Changes with Gross/Net.
CPS (cost per subscription, to date)	Spend of the period / unique users who started a trial OR a direct paid subscription (each user counted once)	Not closed: the denominator keeps growing, so CPS falls as the cohort matures and can be lower than Cost per trial. Empty when there is no spend or nobody has started a trial or subscription; the tooltip then reads “Spend recorded, but nobody in this cohort has started a trial or subscription yet — the cost is undefined, not $0”.
Cost per trial (to date)	Spend of the period / trials started (trial events, not unique users)	Not the CPT column (cost per tap); falls as the cohort matures. With spend but no trials it shows — (the cost is undefined, not $0). Does not change with Gross/Net.

Which cohort-window columns are there?

Cohort windows available: D0, D3, D7, D14, D30, D60, D90, D180, D365 and Lifetime. D3, D7 and D30 are selected by default. Each window adds two independent columns named <metric> <window>, for example ROAS D30, CAC D30, ROAS Lifetime and CAC Lifetime; the same names are used in the table header, the CSV header, the Columns picker and the summary cards.

Column	Definition / formula	Notes
ROAS Dn	Revenue the install-date cohort earned within the window (Gross/Net basis, net of refunds) / Apple spend of the same install dates	Empty when spend is missing or 0. Window revenue excludes trial-period transactions and nets refunds — a known difference from the Cohorts page, which counts trials and shows refunds separately.
CAC Dn	That spend / unique users who paid within the window	Shows No payers when the window has spend and attributed installs but nobody has paid (CAC cannot be calculated — unavailable, not $0). Does not change with Gross/Net.
ROAS Lifetime / CAC Lifetime	The same formulas with no end to the window (cumulative to date)	Lifetime never closes: its columns are always shown muted

Window rule	Detail
Window end	Dn counts events up to the end of the UTC day “install date + n”: D0 means through the end of the install day, D7 through the end of the 7th day after the install day
Calendar days	An install late in the UTC day gets a shorter Dn than an early-morning install, the same convention as Qonversion’s cohort analytics
Growing	The install dates are the whole selected period and events count up to today; the denominator is the row’s own Apple spend over the period
Mature	Only closed install dates count — at least n + 5 full UTC days old and never fewer than 7, so D0 needs 7 days, D3 8, D7 12, D30 35 — divided by the daily Apple spend history of those same dates; maturing rows show a hatched not final yet value
Refunds	A refund is booked against the window of the purchase it cancels, so Dn revenue only grows with n, and a closed Dn figure can still go down later when refunds of purchases inside it arrive
Total row	Counts each paying user once over the whole report, not as the sum of the rows
Filters	With any filter other than Country active, ROAS Dn and CAC Dn are dimmed (columns and cards), with a tooltip warning in the columns, in both modes. Mature ROAS Dn / CAC Dn divide by the daily Apple spend history, which only Country narrows; Growing ones divide by the live Apple spend of the period, which Campaign and ad-group filters also narrow

Which columns does the table show by default?

In the report table an untouched layout shows the entity name and Status, then:

Level	Default columns
Campaigns	Daily budget (accounts with campaign management enabled), Spend, Installs, CPA, Trials, Cost per trial
Ad groups	Spend, Installs, CPA, Trials, Cost per trial
Keywords	Bid (accounts with campaign management enabled), Spend, Installs, CPA, Trials, Cost per trial

The campaign page’s tables instead default to Spend, CPA, Installs, Trials, Trial → paid, Paying, Revenue, ROAS, CPS plus Delivery, with ROAS D30 and CAC D30 pinned. All other columns are added through Columns; the layout is saved per level. The Columns picker groups columns into Entity state, Cohort windows, Apple report (“Delivery and cost exactly as Apple Ads reports it”) and Qonversion (“Cohort behaviour and revenue measured by Qonversion”).

What is not available as a column?

Not available	Detail
A cost per paying user over the whole period	CAC exists only per cohort window (CAC Dn); CPA is cost per Apple install
Sorting by Budget usage	Every other metric column, including ROAS Dn / CAC Dn, is sortable in both directions; rows with no value always go last
Window summary cards for Lifetime	Each selected window except Lifetime can be shown as ROAS Dn and CAC Dn summary cards
Bids and daily budgets in the display currency	Shown in the advertising account’s own currency

How do I read the Apple Ads report in Qonversion? — header controls, Growing and Mature readings, filters, Total and Unallocated rows, currency and CSV export.
What does the Budget usage column show for Apple Ads campaigns? — how the Budget usage (7d) reading, its bands and its reasons work.
How fresh is Apple Ads data in Qonversion, and how do I fill in spend history? — when Mature windows close, spend history import and differences from the Apple Ads console.
How do I pause campaigns and change bids and budgets for Apple Ads in Qonversion? — changing status, bids and daily budgets from the report.

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Apple Ads report columns and metric definitions

Which rules apply to every column?

Which columns show the entity and its state?

Which columns come from Apple Ads?

Which columns describe the Qonversion cohort?

Which columns combine spend with cohort results?

Which cohort-window columns are there?

Which columns does the table show by default?

What is not available as a column?

​Which rules apply to every column?

​Which columns show the entity and its state?

​Which columns come from Apple Ads?

​Which columns describe the Qonversion cohort?

​Which columns combine spend with cohort results?

​Which cohort-window columns are there?

​Which columns does the table show by default?

​What is not available as a column?

​Related pages

Which rules apply to every column?

Which columns show the entity and its state?

Which columns come from Apple Ads?

Which columns describe the Qonversion cohort?

Which columns combine spend with cohort results?

Which cohort-window columns are there?

Which columns does the table show by default?

What is not available as a column?

Related pages