SplitMetrics is a global software company offering an ecosystem of products and services for app growth. Being an Apple Ads Partner, we analyzed the data from SplitMetrics Acquire on how Apple Ads search results campaigns performed throughout 2024 to help mobile UA managers and growth teams stay ahead of the curve.
We examined cost and conversion metrics across various categories and markets and introduced the findings in this report, designed to help mobile app developers evaluate the industry & category trends, as well as compare their app performance against the benchmarks.
SplitMetrics’ Apple Ads Benchmarks Report for search results campaigns provides:
According to our benchmarks, Apple Ads’ search results campaigns reached a 67.2% average conversion rate in 2024 across top categories, up from 65.37% in 2023 — a clear sign the channel is truly powerful. Our latest report dives even deeper into the data behind this performance.
The report is based on the aggregate data from apps and mobile games that optimize Apple Ads search results campaigns using SplitMetrics Acquire.
The period under review: January — December 2024.
1. Excluded categories: Developer Tools.
To provide consistent and reliable data, we left out categories with fewer than 5 apps, which could produce statistically insignificant results in aggregate.
2. Excluded developers: we left out those SplitMetrics Acquire customers whose policy states that their user data shall not be used in our reports, including the anonymous aggregate form.
Our report draws on internal data and industry insights to help mobile developers and marketers better understand current cost and performance trends in their niche.
The methodology is based on dividing specific quantitative data, such as spend, taps, impressions, downloads and installs, by a specific total, depending on the required indicator in accordance with the necessary type of information display: the App Store category or Apple Ads region.
We used the following formulas to calculate each of the key indicators:
CR = downloads / taps
TTR = taps / impressions
CPM = spend / (impressions / 1000)
CPT = spend / taps
CPA = spend / downloads
In this report, you’ll find the average TTR and CR, as well as CPT and CPA by categories and markets for 2024. We’ve also compared them with Apple Ads search results benchmarks from previous years, quarter-over-quarter.
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