Apple Search Ads: Most-used fields

Represents the financial limit set for advertising campaigns. This can be either a daily spending limit or a total budget for the campaign.

The type of ad channel used for the ad. For example, 'SEARCH'.

Indicates whether the ad group has been marked as deleted.

The current display status of the ad group, indicating its visibility and serving state.

A unique identifier for the ad group.

The name assigned to the ad group.

The primary reason an ad group is not currently running. This is the first item in a list of potential reasons.

The current serving status of the ad group, such as 'RUNNING', 'PAUSED', or 'NOT_SERVING'.

The overall status of the ad group, such as 'ENABLED' or 'PAUSED'.

A unique identifier for the ad creative.

A list of reasons provided by the system explaining why an ad is not currently running.

A unique identifier for an application within the Apple ecosystem, used to filter data or retrieve app-specific information from the Apple Search Ads API.

Indicates whether Search Match is enabled for the ad group. If true, the system automatically adds optimized keywords in addition to manually added keywords.

The target cost-per-acquisition (CPA) amount set for the ad group.

The currency of the cost-per-acquisition (CPA) goal for the ad group.

The default bid amount for keywords within the ad group.

The currency of the default bid amount for keywords within the ad group.

Indicates if the ad group has been deleted.

The current display status of the ad group.

The date and time when the ad group is scheduled to end.

The date and time when the ad group was last modified.

The pricing model configured for the ad group's bids, such as Cost-Per-Tap (CPC) or Cost-Per-Mille (CPM).

A list of reasons indicating why the ad group is in its current serving state.

The current serving status of the ad group, reflecting its eligibility to deliver ads.

The date and time when the ad group is scheduled to start.

The status of the ad group, such as 'ENABLED' or 'PAUSED'.

The administrative area (e.g., state or province) used for targeting within the ad group.

The age range demographic used for targeting within the ad group.

The country or region used for targeting within the ad group, represented by a country code.

The device class (e.g., 'IPAD', 'IPHONE') used for targeting within the ad group.

The gender demographic used for targeting within the ad group.

The locality (e.g., city or group of cities) used for targeting within the ad group.

The Apple ID (Adam ID) of the app being promoted.

The name of the app being promoted.

The name of the application associated with the 'adamId'.

Indicates whether Search Match is enabled. If true, the system automatically adds optimized keywords to the ad group.

The average cost-per-acquisition (CPA) amount, representing the average cost incurred to acquire a conversion (e.g., an install) through Apple Search Ads. This metric is used to optimize for the highest conversion volume.

The currency in which the average Cost Per Acquisition (CPA) amount is reported.

The average cost-per-mille (CPM) amount, representing the average cost for one thousand impressions.

The currency of the average cost-per-mille (CPM) amount.

The average cost-per-tap (CPT) amount, representing the average cost for each tap on an ad.

The currency of the average cost-per-tap (CPT) amount.

The bid amount for a keyword.

The currency of the bid amount for a keyword.

The suggested bid amount for a keyword, which is an indicator to help increase the likelihood of an ad showing in App Store searches.

The currency of the suggested bid amount for a keyword.

The type of ad channel associated with the campaign.

The Apple ID (Adam ID) of the app promoted by the campaign.

The type of billing event for a campaign, such as 'TAPS'.

The total budget amount allocated for the campaign.

The currency of the total budget amount for the campaign.

Information related to budget orders associated with the campaign.

A list of country or region codes where the campaign's ads will be served.

A map of reasons indicating why a campaign cannot run for specific countries or regions.

The daily budget amount allocated for the campaign.

The currency of the daily budget amount for the campaign.

Indicates if the campaign has been deleted.

The current display status of the campaign, indicating its visibility and serving state.

The date and time when the campaign is scheduled to end.

The date and time when the campaign was last modified.

The payment model set up for the campaign, which influences whether campaigns can run. Possible values include PAYG (Pay-As-You-Go) or LOC (Line of Credit).

A list of reasons indicating why the campaign is in its current serving state.

The current serving status of the campaign, reflecting its eligibility to deliver ads.

The date and time when the campaign is scheduled to start.

The overall status of the campaign, such as 'ENABLED' or 'PAUSED'.

A list of ad placements where the campaign's ads can appear, such as App Store Search Results or App Store Search Tab.

A unique identifier for the campaign.

The name assigned to the campaign.

The overall status of the campaign, such as 'ENABLED' or 'PAUSED'.

The percentage of user engagements (e.g., taps or impressions) that resulted in a conversion, such as an app install.

A list of country or region codes relevant to the campaign or ad group.

An ISO 3166-1 alpha-2 country code that represents the country or region where advertising campaigns are targeted or where performance data is reported.

The display name for the country or region where ad campaigns are run or data is reported. This corresponds to the countryCode API field.

The target cost-per-acquisition (CPA) amount.

The currency of the target cost-per-acquisition (CPA) amount.

The date and time when the entity (e.g., campaign, ad group) was created.

A unique identifier for the ad creative.

The creativeType specifies the type of creative asset used in an ad, such as app previews or screenshots.

The daily budget amount.

The currency of the daily budget amount.

The date for which the report data is aggregated. Format is YYYY-MM-DD.

The default maximum cost-per-tap (CPC) or cost-per-impression bid amount for an ad group. This field was renamed to 'defaultBidAmount' in API v4.

The currency of the default maximum cost-per-tap (CPC) or cost-per-impression bid for an ad group. This field was renamed to 'defaultBidAmount' in API v4.

Indicates if the entity (e.g., campaign, ad group, or keyword) has been deleted or soft-deleted. This field reflects the removal status of an advertising component within the Apple Search Ads platform.

Indicates if the entity has been deleted.

The type of device (e.g., iPhone, iPad) on which the ad impressions or app downloads occurred.

The current display status of the entity.

The date and time when the entity is scheduled to end.

A metric representing the higher end of the impression share percentage your app captured for a specific search term or keyword. Impression share data is available through the Apple Ads Platform API.

The hour of the day when performance data was recorded, used when reporting data with hourly granularity.

The number of times an ad appeared in App Store search results within the reporting time period.

The total number of new downloads and redownloads of an app attributed to an ad within the reporting period, including both tap-through and view-through conversions.

The text of the keyword used for targeting.

The current display status of the keyword.

A unique identifier for the keyword.

The overall status of the keyword, such as 'ENABLED' or 'PAUSED'.

The language associated with ad creatives or the default language for countries/regions in a campaign.

The total number of installs from users who have not enabled Limit Ad Tracking (LAT) on their device.

The total number of installs from users who have enabled Limit Ad Tracking (LAT) on their device.

The total amount of money spent in the local currency.

The currency of the total local spend amount.

A metric representing the lower end of the impression share percentage your app captured for a specific search term or keyword. Impression share data is available through the Apple Ads Platform API.

The keyword match type (e.g., 'BROAD', 'EXACT', 'SEARCH_MATCH').

The date and time when the entity was last modified.

The number of first-time downloads of an app resulting from an ad within the reporting period.

A unique identifier for the organization or campaign group. Equivalent to a campaign group in the Apple Search Ads UI.

A unique identifier for the organization.

The name of the organization.

The ranking of a keyword or app in search results, often used in keyword performance reports.

The number of times users downloaded an app again after previously deleting it, attributed to an ad within the reporting period.

An official score representing the popularity of a specific search term, exposed by the Apple Ads Platform API as 'asa_search_term_popularity'.

The actual user query that triggered an ad, available through search term performance reports.

Indicates the source of a search term. 'AUTO' signifies automatic matching, while 'TARGETED' indicates a specifically chosen keyword match type (Broad or Exact).

The actual text of the search query entered by a user.

A list of reasons indicating why the entity is in its current serving state.

The current serving status of the entity, reflecting its eligibility to deliver ads.

The date and time when the entity is scheduled to start.

The overall status of the entity (e.g., 'ENABLED', 'PAUSED').

The cost-per-install (CPI) amount, calculated as the total campaign spend divided by the number of tap-through installs within the reporting period.

The currency of the tap-through cost-per-install (CPI) amount.

The total number of app installs that occurred after a user tapped on an ad.

The total number of new downloads attributed to users who tapped an ad within a 30-day attribution window. This counts when an app is downloaded to a device where it hasn't been previously installed.

The total number of redownloads attributed to users who tapped an ad within a 30-day attribution window. This counts when an app is downloaded again on the same or a different device after being previously deleted.

The rate at which users tap on an ad after viewing it (Taps / Impressions).

The total number of times users tapped on an ad.

A collection of audience refinement criteria used for targeting, such as age, gender, device, and location.

The total budget amount allocated.

The currency of the total budget amount.

The rate of total installs, calculated as the total number of installs divided by the total number of taps within the reporting period.

The total number of new downloads or redownloads resulting from an ad.

The total number of app downloads from new users who have never before installed the app.

The total number of times users re-downloaded the app after previously deleting it.

The total number of installs attributed to users who viewed an ad but did not tap it (view-through installs).

New downloads from users who viewed an ad but did not tap it, within a 1-day attribution window. This counts when an app is downloaded to a device where it hasn't been previously installed.

Redownloads from users who viewed an ad but did not tap it, within a 1-day attribution window. This counts when an app is downloaded again on the same or a different device after being previously deleted.