SplitMetrics’ Apple Ads Search Results Benchmarks Report 2026
Explore detailed data on CPT, CPA, TTR, and CR for Apple Ads search results campaigns across categories and markets. Evaluate your performance and understand key categories and seasonality trends to drive profitable growth.
For the 2026 edition of the SplitMetrics’ Apple Ads Search Results Benchmarks report, we’ve welcomed Iris, our expert AI Agent for Apple Ads & ASO, to contribute insights to our analysis, along with our specialists from the Agency and Customer Success teams. Together, they provide context to help understand the factors shaping user engagement on the App Store, as reflected in continuously shifting metrics.
Grete Ling Marketing Director at SplitMetrics
Singular’s 2025 benchmarks and ROI Index data point to a clear trend: Apple Ads remained one of the most resilient and efficient iOS acquisition channels in a privacy-first ecosystem. Looking ahead to 2026, we expect Apple Ads to move from a performance staple to a strategic anchor, powering smarter ROI decisions across the entire UA mix.
Saadi Muslu VP of Marketing at Singular
Although Apple Ads launched in China in 2021, the market has grown quickly, driven by the large number of iOS users and strong developer interest. At the same time, Chinese developers are also very active in global markets.
Yufeng Zhang Customer Success Manager at SplitMetrics
Over the years, the Sports category in Apple Ads has successfully transformed into one of the most promising (and all-the-time growing) categories in user acquisition. The reason for that is not accidental - this part of the market is a sophisticated space, filled with high-intent users with decent LTV.
Yana Tkachuk Strategic Customer Success Manager at SplitMetrics
Medical, Health & Fitness, and Travel apps may have benefited from leveraging AI-powered solutions in 2025. Throughout the year, I observed our clients building personalized, AI-driven nutrition and fitness plans, reflected in their messaging on product pages and custom product page creatives.
Diana Tikhonova Customer Success Team Lead at SplitMetrics
Apple Ads is introducing a new search results ad placement in March 2026, marking the largest update to App Store search advertising since the introduction of Today Tab and Product Pages placements. Instead of a single ad at the top of search results, there will now be two ad placements within the search results. In our view, this change gives advertisers more visibility and more chances to influence user decisions.
Mike Talashko Head of Customer Success at SplitMetrics
The gaming vertical in Apple Ads operates under a clear, high-stakes rulebook: it is the most competitive and highest-spending category, a trend solidified by recent privacy changes that have made the App Store ecosystem critical for user acquisition. In terms of sub-vertical dominance, Real Money Gaming and Casino apps lead the spending. Strategy games also command significant budget and keyword volume.
Zhanna Radovnya Senior Customer Success Manager at SplitMetrics
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Gismart Piano Optimizes Apple Ads with AI Bid Optimization
“Thanks to SplitMetrics AI, we’ve streamlined our ad optimization process, allowing us to focus on scaling our growth. The collaboration with the SplitMetrics Acquire team has been exceptional — they’re always ready to assist and provide insights that drive results.”
Anna Dudinska ASO/Apple Ads Manager at Gismart
Babbel scales Apple Ads with SplitMetrics Acquire
“I’ve found SplitMetrics Acquire to be the most user-friendly and reliable tool to manage Apple Ads campaigns, save time and enhance the whole process via elaborate automation rules. The SplitMetrics Acquire team listen attentively to feedback and continuously improve the product to stay on the cutting edge.”
Sylvain Gauchet Senior Manager, Growth & Mobile Marketing at Babbel
Skidos Grows Spend x2 and Optimizes Campaigns with SplitMetrics Acquire
“SplitMetrics Acquire has been a great help in eliminating time-consuming practices from my daily working life. We managed to invest our monthly budget in a smarter way, by cutting bids on those keywords that were not performing according to target metrics and increasing bids on keywords that were more profitable. Plus, working with their team is a pleasure, as everyone is always available, helpful and easygoing.”
Giulia Millefanti Marketing Associate at Skidos Labs
Discover Iris, our expert AI Agent for Apple Ads & ASO
Dive beyond benchmarks, into deep category and market analysis. All through a simple conversation.
Grete Ling
Saadi Muslu
Yufeng Zhang
Yana Tkachuk
Diana Tikhonova
Mike Talashko
Zhanna Radovnya
