The geographic breakdown in Overview shows how your selected performance metric is distributed across countries and regions for the chosen date range. The data is displayed as an interactive map that lets you quickly identify where your Apple Ads performance is strongest and where there may be untapped opportunity.
How to read the map
The map uses color intensity to represent performance levels by country. Countries with higher values for the selected metric appear in a darker or more saturated color. Countries with little or no activity appear lighter or uncolored.
To see the exact figures for a specific country, hover over that country on the map. A tooltip displays the metric value for that region within the selected date range.
How to change the metric
Use the metric selector above the map to change which metric the geographic visualization displays. The available options match the performance metrics shown elsewhere in Overview: impressions, taps, installs, spend, and others.
The map updates immediately when you select a different metric, allowing you to compare geographic distribution across multiple dimensions without leaving the page.
How to use the data
Identifying high-performing markets: Countries that are generating a large share of installs or taps relative to spend may represent markets where your campaigns are particularly efficient. These are worth understanding more deeply, both in terms of what is driving performance and whether there is room to scale budget.
Spotting untargeted activity: If a country you are not actively targeting appears prominently on the map, it may indicate organic interest or unintended reach from broad targeting settings. This is worth investigating to decide whether a dedicated campaign for that market would improve results.
Reviewing spend distribution: Switching the map to show spend lets you see where your budget is being consumed geographically. If spend is heavily concentrated in one market but installs are more evenly distributed, it may signal a CPA efficiency gap worth addressing.
Best practice: Cross-reference the geographic breakdown with the demographic breakdown for your highest-performing countries. Understanding both where and who is converting gives you a more complete picture for refining your targeting strategy.
Related links
Need more help?
If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.