The CR (Conversion Rate) represents the number of app downloads divided by the total taps on the ad.
This section provides data for the Apple Search Ads search results placement.
The chart shows average conversion rates for finance apps, highlighting how effectively ad taps lead to app downloads across countries.
The overall global CR is 60%, indicating that, on average, 6 out of 10 ad taps result in app downloads. The “Others” category has an average CR of 44%. The gap between the “Others” average and the global average highlights untapped potential in these regions.
South Africa leads with the highest CR at 67%, followed closely by Austria (66%) and Peru (65%). These high CRs indicate exceptionally strong alignment between ad targeting, user intent, and app relevance in these markets.
Countries like Mexico (63%), Germany (63%), Chile (63%), and Thailand (62%) also perform above the global average of 60%, showcasing robust ad-to-download conversion rates.
Regions like Switzerland (55%) and Jordan (55%) can benefit from refined targeting and enhanced localization efforts.
Overall, the conversion rate for finance apps is very impressive. Let’s take a look at the CR fluctuations now.
January begins with the highest CR of 58%, followed by a slight decline to 55% in February. This reflects high user intent at the start of the year, likely driven by New Year financial goals and planning. There are drops in both March and May
The CR stabilizes around 50-52% during the summer months, indicating steady, though moderate, engagement. This period reflects a consistent performance with neither significant gains nor losses.
The CR dips again from 50% in October to 48% in November, the lowest point of the year. This decline likely coincides with holiday season distractions, reducing focus on finance-related app downloads. November is also often a critical month for crypto trading, driven by year-end financial activity and increased speculation, so the CR can be affected by intensified competition between these apps.
Given these insights, app marketers should:
If we go back to the TTR for search results campaigns, we can notice the TTR and CR charts align in their early-year peaks and late-year declines but differ in mid-year behavior, where the TTR steadily declines, and the CR stabilizes. This indicates that while fewer users engage with ads later in the year, those who do are still relatively likely to convert. It makes mid-year optimization and early-year investment crucial for success.
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