Tracking downloads effectively is crucial to optimizing your ad campaigns. SplitMetrics Acquire offers three primary metrics to help you evaluate and understand the impact of your ads:
Downloads (Total)
This metric combines both View-Through Downloads and Tap-Through Downloads, giving you a complete picture of how users interact with your ads and how these interactions result in new downloads or redownloads.
Formula:
Downloads (Total) = Downloads (View-Through) + Downloads (Tap-Through)
Key Metrics Explained
1. View-Through Downloads
These represent the total number of downloads and redownloads from users who viewed your ad but did not click on it. This metric has a one-day attribution window, meaning it counts downloads that occur within 24 hours after the ad is seen.
Why It’s Important:
View-Through Downloads highlight the indirect impact of your ad campaigns. They show how visibility alone can influence user behavior, even without direct interaction. This is particularly useful for measuring the effectiveness of brand awareness campaigns.
💡 Optimization Tip: If you notice a high proportion of View-Through Downloads, it may indicate strong ad messaging or visual appeal. However, to maximize user engagement, consider optimizing your Custom Product Page (CPP) to encourage more direct interactions like clicks.
2. Tap-Through Downloads
This metric counts downloads and redownloads from users who clicked on your ad. It has a longer attribution window, typically 30 days, reflecting the direct impact of your campaigns.
Why It’s Important:
Tap-Through Downloads are a clear indicator of the immediate effectiveness of your ads. They show whether your ad copy, targeting, and creative successfully motivate users to take action.
💡 Optimization Tip: If your Tap-Through Download Share is low, analyze your ad creative or targeting to ensure alignment with your audience’s preferences.
3. Evaluating Download Performance
Custom Metrics for Deeper Insights:
View-Through Download Share: Calculate what percentage of your total downloads are from View-Through interactions:
(View-Through Downloads / Total Downloads) × 100Tap-Through Download Share: Evaluate the effectiveness of direct ad interactions:
(Tap-Through Downloads / Total Downloads) × 100
By comparing these metrics, you can determine whether your campaign is better at generating awareness or driving direct engagement.
Actionable Insight:
If your View-Through Download Share is higher than your Tap-Through Download Share, your ads might be informative but not engaging enough to prompt clicks. Optimizing your CPP or ad creative can help balance this.
Advanced Metrics for Detailed Analysis
Average CPA (Cost Per Acquisition)
Avg CPA (Total): Reflects the cost of all downloads (view and click combined).
Avg CPA (Tap-Through): Shows the cost of downloads resulting from direct clicks.
Why It’s Important:
These metrics help you evaluate campaign efficiency and identify areas where costs can be reduced.
Download Rates
Download Rate (Total): The percentage of all downloads relative to total taps on your ad:
(Downloads (Total) / Taps) × 100Download Rate (Tap-Through): The percentage of Tap-Through Downloads relative to total taps.
Why It’s Important:
These rates help gauge how effectively your ad converts engagement into actual downloads.
New Downloads and Redownloads
New Downloads
View-Through New Downloads: Users who saw your ad but hadn’t previously downloaded your app.
Tap-Through New Downloads: Users who clicked on your ad and hadn’t downloaded your app before.
Redownloads
View-Through Redownloads: Users who saw your ad, deleted the app, and downloaded it again.
Tap-Through Redownloads: Users who clicked your ad, deleted the app, and downloaded it again.
Why These Metrics Matter:
By distinguishing between new downloads and redownloads, you can better understand whether your ads are attracting fresh users or re-engaging lapsed ones.
💡 Optimization Tip: Focus on campaigns that drive high New Downloads to expand your user base while running separate re-engagement campaigns for existing users.
Conclusion
Understanding the nuances of View-Through and Tap-Through Downloads enables you to optimize ad performance at every stage of the funnel. By using these metrics strategically, you can:
Maximize user acquisition through targeted improvements in CPP.
Refine campaign strategies to balance brand awareness and direct engagement.
Reduce acquisition costs and increase ROI with data-driven decisions.
💡 To help you clearly understand the differences between Tap-Through, View-Through, and Total Downloads, we've put together a table that compares these metrics across various aspects 👇
Aspect | Downloads (Tap-Through) metric | Downloads (View-Through) metric | Downloads (Total) metric |
User Action | Interactive: the user clicks on the ad. | Passive: the user views the ad without clicking. | Includes both Tap-Through and View-Through Downloads. |
Connection to Download (= tap on the Get button in the App Store) | The download happens right after clicking the ad. | The download might occur later, through organic search or another ad campaign. | Combines both immediate and delayed downloads from ad views. |
Tracking Method | Tracks downloads directly from ad clicks. | Tracks downloads within 24 hours after the ad is viewed. | Combines both immediate and delayed downloads for a full view of ad performance. |
Attribution Window | Counts downloads immediately after the click. | Counts downloads if they occur within 24 hours of viewing the ad. | Shows both immediate and 24-hour delayed downloads. |
Deduplication | Not needed for immediate tracking. | Only counts the last ad placement, avoiding duplication. | Ensures accurate reporting by removing duplicates for both Tap-Through and View-Through Downloads. |
Placement Levels Available | Available across all levels: Campaigns, Ad Groups, Keywords, and Search Terms levels. | Available across all levels: Campaigns, Ad Groups, Keywords, and Search Terms levels. | Provides a complete view of ad performance at every placement level. |
Reporting | Shows data right after the click and download. | Includes data for the last ad placement viewed within 24 hours. | Combines both Tap-Through and View-Through Downloads in the reports. |
Cost | You pay for each click on the ad. | No extra cost for View-Through Downloads; you’re only charged for clicks. | Total cost reflects overall ad performance but is based only on clicks. |
Value | Shows how well the ad works immediately after a click. | Shows how the ad performs over time, helping you improve your strategy. | Gives a complete view by combining both immediate and delayed downloads. |
Tracker Attribution | Counts as a paid install in tracking systems. | View-Through Downloads are not counted as paid installs; they are attributed to organic sources. |
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