Campaign Settings for Apple Search Ads
Introduction
With adbrix, you can track the performance of the app campaigns by Apple Search Ads provided by Apple.
Generally, campaign tracking is a process of matching the user’s click, impression and other interaction data and application open data measured with adbrix SDK. However, adbrix uses ‘Search Ads Attribution API’ which makes it unnecessary to collect additional data. When the API sends their data regarding the campaign performance, adbrix will calculate and clarify whether the sent data is valid, based on the ‘Attribution Modeling’ you have set in adbrix.
In this article, you will learn how to form the campaign settings for the Apple Search Ads.
Overview of Attribution Setting on Apple Search Ads
Follow below steps to track the campaign performance of Apple Search Ads.
1. Activate [adbrix] tracking
2. Check [Apple Search Ads] campaign performance
3. Check [adbrix] report
Activate [adbrix] tracking
1. Visit Attribution > AD Tracking menu, and click on Configure button of the channel ‘Apple Search Ads’.
2. Click on Enable at the bottom right corner.
3. If the status of the ‘Apple Search Ads’ switches to Enable, you are all ready to track.
Check [Apple Search Ads] campaign performance
You can check the campaign performance data from Data Explorer > Search Ads with condition of ‘Tracking Link Name (ID), after there is a ‘first’ conversion from the campaign on Apple Search Ads dashboard.
Check [adbrix] report
Based on Apple Search Ads’ set value, adbrix provides the user analysis data. The data can be checked from adbrix. (‘Group by’ or ‘Conditions’ tab of Analytics menu)
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adbrix |
Apple Search Ads - value |
definition |
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tracking link name (ID) |
campaign_id |
‘Campaign ID’ of Search Ads |
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campaign |
campaign_id |
‘Campaign ID’ of Search Ads |
|
publisher |
campaign_group_name |
‘Campaign Group Name’ of Search Ads |
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ad group |
adgroup_id |
‘Ad Group ID’ of Search Ads |
|
ad |
creativeset_id |
‘Campaign Name’ of Search Ads |
|
keyword |
keyword |
Identifier for the creative set |
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m_creative |
lineitem_id |
‘Line Item ID’ of Search Ads |
Data Discrepancies
Following are the possible reasons for the ‘Install’ data discrepancies between Apple Search Ads and adbrix report.
1) Case of running other campaigns (Self Attribution VS Multi-channel Attribution)
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Apple Search Ads |
adbrix |
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Only tracks and reports the performance based on their own ad’s interaction. |
Plus Apple Search Ads performances, adbrix applies ‘Last-click Model’ to track and report the performance considering all the interactions(click, impression, etc.) occurred from other tracking links. |
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Note. If you are running other campaigns with adbrix tracking link other than Apple Search Ads, the dashboard of Apple Search Ads might be telling you that the performance is their credit, but adbrix might not tell you the same. |
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2) Difference between the ‘Lookback Window’
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Apple Search Ads |
adbrix |
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Apple Search Ads takes all the ‘Install’ counts within 30 days of the interaction of campaign. You cannot control the ‘Lookback Window’. |
You can control the ‘Lookback Window’ from 1 hour to 30 days. |
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Note. Even if you change the ‘Lookback Window’ of Apple Search Ads on adbrix, the Apple Search Ads report will not be adjusted. This is why there can be a discrepancy between the two reports. |
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3) Difference between the standard of ‘Install’ counts
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Apple Search Ads |
adbrix |
|
Apple Search Ads counts it as an ‘Install’ when the app is installed in the device. |
Adbrix counts it as an ‘Install’ when the app is opened after installation. |
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Note. If the user opens the app right after the installation, the discrepancy between two reports will be less. |
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4) Difference between the standard of ‘Re-Install’ counts
|
Apple Search Ads |
adbrix |
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For the case which a user with an ‘install history’ re-installs the app, Apple Search Ads counts the user as ‘Conversion’ and also as ‘Re-install’. |
Adbrix counts the device with the ‘install history’ of more than once as ‘Re-install’ only. |
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Note. The values of ‘Conversion’ on Apple Search Ads and ‘New Install’ on adbrix might not match. |
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5) Attribution to last campaigns
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Apple Search Ads |
adbrix |
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If a user with more than once of the ‘install history’ through Apple Search Ads installs the application through another campaign, the Apple Search Ads will count it as new conversion. But the ‘Search Attribution API’ attributes this campaign to last campaigns for some cases. |
When adbrix receives the Search Attribution API’s response, if it is attributed to last campaign, it will not be counted as ‘Re-Install’. |
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Note. Such discrepancies of Apple Search Ads are found in some application installs. This can make a discrepancy between the two reports. |
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6) Case of Limit Ad Tracking(LAT)
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Search Ads |
adbrix |
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If a user with LAT ‘On’ participates in the campaign, it is counted as ‘Conversion’. |
If a user with LAT ‘On’ participates in the campaign, adbrix cannot receive any IDFA. This limits tracking. |
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Note. You can add the ‘Conversion’ column for the cases of LAT on/off at Apple Search Ads dashboard. Add the column to check the details. . |
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