# Intent+ by Focaccia Digital — Full Content Index

> This file contains the complete text of all articles and key pages on intentplus.io for use by AI assistants, language models, and automated research tools. Intent+ is an AI-powered Apple Ads intelligence platform by Focaccia Digital. Website: https://intentplus.io | Summary index: https://intentplus.io/llms.txt

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## PLATFORM: Intent+

**URL**: https://intentplus.io/
**Type**: SaaS platform for Apple Ads optimisation

Intent+ is an AI-powered Apple Ads intelligence platform that helps iOS app marketing teams maximise ROAS (Return on Ad Spend) on Apple Ads (formerly Apple Search Ads). It replaces manual campaign management with automated bidding, AI-driven keyword recommendations, and real-time competitor intelligence.

### Core Features

**AI Keyword Recommendations**
Intent+'s keyword engine analyses conversion data across thousands of Apple Ads campaigns to surface high-intent keywords scored by: (1) conversion probability — likelihood a tap converts to a valuable in-app event; (2) competition level — bid pressure from other advertisers; (3) estimated CPT — expected cost-per-tap based on auction dynamics. The result is a prioritised keyword list that replaces keyword guessing.

**Automated Bid Optimisation**
The platform runs 24/7 CPT bid adjustments based on SKAN 4 conversion signals and advertiser-defined ROAS targets. It reads postback window data from Apple's attribution framework, maps conversion values to revenue events, and adjusts bids to maximise ROAS within budget constraints — without manual intervention.

**Competitor Intelligence**
Intent+ monitors competitor keyword strategies, estimated share of voice, and bid ranges across Apple Ads placements. Advertisers can see which keywords rivals are targeting, identify gaps they are not defending, and model the cost of entering new keyword clusters.

**Full-Funnel Analytics**
The analytics layer connects Apple Ads spend to downstream in-app events — registrations, purchases, subscriptions, high-value engagements — and surfaces cohort-based ROAS, CPA by event type, and LTV curves from a single dashboard.

**SKAN 4 Native Reporting**
Intent+ decodes Apple's SKAdNetwork 4 postback data across all three windows (0–2 days, 3–7 days, 8–35 days) and maps conversion values to specific revenue events. This gives advertisers actionable ROAS signal from a framework designed to obscure individual user data.

**Custom Product Page Integration**
The platform aligns ad group keyword themes to corresponding Custom Product Pages (CPPs) in App Store Connect, improving the relevance match between ad creative and landing page — which directly improves tap-to-install conversion rate.

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## FREE SERVICE: iOS ROAS Audit

**URL**: https://intentplus.io/audit

A free 60-minute live audit of your Apple Ads account conducted by a senior Intent+ strategist. The session covers 10 diagnostic points: campaign structure, keyword coverage, SKAN 4 conversion value mapping, bid efficiency, budget pacing, ad placement mix, creative quality, Custom Product Page usage, competitor positioning, and reporting integrity.

**Who qualifies**: iOS app marketing teams spending $5,000+/month on Apple Ads.
**What you get**: A live walkthrough of your account with specific findings and recommended fixes for each of the 10 diagnostic points.
**Access required**: Read-only access to your Apple Ads account (Advanced) and your MMP. No App Store Connect access needed. NDA available before access is shared.

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## ARTICLE: The Complete Guide to Apple Ads in 2026

**URL**: https://intentplus.io/blog/apple-ads-guide-2026
**Published**: May 20, 2026
**Word count**: 3,100
**Author**: Intent+ Team, Focaccia Digital

### Summary

Apple Ads (formerly Apple Search Ads) is the only paid user acquisition channel where Apple owns both the auction and the ad inventory. Users who tap a sponsored result have higher purchase intent than users arriving from external networks. In 2026, five or six structural decisions determine whether an account beats its category ROAS benchmark.

### Campaign Architecture

The correct campaign structure separates four campaign types:

1. **Brand campaigns** — keywords matching your own app name and brand terms. Objective: defend branded search, measure incrementality with a 14-day pause test before committing brand-defense budget.
2. **Category campaigns** — generic terms describing your app's function (e.g. "expense tracker", "food delivery app"). Objective: acquire users actively searching for your category.
3. **Competitor campaigns** — competitor brand names and competitor app names. Objective: intercept high-intent users considering alternatives.
4. **Broad match / Discovery campaigns** — Search Match enabled to find new keyword opportunities. Objective: identify new converting terms to promote to exact match.

Each campaign requires different bidding logic, different keyword management, and different ROAS expectations.

### Keyword Strategy

Key principles:
- Use exact match in performance campaigns to control which searches trigger your ads.
- Use Search Match (broad) in discovery campaigns, then harvest converting terms as exact match negatives are added.
- Negative keyword lists prevent campaigns from cannibalising each other (e.g. brand terms as negatives in category campaigns).
- Most accounts underinvest in competitor keywords — these often convert at higher ROAS than category terms because users are already in a decision frame.

### Bidding Mechanics

Apple Ads uses a CPT (cost-per-tap) auction model. Key principles:
- The bid you enter is your maximum willingness to pay per tap, not what you actually pay (second-price auction).
- Apple Ads Advanced allows target CPA and target ROAS goal layers on top of CPT bidding.
- The optimisation signal (what you tell Apple to optimise for) determines what you get: bid against installs → get cheap installs → poor ROAS. Bid against revenue events → get users who pay.
- Typical CPTs: $0.30–$0.80 for low-competition categories; $3–$8+ for fintech, dating, high-value verticals.
- Minimum serious investment: $5,000–$10,000/month to gather meaningful SKAN 4 signal.

### SKAN 4 and Conversion Value Mapping

SKAN 4 is Apple's privacy-preserving attribution framework. It delivers campaign performance data in three postback windows (0–2 days, 3–7 days, 8–35 days) without revealing which individual user did what. Mapping your conversion value (CV) schema to actual revenue events is the single biggest lever for improving Apple Ads ROAS in 2026.

Accounts still using default or install-level CV schemas are giving Apple's algorithm no signal about what a valuable user looks like — the algorithm cannot optimise for value it cannot observe.

### Custom Product Pages

Apple allows up to 35 Custom Product Pages (CPPs) per app — alternate App Store listing pages with different screenshots, preview videos, and descriptions. Matching ad group keyword themes to dedicated CPPs improves relevance and tap-to-install conversion rate. Example: a fitness app running keywords like "weight loss app" shows a CPP showing weight loss features, while "gym workout" keywords show a CPP focused on exercise logging.

### FAQ

**Q: What is Apple Ads?**
Apple Ads is Apple's advertising platform that places sponsored app listings in the App Store. Ads appear in Search, Search tab, Today tab, and product pages. It is the only paid channel where Apple owns both the auction and the inventory, making it uniquely high-intent.

**Q: How much does Apple Ads cost?**
Apple Ads operates on a CPT auction. Typical CPTs range from $0.30 (low-competition categories) to $8+ (fintech, dating). No minimum spend, but most serious advertisers commit $5,000–$10,000/month to gather meaningful SKAN 4 signal.

**Q: Apple Ads Basic vs Advanced?**
Basic is an automated version optimised for installs with a $10,000/month budget cap. Advanced gives full control over keywords, bids, audiences, ad groups, and creatives. Serious advertisers use Advanced.

**Q: How does SKAN 4 affect Apple Ads?**
SKAN 4 determines how attribution and conversion value data flows back to advertisers. Mapping your CV schema to actual revenue events is the single biggest lever for improving ROAS in 2026.

**Q: Should I bid on my own brand keywords?**
Sometimes — but rarely as much as you currently do. A 14-day pause test is the cleanest way to measure incrementality before committing brand-defense budget.

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## ARTICLE: The Death of CPI — Why Cost-Per-Install Is the Wrong Metric in 2026

**URL**: https://intentplus.io/blog/death-of-cpi
**Published**: May 7, 2026
**Word count**: 2,100
**Author**: Intent+ Team, Focaccia Digital

### Summary

Based on data from 200 Apple Ads account audits conducted by Focaccia Digital, 65% of iOS accounts were still primarily optimising against an install-based event in 2025–2026. Their median ROAS: 0.6×. The accounts optimising against revenue events had a median ROAS of 2.1×. CPI optimisation selects for users who install — not users who pay.

### The Core Problem

CPI (cost-per-install) measures the cost of getting someone to download an app. On iOS in 2026:
- Most downloads come from users who never open the app beyond the first session.
- A user who taps a low-CPI keyword is not necessarily a user who will subscribe, purchase, or generate revenue.
- SKAN 4 allows bidding against post-install conversion events across three postback windows. Bidding against installs is now the least informative signal you could give Apple's algorithm.

Across 200 audited accounts, CPI was barely correlated with D30 ROAS (r² < 0.12). In several categories — particularly gaming and social — the correlation was inverse: the cheapest installs churned before generating revenue.

### The Data

- 65% of audited iOS accounts optimised primarily against installs
- Median D30 ROAS for install-optimised accounts: 0.6×
- Median D30 ROAS for revenue-event-optimised accounts: 2.1×
- 38% of total ad budget in install-optimised accounts was wasted on brand keyword overspend

### What to Use Instead

Optimise against the latest revenue-bearing event you have sufficient SKAN 4 signal on. Typically:
- D7 purchase (for transactional apps)
- D7 subscription start (for subscription apps)
- D7 high-value engagement event (for ad-monetised apps)

Report against true D30 ROAS, not engagement proxies.

### The Transition Playbook

Migration from CPI to revenue-event optimisation:
1. **Map your CV schema** to revenue events first — before changing any bids.
2. **Run an event-signal test** for 2–4 weeks to validate signal quality.
3. **Shift bid strategy** to target CPA against the revenue event.
4. **Monitor SKAN 4 postback data** from windows 2 and 3 to confirm downstream ROAS.

Do not skip step 1. Changing bids without CV schema mapping means you are optimising against nothing.

### FAQ

**Q: Is CPI still relevant in 2026?**
As a tracking metric, yes. As an optimisation target, no. Use it for forecasting and capacity planning, but don't bid against it. The right targets in 2026 are SKAN 4 conversion-value buckets tied to revenue events.

**Q: What should I replace CPI with?**
Optimise against the latest revenue-bearing event you have SKAN 4 signal on — typically D7 purchase or D7 subscription start. Report against true D30 ROAS.

**Q: Why do networks still report CPI prominently?**
Because it is easy to compute and makes platforms look efficient. Lower CPI looks like performance. But on iOS in 2026, CPI is barely correlated with ROAS — and often inversely correlated when cheap users churn before paying.

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## ARTICLE: The 10-Point iOS ROAS Audit Framework

**URL**: https://intentplus.io/blog/ios-roas-audit-framework
**Published**: April 8, 2026
**Word count**: 2,400
**Author**: Intent+ Team, Focaccia Digital

### Summary

The exact diagnostic that Focaccia Digital's senior strategists run on every iOS Apple Ads account before touching a single bid. Ten places ROAS leaks — with the specific check for each. Based on patterns found in 200+ account audits.

### The 10 Diagnostic Points

**Point 1 — Campaign Structure**
Check: Are brand, category, competitor, and broad match campaigns separated? Structural mixing causes budget waste and makes it impossible to attribute ROAS correctly by keyword intent type.

**Point 2 — Keyword Coverage**
Check: Map your keyword list against category search volume data. Most accounts have 30–50% keyword gaps that competitors are actively exploiting.

**Point 3 — Bid Efficiency**
Check: Benchmark CPTs against category medians. Identify keywords where CPT exceeds the revenue they generate, and keywords where underbidding is costing impression share.

**Point 4 — SKAN 4 Conversion Value Mapping**
Check: Is your CV schema mapped to revenue events, or still using default/install-level mapping? Accounts using default schemas are giving Apple's algorithm no signal about user value.

**Point 5 — Budget Pacing**
Check: Is spend distributed correctly across the day and week? Pacing errors cause inconsistent delivery and skew performance data — particularly problematic for SKAN 4 window analysis.

**Point 6 — Ad Placement Mix**
Check: Are you running in Search Results, Today Tab, and Product Pages? Each has different intent profiles. Search Results has highest intent; Today Tab has high visibility; Product Pages reach competitors' users.

**Point 7 — Creative Quality**
Check: Are ad creatives purpose-designed for each placement, or auto-generated from your App Store screenshots? Default auto-generated creatives underperform tested, placement-specific assets.

**Point 8 — Custom Product Page Alignment**
Check: Are ad group keyword themes matched to dedicated CPPs? Message mismatch between ad and landing page reduces tap-to-install conversion rate.

**Point 9 — Competitor Positioning**
Check: Do you know which keywords competitors are targeting and their estimated CPTs? Competitor blind spots lead to wasted spend on owned terms and missed opportunities on competitor terms.

**Point 10 — Reporting Integrity**
Check: Is ROAS calculated on a cohort basis (installs on date X, revenue from that cohort)? Dividing this week's revenue by this week's spend is a common error that produces a meaningless number.

### FAQ

**Q: How long does an iOS ROAS audit take?**
60–90 minutes with a senior strategist and read-only account access. Internally without a framework: 4–8 hours across two sessions.

**Q: What access is needed?**
Read-only access to Apple Ads account (Advanced) and MMP. No App Store Connect access or user-level data required. NDA available before sharing access.

**Q: How often to audit?**
Once per quarter for accounts spending $10K+/month.

**Q: Most common ROAS leak found in audits?**
Brand keyword overspend. Across 200 audited accounts, 38% of total ad budget was spent on branded terms where users would have downloaded the app organically.

**Q: How quickly can ROAS improve?**
Bid and budget reallocation shows ROAS lift within 7–14 days. Average accounts implementing all 10 findings see 2–3× ROAS improvement within one quarter.

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## ARTICLE: What Is iOS ROAS and How Do You Actually Measure It?

**URL**: https://intentplus.io/blog/what-is-ios-roas
**Published**: April 24, 2026
**Word count**: 1,450
**Author**: Intent+ Team, Focaccia Digital

### Definition

**iOS ROAS** = Revenue generated by a cohort of users acquired through paid iOS campaigns ÷ Spend that acquired that cohort, measured at a specific day after install.

Expressed as a multiple: ROAS of 1.5× means $1.50 in revenue per $1 spent by that day in the cohort's life.

Key: ROAS is a **cohort metric**, not a period metric. You cannot divide "this week's revenue" by "this week's spend" — those numbers come from different cohorts and the calculation is mathematically meaningless.

### The Correct Formula

1. Group all users by their install date (e.g. everyone who installed on Jan 15).
2. Sum the revenue that cohort generated by a fixed day (D7, D14, D30, D60, D90).
3. Divide by the spend that produced those installs.
4. Repeat for each install date cohort.
5. Average cohort ROAS across a date range for a period-level view.

### ROAS Benchmarks

- **Subscription apps (D7)**: 0.3×–0.6× as a leading indicator of healthy unit economics.
- **Subscription apps (D30)**: 0.8×–1.5× depending on category.
- **Gaming (D30)**: Highly variable. Casual games often target 0.5×–1.0×. Premium games 1.0×–3.0×.
- **Fintech/productivity (D60–D90)**: Later realisation; D30 ROAS is a lagging indicator.

The right benchmark is whatever extrapolates to your target payback period, not an industry average.

### The Four Measurement Mistakes

1. **Period ROAS**: Dividing period revenue by period spend — mixes cohorts and produces noise.
2. **Ignoring SKAN 4 windows**: Not accounting for the 24–48 hour postback delay means early ROAS reads are understated.
3. **Mixing organic and paid revenue**: Including organic revenue in the ROAS numerator overstates paid performance.
4. **Attribution model mismatch**: Apple Ads reports its own attribution; your MMP applies SKAN 4 + modelling; finance reports actual revenue. All three can be correct — pick one definition for decision-making.

### FAQ

**Q: What is iOS ROAS in simple terms?**
Revenue from a group of users you paid to acquire, divided by what you paid to acquire them, measured at a specific day after they installed.

**Q: How do you calculate ROAS on Apple Search Ads?**
Group users by install date (cohort), sum their revenue by a fixed day (D7/D14/D30), divide by the spend that produced those installs. Never divide this week's revenue by this week's spend.

**Q: What is a good ROAS for iOS apps?**
Depends on your payback target. Subscription apps typically target D7 ROAS 0.3×–0.6× and D30 ROAS 0.8×–1.5×. The right number is what extrapolates to your payback period.

**Q: Why does ROAS look different in ASA, MMP, and finance reports?**
Different windows, cohort definitions, and attribution rules. Pick one definition and stick to it for decision-making.

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## ARTICLE: SKAN 4 Explained — A Plain-English Guide for App Marketers

**URL**: https://intentplus.io/blog/skan-4-explained
**Published**: March 18, 2026
**Word count**: 2,300
**Author**: Intent+ Team, Focaccia Digital

### What Is SKAN 4?

SKAdNetwork 4 (SKAN 4) is Apple's privacy-preserving attribution framework for iOS apps. It reports campaign performance data without revealing which specific user performed which action. Instead of per-user data, advertisers receive aggregated postbacks at scheduled intervals after install.

### The Three Postback Windows

SKAN 4 delivers up to three postbacks per conversion:

- **Window 1 (days 0–2)**: Carries a fine-grained 6-bit conversion value (0–63) and a coarse value (low/medium/high). Delayed 24–48 hours before delivery.
- **Window 2 (days 3–7)**: Carries a coarse conversion value. Subject to crowd anonymity threshold. Delayed 24–48 hours.
- **Window 3 (days 8–35)**: Carries a coarse conversion value. Subject to crowd anonymity threshold. Delayed 24–48 hours.

### Conversion Values

The 6-bit fine-grained conversion value (0–63) in Window 1 must be mapped to in-app events by the advertiser. Common mappings:
- Values 1–10: Early engagement events (registration, tutorial complete)
- Values 11–30: Mid-funnel events (first purchase, trial start)
- Values 31–63: High-value events (subscription, large purchase, LTV tier)

The mapping is set via your MMP (AppsFlyer, Branch, Adjust, Singular) and communicated to Apple's SKAdNetwork via the `updatePostbackConversionValue` API.

### Crowd Anonymity Tiers

SKAN 4 withholds postback data if campaign volume is below Apple's minimum threshold. Low-volume campaigns receive:
- Coarse values only (instead of fine-grained)
- Or no postback at all

**Implication**: Campaign consolidation is essential. Spreading budget across many small ad groups can push each below the threshold, eliminating the conversion value signal your bidding algorithm needs.

### SKAN 4 vs SKAN 3

Key differences:
| Feature | SKAN 3 | SKAN 4 |
|---|---|---|
| Postback windows | 1 | 3 |
| Conversion values | Fine-grained only | Fine-grained (W1) + Coarse (W2, W3) |
| Anonymity tiers | Binary | Crowd anonymity tiers |
| Late-stage signal | None | Windows 2 and 3 |

### What SKAN 4 Means for Apple Ads

1. **Bid against the right signal**: SKAN 4 allows you to bid against real revenue events. Use it.
2. **Consolidate campaigns**: More volume per campaign = more postbacks with fine-grained conversion values.
3. **Use cohort-based decision making**: Postback delays mean daily ROAS reads are unreliable. Make bid decisions on weekly cohort data.
4. **Map CVs to revenue tiers**: Teach Apple's algorithm what a valuable user looks like.

### FAQ

**Q: What is SKAN 4 in plain English?**
Apple's privacy framework that tells advertisers how campaigns performed without revealing individual user data. You get aggregated reports in three postback windows at days 0–2, 3–7, and 8–35 after install, with conversion values that encode early in-app behaviour in numeric bands.

**Q: SKAN 4 vs SKAN 3?**
SKAN 4 adds multiple postback windows (vs one), hierarchical conversion values, and crowd anonymity tiers. You can now see late-stage value (weeks 2–5 after install) rather than just the first two days.

**Q: How do SKAN 4 postback windows work?**
Three postbacks per conversion: days 0–2 (fine-grained + coarse), days 3–7 (coarse), days 8–35 (coarse). Each delayed 24–48 hours before delivery.

**Q: How does SKAN 4 affect Apple Ads bidding?**
It introduces structural latency — you cannot read ROAS in real time. Mature accounts use weekly cohort data for bid decisions and use the CV schema to teach Apple's algorithm what valuable users look like.

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## ARTICLE: iOS vs Android ROAS — Why iOS Users Are Worth 5× More

**URL**: https://intentplus.io/blog/ios-vs-android-roas
**Published**: March 4, 2026
**Word count**: 1,550
**Author**: Intent+ Team, Focaccia Digital

### The Core Finding

On a per-user basis for subscription and premium apps, iOS users consistently generate 4–6× more revenue than Android users. This is not marketing copy — it is the observed ARPU ratio across the Focaccia Digital client portfolio and corroborated by public app store revenue data.

### Why iOS Users Generate More Revenue

Three structural reasons:

**1. Device price as an income filter**: The minimum cost of an iPhone creates a self-selecting income filter. iOS users skew toward higher disposable income and higher purchase intent before a single ad is shown.

**2. Payment infrastructure**: App Store payment is one-tap with stored cards and Face/Touch ID authentication. Android's Google Play has more friction at the payment step. Lower friction = higher purchase conversion.

**3. Category mix and platform culture**: iOS has historically attracted app categories that monetise through paid models — subscriptions, premium productivity, health, fintech. Android's larger global user base includes more users in markets with lower purchasing power and stronger preference for free/ad-supported apps.

### The Revenue Gap by Category

- **Subscription apps**: iOS users generate 4–6× more revenue. This is the strongest gap.
- **Fintech and productivity**: iOS premium is 3–5×.
- **Premium games**: iOS premium is 2–4×.
- **Casual/ad-monetised games**: Gap is smallest — closer to 1.5–2× because revenue comes from ad impressions rather than purchases.

### Budget Allocation Implications

Most growth teams split iOS/Android budgets by install volume (e.g. 50/50). The correct model is allocation by **expected lifetime value**:

If iOS users are worth 4× more:
- Paying $4 to acquire an iOS user = same economics as paying $1 for an Android user.
- An iOS CPI of $6 and an Android CPI of $1.50 can have identical ROAS if iOS LTV is 4× higher.

The common mistake: allocating 50/50 by user count, then complaining iOS is expensive. iOS is expensive because it is worth more.

### FAQ

**Q: Why do iOS users generate more revenue?**
Higher income skew, one-tap payment infrastructure, and a category mix favouring paid monetisation models.

**Q: Is iOS ROAS really 5× higher than Android?**
For subscription apps and premium services, yes. For ad-monetised apps the gap is smaller. Your actual ratio depends on category and monetisation model.

**Q: How should I split budget between iOS and Android?**
By expected LTV, not install volume. If iOS users are worth more, iOS deserves proportionally more spend even though it produces fewer installs.

**Q: Does this gap apply to all categories?**
Direction is universal; magnitude varies. Subscription, fintech, fitness, productivity, and premium games show the largest premium. Casual ad-monetised games show the smallest gap.

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## ARTICLE: WWDC 2026 — The Updates That Could Lift Your Apple Ads ROAS

**URL**: https://intentplus.io/blog/wwdc-2026-apple-ads
**Published**: June 9, 2026
**Word count**: 1,800
**Author**: Intent+ Team, Focaccia Digital

### The Five WWDC 2026 Changes for Apple Ads

**1. Personalised Collections (replaces Today Tab)**
Apple is replacing the static Today tab with algorithmically personalised Collections — curated groups of apps based on user intent signals. For advertisers, this creates a new high-visibility placement where your app can surface alongside editorially curated apps matching user context. Impact: potentially higher intent than the legacy Today Tab placement.

**2. Conversational Siri Enters App Discovery**
Siri's new conversational capabilities allow it to recommend specific apps in response to natural language queries. Apps with strong metadata alignment to natural-language descriptions will benefit from increased organic discovery, reducing the paid acquisition burden. Advertisers should audit app metadata for Siri query alignment.

**3. Rebuilt App Store Search Algorithm**
Apple overhauled App Store search ranking. The changes affect which organic results appear above the fold, shifting impression share for both organic and paid listings. Advertisers bidding on category keywords may see CPT changes as organic ranking shifts affect auction dynamics.

**4. New LTV Tracking APIs**
New APIs provide additional signal pathways for downstream event measurement, improving SKAN 4 signal quality for high-value events like subscriptions and purchases. Enables more precise conversion value mapping, which directly improves algorithmic bid optimisation.

**5. Stricter Child Safety Age-Gating Defaults**
Stricter age-gating defaults affect ad targeting for apps in categories with younger audiences — gaming, education, social. Advertisers in these categories must audit targeting configuration before iOS 26 rolls out in autumn 2026.

### Timing

All changes roll out alongside iOS 26, expected autumn 2026. Some API changes are available to developers for testing in advance.

### FAQ

**Q: What did WWDC 2026 change for Apple Ads?**
Five changes: Personalised Collections replacing the static Today tab, conversational Siri entering app discovery, rebuilt App Store search ranking, new LTV tracking APIs, and stricter child-safety age-gating defaults.

**Q: When do the changes take effect?**
With iOS 26 rollout, autumn 2026. Some API changes available earlier for developer testing.

**Q: Will Personalised Collections replace Today Tab ads?**
Yes — Personalised Collections are the successor placement to the Today Tab, with algorithmic curation based on user intent rather than a static editorial format.

**Q: How should I prepare?**
Review app metadata for Siri discoverability, audit age-gating settings for younger-audience categories, prepare custom creative assets for Personalised Collections format, and coordinate with your MMP on the new LTV tracking API integration timeline.

---

## ARTICLE: Apple Finally Let You Design Your Own Ads — Complete Guide to Creative Assets

**URL**: https://intentplus.io/blog/apple-ads-creative-assets
**Published**: June 9, 2026
**Word count**: 1,600
**Author**: Intent+ Team, Focaccia Digital

### What Are Creative Assets?

Creative Assets is a new Apple Ads capability announced at WWDC 2026 that allows advertisers to design and upload custom images and video for use in Today Tab (now Personalised Collections) and Search Results ads — without requiring an App Store build update or App Review.

Previously, every Apple Ads creative was automatically assembled by Apple from your App Store product page metadata: screenshots, app icon, Apple's layout. Creative was the one lever advertisers never fully controlled.

### What Changed

| Before Creative Assets | With Creative Assets |
|---|---|
| Auto-assembled from App Store screenshots | Custom images and video you design and upload |
| Same creative for every campaign | Campaign-specific or audience-specific creatives |
| Build submission required for any change | No Xcode or build submission needed |
| Apple controls layout | Advertiser controls design |

### Supported Formats

Custom images and video for:
- Personalised Collections (formerly Today Tab) placement
- Search Results placement

Specific dimension requirements, file size limits, and content guidelines apply — check Apple Ads developer documentation for current spec sheet as details may update before full public rollout.

### Getting Started — Day-One Checklist

1. **Creative brief**: Define messaging for each campaign keyword theme before designing.
2. **Spec compliance**: Review Apple's Creative Assets technical specifications.
3. **A/B test plan**: Design at least two variants per placement for structured creative testing.
4. **Budget allocation**: Reserve a portion of Today Tab / Personalised Collections budget for creative testing.
5. **Tracking setup**: Ensure your MMP is configured to attribute custom creative performance via SKAN 4.
6. **Measurement framework**: Define success metrics for creative variants before launch (CTR, tap-to-install, D7 ROAS).

### FAQ

**Q: What are Apple Ads Creative Assets?**
A WWDC 2026 feature letting advertisers upload custom images and video for Today Tab / Personalised Collections and Search Results ads without an app build submission.

**Q: Do I need to update my app to use Creative Assets?**
No. Creative Assets are managed entirely within Apple Ads. No Xcode build or App Store review required.

**Q: What formats are supported?**
Custom images and video for Today Tab / Personalised Collections and Search Results placements. Check Apple Ads developer documentation for current specifications.

**Q: When will Creative Assets be available?**
Expected to roll out alongside iOS 26 in autumn 2026.

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## CLIENT CASE STUDIES

**URL**: https://intentplus.io/case-studies

### Rummyverse (Gaming)
**Challenge**: Scaling Apple Ads while maintaining ROAS in a competitive gaming keyword environment.
**Solution**: Intent+ switched optimisation from install-level to SKAN 4 revenue events and rebuilt campaign structure to separate brand, category, and competitor keyword clusters.
**Result**: 3× ROAS improvement.

### Acko (Insurance)
**Challenge**: High CPA on insurance-category keywords, competing against well-funded incumbents.
**Solution**: Competitor intelligence identified underbid keyword gaps; automated bid rules reduced overspend on saturated terms.
**Result**: 47% CPA reduction.

### Swiggy (Food Delivery)
**Challenge**: Scaling Apple Ads volume without ROAS degradation.
**Solution**: Intent+'s automated bidding maintained target ROAS as spend increased by adjusting CPTs in real time based on conversion signal.
**Result**: Scale achieved at target ROAS.

### Pop UPI (Payments)
**Challenge**: New to Apple Ads; needed structured launch with clear install targets.
**Solution**: Campaign architecture built from scratch with brand, category, and competitor separation and SKAN 4 CV schema configured before launch.
**Result**: Install targets hit in month one.

### FRND (Social Networking)
- 220,000+ installs over 120 days
- 2.5× ROAS improvement
- 3.45% tap-through rate (73% above industry benchmark)
- $0.42 cost per acquisition

### Goodscore (Finance)
- 145,000+ installs over 120 days
- 50% CPI optimisation
- 15% tap-through rate (7.5× above industry benchmark)
- $0.37 cost per acquisition

### Univest (Finance)
- 36,000+ installs over 150 days
- 40% CAC reduction
- ROAS-positive channel transformation
- $2.21 best CPA achieved

### Scapia (Finance / Travel)
- 52,000+ installs over 150 days
- 5.72% tap-through rate (2.8× above benchmark)
- 49% conversion rate
- $0.50 cost per acquisition

### Housing.com (Real Estate)
- 28,000+ installs over 180 days
- 14.82% tap-through rate (7.4× above benchmark)
- 65% conversion rate (app open to registered user)

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## COMPANY: Focaccia Digital LLP

**URL**: https://intentplus.io/about
**Type**: iOS Performance Marketing Consultancy and Product Studio
**Location**: New Delhi, India
**Website**: https://intentplus.io
**Contact**: ayush@focacciadigital.com

### Founding Story

Focaccia Digital started as an Apple Ads management team. After auditing hundreds of iOS accounts, the founding team identified the same structural problems recurring across every client: wrong optimisation signals, poor SKAN 4 mapping, keyword gaps competitors were exploiting, and ROAS calculations that were mathematically flawed. Intent+ was built to systematise the fixes.

### Platform Statistics

- 40+ Million iPhone users reached across managed campaigns
- 150+ Active iOS app campaigns managed
- 2.5× Average ROAS improvement across client accounts
- 35% Average reduction in cost per acquisition
- 200+ Apple Ads accounts audited

### Leadership Team

**Ayush Aggarwal — Co-Founder & CEO**
12+ years in Ad Tech. Core team member at InMobi and VDO.AI. Helped scale InMobi's India business 10×. LinkedIn: https://www.linkedin.com/in/ayushaggarwal17/

**Aditya Swaminathan — Co-Founder & CTO**
12+ years in mobile gaming and Ad Tech. Previously at InMobi/Glance leading the programmatic monetisation business. LinkedIn: https://www.linkedin.com/in/adityaswaminathan/

**Avinan Babu — Head of Growth**
17+ years in Ad Tech and Retail. Core team member at Flipkart Ads. Scaled India's largest homegrown digital advertising business from inception to $1Bn+ in revenue.

**Gaurav Sharma — Head of Product**
Drives strategic initiatives and cross-functional coordination across product lines at Focaccia Digital.

**Pooja Pancholi — Head of Client Success**
7+ years in digital advertising and campaign management. Manages the Intent+ programme end-to-end, ensuring seamless Apple Ads campaign execution, optimisation, and client success.

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*Last updated: June 2026. Full article URLs and structured data available at https://intentplus.io/sitemap.xml*