SplitMetrics’ Apple Search Ads Search Results Benchmarks Report 2024

The report covers average Apple Search Ads CPT, CPA, TTR and CR for search results campaigns – overall, by categories and by markets.

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John Koetsier, VP Insights at Singular

Apple Search Ads is a top-3 ad network for Singular clients and that's saying something considering it’s all about reaching iOS users.

The tap-through rate is insanely high, which benefits both from Apple Search Ads being intent-driven and from Apple having significant amounts of data to use in targeting. It gets even more impressive when you consider that more than half of all user taps result in app installs, even in the categories that typically perform lower.

The challenge for marketers has always been relatively high click and acquisition costs on Apple Search Ads. However, the good news for 2024 is that costs are down significantly.”

John Koetsier
VP Insights at Singular

What’s Inside?

We analyzed 15 App Store categories and 61 markets to deliver average cost & conversion metrics for Apple Search Ads search results campaigns:

  • TTR, CR, CPT and CPA for the most popular app categories
  • Statistics across Apple Search Ads countries & regions (CPT, CPA, TTR, CR)
  • Cost trends: CPT and CPA overall trends, trends for top app categories and most popular Apple Search Ads markets
  • Quarter-over-quarter changes in TTR, CR, CPT and CPA.
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Babbel scaled Apple Search Ads with SplitMetrics
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Spark Networks reduces CPA & increases ROAS with SplitMetrics
“Automated rules saved us a great amount of time for the optimization of our Apple Search Ads campaigns. Thanks to the rules, we were able to decrease the CPAs, have an uplift of ROAS and increase the volume. SplitMetrics Acquire made our lives easier when it comes to pushing for more volume and optimizing the ROAS and CPAs.”
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Aged Studio increases install rate by 27% with SplitMetrics
“The main secret to increasing efficiency and scaling with Apple Search Ads is to build the correct campaign structure, expand keywords and use automatic rules. SplitMetrics Acquire helps with all of this. Also, their patient training for users and smooth communication ensures that we take the most of both SplitMetrics Acquire and Apple Search Ads.”
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