Concepts
Concepts
The vocabulary and models you need to reason about an Apple Search Ads account with Tap & Scale.
Four ideas explain most of how Tap & Scale behaves. Read the vocabulary first if you're coming from Google Ads — the differences are the source of most confusion.
Apple Ads vocabulary
Taps, installs, CPT, storefronts, match types, status enums — and what Apple has no equivalent for.
Safe-apply policy
Exactly what auto-applies, what queues, and the global gates.
How sync works
The warehouse model, freshness warnings, and why edits made in Apple's UI are invisible.
Accounts and projects
The workspace and project tiers, and the dashboard map.