New Downloads (View-Through)

New Downloads (View-Through) refer to the number of first-time app installations from users who viewed an ad but did not directly interact with it (tap, click, or convert) within a 24-hour window. This metric helps measure the indirect impact of advertising and brand exposure on new app acquisitions, beyond just direct user engagement with the ad.

Key Points:

• Measures new, first-time app installations only
• Tracks downloads from users who viewed the ad but did not tap or click on it
• Looks at a 1-day (24-hour) period after the ad impression
• Provides insights into the indirect influence of advertising on new user acquisition
• Complements other install metrics like direct taps and clicks
• Valuable for evaluating the broader effectiveness of marketing campaigns

By analyzing New Downloads (View-Through), mobile app marketers can gain a more comprehensive understanding of their advertising’s impact and the role of brand awareness in driving new user acquisition. This metric helps paint a clearer picture of the customer journey and the various touchpoints that lead to app downloads through Apple Search Ads.