In Apple Search Ads, the CPT is calculated by dividing the total ad spend by the total number of taps on those ads.
This section provides cumulative data across all placements.
The chart below provides information about the average CPT for the top 15 markets in 2024:
The average CPT across all markets is $9.16, while the “Others Avg” is much lower at $3.55.
Switzerland has the highest CPT by far, at $16.50. This high CPT may reflect intense competition for finance ads in the Swiss market or a higher value placed on financial app user acquisition in this region. The cost is also explained by the fact that Switzerland has a well-developed financial sector and is a lucrative market for finance apps.
South Korea, Qatar, Canada, and the United Kingdom all demonstrate relatively high CPTs, ranging from $9.38 (UK) to $9.95 (South Korea).
These markets are characterized by a mix of high competition and advanced financial ecosystems. In South Korea, a tech-savvy and urbanized population actively adopts fintech solutions. Similarly, Qatar’s wealthy user base and niche targeting in a smaller population lead to elevated bids for premium finance keywords. Canada and the UK, with their mature financial systems and strong purchasing power, experience significant competition from both established brands and fintech startups, further raising costs.
Countries like Spain at $7.82, Italy at $7.70, and Romania at $7.10 have the lowest CPT in the chart. These markets have lower costs for each user tap, suggesting they are relatively affordable for ad spend in the finance category.
Let’s take a look at the month-by-month CPT fluctuations:
The year starts with a CPT of $5.0 in January, setting a moderate baseline for the cost of each tap on finance ads. March marks the highest point in the period, with a peak CPT of $7.7. This increase may indicate heightened competition or a specific marketing push during this month, leading to a higher cost per tap.
After the March peak, the CPT decreases to $6.4 in April and further to $6.1 in May. This decline may suggest a stabilization in ad costs after the high point in March, possibly as seasonal demand normalizes.
By August, the CPT reaches its lowest point at $4.9, even lower than the starting CPT in January. This could reflect typical summer trends where advertising costs may dip as user engagement fluctuates and fewer companies focus on heavy ad spend. The CPT steadily declines to $4.40 in September, a 43% drop over six months. After the drop, it recovers dramatically from $4.50 in October to $7.20 in November, a 60% increase in just one month.
If we take a closer look at these 5 popular markets (Australia, Canada, France, Great Britain, the United States), we can observe the following CPT trends:
In January, CPT values are relatively low across all countries, with Canada, France) and the United States starting at $5, the lowest among the five. Australia and the United Kingdom have a higher starting point of $6
All countries see a significant CPT increase in February, followed by peaks in March and May. From April to June, CPT values decline slightly or stabilize, showing sustained competitions
In July, most countries see another brief uptick in some countries However, by August, all countries experience a decline, reflecting lower ad costs towards the end of the period.
September and October display stable CPTs across most countries, with minimal fluctuations. This suggests consistent ad competition during these months. Advertisers appear to hold budgets for the more competitive November period.
All five countries experience a noticeable CPT increase in November, with the sharpest spikes in Canada ($13) and the United Kingdom ($12).
This reflects the seasonal rise in competition due to Black Friday, holiday shopping, and year-end financial activities.
Time to examine fluctuations in CPT values across regions from January to November 2024. The following chart illustrates the CPT trends for the finance category across four major regions:
APAC shows a high initial CPT of $4.61, peaking in early Q1, followed by a steady decline throughout the summer, suggesting decreased competition or demand in later months. After March, APAC’s CPT gradually decreases, dropping to $5.41 in April and $4.99 in May. By August, it reaches $3.56.
EMEA has the highest CPTs overall, starting at $5.12 in January, peaking at $9.05 in March, which is the highest point across all regions. From March, EMEA’s CPT steadily decrease, stabilizing at $5.93 by August. This high CPT suggests strong competition in finance ads, especially early in the year.
LATAM maintains the lowest CPT values across all regions, starting at $1.46 in January, with a peak of only $2.54 in February.Following this small peak, LATAM’s CPT gradually declines, reaching a low of $0.93 by August. The region’s low CPT values indicate relatively low competition. Advertisers can achieve taps at minimal cost.
North America begins with a CPT of $5.28 in January, reaching a peak of $7.62 in March. After this peak, there is a steady decrease, with CPT stabilizing around $6.32 in August. Overall, North America remains a stable market for the finance category.
APAC starts with a moderate CPT in September, dips in October, and recovers to $3.99 in November.
LATAM remains a budget-friendly region for acquiring users, particularly in September and October.
North America maintains consistent CPT levels in September and October, followed by a sharp increase to $8.45 in November. EMEA shows consistent ad competitiveness throughout autumn, with November being the peak period.
November sees peak competition across all regions, with LATAM remaining cost-efficient and NA/EMEA being the most competitive. Adjust budgets and focus heavily on November campaigns.
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