The conversion rate in Apple Search Ads refers to the percentage of users downloading an app after tapping on an ad, on average, in a specific timeframe. It’s among the key metrics used to evaluate ad performance. Conversion rate optimization is a strategic goal of app store optimization (ASO), as it significantly impacts cost per acquisition (CPA) and cost per goal (CPG) in Apple Search Ads.
A user has 30 days to download an app after tapping on its ad in Apple Search Ads to be counted as a conversion.
The conversion rate indicates keyword and ad relevance and the quality of an app’s product page. Even a slight increase in CR will have a significant impact on spend necessary to deliver the same number of downloads.
The average conversion rate in Apple Search Ads is around 60%, which is evidence of the high quality of the user acquisition channel regarding deliverable traffic. Conversion rates vary significantly by category, reflecting the unique user journeys within them.
These differences are highlighted in benchmarks released by SplitMetrics based on data originating from campaigns run with our platform:
Conversion rates also vary per ad placement, as each serves a different purpose in users’ journey towards a download.
We highly recommend using SplitMetrics’ benchmarks dashboard for Apple Search Ads to compare key performance metrics and take action when necessary. SplitMetrics’ data also shows that conversion rate boundaries can be pushed, with certain categories crossing the 60% average by a significant margin.
The following factors have an impact on the conversion rate in Apple Search Ads:
Therefore, you’ll optimize your conversion rate on the App Store and in Apple Search Ads by:
More factors, like launching seasonal and holiday campaigns and in-app events, can influence conversion rates. However, creative optimization is always critical for upping conversion rates, highlighting the strategic role of app store optimization (ASO) in any app’s success on the App Store.
Track conversion rates on any level quickly through our Ads Manager for campaigns, ad groups, keywords, and ads leading to custom product pages. Access our benchmarks dashboard for day-to-day work and study our benchmark reports to understand better factors influencing this metric for many app categories and markets.
There are several considerations when analyzing campaign performance based on their conversion rates:
A successful conversion doesn’t have to lead to users performing meaningful, revenue-generating activities post-installation. Therefore, to gain a full-funnel understanding of Apple Search Ads performance, an app needs to track post-install conversion rates to monitor the delivery of specific goals. For this purpose, an integration with a mobile measurement partner is necessary, in addition to managing Apple Search Ads through the free SplitMetrics Acquire Starter Plan.
In such a case, goal-related metrics, like cost per goal (CPG) become the focus of Apple Search Ads optimization, allowing targeting of these keywords and audiences, which generate revenue.
