Apple Ads Manager provides comprehensive metrics to measure campaign performance and user behavior.

Performance

Metric	Description
Spend	The sum of the cost of each customer tap on your ad.
Impressions	The number of times your sponsored ad appeared in App Store search results within the reporting time period.
CPM	The average amount you pay per one thousand ad impressions. Avg CPM = Spend / (Impressions / 1000) Note: for App Store Search Results Campaigns with CPT pricing model it shows effective CPM.
Taps	The number of times the ad was tapped by users within the reporting time period.
CPT	The average amount you pay per one tap on your ad. Avg CPT = Spend / Taps
TTR	The number of times your ad was tapped on by customers divided by the total impressions your ad received. TTR = Taps / Impressions * 100%
Downloads (Total)	The total number of tap-through and view-through new downloads and redownloads from an ad within the reporting period.
Downloads (View-Through)	The number of downloads and redownloads from users who viewed your ad within a 24-hour window but didn’t tap on it
Downloads (Tap-Through)	The total number of new downloads and redownloads from users who tapped on your ad within a 30-day window.
Avg CPA (Total)	Total average cost-per-acquisition (CPA) is total campaign spend divided by total downloads resulting from a view or a tap on your ad within the reporting period.
Avg CPA (Tap-Through)	Tap-through average cost-per-acquisition (CPA) is total campaign spend divided by the number of tap-through downloads within the reporting period.
Download Rate (Total)	The total downloads resulting from a view or a tap on your ad divided by the total number of taps within the reporting period. Formula: (Total Downloads / Taps) × 100% if Taps > 0, otherwise 0%
Download Rate (Tap-Through)	The total downloads resulting from taps on your ad divided by the total number of taps within the reporting period. Formula: (Tap-Through Downloads / Taps) × 100% if Taps > 0, otherwise 0%
DPM (Total)	Downloads per Mille (DPM) is the number of downloads per one thousand impressions. Formula: (Total Downloads / Impressions) × 1000 if Impressions > 0, otherwise 0

Conversions

Metric	Description
Conversions	Conversions is the total number of conversion events in the reporting period. Formula: Trials started + Subscriptions started + Non-subscriptions
Conversion CR	Conversion CR (Conversion Rate) is the percentage of total downloads that resulted in a conversion. Formula: (Conversions / Total Downloads) × 100% if Total Downloads > 0, otherwise 0%
Cost per Conversion	Cost per Conversion is your total spend divided by the number of conversions. Formula: Spend / Conversions if Conversions > 0, otherwise 0
Revenue	Revenue is the total amount of money generated from purchases, renewals, or other monetized conversions in your app within a selected timeframe (before store commission).
ROAS	ROAS (Return on Ad Spend) is the revenue from your ads divided by the ad spend, expressed as a percentage. Formula: (Revenue / Spend) × 100% if Spend > 0, otherwise 0%
ROI	ROI (Return on Investment) measures net profit relative to spend. Formula: ((Revenue − Spend) / Spend) × 100% if Spend > 0, otherwise 0%
ARPU	ARPU (Average Revenue per User) is the average revenue per user. It’s calculated as total revenue divided by the number of unique users. $60000 revenue / 5000 users = $12 ARPU. It’s helpful to compare this value to the cost per install (CPI) to understand the effectiveness of your marketing campaigns.
ARPPU	ARPPU (Average Revenue per Paying User) is the average revenue per paying user. It’s calculated as total revenue divided by the number of unique paying users. $60000 revenue / 1000 paying users = $60 ARPPU. It helps you understand how much money a paying customer generates on average.
ARPAS	ARPAS is the average revenue per active subscriber. It’s calculated as total revenue / number of active subscribers. By subscribers, we mean those who activated a trial period or subscription. $60000 revenue / 1500 subscribers = $40 ARPAS.
Installs	Installs is the the total number of users who have installed the app for the first time, as well as any reinstalls by existing users. This includes multiple installations by the same user on different devices. Please note that incomplete downloads or installations that are canceled before completion are not counted toward the install count.
Installs CR	Installs CR (Conversion Rate) is the percentage of users from total downloads that installed the app. Formula: (Installs / Total Downloads) × 100% if Total Downloads > 0, otherwise 0%
CPI	CPI (Cost per Install) is the cost per install captured by Adapty. Formula: Spend / Installs if Installs > 0, otherwise 0
Trials	Trials is the number of new trial subscriptions initiated during the reporting period.
Trial CR	Trial CR (Conversion Rate) is the percentage of total downloads that started a trial. Formula: (Trials / Total Downloads) × 100% if Total Downloads > 0, otherwise 0%
Cost per Trial	Cost per Trial is your total spend divided by the number of new trial starts. Formula: Spend / Trials if Trials > 0, otherwise 0
Trials converted	Trials converted is the number of trial subscriptions that successfully converted into paid subscriptions within the reporting period.
Trial converted CR	Trial converted CR (Conversion Rate) is the percentage of trial subscriptions that converted into paid subscriptions. Formula: (Trials converted / Trials) × 100% if Trials > 0, otherwise 0%
Cost per Trial converted	Cost per Trial converted is your total spend divided by the number of converted trials in the same period. Formula: Spend / Trials converted if Trials converted > 0, otherwise 0
Subscriptions	Subscriptions is the total number of new subscription sign-ups (non-trial) in the reporting period.
Subscription CR	Subscription CR (Conversion Rate) is the percentage of total downloads that start a paid subscription (without a free trial). Formula: (Subscriptions / Total Downloads) × 100% if Total Downloads > 0, otherwise 0%
Cost per Subscription	Cost per Subscription is your total spend divided by the number of new subscriptions started. Formula: Spend / Subscriptions if Subscriptions > 0, otherwise 0
Non-subscriptions started	Non-subscriptions started is the total number of one-time in-app purchases that aren’t subscription-based.
Non-subscription CR	Non-subscription CR (Conversion Rate) is the percentage of total downloads that made a non-subscription purchase in your app. Formula: (Non-subscriptions started / Total Downloads) × 100% if Total Downloads > 0, otherwise 0%
Cost per Non-subscription	Cost per Non-subscription is your total spend divided by the number of non-subscription purchases. Formula: Spend / Non-subscriptions started if Non-subscriptions started > 0, otherwise 0

Advanced downloads

Metric	Description
New Downloads (Total)	The total number of tap-through and view-through new downloads within the reporting period.
New Downloads (View-Through)	New downloads from users who viewed your ad but didn’t tap on it and had not previously downloaded your app are counted within a 24-hour window.
New Downloads (Tap-Through)	New downloads from users who tapped on your ad and have not previously downloaded your app. These are counted within a 30-day attribution window.
New Download Share (Tap-Through)	Shows what percentage of total downloads from taps are new downloads. (from users who tapped on your ad within a 30-day attribution window).
Redownloads (Total)	The total number of tap-through and view-through redownloads within the reporting period.
Redownloads (View-Through)	Redownloads from users who viewed your ad but didn’t tap on it within a 24-hour window. These are counted when a user downloads your app, deletes it, and downloads it again on the same device or a different one after viewing an ad.
Redownloads (Tap-Through)	Redownloads from users who tapped on your ad within a 30-day attribution window. These are counted when a user downloads your app, deletes it, and downloads it again on the same device or a different one after tapping on an ad.
Redownloads Share (Tap-Through)	Shows the percentage of total downloads from taps that are redownloads.

Insights

Metric	Description
Impression Share	Impression Share is the percentage of impressions your ad received compared to the total impressions for the same search term.
Rank	Rank (current) is your app’s current position in terms of impression share for the selected search term in a specific country or region.
Search Popularity	Search Popularity (current) is the popularity of search terms based on country or region. The ranking is 1–5, with 5 being the highest search volume.