Workbench reporting metrics
Workbench offers a wide variety of reporting metrics to help you optimize your campaign performance.
Campaign performance data:
In the performance summaries and details, you can view campaign data for the following metrics. To download data as a CSV file, click Download Report below the date fields on any page.
Average Time Spent:
The average amount of time (in seconds) that a user engages with an ad. For Sponsored Content (Native) ads, this is the measure of average active time (in seconds) that users spent reading the sponsored article, based upon views that originated from the Sponsored Content (Native) ad.
Completions is the number of times a video ad is played through to the end. Quartiles indicates the number of times a specified portion (0-25 percent, 25-50 percent, 50-75 percent, or 75-100 percent) of a video ad is played before the user leaves the ad.
The reported data is not cumulative. A video ad play with 100 percent completion will be included in both the 75-100 percent quartile as well as in the Completions bucket. A view that reaches 60 percent will only be attributed to the 50-75 percent completion bucket. It will not be attributed in the 0-25 percent or 25-50 percent bucket. This is to ensure completion rates are not double or triple counted. When a video ad plays to 100 percent completion, it will be included in both the 75-100 percent quartile as well as in the Completions bucket.
The ratio of completions to the number of video impressions.
Total number of taps, with ad destination opened for minimum of two seconds.
Confirmed tap-through rate, or the ratio of confirmed taps to viewable impressions. For example, say 100 users were exposed to an ad banner and the banner was tapped five times. If during each of those five times, the tap destination was opened for more than two seconds, the Confirmed TTR would be five percent.
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:
Purchases of Apple Music, Movies, or TV shows on the iTunes Store (purchases through the iTunes Store are supported; purchase through Apple Music or Apple TV apps aren’t).
Apple Podcasts, Apple Books, and in-app purchases can’t currently be tracked.
Ad destination URLs for apps, Apple Music, Movies, or TV shows are required when creating an ad in Workbench, as outlined in Ad Destinations. When doing so, 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. Advertisers can still use a third-party reporting solution to report on conversions for links with tracking variables.
The number of conversions divided by the number of taps.
See also Total Viewable Impressions and Video Impressions.
A viewable impression is logged on Workbench when Apple has received confirmation from iOS that 100 percent of the banner was fully displayed on-screen beyond a network-level time threshold of one second. This includes banners that move on or off the screen. If an ad scrolls on screen and then scrolls off and back on, only one viewable impression is counted.
For video ads, an impression is recorded when Apple has received confirmation from an iOS device that 50 percent of the video ad was displayed on screen for at least two continuous seconds. This includes video ads which can move on or off the screen. If a video ad scrolls off screen and back on, an impression will only be recorded if at some point the video was playing for at least two continuous seconds.
Non-Tappable Video Impressions:
The number of delivered ad impressions for a video ad with a non-tappable state.
An initial request made by the SDK through an Apple proxy to a third-party or Apple content server for an ad. This metric is available per ad through the Performance by Ad report.
For Sponsored Content (Native) ads only, this is the measure of how many times users have shared the sponsored article.
Tappable Video Impressions:
The number of delivered ad impressions for a video ad with a tappable state.
Total Viewable Impressions:
The number of viewable ad impressions delivered across an entire campaign. Viewability is defined as all four corners of a display or native ad being viewable for one full second.
The number of times an ad is tapped. This metric is available per ad through the Performance by Ad report.
The number of delivered ad impressions for all tappable and non-tappable video ads. Fifty percent of the video must be visible on-screen for two continuous seconds to record an impression.