Audit is a tool for measuring your app's performance and identifying any defects or inefficiencies that may be draining your time and budget. How? Audit evaluates your app's performance by analyzing key metrics and offering insights into your overall campaign management. The tool provides a performance score for your app and detailed reports on conversion rates, inefficient budget forecasts, visibility scores, and brand keyword impression shares. Additionally, Audit offers metrics on competitor storefront campaigns and the effectiveness of install-bringing keywords within your account.
With its improved algorithm, Audit is now more accurate and aligned with the latest Apple Search Ads strategies. In this article, we will explore the functionalities of Audit, provide a step-by-step guide on how to use it, share best practices, and present scenarios where Audit can significantly benefit your app performance.
How to use Audit
Utilizing Audit to find your performance grade is quite simple.
Log into your SearchAds.com account, and find Audit under “Co-pilot” in the sidebar on the left side of the dashboard.
Choose the app you want to audit. If you have more than one app integrated with SearchAds.com, you can choose among them.
The number in the middle is the grade of your Apple Search Ads performance, 100 being the highest.
Get personalized and detailed insights into your performance, these insights include your performance metrics, budget optimization, visibility on the App Store and your impression shares.
See the evaluation of your performance metrics according to search results, search tab or overall performance. In the first graph, you'll see your app’s spend, impressions, taps, installs, CPA, ROAS, TTR and CR. In the graph below, there are the same metrics’ category benchmarks, allowing you to compare your performance against your category’s standards.
When you scroll down, you can see the size of the campaign groups for your selected app. You can also view search results and Search tab performance separately.
When you scroll further, you’ll see an analysis of your campaign performances from different perspectives:
The first graph shows your underutilized campaigns that have hit their daily caps. You can increase their caps to allow these campaigns to spend more for higher revenues. Also, under the graph, there is a “What Does It Mean” section which briefly explains the situation and recommends some tools to fix your problem if there is any.
The second graph shows your Apple Search Ads visibility scores on a map, allowing you to see your geographical performance for each country and region. Below the graph, there are sections titled “What Does It Mean” and “Recommended Action” to define the problem if there’s any and guide you to the solution.
The third and fourth graphs show you the TTR performance and TTR values for each campaign. You can see your TTR/CR, the average TTR/CR and your expected TTR/CR. You can read the “What Does It Mean” and “Recommended Action” sections under these graphs as well for detailed explanations.
The fifth part is to show you if you are applying Apple Search Ads best practices like bidding brand keywords, using negative keywords or using correct match types. The red ones are the ones you failed to do and the greens ones are the ones you are currently doing. You can find “What Does It Mean” and “Recommended Action” sections under the graph for more information.
The sixth and final graph shows if you have any duplicated keywords that might cannibalize each other and cause you to spend your budget unnecessarily. You can find the “What Does It Mean” and “Recommended Action” sections under the graphs for details.
Audit is an essential tool for any app marketer looking to optimize performance and achieve better results with Apple Search Ads. By following the steps and best practices outlined in this article, you can leverage Audit to its full potential and drive meaningful improvements in your campaigns!
If you have further questions or need assistance don’t hesitate to contact your dedicated Customer Success Manager or get in touch with us via Intercom.