In Apple Search Ads, the CPA (Cost per Acquisition) represents the average cost to acquire an install. It’s calculated by dividing the total ad spend by the number of installs generated within a specific time period.
This section provides data for the Apple Search Ads search results placement.
Time to examine the average CPA for the top 15 countries:
The gap between the Average CPA ($21.60) for the markets under review and other regions ($8.29) underscores the competitive intensity and higher user value in top-performing storefronts. High-CPA markets may drive better monetization, while the rest of the regions provide affordable opportunities for user acquisition with careful targeting.
South Korea leads with the highest CPA at $40.16, reflecting intense competition and high user acquisition costs. Switzerland follows at $31.27, with Qatar at $27.51 and Singapore at $26.13. These markets represent premium audiences, requiring substantial investment to acquire users.
Markets like Kuwait ($21.71), Italy ($20.10), and Canada ($18.85) fall closer to the global average of $21.60. These regions balance competitive costs with potentially strong returns. France ($16.09) and Romania ($15.98) have the lowest CPAs among listed markets.
The data underscores the importance of aligning budgets with regional CPA trends. Advertisers should prioritize premium markets like South Korea and Switzerland for high-value campaigns while leveraging cost-efficient options like France and Romania for more affordable growth.
Let’s check out the month-by-month CPA changes:
The CPA starts at $9.2 in January and climbs steadily to $11.2 in February, peaking at $16.2 in March. This surge reflects heightened competition during Q1.
Then the CPA drops from $13.0 in April to $12.0 in June. This decline suggests reduced competition as advertisers scale back campaigns following the Q1 peak. The CPA stabilizes at lower levels, decreasing to $10.6 in August and reaching its lowest point of $9.4 in September. The summer months represent a cost-efficient period for advertisers.
In October, the CPA rises sharply ($10.1) and peaks at $15.9 in November, driven by Black Friday, holiday campaigns, and year-end financial planning activity.
March and November stand out as high-cost periods due to seasonal demand, requiring well-optimized campaigns to ensure ROI.
Let’s check out the CPA situation with top 5 markets:
CPAs start low in January, with Canada ($8) and the US (9$) slightly below France ($10) and Australia ($10). A sharp peak occurs in March, led by France ($23) and Australia ($20). This early-year surge reflects heightened demand during the New Year period, as advertisers compete for high-value users.
From April to July, CPAs decline, with the United States offering cost-efficient opportunities. In November, CPAs surge again, peaking in Canada ($27) and Great Britain ($28) due to holiday campaigns. While Canada and the US are the most competitive markets, France and Australia provide more cost-effective acquisition opportunities mid-year.
The chart below illustrates the CPA dynamics for finance apps across four regions – APAC (Asia-Pacific), EMEA (Europe, Middle East, Africa), LATAM (Latin America), and NA (North America):
The CPA begins low in January across all regions, with LATAM at $3.47, NA at $9.22, EMEA at $9.37, and APAC at $9.64.
A sharp increase is seen in March, with EMEA peaking at $18.91, followed by NA ($16.73) and APAC ($11.93). LATAM remains cost-efficient at $4.41, showing its affordability despite a modest rise. After March, all regions see a gradual CPA decrease and stabilize during summer months.
A sharp increase occurs in November, driven by year-end campaigns. NA leads with a high of $19.78, followed by EMEA ($17.14) and APAC ($9.97). LATAM also rises but remains the most affordable at $3.97.
March and November are the most competitive months, with significant CPA spikes across all regions, especially NA and EMEA. App marketers should consider allocating higher budgets for NA and EMEA during peak periods to capture high-value audiences.
Time to check out the CPT and CPA seasonality trends for finance apps from January to November.
In the early months, both CPT and CPA rise significantly, reflecting heightened competition during the New Year and tax season. The CPT begins at $5.30 in January and peaks at $8.03 in March, while the CPA climbs from $9.17 to its highest point of $16.25 during the same period. This surge indicates increased advertiser activity as they capitalize on a period of high user intent.
As the year progresses, costs steadily decline. From April to June, the CPT drops from $6.81 to $6.05, and CPA falls from $13.58 to $12.00, suggesting reduced competition and a more cost-efficient period for user acquisition. This trend continues into the summer. The CPT reaches its lowest level at $4.95 in September, while the CPA bottoms out at $9.43.
In the final months of 2924, costs rise once again. The CPT increases from $5.07 in October to $7.65 in November, and the CPA surges from $10.10 to $15.87, reflecting intensified competition during the holiday season.
This data once again emphasizes the importance of aligning advertising strategies with seasonal trends. Advertisers should plan for higher budgets during the competitive peaks of March and November while leveraging the cost-efficient summer months to maximize returns on investment.
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