Understand sales, proceeds, and campaign attribution

Apple Ads reports and App Store Connect reports describe different parts of your business. Connecting both sources does not make every sale attributable to a particular advertisement.

App-level context

The optional App Store Connect connection reads Sales and Trends information. Sales and developer proceeds can help explain overall app performance, but they are not verified settled payments and do not by themselves identify which campaign caused a purchase.

Compare compatible data

Review the app identity, reporting dates, currency, and source definitions before comparing results. A campaign window and an app-level sales window may not measure the same activity. New downloads, redownloads, and advertising conversions are not interchangeable counts.

Avoid unsupported conclusions

Aggregate downloads or proceeds alone cannot establish return on ad spend, payback, or profitable incremental acquisition for a campaign or keyword. Any estimate needs its assumptions and attribution limits clearly stated.

Apple Ads analysis is designed to work without App Store Connect revenue context, once Apple Ads access is available. Missing revenue context must remain visible and cannot justify unsupported profitability or spend-increase conclusions.