The 10-Point iOS ROAS Audit Framework (Free Checklist)

By Intent+ Team · April 8, 2026 · 16 min read · 2,400 words

The diagnostic our senior strategists run on every iOS Apple Ads account before touching a single bid. Ten places ROAS leaks — and the specific check for each one.

Point 1 — Campaign Structure

Are brand, category, competitor, and broad match campaigns properly separated? Structural mixing is the most common cause of budget waste in Apple Ads accounts.

Point 2 — Keyword Coverage

Are you bidding on the high-intent terms your category converts on? Most accounts have significant keyword gaps that competitors are exploiting.

Point 3 — Bid Efficiency

Benchmark your CPTs against category. Identify keywords where you are overbidding relative to conversion rate and keywords where underbidding is costing you impression share.

Point 4 — SKAN 4 Conversion Value Mapping

Is your CV schema mapped to revenue events? Accounts still optimising against install-level events are giving Apple's algorithm the wrong signal.

Point 5 — Budget Pacing

Is spend distributed correctly across campaigns and time periods? Budget pacing errors cause inconsistent delivery and skew performance data.

Point 6 — Ad Placement Mix

Are you running in Search Results, Today Tab, and Product Pages? Each placement has different intent profiles and requires different creative and bid strategies.

Point 7 — Creative Quality

Are your ad creatives tested and optimised for the placement type? Default auto-generated creatives underperform purpose-designed assets.

Point 8 — Custom Product Pages

Are you using Custom Product Pages to match ad messaging to landing page content? CPP alignment directly affects conversion rate from tap to install.

Point 9 — Competitor Positioning

Do you know which keywords competitors are targeting and what their estimated CPTs are? Competitor blind spots lead to wasted spend on owned terms and missed opportunities on competitor terms.

Point 10 — Reporting Integrity

Is your ROAS calculation cohort-based? Dividing this week's revenue by this week's spend — a common mistake — produces a meaningless number.