The tap-through rate (TTR) measures how often users tap on an ad compared to the total number of times the ad is shown (impressions) on the App Store.
This section provides data for the Apple Search Ads search results placement.
The average TTR across the markets under review is 6.3%, serving as a baseline for evaluating performance. Regions around this level indicate moderate engagement, reflecting reasonably aligned ad campaigns and user interest. The “Others Average” category indicating other markets has a TTR of 3.4%.
South Africa leads with an exceptional 10% TTR, significantly above the global average of 6.3%. Other high-performing regions include Mexico (8.4%), Bolivia (7.7%), and Austria (7.5%), indicating strong ad engagement in these markets.
Regions such as Brazil (5.7%), Germany (5.7%), and Hong Kong (5.1%) hover just below the average. While performance is decent, campaigns here may need improved targeting or localization to boost engagement.
Honduras (4.8%) and Peru (4.8%) are among the lower-performing regions. These benchmarks suggest opportunities for improved engagement through improved targeting.
Let’s examine the TTR dynamics from January to November.
The TTR dynamics from January to November reveal a gradual decline in user engagement over 2024. The year begins strong, with January reaching a TTR of 5.4%, peaking slightly at 5.2% in February. This engagement likely reflects heightened user interest in financial planning and goal-setting, typical for the start of the year.
As the year progresses, the TTR steadily decreases, dropping from 4.4% in March to 3.8% in May. By mid-year, from June to August, the TTR stabilizes around 4.1% to 4.3%. This consistency indicates a steady, moderate level of user engagement. The trend suggests that finance-related campaigns can maintain their momentum during these months.
Toward the end of the year, the TTR experiences a decline, falling from 4.3% in September to 3.4% in November. This drop may be influenced by seasonal distractions, such as holiday shopping and shifting user priorities, which draw attention away from financial products.
Overall, the early months present strong opportunities for finance app campaigns, while the mid-year stability allows for steady performance. The declines in spring and toward year-end emphasize the need for tailored strategies to sustain engagement and regain user focus during competitive seasons.
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