Spend Forecast & Active Capacity

We’ve added two new metrics to the Asapty dashboard: Spend Forecast and Active Capacity. These give you a deeper understanding of your Apple Search Ads campaigns’ true potential, and they work in tandem with Active Share and Active Keywords.

Spend Forecast shows the maximum amount a campaign could spend in an ideal scenario:

• All keywords inside the campaign are live and receiving impressions

• Each keyword reaches 100% Impression Share

This scenario is extremely rare in practice. Apple Search Ads intentionally limits how much traffic a single advertiser can get. It ensures the market is shared across different apps, preventing any one campaign from dominating all available inventory.

Active Capacity shows the maximum amount your campaign can spend based on keywords that:

• Are already live (getting impressions)

• Are marked as Active Keywords in Asapty (≥10% Impression Share)

• Could reach 100% Impression Share

In short, Active Capacity = what you can actually spend if you fully scale your currently active keywords.

• Spend Forecast = total potential spend if all keywords were active and maxed out

• Active Capacity = spend potential of only the active keywords

• Active Keywords = keywords with at least some impressions (≥10% Impression Share)

• Active Share = average weightened Impression Share of your Active keywords

If a keyword has any traffic at all, and especially if it’s above 10% Impression Share, it means:

• Apple has determined that your app is eligible to buy that keyword

• You can potentially scale that keyword up to 100% Impression Share

That’s why Active Capacity is such a critical metric — it shows how much more you could spend realistically, not just theoretically.

If your campaign has no traffic yet (0 Installs or Taps):

• Spend Forecast is estimated based on our internal category-level benchmarks

• This first forecast is always inaccurate since categories like Utilities can contain apps with CPIs ranging from $0.10 to $5

Once the campaign has initial Taps and Installs:

• We recalculate Spend Forecast and Active Capacity using:

• Your actual Avg CPT and Avg CPA

• Performance metrics like TTR, CR, and IPM