> For the complete documentation index, see [llms.txt](https://docs.smaq.io/documentation/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.smaq.io/documentation/connections/apple-search-ads.md).

# Apple Search Ads

### What SMAQ pulls

* Campaign, ad group, keyword, and search term performance
* Impressions, taps, conversions, spend
* Average CPT (cost-per-tap), TTR (tap-through rate), CR (conversion rate)
* Search term insights (which queries triggered your keywords)

### What you'll need

* An Apple Search Ads account with **Read** access or higher.
* Either:
  * **OAuth** (recommended) — sign in with Apple ID and authorize, or
  * **API credentials** — generate a public/private key pair in Apple Search Ads (Account → API).

### Steps to connect

1. **Data Source → Add data source**.
2. Pick **Apple Search Ads**.
3. Choose auth method:
   * **OAuth**: sign in with your Apple ID.
   * **API key**: paste the Org ID and API certificate.
4. Pick the org/team (if your Apple ID has access to multiple).
5. Name and click **Connect**.

> **\[Screen video needed]** Both auth flows side by side — OAuth first, then API key alternative. \~75 seconds.

### Tips

* **Search Match vs Discovery** — Apple Search Ads has two campaign types. Treat them separately in your dashboards.
* **Conversion measurement** requires SKAN setup or third-party MMP (like AppsFlyer). SMAQ surfaces what Apple reports — for full attribution, also connect [AppsFlyer](/documentation/connections/appsflyer.md).

### Troubleshooting

* **"Invalid certificate"** — regenerate the API certificate in Apple Search Ads and re-paste. The cert string must include the BEGIN/END markers.