The overall average tap-through rate (TTR) for search results campaigns reached 9.7% in 2025. The Reference category demonstrated top user engagement, leading performance with a TTR of 15.2%, followed by strong results from Travel (11.8%) and Utilities (11.3%) apps.
The overall average conversion rate (CR) for 2025 was a strong 66.2%, indicating high-intent users and effective App Store pages. The Sports category led conversion efficiency at 73.0%, with excellent performance also seen in Travel (72.6%), Shopping (70.9%), and Food & Drink (70.7%).
The average Cost Per Tap (CPT) across the top 15 categories settled at $2.25 in 2025, reflecting a highly competitive market for high-value users. The Sports category was the premium investment vertical, commanding the highest CPT at $14.41, followed by Finance ($6.06) and Medical ($4.45).
The overall average Cost Per Acquisition (CPA) was $3.76 in 2025, reflecting the high value advertisers place on a qualified install. The most competitive categories for user acquisition were Sports ($19.74), Finance ($13.28), and Medical ($8.90).
Seasonal trends for CPT and CPA showed a major combined cost peak in September (CPT around: $2.00; CPA: $3.20), while April offered the most cost-efficient window for user acquisition.
The average tap-through rate (TTR) across the top 15 markets increased, with 13 new markets entering the top 15, and China taking the first place with a TTR of 15.1%.
The overall average CR across all markets improved from 57.97% to 63.7%. Albania (69.6%) led the CR ranking, and Brazil saw a significant gain in conversion efficiency, rising to 69.1%.
Cost per Tap (CPT) and Cost per Acquisition (CPA) showed a clear regional divergence in cost and seasonality. North America (US, CA, PR) solidified its position as the highest-cost market for both metrics, driven by extreme seasonal peaks.
Latin America and Africa, the Middle East, and India (AMEI) proved to be the most cost-efficient and stable markets for both CPT and CPA, making them highly attractive for budget-friendly, volume-based user acquisition strategies.
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