Apple has again improved its Search Ads reporting by introducing “Tap-Through” and “View-Through” metrics, along with the previously available “Total” metrics. This new reporting offers advertisers a more complete view of user behavior and ad impressions impact beyond just a tap. New metrics include Installs (View-Through), New Downloads (View-Through), and Redownloads (View-Through), all within a one-day window.
Let’s look at an example of how these metrics differ for a campaign’s Install metrics:
Installs (Tap-Through)
Installs (Total)
Installs (View-Through)
Summary of Differences
By incorporating view-through metrics, advertisers can gauge the effectiveness of ad impressions that don’t directly lead to immediate clicks but potentially contribute to later installation decisions. The one-day attribution window associated with these metrics provides valuable insights into the short-term impact of advertisements on user behavior.
These new reporting options give new insight into user behavior and the efficiency of your ads. By further analyzing View-Through and Tap-Through data, advertisers can identify the performance of their ad spend, beyond simply immediate installs.
There are a number of takeaways that we’re already seeing in our clients’ metrics. As an example, View-Through “effectiveness” may indicate that users are seeing our ad and later deciding to install the app without tapping on the ad. This shows value beyond simply the immediate download.
Need help with Apple Search Ads? Ask how SAM, and our team can help you!
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