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One of the features of Apple Search Ads (ASA) is something called "Search Match". Search Match On (SMO) is an option that allows advertisers to let Apple's algorithm match their app ads with relevant search queries, instead of selecting specific keywords.
Measurement of User Engagement:Gross Sessions is a metric that indicates how much a user is engaged with an app. If there are many sessions, it means that the user is actively returning to the app.App Performance Evaluation:To measure the success of an app, you can use Gross Sessions in combination with other metrics. For example, by comparing the number of sessions and conversion rates, you can analyze the performance of the app in detail.Insights into User Retention:By tracking the number of sessions over time, you can gain insights into how much users continue to use the app (retention).