Apple Search Ads Definitions & Glossary

Definitions and best practices about Apple Search Ads(ASA) to guide app marketers knowing the app store paid traffic acquisition in-depth.

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
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Average Daily Spend

The average amount spent each day, or spend divided by the number of days shown in the date range on the Apple Search Ads Advanced Campaigns dashboard.

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Average Cost-Per-Thousand-Impressions (Avg CPM)

The average amount an Apple Search Ads Advanced advertiser pays per one thousand ad impressions on the App Store.

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Average Cost-Per-Tap (Avg CPT)

Cost Per Tap is a key metric of Apple Search Ads bidding, the Avg CPT is thus an important reference for ASA users make decisions in ad campaigns.

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Average Cost-Per-Acquisition (Avg CPA)

Total Apple Search Ads Advanced campaign spend divided by the number of installs (downloads) received within a period.

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Audience Settings

Apple Search Ads Advanced targeting criteria, including customer types, demographics (age and gender), locations, and devices (iPhone or iPad).

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Attribution Window

The maximum time allowed between an ad tap or impression and a conversion when performing attribution. The attribution window for Apple Search Ads is 30 days.

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Attribution API

The Apple Ads Attribution API enables you to measure and attribute app downloads that originate from Apple Search Ads app promotions and campaigns.

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Attribution

The act of crediting a user action, such as a download, to a particular app promotion or campaign.

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App Review Process

The process Apple uses to review any new app before it appears on the App Store. The reviews are designed to ensure that an app performs well.

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App Ratings

Ratings and reviews provided by App Store customers to give feedback on their app experiences and help others decided which apps they'd like to try.

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API Read Only Limited Access Role

An Apple Search Ads Advanced role with permission limited to specific campaigns groups.

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API Read & Write Limited Access Role

An Apple Search Ads Advanced role with permission limited to specific campaign groups. The role is set for people who only work for one certain ad campaign group.

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API Account Read Only Role

An Apple Search Ads Advanced role with permission to view reporting and data across the account with read only permission, and manage an API connection.

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API Account Manager Role

An Apple Search Ads Advanced user role with permission to view reporting and manage all campaigns across the account with read and write capabilities, and manage an API connection.

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API

API stands for application programming interface, and allows two software platforms to interact with each other.

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App Store Connect

App Store Connect is the platform used to upload, submit, and manage apps on the App Store via the web or iOS.

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Ads Dashboard

The Apple Search Ads Advanced dashboard shows current and historical performance data for all ad variations, including your default ad and custom ads.

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Ad Variation

Ad Variation is a search results ad with creative in Apple Search Ads Advanced based on a custom product page you've set up in App Store Connect.

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Ad Mark

Ad Mark is the blue background and ad disclosure icon of all ads on the App Store.

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Ad Group

Ad Group is the place where bids and audience settings. Ad groups in the Search tab only include audience and bid parameters.

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Ad Status

The indicator that shows whether a default ad or ad variation (custom ad) is active, paused, incompatible, disabled, on hold, unsupported, or deleted.

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Ad Placement

Ad Placement is the place on App Store where your ad appears. It's the core of Apple Search Ads for all of the campaigns are around the visibility of the app.

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Account Read Only Role

An Apple Search Ads user role with permission to view reporting and data across the account.

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Account Finance Role

ASA Account Finance Role is important with some permission to access account settings and manage the bill.

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Account Admin Role

ASA Account Admin Role is important with some permission to access the bidding ASA account settings and is a very important role for ASA bidding performance.

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