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What is Apple Search Ads?

Apple Search Ads (ASA) places app ads in App Store search results and browse placements, reaching high-intent users actively searching for apps.

Apple Search Ads: Full Definition

Apple Search Ads (ASA) is Apple's native advertising platform that serves app install ads within the App Store: in search results (the primary placement), the Today tab, the Search tab, and app product pages. Because placements appear directly in the App Store during active app searches, ASA captures the highest-intent users in the entire mobile advertising ecosystem.

ASA Basic (automated, simple) and ASA Advanced (keyword-based, full control) are the two product tiers. Advanced allows advertisers to bid on specific keywords, manage match types, and segment campaigns by device and audience.

A key advantage of ASA is its ATT exemption: Apple's own first-party data powers ASA targeting without requiring an ATT opt-in from users. This makes ASA one of the few iOS channels that retains user-level optimization capabilities post-ATT, a significant advantage for iOS-first apps.

Why Apple Search Ads matters

ASA reaches users at peak install intent, someone actively searching 'budget tracker app' or 'puzzle game offline' in the App Store has high conversion intent. Most mobile apps can achieve strong CPI efficiency on brand and category keywords. As ATT limits targeting on other iOS channels, ASA's first-party data advantage makes it increasingly valuable.

Frequently asked questions

No. Apple Search Ads uses Apple's own first-party App Store data, which is exempt from ATT requirements. This means ASA retains user-level optimization and measurement capabilities that other iOS channels lose for opted-out users.

Related terms

Ad Platforms

Google UAC

Google UAC (Universal App Campaigns) is Google's automated app install advertising platform that serves ads across Search, Play Store, YouTube, Display, and Discover simultaneously.

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Meta Ads

Meta Ads is the advertising platform spanning Facebook, Instagram, Messenger, and the Audience Network, representing the largest social advertising ecosystem for mobile app UA.

Learn moreMobile Attribution

App Tracking Transparency (ATT)

ATT is Apple's iOS framework that requires apps to request explicit user permission before tracking their activity across other companies' apps and websites.

Learn moreMobile User Acquisition

Cost Per Install (CPI)

CPI is the average amount spent in advertising to generate one app install. It's the most common efficiency metric in mobile user acquisition.

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