As of December 2024, Apple Ads has expanded its availability to 91 countries and regions across several global areas. This report covers all available markets:
In this section of the report, you will find a comprehensive overview of search results ads on the App Store key performance indicators — TTR, CR, CPT, and CPA — by countries and regions.
The chart below displays the TTR performance of search results campaigns by country.
The average TTR for the top 15 countries is 9.11%, while the average for other regions is slightly lower at 8.51%. In 2023, the data was different. The average TTR for the top 15 countries was 10.60%. For other regions, it amounted to 9.26%.
Countries in Latin America (Brazil, Mexico) and parts of Europe (Germany, the United Kingdom, Italy) show strong user engagement in search results ads on the App Store.
Brazil now leads the chart, marking a significant shift as it replaces the United States, which held the top position in 2023. Brazil has the highest TTR, indicating that users in this market are highly engaged with Apple Ads. This trend can be linked to Apple Ads launching in LATAM in April 2024. The novelty effect, lower ad saturation, and strong advertiser interest likely boosted engagement, while early adopters optimized campaigns for higher relevance.
Mexico (11.41%) and Germany (11.36%) follow closely, showing strong user interest in ads.
The United Kingdom (10.02%) and Italy (9.78%) also perform above average, suggesting that ad relevance and user intent are high in these regions.
France (9.05%), Switzerland (8.99%), and Spain (8.76%) show consistent engagement, aligning with the global average. Japan (8.68%), Australia (8.61%), and the United States (8.57%) have slightly lower TTRs but still remain competitive markets for ad engagement. Canada (8.54%) follows a similar trend, reinforcing stable ad engagement across English-speaking markets.India (5.80%) records the lowest TTR in this dataset, indicating either lower ad relevance. Advertisers should focus on better targeting and localization to ensure their ads capture the attention of the Indian audience.
This chart presents the CR performance in search results ads on the App Store by country, showing how effectively users convert after tapping on an ad.
The average CR for the top 15 countries is 64.45%, while other regions collectively have a lower average of 57.97%. Previously, the average CR was different. For the top 15 countries, it amounted to 61.56%, while other regions had it at 58.62%.
The United Kingdom (68.28%) leads in conversion efficiency, suggesting high ad relevance and strong purchase intent among users. Germany (67.93%), Italy (67.87%), and Mexico (67.75%) also show exceptional conversion rates. Spain (67.52%) and France (65.75%) maintain high conversion rates, reinforcing Europe as a high-performing region for Apple Ads.
The Netherlands (65.13%), Australia (65.09%), Canada (65.05%), and the United States (64.61%) are close to the global average. Their data reflects consistent conversion efficiency in well-established digital ad markets. Switzerland (63.87%) and Brazil (63.22%) follow closely and show solid conversion potential.
India (59.37%) and Japan (52.10%) have the lowest conversion rates. This insight suggests potential differences in user behavior, ad engagement, or app store purchasing habits. These markets may require localized ad strategies to improve conversion rates and better align with user expectations.
Exploring ad variations based on custom product pages can be helpful for improving conversion rates. You can localize them to different markets and audience segments and thus enhance engagement.
This chart highlights the CPT variations in search results ads on the App Store across different countries and regions. In 2024, the average CPT was $1.60 for the top 15 markets, while the other regions had an average CPT of $0.60.
The data indicate a higher cost in premium markets and more affordable acquisition in emerging regions, especially when we compare it to the information we had in 2023. Previously, the CPT for the top 15 markets was $0.79. The other regions used to have an average CPT of $0.40.
Canada ($2.90) leads in CPT. This is a sign that competition for the search results ad placement is intense in this market. Sweden ($2.67), the United States ($2.31), and Switzerland ($2.21) also rank among the most expensive markets, likely due to high advertiser demand and user purchasing power. Australia ($2.06) and the United Kingdom ($2.02) follow closely.
Japan ($0.95) and India ($0.81) fall below the global average, suggesting lower competition or different ad engagement behaviors. These are the markets you should double down on improving localization and targeting effectiveness.
Mexico ($0.60) and Brazil ($0.38) have the lowest CPTs, likely benefiting from lower advertiser saturation and recent Apple Ads expansion in LATAM.
The chart below highlights CPT trends across four major regions: North America (NA), Europe, Middle East & Africa (EMEA), Asia-Pacific (APAC), and Latin America (LATAM). Clear differences emerge, with North America consistently having the highest CPT, while LATAM remains the most cost-effective region.
While this regional-level comparison helps illustrate high-level trends, it’s important to note that it may overlook meaningful differences at the country level. For instance, APAC shows a low average CPT overall, but costs can vary significantly between countries. Advertisers are encouraged to consult country-specific data when planning budgets to account for these nuances.
North America consistently records the highest CPT, starting at $2.0 in January and rising to $2.7 by December. The market experiences notable spikes in March ($2.5) and Q4, reflecting heightened advertiser competition during seasonal campaigns, holiday promotions, and end-of-year marketing pushes. The steady upward trend suggests growing demand and fierce competition for ad placements
EMEA follows a similar pattern but at a slightly lower cost, beginning at $1.0 in January and peaking at $1.6 in November. The region sees gradual increases throughout the year, with notable spikes in March and Q4, likely linked to seasonal sales events and increased digital ad spending. While EMEA remains a competitive market, it offers a more cost-efficient alternative to North America.
APAC maintains stable and relatively lower ad costs, fluctuating between $0.7 and $0.9 throughout the year. The region experiences minor increases in March and November ($0.9). With no extreme fluctuations, APAC provides advertisers with a cost-effective, predictable market for Apple Ads.
LATAM remains the most affordable region, with CPT consistently staying between $0.4 and $0.5. Unlike other regions, LATAM does not experience major seasonal spikes, reflecting lower advertiser competition and a less saturated ad market. This makes it an ideal region for advertisers looking for budget-friendly user acquisition with steady ad costs.
Overall, North America and EMEA show rising costs driven by seasonal competition, while APAC and LATAM offer more stable and affordable ad opportunities. Understanding these regional cost variations can help advertisers strategically allocate budgets and optimize campaign performance.
Now let’s look at the performance of the top five most popular markets, in terms of mobile apps running search results campaigns there:
Canada maintains the highest CPT throughout the year, starting at $1.8 in January and experiencing sharp increases in February ($2.7) and November ($4.1), before closing the year at $3.9. The consistent rise suggests strong advertiser demand and increasing competition, particularly in Q4, likely driven by holiday promotions and end-of-year marketing efforts.
The United States followed a similar upward trend, beginning at $2.0 in January and peaking at $2.7 in November, before slightly declining to $2.6 in December. Compared to Canada, the CPT curve is smoother, indicating strong demand but with less volatility.
Germany starts at $1.2 in January and gradually rises to $1.8 in December, showing steady growth throughout the year. France fluctuated between $1.0 and $1.8 throughout the year. The United Kingdom follows a steady upward trend, beginning at $1.4 in January and ending at $3.0 in December.
North America (Canada & the United States) remains the most expensive region, requiring higher ad spend and strategic seasonal planning. Germany and France offer more stable and affordable advertising opportunities, making them attractive for cost-conscious advertisers. The United Kingdom is becoming a more competitive market, with increasing ad costs, particularly in Q4. This is the time when the traditional holiday season starts. In fact, the sharpest increase was observed between October and December, when the cost per tap increased up to $3.0. This acceleration reflects intensified competition as advertisers ramped up spend ahead of major seasonal events like Black Friday, Cyber Monday, and Christmas.
Advertisers should align their budgets with regional cost trends, adjusting bids based on seasonality and demand fluctuations.
The average CPA has increased for most of the countries in our top 15. Naturally, this trend has reflected on the averages. For the countries listed, the average CPA amounts to $2.47; for other regions, it’s $1.00. All of this is likely due to the intense competition we’ve already identified in the category part of the report, where we’ve seen costs for finance and sports going up.
This chart is very similar to the CPT one. Most of the countries here mirror the order we’ve seen in the CPT chart, and top positions are mostly occupied by the Western countries. North America and parts of Europe lead in ad expenses, while Latin America remains the most budget-friendly region.
Canada records the highest CPA at $4.45. Sweden follows closely at $4.22. The United States, Switzerland, and Australia also rank among the most expensive regions, with CPA values ranging from $3.17 to $3.58. These numbers reinforce the idea that advertisers in these markets need to optimize their campaigns carefully to justify high acquisition costs.
In Europe, the United Kingdom ($2.96), Spain ($2.32), Germany ($2.24), and the Netherlands ($2.22) present slightly more affordable but still competitive CPA levels. France, at $2.01, is relatively lower than other Western European markets, making it a cost-effective option within the region.
Japan and Italy both stand at $1.82, indicating moderate acquisition costs compared to Western markets. India follows with $1.36, showing a more cost-efficient ad landscape, though still above the lowest-cost regions.
Mexico and Brazil emerge as the least expensive markets, with CPA values of $0.88 and $0.60, respectively.
Even small shifts in CPA can have a big impact at scale. AI Bid Optimization in SplitMetrics Acquire can help you stay aligned with your goals by dynamically adjusting bids — especially useful when managing large keyword sets. Learn more about it here.
Let’s take a closer look at the global picture.
North America maintains the highest CPA throughout the year, starting at $3.0 in January and peaking at $4.4 in November, before slightly declining to $4.3 in December. The consistent rise suggests high advertiser competition, particularly in Q4 due to seasonal campaigns when seasonal campaigns drive up demand. While costly, North America offers access to a mature, high-value user base — ideal for advertisers with the budget to compete at scale.
EMEA follows a moderate upward trend, beginning at $1.5 in January and reaching $2.5 in November, before settling at $2.3 in December. This steady growth indicates growing competition but still lower costs compared to North America. EMEA represents a balanced mix of cost-efficiency and market depth. It’s a strong option for brands seeking reach at an affordable price.
APAC remains relatively stable, fluctuating between $1.1 and $1.5 throughout the year. While there are minor increases in March and November, CPA remains significantly lower than in Western markets, making it an attractive region for advertisers looking for cost-effective acquisition.
LATAM consistently records the lowest CPA, ranging from $0.5 to $0.8 with minimal fluctuations. The absence of major seasonal spikes suggests less competition and lower ad costs, making it the most affordable region for user acquisition.
As a result. LATAM is the most affordable region for user acquisition, followed by APAC, which offers a strong balance of low cost and large-scale opportunity. EMEA presents moderate CPAs with growing competitiveness, while North America remains the most expensive but delivers access to high-value users.
As for the CPA changes within top 5 popular markets, the CPA chart mirrors the CPT one from the previous chapter. The data shows a clear increase in acquisition costs throughout the year.
Canada experiences the highest CPA growth, rising from $2.8 in January to $6.1 in December, with notable spikes in March ($3.8), September ($5.2), and November ($6.3). This trend likely reflects increased advertiser competition and heightened seasonal demand, especially around key campaign periods like holidays at the end of the year. The United States follows a similar pattern, reaching $4.2 in December, showing steady yet less volatile increases. Its steadier growth likely reflects a mature and saturated market where competition is constant, but more predictable. For user acquisition managers, this consistency can be an advantage in budget planning.
Germany and the United Kingdom also witnessed their CPAs gradually increasing, peaking at $2.7 and $4.1, respectively, in November. France, on the other hand, remained the most stable and cost-efficient among the five, keeping CPA below $3.0 for most of the year — making it a strong candidate for advertisers seeking performance with greater budget predictability despite seasonal shifts elsewhere.
Overall, CPA trends confirm that acquisition costs rise in Q4 when seasonal campaigns take place.
The first AI Agent for Apple Ads is here! Access is limited.