Tap Through Rate (TTR) is one of the key performance indicators that helps mobile marketers measure the effectiveness of their Apple Search Ads campaign. It measures the number of times users tap on your app store search results or Search tab ads in the App Store divided by the total number of impressions.
TTR is an important metric for mobile marketing because it provides insights into the relevance and effectiveness of your ad. It gives you a rough idea of whether the ad induces curiosity in the user. A high TTR means that your ad is relevant and engaging to your target audience. On the other hand, a low TTR indicates that your ad may not be relevant to your audience or that your ad copy needs improvement.
In addition, TTR can have a crucial effect on which ads are shown, so if the TTR decreases, your app will be displayed less often, requiring you to increase your bid to maintain traffic on the App Store.
TTR = (Total number of taps / Total number of impressions) x 100%
Suppose your ad received 1000 impressions and 160 taps. The TTR for your Apple Search Ads campaign would be: TTR = (160/1000) x 100% = 16%
To ensure accurate evaluation of TTR, it's important to refer to benchmarks specific to your app's category and region. According to SplitMetrics' data, the top three leaders remained the same — Entertainment ahead by a wide margin (29.1%), Sports (18.26%), and Graphics & Design (16.03%). All three categories grew in terms of TTR compared to H1 2022. Learn more about average cost and conversion metrics for Apple Search Ads search results campaigns in SplitMetrics’ Apple Search Ads Search Results benchmarks report.
Several factors can affect TTR in Apple Search Ads search results campaigns, including:
Improving your TTR can help increase your ad's visibility, impressions and ultimately drive more installs. Here are some tips to help you improve your TTR:
Note: When an app reaches the #1 position in organic App Store search results, there can be a sharp decrease in its TTR and conversion rate, as well as an increase in CPA due to the "outflow of organic users."
To track TTR in Apple Search Ads, follow these steps:
Once you've customized your columns to include TTR, you can view this metric for each campaign, ad group, or keyword. You can also use this data to optimize your campaigns by identifying areas where you can improve your ad relevance, such as adding negative keywords or improving your ad copy and visuals. Remember to monitor your TTR regularly and make adjustments to your campaigns as needed to ensure you're getting the best possible results.
Tracking only TTR (Tap Through Rate) is not enough as it provides a limited view of ad performance. To gain a complete understanding of ad performance, you need to track full funnel key metrics such as CVR (Conversion Rate) CPT (Cost per Tap), CPA (Cost per Acquisition) etc.
Tracking full funnel analytics in Apple Search Ads and using tools like SplitMetrics Acquire can provide a complete picture of how their ads are driving user acquisition and conversion. This data allows for a deeper understanding of ad performance at each stage of the funnel, helping identify optimization opportunities for maximum ROI. So mobile marketers can make data-driven decisions to ensure their app growth.