Apple Ads

Apple Ads Analytics Overview

Qonversion collects Apple Ads advertising attribution data so you can accurately measure the effectiveness of your campaigns and see exactly how much revenue each Apple Ads campaign and keyword generates. Qonversion Apple Ads tool tracks all critical metrics required for effective user acquisition on Apple’s platform. Qonversion tracks in-app events, including trial conversions, subscription renewals, and purchases, alongside Apple Ads spend and delivery metrics. The report combines Apple Ads API data with Qonversion SDK and AdServices attribution. Qonversion’s Apple Ads attribution uses the Apple Ads Attribution API (AdServices), so it works independently of SKAdNetwork — no SKAdNetwork postbacks are needed. Open Analytics → Apple Search Ads in the dashboard. The new Apple Ads report is available to accounts with it enabled — contact support; once it is enabled, select Switch to Apple Ads (or Try the new report in the banner) on that page and the report opens from Apple Ads in the sidebar. Connection settings are under Settings → Apple Ads. The Apple Ads report guide explains how to read the new report. In the Apple Ads report, choose Campaigns, Ad groups, or Keywords to inspect the same hierarchy. Select a period and revenue basis, then customize summary cards, the daily chart, and table columns. A campaign detail chart follows the selected entity.

Make sure you have configured Apple Ads integration correctly.

Available Metrics

Metrics in the Search Ads source column, such as spend, impressions, taps, and Apple-reported installs, come from Apple’s reporting API and require Apple Ads Advanced. Apple Ads Basic supports AdServices attribution, but does not provide keyword data or access to the reporting API. See Apple’s comparison of Basic and Advanced.

Apple Ads reporting can include the following metric families. Availability depends on the chosen level, date coverage, and data source; the report explains unavailable values in place.

Available Columns	Description	Source: Qonversion	Source: Search Ads
Ad Group Name	Apple Ads Advanced campaigns contain ad groups with defined bids and audience settings. Each campaign can be made up of one or more ad groups.		✅
ARPU	Average Revenue Per User. ARPU shows how much revenue a user brings to the company on average over a certain period.	✅
ARPPU	Average Revenue Per (Paying) User - the metric that considers only paying customers, as opposed to ARPU.	✅
Average CPA	Apple Ads campaign spend divided by Apple-reported tap-through installs in the selected reporting period.		✅
Average CPM	The average amount an Apple Ads Advanced advertiser pays per one thousand ad impressions on the App Store.		✅
Average CPT	The average amount an Apple Ads Advanced advertiser has paid for a tap on their ad.		✅
Impressions	The number of times your Apple Ads Advanced ad appeared on the App Store within a particular period.		✅
Installs	Apple-reported tap-through new downloads and redownloads in the selected reporting period. Apple uses a 30-day window from ad tap to download.		✅
Keyword	Someone may use a relevant word or term when searching for an app like yours. In your Apple Ads Advanced ad groups, you can add keywords your customers would search for on the App Store.		✅
New Downloads	App downloads from new users who have never before downloaded your app.		✅
Purchases	The number of purchases within a particular period.	✅
Redownloads	Downloads from users who previously downloaded and deleted your app then redownloaded it again or downloaded the same app on an additional device after tapping your ad on the App Store.		✅
Regular Subscriptions	The number of subscriptions started within a particular period. This field does not include subscriptions with promotional periods (Trial or Introductory).	✅
Revenue	The total revenue from users acquired during the period selected, including subscription renewals.	✅
Spend	In Apple Ads Advanced, the sum of the cost of each customer taps on your ad over a particular period.		✅
Taps	The number of times users tapped your Apple Ads Advanced ad within a particular period.		✅
Trials	The number of trials within a particular period.	✅
Trials converted	The number of started trial subscriptions that converted to paid subscribers.	✅
Trial to paid conversion	The percentage of started trial subscriptions that converted to paid subscribers.	✅
Users	The number of detected by Qonversion new users within a particular period.	✅
User to trial	The number of trial start events divided by the number of new users within a particular period.	✅
User to subscription	The percentage of new users that converted to a subscriber.	✅
Return on ad spend (ROAS)	The revenue ratio generated by an advertiser’s investment in Apple Ads. Campaign (or app promotion) revenue divided by ad cost x 100.	✅	✅

The Apple Installs, New Downloads, and Redownloads columns use tap-through metrics. Apple also supports view-through attribution with a one-day window; those conversions are a separate metric. See Apple’s reporting definitions.

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Apple Ads Analytics Overview

Available Metrics

​Apple Ads Analytics Overview

​Available Metrics

Apple Ads Analytics Overview

Available Metrics