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Reports are the most useful Apple Search Ads data for ASO. They show how paid keywords and real user queries perform in your own campaigns.

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Report Endpoints

Both endpoints accept the same query parameters:

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Search Terms Report

curl
Search terms are the exact queries users typed before seeing or tapping your ad. This is often the highest-signal Search Ads report for ASO work. Use it to find:
  • New keyword ideas
  • Queries worth adding as exact-match targeting keywords
  • Queries that should become negative keywords
  • Differences between paid search behavior and organic keyword rankings
  • Terms that convert well but are not yet in your metadata

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Keyword Performance Report

curl
Keyword reports summarize performance for your targeting keywords. Typical metrics include impressions, taps, installs, spend, and suggested bid data where Apple returns it. Use it to answer:
  • Which paid keywords are efficient?
  • Which keywords spend but do not install?
  • Which keywords are good candidates for organic metadata?
  • Which terms need bid changes?
  • Which terms need exact vs broad match changes?

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Example ASO Analysis Flow

  1. Pull the search terms report for the last 30 days.
  2. Sort by installs, conversion, or spend.
  3. Mark high-performing queries as ASO candidates.
  4. Check each candidate in Keyword Metrics.
  5. Compare with organic rankings from Keyword Rankings.
  6. Add strong terms to metadata experiments or briefs.
  7. Add irrelevant terms to Negative Keywords.

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Search Popularity

Apple does not expose the Search Popularity score from the Search Ads UI through a public API. The API can still provide useful signals: For broader market demand, pair Search Ads data with Keyword Metrics.

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Reporting Caveats

  • Search terms only include your own campaigns.
  • Low-volume data may be limited by Apple.
  • Reports depend on campaign setup, countries, bids, and budget.
  • A campaign with no spend may return little or no report data.
  • Search Ads reporting is not a competitor ad intelligence API.
For public competitor ad visibility, use Meta Ad Library Intelligence if available for the market you are researching. To join Apple Ads spend with RevenueCat revenue, see Apple Search Ads Profitability.