SplitMetrics Acquire allows you to optimize Apple Ads campaigns by providing not only standard performance metrics but also full-funnel insights based on data from both Apple Ads and MMPs (Mobile Measurement Partners). This unified approach ensures that every dollar spent on ads is tied to measurable outcomes like installs, in-app conversions, and revenue.
If you’re unsure about a metric or need to review its formula, simply hover over the
? icon within the platform. This tooltip provides detailed descriptions and the exact formulas, eliminating the need for manual reference.
Ad performance metrics reflect the effectiveness of your Apple Ads campaigns at a glance. They are foundational for optimizing Custom Product Pages, targeting, and keyword strategies.
Ad performance metrics reflect the effectiveness of your Apple Ads campaigns at a glance. They are foundational for optimizing Custom Product Pages, targeting, and keyword strategies.
Apple provides us with key metrics such as Spend, Impressions, Taps, Tap-Through Rate, Cost Per Tap, Downloads (both Tap-Through and View-Through), and others. These metrics are seamlessly synchronized with our platform to give you a comprehensive understanding of user behavior before installing your app.
To add Apple Ads metrics to the dashboard, navigate to the Columns settings > Edit Columns and select the desired metrics from the Ad performance section.
Spend: The total cost of taps on your ads, representing your advertising investment.
Impressions: The number of times your ad appeared in App Store search results. High impressions can indicate effective keyword targeting, but they should also lead to meaningful actions.
CPM (Average Cost per Thousand Impressions): The average amount spent per one thousand ad impressions. Formula: Spend / (Impressions / 1000).
Taps: The number of times users tapped on your ad within the reporting period.
Average CPT (Cost Per Tap): The average cost for each user interaction, helping you assess budget efficiency. Formula: Spend / Taps.
TTR (Tap-Through Rate ): The percentage of impressions that resulted in taps. This metric helps gauge ad engagement. Formula: (Taps / Impressions) × 100.
Average CPA (Total): The average amount you pay per acquisition, calculated by dividing total campaign spend by the total number of downloads resulting from both taps and views on your ad.
Average CPA (Tap-Through): The average amount you pay per acquisition, calculated by dividing total campaign spend by the number of Tap-Through downloads.
Downloads (Total): The total number of downloads resulting from your ad, including both Tap-Through and View-Through downloads. This metric corresponds to Installs (Total) in Apple Ads, which occur when users click the "Get" button in the App Store.
Learn more about Tap-Through and View-Through Downloads here.
💡 Why These Metrics Matter:
These metrics provide immediate feedback on the visibility and engagement of your ads. For instance, a low TTR might indicate irrelevant keywords or less compelling CPP, while a high CPT suggests you may need to refine your targeting to reduce costs.
Mobile Measurement Partner metrics bridge the gap between ad performance and user activity post-install, offering a clear picture of the customer journey from acquisition to conversion.
With SplitMetrics Acquire, you can monitor installs and a wide range of post-install events (such as Subscriptions, Purchases, and more) from leading Mobile Measurement Partners. This enables deeper insights into your campaign performance, improved optimization, and the ability to create custom metrics tailored to your needs.
To begin tracking MMP metrics, integrate your MMP, set up custom conversions, and add MMP metrics to your dashboard. To add Mobile Measurement Partner metrics to the dashboard, navigate to the Columns settings > Edit Columns and select the desired metrics from the In-App Events and Custom Conversions sections:
Installs: The total number of first app opens attributed to Apple Ads by your MMP based on clicks (Click-Through attribution). This includes both new installs and reattributed reinstalls if supported by MMP.
Installs (View-Through): The total number of first app opens attributed to Apple Ads by your MMP based on views (View-Through attribution). This includes both new installs and reattributed reinstalls if supported by MMP.
Installs (Total): The total number of first app opens attributed to Apple Ads by your MMP, based on both clicks and views (Click-Through and View-Through attribution). This includes new installs and reattributed reinstalls if supported by MMP.
Reattributed Reinstalls: The total number of retargeted installs within the reattribution window defined by your MMP, attributed to Apple Ads based on user clicks (Click-Through attribution).
CPI (Cost per Install): The average cost per Tap-Through install. Calculated as total ad spend divided by the total number of Tap-Through installs within a specific period. Formula: Spend / Installs.
CPI Total (Cost per Install Total): The average cost per install, including both Tap-Through and View-Through installs. Calculated as total ad spend divided by total installs within a specific period. Formula: Spend / Installs (Total).
Install Rate (Tap-Through): The percentage of Tap-Through downloads that resulted in installs. Calculated as Tap-Through installs divided by Tap-Through downloads. Formula: Installs / Downloads (Tap-Through) × 100%.
💡 Note: If your MMP sends reattributions, the formula includes reattributed reinstalls:
(Installs + Reattributed Reinstalls) / Downloads (Tap-Through) * 100%.
All Conversions: The total number of conversion actions associated with Tap-Through installs.
All Conversions (Total): The total number of conversion actions associated with both Tap-Through and View-Through installs.
Cost Per Conversion: The average cost per Tap-Through conversion. Calculated as total ad spend divided by Tap-Through conversions. Formula: Spend / All Conversions.
Cost Per Conversion (Total): The average cost per conversion, including both Tap-Through and View-Through conversions. Formula: Spend / All Conversions (Total).
All Conversions Rate: The percentage of installs that resulted in conversion actions. Calculated as Tap-Through conversions divided by Tap-Through installs within a specific period. Formula: All Conversions / Installs × 100%.
Revenue per Conversion: The average revenue generated per Tap-Through conversion. Formula: Conversions Revenue / All Conversions.
Conversions ARPU (Average Revenue Per User): The total revenue from Tap-Through conversions divided by the number of Tap-Through installs. Formula: Conversions Revenue / Installs.
Conversions Revenue: The total revenue generated from Tap-Through conversions only.
Conversions Revenue (Total): The total revenue generated from both Tap-Through and View-Through conversions.
Conversions ROAS (Return on Ad Spend): The return on ad spend based on Tap-Through conversions. Calculated by dividing revenue from Tap-Through conversions by total ad spend. Formula: Conversions Revenue / Spend × 100%.
Conversions ROAS Total (Return on Ad Spend Total): The return on ad spend based on both Tap-Through and View-Through conversions. Calculated by dividing total conversion revenue by total ad spend. Formula: Conversions Revenue (Total) / Spend × 100%.
Cohort Metrics: Cohort metrics allow you to track the revenue generated by users over specific timeframes, offering valuable insights into long-term campaign performance. Here are some key Cohort Metrics as an example:
Revenue D0, D1, D7, D14, D30, D60, D90, D120, D180, В360: The total revenue from Tap-Through conversions received on a specific day after install (D0).
ROAS D0, D1, D7, etc.: The return on ad spend based on Tap-Through conversions on a specific day after install (D0).
Understanding your app’s performance in search ads requires more than just impressions and taps. These insights metrics help you evaluate keyword strategies, assess competition, and refine ad targeting to maximize your ad’s visibility and relevance.
Keyword Type: Shows type of keywords: highlights your brand keywords, other brand keywords, and generic keywords. 🔗Learn more on managing brand keywords
Brand Protection: Measures how effectively you’re protecting branded keywords against competitors.
Search Popularity (current): Indicates the demand for a specific keyword or search term in a given storefront, as provided by Apple.
Use it to prioritize high-traffic keywords and adapt your bidding strategy to target popular search terms.
Share of Voice (SOV) by SplitMetrics: Reflects your ad’s share of impressions for a specific keyword or search term in the storefront:
SOV 5d (current) 1st: Average share over the last five days.
SOV 5d Top Apps (current) 1st: Top 10 apps dominating the SOV for the keyword in a storefront.
SOV 5d (current) 2nd: Average share for the second ad placement over the last five days.
SOV 5d Top Apps (current) 2nd: Top 10 apps dominating SOV for the second placement in a storefront.
SOV helps you benchmark your visibility against competitors and identify areas to strengthen your ad placements.
Impression Share (Position 1): Shows the percentage of impressions your ad captures for a specific search term, as provided by Apple.
Organic Rank (current): Highlights your app’s position in organic search results for an exact keyword.
By integrating Insights metrics into your campaign analysis, you can make data-driven decisions to:
Enhance keyword strategies by focusing on high-impact terms.
Outperform competitors by tracking and improving Share of Voice and Brand Protection scores.
Balance paid and organic efforts using insights from Organic Rank and Results.
💡 Need detailed instructions? Explore our Help Center Guide on tracking Search Popularity, Share of Voice, and Impression Share.
One of the standout benefits of SplitMetrics Acquire is the seamless integration of Apple Ads metrics (impressions, taps, and spend) with MMP data (installs, conversions, and revenue). This synergy enables a full-funnel view, helping you:
Understand the Full User Journey: From the first impression to post-install engagement.
Optimize Campaigns Across Metrics: Focus on what drives ROI, whether that’s installs, specific in-app events, or revenue.
Make Informed Budget Decisions: Know where to invest for the best results.
By focusing on metrics that matter most to your goals and leveraging SplitMetrics’ robust data integration, you’ll have the insights needed to refine strategies, drive growth, and maximize ad efficiency.
Let us know if you have further questions or need assistance in tailoring these metrics to your campaigns!