A

Ad — the visual and textual representation of your app in the ad.

Ad Group — a subset within a campaign containing specific targeting criteria, keywords, and bid amounts.

App Store — Apple’s digital marketplace where users can discover and download apps for iOS devices.

App Store Connect — a dashboard for managing your app’s presence on the App Store, including metadata and analytics.

App Store Optimization (ASO) — the process of improving an app’s visibility in the App Store through strategic use of keywords, descriptions, and metadata.

Apple Search Ads — a platform that allows app developers to promote their apps at the top of App Store search results.

B

Bid — the maximum amount you’re willing to pay for a tap on your ad.

Broad Match — a keyword match type that shows ads for searches broadly related to your targeted keywords.

Budget — the amount of money allocated to a campaign over a set time period.

C

Campaign — a container for ad groups, defining high-level settings like budget and targeting (e.g., geographic regions).

Click-Through Rate (CTR) — the ratio of clicks to impressions, expressed as a percentage.

Cost-Per-Acquisition (CPA) — the cost of acquiring a user who installs your app after clicking on your ad.

Cost-Per-Install (CPI) — the cost of acquiring a user who installs your app after seeing or tapping on your ad.

Cost-Per-Tap (CPT) — the amount you pay for each tap (click) on your ad.

D

Demographic Targeting — selecting your audience based on age, gender, or location.

Device Targeting — choosing specific Apple devices for your ad campaign.

E

Exact Match — a keyword match type that shows ads only when the search term exactly matches the keyword.

I

Impressions — the number of times your ad is shown to users in search results.

Install Rate — the percentage of users who install your app after tapping on your ad.

K

Keyword — a word or phrase that triggers your ad when users search for it.

Keyword Targeting — the practice of selecting specific search terms that you want your ads to appear for.

L

Lifetime Value (LTV) — the total revenue a user generates during their entire relationship with your app.

M

Match Type — how closely a keyword must match a search term to trigger an ad.

Max CPT Bid — the highest amount you’re willing to pay for a tap.

N

Negative Keywords — keywords you exclude to prevent your ads from showing for irrelevant searches.

P

Pause — temporarily halting a campaign, ad group, or keyword.

Performance Metrics — data points like clicks, impressions, installs, and costs used to evaluate ad performance.

R

Return on Ad Spend (ROAS) — a measure of the revenue generated compared to the money spent on ads.

S

Search Match — a feature that automatically matches your ad to relevant search terms based on your app metadata.

Search Term — the actual words or phrases users enter into the App Store search bar.

Search Volume — the estimated number of users searching for a specific keyword or term.

T

Tap-Through Rate (TTR) — the ratio of taps to impressions, expressed as a percentage.

Target Cost-Per-Install (tCPI) — the desired cost per install set to optimize campaigns.

W

Win Rate — the percentage of auctions your ad wins and is displayed.