1. By Yusuf Barutcu - Apple Search Ads Advisor at SearchAds.com
THE ULTIMATE APPLE SEARCH ADS COURSE
From Zero to Expert
Solving Data Discrepancies and Advanced Reporting
ADVANCED

2. Apple Search Ads Webinar Series
1. Getting Started with Apple Search Ads
2. Tuning up Apple Search Ads with Live Example
3. Tracking and Automating Ad Activities
4. How to Find the Best Keywords to
Scale Your Campaigns
5. Solving Data Discrepancies
and Advanced Reporting
Beginner
Pre-
Intermediate
Intermediate
Upper
Intermediate
Advanced

3. Agenda
Section 1 Company Overview
Section 2 Why Data Discrepancies?
Section 3
Section 4
Solving for LAT on reporting differences
How to tackle reattribution window issues
Section 5
Section 6
Bonus Tips
Q&A
Yusuf Barutcu
Apple Search Ads Advisor at
SearchAds.com

4. Section 1 Company Overview

5. Company Overview
2013
2018
Founded, released MobileAction.co
Launched, SearchAds.com BETA
2019.2 SearchAds.com started as a SaaS product
2020.1 Apple Search Ads Partner
1. ASO Intelligence (App Store Intelligence)
2. Market Intelligence (DL, Revenue, MAU, DAU)
3. Ad Intelligence (creative, ad network share)
4. SDK Intelligence (App tech stack analysis)
5. Custom alerts (advanced
notifications center)
1000+
Customers
+60%
Revenue
YoY, 2019
$6M+
ASA Monthly
Spend
1000+
API
Connected
65
Countries
App Store
keywords
database

6. Section 2 Why Data Discrepancies?

7. Data Discrepancies
Why are install numbers reported on Apple Search Ads much greater than the number of
installs the MMPs attribute Apple Search Ads?
Install numbers reported on Apple Search Ads Install numbers attributed by MMPs
>
Installs from users with LAT On Redownloads Installs vs. Opens

8. How to Overcome the Problem
#1: Minimize data discrepancies #2: Work your way around data discrepancies
- Eliminate the major reasons for data discrepancies. - Understand & accept the discrepancies.
- Exclude LAT On users from your targeting. - Include LAT On users in your targeting.
- Exclude returning users from your targeting. - Include returning users in your targeting.
- Data discrepancies will be minimized. - Data discrepancies will increase.
- More peace of mind due to less reliance on estimations. - Will have to rely more on estimates and assumptions.
- Measuring performance & optimizations much easier. - Measuring performance & optimizations complicated.
- Pool of users that can be targeted will be limited.
More difficult to scale volume of acquisition.
- Pool of users that can be targeted will be much larger.
Much easier to scale volume of acquisition.
- Makes more sense if you have a limited budget and if you’re already
able to hit your targets without LAT On users or re-downloads.
- Makes more sense if you’re trying to scale your acquisition as much
as possible as long as KPI targets are met.

9. Section 3 Solving for LAT On reporting differences

10. Including or Excluding
(LAT-On users & Re-downloads)
Needs to be done at the Adgroup level in the Adgroup settings
- to include all users (both LAT On and off),
keep Age Range and Gender “All”.
- to exclude LAT On users, change the Age
Range from “All” to “18-65+”.
- to include all users (New and returning users),
select “All users”.
- to exclude redownloads, select “New users”.

11. How to Measure the Performance
of LAT Users
- “Estimate” is probably a more accurate statement than “measure”.
- Apple Search Ads reports the breakdown of installs based on LAT On vs. LAT Off.
Step 1: Calculate the LAT On rate installs (Lat On installs /Total installs)
Step 2: Take the install and in-app event stats from your MMP.
(These metrics will only be for the LAT Off users. We will make the assumption that LAT On users perform the same as
LAT off.)
Step 3: Apply the LAT On rate to these install and in-app event stats to estimate the
total (LAT On + LAT Off) number of installs and in-app events that the MMP should have reported.
[“MMP Installs” / (1 - “LAT On Rate”)]
Limited Ad Tracking (LAT) is an optional setting for iOS users that prevents advertisers from targeting users through any aspects
of their Apple ID (such as age or gender). A user can enable this feature from the Settings app in their iOS device. An estimated
20-30% of users have LAT enabled on their iOS devices.

12. Section 4 How to Tackle Reattribution Window Issues

13. Window differs
User downloads
your app
UA Manager
checks the
conversions
User makes a
purchase
through your app
This purchase will appear in different time
intervals on different dashboards.
● Your MMP partner will show this
purchase between 6/1 - 6/30
● Your campaign management
platform will show it on the basis of
download date: 5/1 - 5/30
So, which time interval should you be looking at?
Solution: Clarify custom metrics according to your needs.
5/12 6/20 6/30

14. Returning Users Problem
Everything except new users is in conjunction
with “returning users”.
Most of the time Attribution partners count 90+ day old returning
users as new users. (Causes in-app conversion problems)
SearchAds.com solution: “Re-Attribution Options”
You can refine your audience at the ad
group level by these customer types:
- All users
- New users
- Returning users
- Users of my other apps
LAT On users represents about 30% of the entire app store
users. You need to set a strategy considering the LAT On/Off
users.
SearchAds.com solution: “LAT On/Off Factor”

15. Section 5 What’s next with iOS14

16. ● Instead of having the Lat On/Off setting all apps will be required to ask for tracking individually.
● SKAdNetwork will be updated.
What’s Changing with iOS 14?
The API helps advertisers measure the success of
ad campaigns while maintaining user privacy.
Ad networks must register with Apple, and developers
must configure their apps to work with ad networks.
SKAdNetwork

17. Section 5 Bonus Tips

18. The Performance of Your Keywords
- Metrics at a glance within your
Campaigns dashboard, Ad Groups
dashboard, or Keywords tab.
- Performance data for keywords,
search terms, and Creative Sets
Options for viewing
performance data
Campaigns Dashboard Charts Dashboards Custom Reports
- Data in graphs & charts,
performance over time.
- Key metrics by date, ad group, or
device, or according to specific
audience refinements
- Customized reports
- Able to choose metrics, at any level
within campaign group
- Easily schedule reports to run

19. Does Apple Search Ads Influence
App Rankings?
Best practices for maximizing the ROI of your campaigns and increasing your app’s organic
rankings:
- Plan your campaign keywords to influence organic app ranking
- Bid on keywords for which your app already ranks higher (select keywords relevant for your app and
popular search terms, and also select negative keywords for which you don’t want your Search Ads to show.)
- Optimize TTR [TTR (Tap-Through Rate): is the number of times your ad was tapped by customers divided by the
total impressions your ad received.]
- Pick new installs from high-intent users and boost your app’s rankings for selected keywords.
YES; running Apple Search Ads increases your app’s rankings :)

20. Section 6 Q & A