Essentially, on the Ads Tool, you can get deeper insights into your Google App Campaigns as well Apple Search Ads* you set up for your app and you can compare the performance across campaigns and countries.

You can find the following KPIs:

In general, App Radar uses unified wordings to make comparability across different ad platforms easier. Here is a table on what unified description is displayed in App Radar and what it stands for:

For Google App Campaigns: Conversions are based on your Primary Campaign Conversion Goals that you set in the Google Ads Conversion settings (e.g. installs, in-app activity). Conversions are taken from your Google Ads Account. They are based on what you have defined within your Campaign Conversion Goals. This can be installs or in-app activities.

Once you connect your ads account, by default, the data for the last 90 days will be shown within your App Radar dashboard. Here is an explanation from Google Ads about mobile app conversions.

All Conversions: includes all conversions that your Google Ads campaign drive incl. Primary Campaign Conversion Goals. These are not configurable and are basically all the conversions that are imported and tracked within Google Ads. This means, as soon as you add another event that has a high daily count e.g. your All Conversions column numbers will start to heavily increase as well. The best way to separate this in Google Ads is to toggle on the view “by conversion action”, this way you will see that conversions are just those that you configure as “primary” whereas the all conversions are all imported conversions that are tracking and also shown in separated lines.

For Apple Search Ads: Conversions are the number of total installs generated through Apple Search Ads.

Impressions

The number of impressions shows how often your ads get displayed across the different Google-owned channels as well as Apple App Store. An impression is counted each time your ad is shown.

Clicks/Tabs

When someone follows through and clicks on your ad, Google Ads will count this as a click and Apple Search Ads as a tap. Based on the clicks, you can understand how well your ads are received by viewers.

Avg. CPC - Cost per Click

Cost per click, or as Apple calls it “cost per tab” means how much you are paying for each click on your ads. App Radar shows a weighted avg. cost per click.

If there are more campaigns, there will be shown the one with higher impact (the one with more impressions).

Cost per Conversion

This mean how much you are paying for the conversion you defined within your campaign goals. If you have more campaigns running, App Radar will show you a weighted average cost per conversion. Keep in mind, for Apple Search Ads the data shows the average cost per install and for Google Ads it depends on your settings.

Which Google Ads campaigns are shown within App Radar?

App Radar will display only Google app campaigns. This means, when you connect your Google Ads account to App Radar, but has no app campaigns running, then no data will be shown. We only check campaigns that are promoting the apps you have in your App Radar account

➡️Find additional information on our Google Ads and Apple Search Ads features in the Paid User Acquisition Dashboard Widgets article.
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*Please note, that your campaign data will only be visible in App Radar if you are running Apple Search Ads Advanced campaigns. No data for Apple Search Ads Basic campaigns will be shown in App Radar.