SplitMetrics is a global software company offering an ecosystem of products and services for app growth. Being an Apple Search Ads Partner, we analyzed the data from SplitMetrics Acquire on how Apple Search Ads search results campaigns performed throughout 2023 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 Search Ads Benchmarks Report provides
The report is based on the aggregate data from apps and mobile games that optimize Apple Search Ads campaigns using SplitMetrics Acquire.
The period under review: January — December 2023.
1. Excluded categories: Weather, Reference, Book, Medical, Newsstand.
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 Search 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 the period of 2023. We also compared them with Apple Search Ads search results benchmarks from previous years, quarter-over-quarter. The benchmarks for the report were gathered with SplitMetrics Acquire – an AI & ML-driven platform for Apple Search Ads management, automation & optimization. SplitMetrics is an Apple Search Ads Partner.
Education has always been at the heart of our mission. We have always strived to not only provide mobile companies with state-of-the-art technology and tools but also equip them with insights and data.
Our benchmark reports used by over 35K mobile marketers have already become an integral part of these endeavors and are well-recognized in the industry.
As part of our motion to support not only big brands but also small & growing mobile businesses in turbulent times and an extremely competitive environment, we developed SplitMetrics Acquire Starter Plan.
This free solution is designed for mobile marketing professionals at small and growing businesses to effectively manage and automate Apple Search Ads campaigns.
With SplitMetrics Acquire Starter Plan, mobile growth professionals can effectively scale their campaigns and achieve improved profitability, decreased CPA, and reduced workload through automation. The platform’s advanced technology, including machine learning and artificial intelligence, provides actionable insights and suggestions for optimal campaign performance.
