If you've spent any time inside Apple Search Ads, you've probably hit a wall of acronyms — CPT, TTR, SKAdNetwork — and wondered if you need a decoder ring just to read your own dashboard. This Apple Search Ads glossary is here to fix that, without turning it into homework. We picked the terms that actually come up when you're running Apple Search Ads campaigns for a mobile app or game, and explained each one the way we'd explain it to a new teammate: plainly, with the "why it