Ads Manager organizes your Apple Ads account into layers. Each layer gives you a different level of detail, from a high-level view of your campaign groups down to individual keywords, search terms, and ads.
This article explains what each layer shows and when to use it. To learn how to edit items within a layer, see Edit your campaigns in Ads Manager.
How layers work
At the top of Ads Manager, a navigation bar runs across the page with a tab for each layer: Campaign Groups, Apps, Campaigns, Ad Groups, Keywords, Search Terms, Ads, CPP, and Negative Keywords. Selecting a tab switches the table and graph to show data for that layer only.
Each layer is independent. Switching from Campaigns to Ad Groups, for example, shows all ad groups across your entire account by default, not just those within a specific campaign (unless a specific campaign is selected). To focus on a subset of data within a layer, use filters or the Level selector.
What each layer shows
Campaign Groups is the top level of your account structure. Campaign groups are used to organize campaigns, typically by app, team, or access level. At this layer, you can see aggregate spend and performance across all campaigns within each group, and compare groups against each other. You cannot create campaigns directly from this layer.
Apps shows performance data organized by app rather than by campaign structure. This view is useful when you manage multiple apps and want to compare how each app is performing across all its campaigns without drilling into individual campaign settings.
Campaigns is where most day-to-day management happens. This layer lists all your campaigns with their status, daily budget, spend, and key performance metrics. From here, you can create new campaigns, edit existing ones, pause or activate campaigns, and access Quick Edit and bulk actions. The graph above the table reflects the combined performance of all campaigns in the selected date range.
Ad Groups shows all ad groups across your account. Each row displays the ad group's status, bidding strategy, spend, impressions, taps, and conversion metrics. You can create, edit and manage ad groups on this level.
Keywords lists all keywords across your ad groups with their share of voice, bid amount, spend, and performance metrics. From this layer, you can adjust keyword bids, activate or pause keywords, copy keywords to other ad groups, add keywords as negatives, and access AI Smart Bidding Settings. You can also upload keywords in bulk or download your keyword list as a CSV.
Search Terms shows the actual search queries that triggered your ads. This layer includes performance metrics, helping you understand how much of the impression share your ads capture for a given search term. You cannot create or add search terms, but you can add them as keywords or negative keywords directly from the table.
Ads shows all ads across your account with their spend, impressions, taps, and conversion data. From this layer, you can create new ads, activate or pause existing ones, and compare ad performance side by side. Each ad row shows the creative source it uses when you click on the ad name.
CPP shows performance data for your custom product pages. Each row displays the product page name, its visual assets, the number of ads using it, and aggregate performance metrics including spend, taps, impressions, and conversion rate. This layer is read-only.
Negative Keywords lists all negative keywords across your campaigns and ad groups. From this layer, you can add new negative keywords, delete existing ones, and upload or download your negative keyword list. Each row shows the keyword, the campaign or ad group it applies to, and its match type and other performance metrics.
Using the Level selector
Within certain layers, the Level selector above the table lets you further refine what you are viewing.
For example, at the Ad Groups layer, you can use Level to show only ad groups from a specific campaign, or at the Keywords layer to show keywords from a single ad group. This is useful when you want to focus on a subset of your account without setting a full filter.
Related links
- What is Ads Manager
- Edit your campaigns in Ads Manager
- Advanced filters: build multi-level filters
- Ads Manager overview
Need more help?
If you have further questions, contact your dedicated Customer Success Manager or reach out via live chat.