These 5 Traps Make Your Search Ads Data Confused

Since Apple released the App Store Search Ads, lots of iOS developers, as well as ASO teams, have started to learn and research the Search Ads rules and algorithm. It’s not difficult to conclude that more and more teams will join this group.


While helping users for optimizing their Search Ads strategies, ASMBee found that there are some traps newbies may fall in. Keep an eye on these traps can save you from confusion, and make your data clear.

1.  The data in black box

The two main factors that influence the display of your App Store Search Ads are Relevance and Bid Price.

If the relevance of your ads is too low, then no matter how much you bid, the ads will not display in any way. Different from SEM, you cannot get a precise ads quality score before you push it online, which means the operators must understand your products and keywords pretty well, and find a balance between accuracy and range.

2.  See a “Low Volume Terms” in result?

The logic of Search Ads is simple: you bid for a group of keywords, then the system will extend your keywords range if you enable Broad Keywords option, when users see your app and install, you pay. BUT, if the display count of a keyword is less than 10, you will get a “Low volume terms” in the dashboard, and other data attached to this keyword, such as, TTR, CR, CPT, CPA, etc. will be all null. In this case, it’s impossible to track where your money was gone if you have lots of low volume display.

3.  30 days’ period for CPA attribution tracking

App Store will keep the record of a user’s action for as long as 30 days. That is to say, if a user clicks your Ads but downloads the app on the 30th day from now, this download will still be ascribed to the click 30 days back. That’s why your CPA data may not corresponding to the data you’ve detected.

4.  Data may incomplete due to tracking APIs

Both AppsFlyer and Adjust can track the cause date, using their APIs, however, ASMBee found that the final data may incomplete, when comparing with the data from Apple Ads Dashboard. It seems some bit of the data is lost during the communication. If you’re using these, pay attention.

You can also use ASMBee Apple Search Ads analytic to track some real copies of the ads, and combine them with the date in  your dashboard, for a more complete data view.

5.  Cannot find your language?

By far, Apple Store Search Ads is only displayed to USA users, which is decided by location information of the device. If you plan to advertise your app other than English version, your ads will not be displayed also. Indeed, you may see some related keywords that are not English, but the ad is hidden seemingly, according to ASMBee’s tests.

Therefore, it’s a good thing to build an English version is you want to be one of the early birds in App Search Ads.

5 Traps That Make Your Search Ads Data Confused

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