Before optimizing your Apple Search Ads campaign, it's essential to set clear goals and objectives. For instance, you can aim for a target ROAS of 120% or aim for a specific cost-per-goal event, such as $50 per subscription. By setting these app marketing goals, you will have a clear target to work towards and measure your progress.
It's important to give your campaign enough time to collect data before optimizing. Without enough data points, you're merely guessing, and it can lead to incorrect decisions for your app marketing. Typically, you should allow your campaign to run for at least a day or two to collect enough data.