Good charts and reports convey information quickly and easily and let you understand large quantities of data and the relationships between parts of the data. Apple Ads Insights functionality by SplitMetrics Acquire is being constantly improved. This time:
✅ We upgraded our charts on the Keywords and Search Terms levels with another metric — daily and weekly SOV — for your better convenience and clarity.
✅ Also, we added SOV 5d (current) 1st and SOV 5d (current) 2nd to our current reports for more flexibility.
✅ We enhanced detailed charts with daily Impression Share for you to evaluate your campaign performance from different angles.
Thereby, you can visually analyze the SOV data and Impression Share together or individually, or along with other metrics.
❗ With SplitMetrics Acquire Insights in сharts and reporting, you can compare up to eight metrics simultaneously. SOV 5d (current) 1st shows data for the past 5 days, excluding today, and updates daily for more reliable results. We also pull Impression Share from Apple Ads three times a day to ensure the most current data, matching Apple's updates and recalculations.
SOV in the chart lets you:
Monitor the SOV daily and weekly dynamics on the Keywords and Search Terms levels.
Сontrol the keywords' market share and your position among competitors.
Spot positive trends. For example, a SOV increase may signal an opening market opportunity if some competitors leave.
See negative trends, showing that you need to take action to retain your market position.
Along with other metrics, SOV helps you understand:
- How your CPT bid decisions impact your SOV.
- How metrics such as Impressions, Installs, or goals correlate with SOV.
⚙️ How-to
Open a chart for a keyword or search term.
Set a date range, for example, two months.
Add the SOV metric.
Add the CPT bid metric.
Select granularity Daily or Weekly:
- For daily granularity the SOV metric will display on the chart a historical 24h SOV value for each day.
- For weekly granularity the SOV metric will display on the chart average SOV for 7 days for each week.
💡Please note that SOV metric you see in the dropdown is a SOV 5d (current) 1st.
Data for the current day may be unavailable due to the specifics of the data collection of this metric.
💡 Pro-tips:
Analyze dynamics for several keywords at a time. With filtering, sorting options, and bulk actions, you can analyze certain keywords that are the most interesting at your current optimization stage.
Allocate your budget based on data-driven insights and comprehensively enforce your Apple Ads potential with SplitMetrics Acquire.
With our latest update, you can now effortlessly track daily Impression Share (Position 1) dynamics on the Keyword level for various keywords using detailed charts.
By delving into your Impression Share data, you can uncover valuable insights that will enable you to optimize your campaigns more effectively and achieve a more significant advertising impact.
At the same time, comparing Impression Share with SOV on detailed charts will help you evaluate your campaign performance from different angles.
⚙️ How-to
Go to the Keyword level dashboard.
Click the Chart icon next to a keyword you want to analyze. Or select a bunch of keywords to compare their Impression Share.
Set a date range and add the Impression Share metric to the chart. You can search for the metric or find it under Insights in the dropdown. Choose a view type - Line or Bar chart.
Add other metrics, such as SOV, if you want to spot insightful correlations.
💡 Pro-tips:
You also have the option to include and analyze this metric in the Current Report or in reports segmented by day, week, or month.
There might be a drop in your Impressions in some cases. Analyzing SOV in charts can help you find the causes and work them out.
- If Impressions decrease and SOV remains stable, the low popularity of the keyword could cause the search volume to drop because of some seasonality, for example.
- If Impressions decreased along with SOV, the reason could be that competitors intercepted the share, which caused your Impressions to drop. So you might want to increase the bids to get the share back to your target level.
⚙️ How-to
Open a chart for a keyword or search term.
Set date range, for example, two months.
Add the SOV and Impressions metrics.
Select granularity Daily or Weekly.
Check out whether Impressions decrease correlates with changes in the SOV data.
You can also find SOV 5d (current) 1st and SOV 5d (current) 2nd in current reports now. Current report will display the current SOV 5d for both placements. (the same which a user sees on the dashboard).
💡SOV 24h (current) 1st displays data from the past 24 hours and updates four times daily to provide the latest insights.
Access to the SOV 24h (current) 1st metric is currently available upon request. For more details, please contact your Customer Success Manager.
💡 Tips:
Which date range to use for SOV in charts? We offer SOV insights on a daily and weekly basis. This level of granularity helps to keep a finger on the pulse of your market presence and swiftly adapt to changing trends.
How are Weekly/Monthly/Daily SOV calculated?
Weekly/Monthly = AVG SOV for a week/month.