Workbench reporting metric definitions

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

For details on how to access metrics in Workbench, see Access Workbench reporting. For details on how to access revenue reporting metrics in App Store Connect, see App Store Connect reporting. Reporting metrics are also available in the Reporting API for Apple News Publishers.

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

• 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 in Workbench 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% Completions 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. If the banner is tapped five times, the TTR would be 5%.

• Conversions

  The number of times a specific qualifying event occurred for your ad. Workbench can only track conversions for ad destinations within the Apple ecosystem. These include:

  • App Store app downloads

  • Apple TV+ subscriptions

  • Apple News+ subscriptions

  • Apple One subscriptions

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

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

  Additionally, conversion reporting for campaigns on Workbench 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, Workbench will generate an error message and will report on taps.

• 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 reflects 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 on Workbench 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 on Workbench 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.