Reporting metric definitions

A wide variety of reporting metrics are available to help you optimize your campaign performance and track your supply, fill rates, and revenue metrics. Pooled and backfill revenue are reported in App Store Connect.

Below is a list of the supported metrics and their definitions for both campaign performance as well as supply and revenue.

Campaign Performance

In your performance summaries and details, you can view campaign data for the following metrics:

  • Average Time Spent

    For carousel ads, this is the measure of average length of time (in seconds) that at least 50% of the carousel ad was displayed onscreen, for a minimum of one second and a maximum of 30 seconds.

  • Card Taps

    For carousel ads, the total number of times a card is tapped.

  • Card Views


    For carousel ads, the total number of times a card is in full view.

  • Completions

    Completions reflect the number of times a video ad is played through to the end. Video completions metrics are broken down by quartile metrics which indicate the number of times a user leaves an ad during that quartile percentage of completeness of the ad before the user leaves the ad (0–25%, >25–50%, >50–75%, or >75–100%). When 100% of the video is viewed, it’s reported as a Complete.

    The reported data is not cumulative. A video ad play with 100% completion will be included in both the >75–100% quartile as well as in the Completions bucket. A view that reaches 60% will only be attributed to the >50–75% completion bucket. It won’t be attributed in the 0–25 or >25–50% bucket. This is to ensure that completion rates aren’t double or triple counted.

  • Completion Rate

    The ratio of completions to total video impressions.

  • TTR (%)

    The ratio of taps to impressions. For example: 100 users are exposed to an ad banner. The banner is tapped five times. The TTR would be 5%.

  • Conversions

    The number of times a specific qualifying event occurred for your ad. Only conversions for ad destinations within the Apple ecosystem can be tracked. These include:

    • App Store app downloads
    • Apple TV+ subscriptions
    • Apple News+ subscriptions
    • Apple One subscriptions


    Apple Music, movies, or TV shows, as well as Apple Podcasts, Apple Books, and in-app purchases can’t currently be counted.

    An ad destination URL for an app on the App Store is required when creating an ad. When setting this up, a client partner will confirm if conversion tracking is available for the selected destination.

    Additionally, conversion reporting requires an image upload for the ad(s). Third-party tags aren’t supported for conversion tracking. If third-party tracking variables are included in links, only taps will be reported.

  • Conversion Rate

    The number of conversions divided by the number of taps.

  • Non-Tappable Video - Completion Rate

    The ratio of completions to the number of video impressions with a non-tappable state.

  • Non-Tappable Video - Impressions

    Total impressions for a video ad with a non-tappable state.

  • Requested Impressions

    An initial ad request made through an Apple proxy to a third-party or Apple content server for an ad.

  • Social Shares

    For Sponsored Content (Native) ads only, this is the measure of how many times users have shared the sponsored article.

  • Tappable Video - Completion Rate

    The ratio of completions to the total video impressions with a tappable state.

  • Tappable Video - Impressions

    Total impressions for a video ad with a tappable state.

  • Tappable Video - Taps

    The number of times a video ad is tapped.

  • Taps

    Also known as Taps (Standard). The number of times an ad is tapped. Note that Taps reflect the Taps (Legacy) definition prior to January 16, 2024.

  • Taps (Legacy)

    Total number of taps, with the ad destination opened for a minimum of 2 seconds.

  • Impressions

    Also known as Impressions(Standard). For banner ads, an impression is logged when Apple has received confirmation that at least 50% of the banner was fully displayed onscreen for 1 second. This includes banners that move on or off the screen. If an ad scrolls onscreen and then scrolls off and back on, only one impression is counted.

    For video ads, an impression is recorded when Apple has received confirmation that at least 50% of the video ad was displayed onscreen for at least 2 continuous seconds. This includes video ads which can move on or off the screen. If a video ad scrolls offscreen and back on, an impression will only be recorded if at some point at least 50% of the video was playing for at least 2 continuous seconds. Note that Impressions reflect the Impressions (Legacy) definition prior to January 16, 2024.

  • Impressions (Legacy)

    Previously known as Viewable Impressions. For banner ads, an impression is logged when Apple has received confirmation that 100% of the banner was fully displayed onscreen for 1 second. This includes banners that move on or off the screen. If an ad scrolls onscreen and then scrolls off and back on, only one impression is counted.

    For video ads, an impression is recorded when Apple has received confirmation that at least 50% of the video ad was displayed onscreen for at least 2 continuous seconds. This includes video ads which can move on or off the screen. If a video ad scrolls offscreen and back on, an impression will only be recorded if at some point at least 50% of the the video was playing for at least 2 continuous seconds.

Supply and Revenue

In the revenue reporting summary and details, you can view the following supply and revenue metrics:

  • Backfill eCPM

    The average revenue per thousand impressions for backfill campaigns.

  • Backfill Fill Rate

    The total number of backfill ad impressions divided by supply.

  • Backfill Impressions

    The total number of impressions generated from backfill campaigns.

  • Backfill Revenue

    The total revenue generated from backfill campaigns.

  • Direct Sold Fill Rate

    The percentage of direct sold ad impressions divided by supply.

  • Direct Sold Impressions

    The total impressions generated from direct sold campaigns.

  • Fill Rate

    The percentage of total impressions divided by supply.

  • House Fill Rate

    The percentage of house ad impressions divided by supply.

  • House Impressions

    The total number of impressions generated from house campaigns.

  • Impressions

    For banner ads, an impression is logged when Apple has received confirmation that at least 50% of the banner was fully displayed onscreen for 1 second. For video ads, an impression is recorded when Apple has received confirmation that at least 50% of the video ad was displayed onscreen for at least 2 continuous seconds. See details for Impressions above.

  • Supply

    The total number of ad impressions that are filled and unfilled.

  • TTR (previously Confirmed TTR)

    Tap-through rate, or the ratio of confirmed taps to impressions.