Apple has enhanced its Search Ads reporting by introducing new view-through metrics and updating existing total metrics to include view-through data. This change offers advertisers a more comprehensive view of their campaign performance, tracking the impact of ad impressions beyond direct taps.
New View-Through Metrics
The reporting dashboard now includes these new metrics:
Installs (View-Through): Counts new downloads and redownloads from users who viewed an ad without tapping, measured within a one-day window.
New Downloads (View-Through): Tracks first-time installations from users who viewed but didn't tap an ad, within a one-day window.
Redownloads (View-Through): Measures reinstallations from users who viewed an ad without tapping, within a one-day window.
Updated Total Metrics
Existing total metrics have been expanded to incorporate the new view-through data:
Installs (Total): Now includes both tap-through and view-through new downloads and redownloads.
New Downloads (Total): Updated to sum up tap-through and view-through first-time app installations.
Redownloads (Total): Now combines both tap-through and view-through app reinstallations.
Implications for Advertisers
The addition of view-through metrics allows advertisers to assess the impact of ad impressions that don't result in immediate taps but may influence later install decisions. The one-day attribution window for these metrics offers insight into short-term ad influence on user behavior.
By including view-through data in total metrics, Apple provides a more complete picture of ad performance, recognizing that ad effectiveness extends beyond direct click interactions.
