Apple Ads Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for Apple Ads data extraction through Adzviser.
Metrics
SpendRow metrics (base metrics, always available)
| Field Name | Description |
|---|---|
| Impressions | Total impressions |
| Taps | Total taps |
| Cost | Total cost |
| Tap-through rate | Ad taps divided by ad impressions |
| Cost per tap | Average cost per tap |
Tap-through (30-day attribution window)
| Field Name | Description |
|---|---|
| Installs | Total installs |
| New downloads | Total new downloads |
| Re-downloads | Total re-downloads |
| Cost per acquisition | Average cost per acquisition |
| Conversion rate | Conversions divided by eligible visits or interactions |
Total (tap-through + view-through combined)
| Field Name | Description |
|---|---|
| Total installs | Total total installs |
| Total new downloads | Total total new downloads |
| Total re-downloads | Total total re-downloads |
| Total cost per install | Aggregate cost per install over the selected reporting period |
| Total conversion rate | Total conversions divided by eligible visits or interactions |
View-through (1-day attribution window)
| Field Name | Description |
|---|---|
| View installs | Total view installs |
| View new downloads | Total view new downloads |
| View re-downloads | Total view re-downloads |
Additional SpendRow metrics
| Field Name | Description |
|---|---|
| Average CPM | Average advertising cost per 1,000 impressions |
Breakdowns
Account-level
| Field Name | Description |
|---|---|
| Account name | Name of the account |
| Account ID | Account identifier |
| Account currency | Currency used for the related Apple Ads amounts and budgets |
Campaign-level
| Field Name | Description |
|---|---|
| Campaign name | Name of the campaign |
| Campaign ID | Campaign identifier |
| Campaign status | Current campaign status |
| Campaign serving status | Current campaign serving status |
| Campaign serving status reasons | Platform-provided reasons affecting campaign delivery |
| Campaign display status | Current campaign display status |
| Campaign countries or regions | Geographic delivery setting for the campaign |
| Campaign countries or regions serving status reasons | Geographic delivery setting for the campaign |
| Campaign ad channel type | Type of campaign ad channel |
| Campaign supply sources | Inventory or traffic source associated with the campaign |
| Campaign modification date | Calendar date associated with the campaign modification event or record |
| Campaign modification time | Date and time of the relevant campaign lifecycle event |
| Campaign total budget | Configured campaign total budget for the campaign or ad-group record |
| Campaign daily budget | Configured campaign daily budget for the campaign or ad-group record |
Ad Group-level
| Field Name | Description |
|---|---|
| Ad group name | Name of the ad group |
| Ad group ID | Ad group identifier |
| Ad group status | Current ad group status |
| Ad group serving status | Current ad group serving status |
| Ad group serving state reasons | Platform-provided reasons affecting ad group delivery |
| Automated keywords opt-in | Whether Search Match automatically targets relevant search terms for the ad group |
Keyword-level
| Field Name | Description |
|---|---|
| Keyword | Keyword that matched or received the reported activity |
| Keyword ID | Keyword identifier |
| Keyword status | Current keyword status |
| Keyword display status | Current keyword display status |
Search Term-level
| Field Name | Description |
|---|---|
| Search term | Customer search query that triggered the ad impression or click |
| Search term source | Traffic source |
| Search term match type | Type of search term match |
Ad-level
| Field Name | Description |
|---|---|
| Ad ID | Ad identifier |
| Ad name | Name of the ad |
| Ad language | Language assigned to the related ad content or audience |
| Ad creative ID | Ad creative identifier |
| Ad creative type | Type of ad creative |
| Ad status | Current ad status |
| Ad display status | Current ad display status |
| Ad display state reasons | Current delivery or availability state of the ad |
| Is ad deleted | Whether ad deleted is true for the related Apple Ads record |
| Ad creation datetime | Calendar date associated with the ad creation time event or record |
| Ad modification datetime | Calendar date associated with the ad modification time event or record |
GroupBy dimensions
| Field Name | Description |
|---|---|
| Device type | Type of device |
| App Store country | Geographic app store country associated with the user, delivery, or conversion |
| User country | Geographic user country associated with the user, delivery, or conversion |
| Admin area | State, province, or other first-level administrative area associated with delivery |
| Locality | Geographic area associated with the user, delivery, or business location |
| Gender | Reported or targeted audience gender |
| Age range | Apple-defined audience age bracket associated with delivery |