5. Benchmarks by Countries and Regions

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. 

As of December 2025, Apple Ads has expanded its availability to 91 countries and regions, grouped into the following regions: 

• Africa, the Middle East, and India
• Asia Pacific
• Europe
• Latin America and the Caribbean
• The United States, Canada, and Puerto Rico

This report covers all markets from each of these regions. The full list of markets Apple Ads is available on its countries and regions website.

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Tap-Through Rate (TTR)

The chart below displays the TTR performance of search results campaigns by country. 

The average TTR for the top 15 markets increased from 9.11% in 2024 to 10.6% in 2025. However, the overall average TTR across all markets amounted to 7.9%. The markets demonstrating the highest user engagement (TTR) are: 

• China (15.1%): Leads with a high TTR, indicating a highly engaged user base. 
• Bulgaria (12.7%) and Albania (11.5%) follow, showcasing strong performance. 
• Bahrain (10.9%), Peru (10.9%), and Armenia (10.8%) round out the top tier with TTRs notably above the 10.6% average for the top 15. 

The bottom tier of the top 15, indicating lower user engagement compared to the leaders, includes: 

• Germany (9.4%) 
• South Africa (9.4%) 
• Croatia (9.8%) 
• Kyrgyzstan (9.8%) 

Comparing the TTRs across the two markets that appeared in both Top 15 lists reveals a general decline in ad engagement: 

• Declines: Both Brazil and Germany experienced significant drops in TTR, falling from 12.54% to 10.8% (-1.74 percentage points) and 11.36% to 9.4% (-1.96 percentage points), respectively. This may indicate increased competition in these high-performing markets. 
• Stable Countries: No markets in the top 15 remained stable, with negligible changes. 

Composition Shifts were significant, as the TTR ranking of the top 15 markets saw a major reshuffle in 2025: 

• New in Top 15: 13 new markets moved into the top 15, including China, Bulgaria, Albania, Bahrain, Peru, Armenia, Greece, Morocco, Azerbaijan, Slovenia, Kyrgyzstan, Croatia, and South Africa. 
• Dropped from Top 15: Major markets from the 2024 list, including Mexico, the United Kingdom, Italy, France, Switzerland, Spain, Japan, Australia, the United States, Canada, the Netherlands, Sweden, and India, dropped out of the top 15 ranking in 2025. 
• Maintained in Top 15: Only Brazil and Germany maintained their position in the top 15 for both years, despite both seeing a decline in their actual TTR. 

Conversion Rate (CR)

The chart below displays the TTR performance of search results campaigns by country. 

The average CR for the top 15 markets increased from 64.5% in 2024 to 67.4% in 2025. For context, the overall average CR across all markets we examined increased from 57.97% in 2024 to 63.7% in 2025. This suggests a general improvement in the tap-to-download efficiency across the markets. 

The markets demonstrating the highest conversion efficiency (CR) are: 

• Albania (69.6%): Leads the ranking, indicating the highest proportion of taps resulting in a download in this market. 
• Peru (69.2%) and Ireland (69.2%) follow with a strong performance. 
• Brazil (69.1%) and Romania (68.7%) complete the top tier, notably above the 67.4% average for the top 15. 

The bottom tier of the top 15, indicating lower tap-to-download efficiency compared to the leaders, includes: 

• Germany (65.7%) 
• Azerbaijan (65.8%) 
• Morocco (66.0%) 
• Spain (66.2%) 

Comparing the CRs across the markets that appeared in both Top 15 lists reveals mixed dynamics: 

• Gains: Brazil recorded a significant increase, rising from 63.22% in 2024 to 69.1% in 2025, indicating that users who tap on ads in Brazil are now much more likely to download the app. 
• Declines: Germany experienced the largest drop among the markets, falling from 67.93% to 65.7% (-2.23 percentage points). The United Kingdom also saw a decline from 68.28% to 66.8% (-1.48 percentage points), although such minuscule absolute changes point to highly mature and reliable markets. 
• Stable Countries: Mexico (67.75% to 66.9%) and Spain (67.52% to 66.2%) saw relatively little changes. 

Composition Shifts were significant, as the CR ranking of the top 15 markets saw a substantial reshuffle in 2025: 

• New in Top 15: 10 new markets moved into the top 15, including Albania, Peru, Ireland, Romania, Bulgaria, Croatia, Chile, South Africa, Morocco, and Azerbaijan, highlighting a strong performance of emerging and high-growth markets. 
• Dropped from Top 15: Major markets from the 2024 list, including Italy, France, the Netherlands, Australia, Canada, the United States, Switzerland, Sweden, India, and Japan, dropped out of the top 15 ranking in 2025. 
• Maintained in Top 15: Brazil, Mexico, the United Kingdom, Spain, and Germany remained in the top 15 in both years. 

Cost per Tap (CPT)

This chart highlights the CPT variations in search results ads on the App Store across different countries and regions.

The average CPT for the top 15 markets increased substantially, rising from $1.60 in 2024 to $ 2.90 in 2025. 

The markets with the highest CPT, reflecting the most competitive and expensive markets for ad taps, are: 

• United Kingdom ($3.65): Leads the ranking, commanding the highest cost per tap. 
• Canada ($3.36) and the United States ($3.26): Follow closely, maintaining their position as markets requiring considerable investment. 
• Ireland ($2.99) and Australia ($2.52): Complete the top tier of most expensive markets. 

The bottom tier of the top 15, indicating relatively lower competition or advertiser spending, includes: 

• France ($1.51) 
• Netherlands ($1.56) 
• United Arab Emirates ($1.57) 
• Austria ($1.57) 
• Belgium ($1.65) 

Comparing the CPTs across the markets that appeared in both Top 15 lists reveals significant price escalations: 

• Gains: Major markets all saw substantial increases in CPT, including the United Kingdom, the United States, and Canada. 
• Declines: No markets in the maintained top 15 saw a decline. 
• Stable Countries: No markets remained stable with negligible changes, reflecting the pervasive upward cost trend. 

Composition Shifts were moderate: 

• New in Top 15: Ireland, Denmark, Belgium, United Arab Emirates, and Austria. 
• Dropped from Top 15: Italy, Japan, India, Mexico, and Brazil. 

Maintained in Top 15: Canada, Sweden, United States, Switzerland, Australia, United Kingdom, Spain, Germany, Netherlands, and France maintained their position, though with increased CPTs. 

The chart below highlights CPT trends across regions, following Apple Ads classification of countries into regions: 

• APAC: Asia Pacific 
• AMEI: Africa, the Middle East, and India 
• Europe 
• NA: The United States, Canada, and Puerto Rico 
• LATAM: Latin America and the Caribbean 

The regional CPT (Cost per Tap) data for 2025 highlights a clear three-tiered cost structure in the Apple Ads ecosystem, reflecting varying market maturity and competitive density: 

• North America (NA): This region, comprising the United States, Canada, and Puerto Rico, is the highest-investment market. CPT peaked in September ($4.19). Conversely, April ($2.72) offered the most cost-efficient window for user acquisition. Significant seasonal fluctuations confirm the region’s high market maturity, with advanced advertisers effectively leveraging it for campaigns. 
• Low-cost markets (LATAM & AMEI): LATAM maintained the lowest average CPT throughout the year, peaking at only $0.58 in May. AMEI was equally stable, peaking in December at $0.71. Their overall stability may result from averaging diverse, less saturated individual markets. 
• Mid-range markets (Europe & APAC): Europe and Asia Pacific (APAC) occupy the middle ground. Europe experienced mid-range costs, trending higher in the second half of the year and peaking at $1.87 (August and October), but its fluctuations are more moderate than those in NA. APAC remained highly stable, with its highest point at just $1.07 in November, suggesting steady, manageable competition. 

The fact that seasonality remains a significant factor behind CPT across many markets is visible when analyzing individual ones:

The United States CPT was relatively stable during the first half of the year, ranging between around $2.70 and $3.20, before a sharper spike to $4.20 in September. The cost remained elevated for the rest of the year, closing at $3.6 in December. 

United Kingdom CPT showed seasonal fluctuations, with a major peak in August ($4.19) and secondary peaks in March (around $3.90) and December ($4.00). Its lowest point was early in the year at $2.77 (January and February). 

Germany was the most stable market in this group, with CPT largely hovering between $1.90 and $2.00 for the majority of the year. It saw a slight upward trend in the final quarter, reaching a peak of around $2.30 in October. 

Canada CPT started high at $4.10 in January, then saw a significant drop to its lowest point of around $2.80 (June and July) mid-year. It began to rise again in the final quarter, with a secondary peak of $3.90 in October, indicating a highly seasonal pattern. 

France remained the most cost-effective and stable market of the group, with CPT ranging between a low of $1.30 in February and a high of $1.70 (January and May) throughout the year. 

Cost per Acquisition (CPA)

This chart highlights the CPA variations in search results ads on the App Store across different countries and regions.

The average CPA for the top 15 markets increased substantially, rising from $2.47 in 2024 to $4.60 in 2025.

The markets with the highest CPA, which indicate the most competitive and expensive users to acquire, are: 

• United Kingdom ($5.46): Leads the ranking, commanding the highest cost per acquisition. 
• Canada ($5.23) and the United States ($5.15): Follow closely, maintaining their position as high-cost markets. 
• Ireland ($4.32) and Australia ($4.02): Complete the top tier of most expensive markets. 

The bottom tier of the top 15, representing relatively more budget-friendly acquisition opportunities, includes: 

• Norway ($2.42) 
• Netherlands ($2.45) 
• United Arab Emirates ($2.51) 
• Belgium ($2.61) 
• Taiwan ($2.71) 

Comparing the CPAs across the markets that appeared in both top 15 lists reveals significant price escalations: 

• Gains: Major markets all saw substantial increases in CPA, most notably United Kingdom (over a 50% inrease), United States (rising from $3.58 to $5.15), and Germany (rising from $2.24 to $3.06). 
• Declines: Sweden saw a notable decline, falling from $4.22 to around $3.50. 
• Stable Countries: The Netherlands saw a relatively stable and moderate increase (from $2.22 to $2.40). 

Composition Shifts were moderate: 

• New in Top 15: Ireland, Denmark, Taiwan, Belgium, the United Arab Emirates, and Norway. 
• Dropped from Top 15: France, Japan, Italy, India, Mexico, and Brazil. 

Maintained in Top 15: Canada, Sweden, the United States, Switzerland, Australia, the United Kingdom, Spain, Germany, and the Netherlands maintained their position, though most with increased CPAs.

The CPA (Cost per Acquisition) data for 2025 mirrors the CPT trends but with amplified volatility, reflecting the ultimate cost of acquiring a valuable user across global markets. 

• North America (NA): This highly mature market is characterized by high investment requirements and seasonality. Given that the highest-CPA categories like Sports and Finance are concentrated here, the CPA is significantly higher than the global average. The cost curve is severely seasonal, spiking to its highest points in September (possibly driven by the NFL/Fantasy Football season) and exhibiting its lowest CPA efficiency in April. Advertisers are advised to employ a dynamic bidding strategy. 
• Low-cost markets (LATAM & AMEI): These diverse regions continue to offer relatively affordable acquisition opportunities. As a composite of many markets, the CPA is low and remarkably stable throughout the year. 
• Mid-range markets (Europe & APAC): They exhibit relatively moderate CPA costs and milder seasonal swings compared to the North American region. The trend shows a steady, manageable increase in the second half of the year.

Canada’s CPA was the most volatile, starting the year at its highest point of $6.48 in January, then dropping significantly to its lowest point of $4.34 in July. It saw a secondary spike toward the end of the year, closing at around $5.40 in December, indicating a highly seasonal pattern. 

The United States’ CPA was relatively stable in the first half of the year, ranging between around $4.30 and $5.40, before seeing a more significant spike to its highest point of close to $6.60 in September. The cost remained elevated for the rest of the year. 

The United Kingdom’s CPA showed a general upward trend and significant seasonality, with its lowest points early in the year at around $4.20 (January and February) and reaching its highest peak of $6.19 in August. 

Germany was the most stable market in this group and the most affordable. CPA mostly hovered at its lowest point of $2.90 for the first half of the year and saw a slight upward trend in the final quarter, peaking at $3.40 in October. 

France remained the most cost-effective and stable market in the group, with CPA ranging narrowly from a low of around $2.10 (February and July) to a high of $2.80 in January. The consistent and low cost make it an attractive market for stable, budget-friendly acquisition strategies.