We allow Apple Search Ads campaigns optimization not only based on app installs, but also based on the most important goals for your business - in-app conversions which happen after install.

In general, all displayed metrics could be divided into 4 categories:

- Ad performance metrics from the Apple Search Ads (Impressions, Taps, Downloads);
- Metrics based on data from a mobile attribution (Installs and in-app conversions);
- Revenue metrics (available only in your SearchAdsHQ account and calculated from both your Apple Search Ads metrics and your tracker’s data);
- Cohort metrics

The Total Summary line shows the most important metrics that give you idea of how well you are doing with your ads:

## Ad Performance Metrics from Apple Search Ads

Here are the metrics:

When you select these metrics in the columns, you will find them under Ad performance.

**Spend - **The sum of the cost of each customer tap on your ad.

**Impressions **- The number of times your sponsored ad appeared in App Store search results within the reporting time period.

**Taps **- The number of times the ad was tapped by users within the reporting time period.

**Avg CPT (Average Cost per Tap) - **The total sum of ads spend divided by the total number of taps. Avg CPT = Spend / Taps ($)

**TTR (Tap Through Rate) **- The number of times your ad was tapped on by customers divided by the total impressions your ad received. TTR = Taps / Impressions * 100%

**Downloads** (Conversions for Apple Search Ads) - The total number of downloads or re-downloads resulting from a sponsored ad within the reporting period. Apple Search Ads conversions are attributed within a 30-day tap-through window.

**Avg CPA (Average Cost per Acquisition) - **The total spend divided by the number of app downloads or re-downloads from a sponsored ad within a period. Avg CPA = Spend / Downloads ($)

**Download Rate (Conversion Rate for Apple Search Ads) **- The total number of downloads divided by the total number of taps within the same period. DR = Downloads / Taps * 100%

## Apple Search Ads Metrics Based on Data from MMPs

When you select these metrics in the columns, you will find them under In-App Conversions

**Installs **(App Installs in Tracker) - The total number of times when users open an app for the first time. The number of installs received from the mobile tracker.

**Avg CPI **(Average Cost per Install) - The total ad spend divided by the total number of installs from the mobile tracker within a period. Avg CPI = Spend / Installs ($)

**Install Rate** - The total number of installs from the mobile tracker divided by the total number of downloads within a period. Install Rate = Installs / Downloads * 100%

**Goals** - The measurement of some conversion action an individual user has done within your app and which is the most crucial to you within all the rest of conversions. The Goals column reports total goals, across those conversion actions you’ve chosen to include.

**Avg Cost per Goal **- Average cost of those conversion actions you included into Goals. Calculated as a total ad spend divided by the number goals in your “Goals” column. Avg Cost per Goal = Spend / Goals ($)

**Goals Rate** - The total conversion actions you’ve included into Goals and accomplished by users divided by the total number of installs from the mobile tracker within a period. Goals Rate = Goals / Installs * 100%

**All Conversions **- Shows you data for all conversion actions, including those which you’ve chosen not to include in “Goals”.

**Avg Cost per Conversion **- Tells you how much, on average, each of your conversions costs. The total Ad spend divided by the number in your “All Conversions” column. Avg Cost per Conversion = Spend / All Conversions ($)

**All Conversion Rate** - The total conversion actions accomplished by users divided by the total number of installs from the mobile tracker received within a period. CR = All Conversions / Installs * 100%

## Apple Search Ads Revenue Metrics

**ROAS (Return on Ad Spend) ** - The amount of dollars you’ve made from your ads (e.g in-app purchases) per each dollar spent on these ads. The metric considers the revenue from “All Conversions”. ROAS = Revenue / Spend * 100%

**Revenue** - The total sum of conversion values (monetary values associated with each in-app event included into conversions) from “All Conversions”.

**Avg Revenue per Conversion** - Tells you approximately how much, on average, each of your conversions (both included and excluded from the Goals) is worth. This metric is useful if each of your conversions has a different value. Avg Revenue per Conversion = Revenue / All Conversions.

**ARPU (Average revenue per user) **- The total sum of all conversion values (revenue) divided by the number of users (number of installs from your tracker). ARPU = Revenue / Installs.

**Goals ROAS (Return on Ad Spend) -** The amount of dollars you’ve made from your ads (e.g in-app purchases) per each dollar spent on these ads. The metric considers the revenue from the conversions that are included into “Goals”. Goals ROAS = Goals Revenue / Spend * 100%

**Goals Revenue **- The total sum of conversion values (monetary values associated with each in-app event included into conversions) from your conversions that are included into “Goals”.

**Avg Revenue per Goal **- Tells you approximately how much, on average, each of your “Goals” is worth. This metric is useful if each of your conversions has a different value. Avg Revenue per Goal = Goals Revenue / Goals

## Cohort Metrics

Help you in cohort analysis.

**Revenue D1** - The total revenue received from all conversions with associated monetary values on the next day after install (day 0 = install day).

**Revenue D3** - The total revenue received from all conversions with associated monetary values on the third day after install (day 0 = install day).

**Revenue D7** - The total revenue received from all conversions with associated monetary values on the seventh day after install (day 0 = install day).

**Revenue D14 **- The total revenue received from all conversions with associated monetary values on the fourteenth day after install (day 0 = install day).

**Revenue D30** - The total revenue received from all conversions with associated monetary values on the thirtieth day after install (day 0 = install day).

**ROAS D1** - Return On Advertising Spend on the next day after install (day 0 = install day).

ROAS D1 = Revenue D1 / Spend.

**ROAS D3** - Return On Advertising Spend on the third day after install (day 0 = install day).

ROAS D3 = Revenue D3 / Spend.

**ROAS D7** - Return On Advertising Spend on the seventh day after install (day 0 = install day).

ROAS D7 = Revenue D7 / Spend.

**ROAS D14** - Return On Advertising Spend on the fourteenth day after install (day 0 = install day). ROAS D14 = Revenue D14 / Spend.

**ROAS D30** - Return On Advertising Spend on the thirtieth day after install (day 0 = install day).

ROAS D30 = Revenue D30 / Spend.