To track TTR in Apple Search Ads, follow these steps:
- Sign in to your Apple Search Ads account and navigate to the Campaigns, Ad Groups, or Keywords tab, depending on which level you want to track TTR for.
- Click on the "Columns" button, located at the top right of the screen.
- From the dropdown menu, select "Customize columns."
- Scroll down until you see the "Engagement" section, and check the box next to "TTR."
- Click "Save" to apply your changes.
Once you've customized your columns to include TTR, you can view this metric for each campaign, ad group, or keyword. You can also use this data to optimize your campaigns by identifying areas where you can improve your ad relevance, such as adding negative keywords or improving your ad copy and visuals. Remember to monitor your TTR regularly and make adjustments to your campaigns as needed to ensure you're getting the best possible results.
Tracking only TTR (Tap Through Rate) is not enough as it provides a limited view of ad performance. To gain a complete understanding of ad performance, you need to track full funnel key metrics such as CVR (Conversion Rate) CPT (Cost per Tap), CPA (Cost per Acquisition) etc.
Tracking full funnel analytics in Apple Search Ads and using tools like SplitMetrics Acquire can provide a complete picture of how their ads are driving user acquisition and conversion. This data allows for a deeper understanding of ad performance at each stage of the funnel, helping identify optimization opportunities for maximum ROI. So mobile marketers can make data-driven decisions to ensure their app growth.