How device lines split Apple Ads delivery

Default delivery and when to split#

Default behaviour shows ads on every compatible device, which suits most launches: volume first, surgery later. Split iPhone and iPad into separate ad groups only when economics differ, since costs, conversion and LTV often diverge sharply between couch tablets and pocket phones. Apple own audience settings guidance documents the device control. Start at the Apple Ads hub.

Read device splits before restructuring: a blended CPA can hide an iPad line printing money beside an iPhone line burning it. Device dimensions live in placement reporting, and campaign scaffolding in account structure keeps the splits tidy.

Today tab is iPhone only#

Today tab ads run on iPhone only, on recent iOS versions, with iPad only custom pages ineligible. Any Today tab plan must therefore carry iPhone compatible assets at the right sizes, including large display screenshots, or the ad sits on hold while the calendar burns. Check the large screen asset first whenever a Today tab line refuses to serve.

Format detail lives in our Today tab guide. Confirm current OS floors in the Today tab help page, since floors rise with new releases and old briefs go stale fast.

Asset floors per device#

Custom product pages must carry compatible assets per targeted device: iPhone screenshots for iPhone lines, iPad layouts for iPad lines, localised throughout. A page missing the device size the campaign needs fails eligibility silently, so audit assets before blaming bids. Product page creative that looks native on one size can crop badly on another.

Page building method in custom product pages, with screenshot craft in screenshots. Mismatched pages also break Search tab and search results variations, not just Today tab.

OS floors gate the good features#

Newer capabilities need recent OS versions: deep links want iOS and iPadOS 18 or later, custom pages want 15 or later, and older devices fall back to the default ad where variations cannot render. Know the installed base before promising deep linked journeys to every user. Version mix shifts yearly, so recheck floors each planning cycle and after every major OS release, because silent floor rises strand lines overnight.

Deep link method in deep links. Confirm device and version behaviour in the developer promotion docs where rendering differs by OS.

iPad economics deserve respect#

iPad lines often show lower volume with higher intent: fewer impressions, stronger conversion, fatter LTV in productivity, education and kids categories. Starving them inside blended iPhone budgets wastes the best buyers in the account. Give iPad its own ad groups, budgets and pages wherever the numbers justify the overhead.

Category playbooks in utilities and education lines of subscriptions show where tablet intent pays hardest. Keep bids separate so phone volatility never drags tablet efficiency.

Brief tablet pages for lean back browsing: larger type, calmer layouts and video that rewards sound on, since tablet sessions run longer and convert later in the evening. Mirror the phone promise so cross device shoppers meet one story. Preview craft carries the tablet argument, with page proof in PPO testing before budgets follow.

Mistakes that strand devices#

Launching Today tab with iPad only pages, pointing iPad lines at iPhone cropped screenshots, promising deep links to old OS users, and reading blended CPA across diverging devices: the classic four. Each strands a device line while reports stay green. Fix in structure and assets first, never in bids first, and recheck after every asset swap.

Launch discipline in first campaign setup, and stubborn device puzzles go to our team for an asset and structure audit.

Frequently asked questions#