Attribution
The Attribution page: installs by Apple source type, top referrers, and Apple Ads spend, installs, cost per install and ROAS on proceeds, with every formula.
The Attribution page (/attribution) answers where App Store installs come from over the last 30 days, and what Apple Ads spend returned. It honors the app filter; the period control does not apply.
Apple Ads
APPLE ADS · 30D appears only when the scope had Apple Ads spend. Connect an account under Apple Ads.
| Tile | Value | Subtitle |
|---|---|---|
| SPEND | Ad spend in USD | N taps |
| AD INSTALLS | Installs reported by Apple Ads | N impressions |
| COST PER INSTALL | Spend ÷ ad installs | spend ÷ ad installs |
| ROAS ON PROCEEDS | Proceeds ÷ spend, e.g. 1.40× | $X proceeds; green at 1× or more, red below |
window = the 30 days ending two days ago (UTC)
COST PER INSTALL = spend / installs # null when either is 0
ROAS = proceeds / spend # null without spend
proceeds = developer proceeds of the advertised apps only (apps with spend in the window)The window ends two days ago because spend is complete through yesterday but yesterday's sales report usually has not landed; including it would divide a full day of spend by a missing day of revenue. Only advertised apps count toward the numerator, so web revenue or an unadvertised app cannot inflate the return.
Up to 8 campaigns list spend, installs and cost per install (labelled with their app when several apps are advertised). Apple Ads does not report which purchases each campaign drove, so campaigns show cost, not return. Ad days follow the ad account's time zone.
Installs by source
| Tile | Value |
|---|---|
| INSTALLS | First-time downloads, 30 days |
| SOURCES | Source types reporting |
| THROUGH | Last day covered and how far behind (Apple lags 2–3 days as fallback) |
INSTALLS / DAY / SOURCE stacks each day's downloads by Apple's source-type dimension (App Store search, browse, web referrer, app referrer and so on), ranked by downloads, with a legend in stacking order. BY SOURCE / 30D lists each source's downloads, share, impressions and page views. Ranking is by downloads, so a source with many impressions and no installs ranks below one that converted.
TOP REFERRERS lists the linking sites or apps with their installs. Referrers only appear on traffic that carries them, mostly web and app referrer sources; otherwise: "Apple reported no referrer detail in this window."
These are Apple's pre-aggregated daily slices from the detailed Analytics Reports, not user-level attribution. Apple publishes them two to three days behind live and applies privacy thresholds, so small sources can be missing days.
Empty state
"No acquisition-source data yet for this scope. Apple generates the detailed source reports 1–2 days after an analytics request exists, and only for apps with App Store traffic."
SDK attribution
Per-customer attribution from the SDKs is separate; see SDK attribution.
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Funnel
The Funnel page: impressions to paid from Apple's reports, net installs, the log and linear silhouette, step conversion math and the real trial cohort from S2S.
Cohorts
The Cohorts page: monthly subscriber retention and cumulative proceeds per subscriber from Apple's subscriber report, with the exact cohort and retention rules.