The 2025 Apple Ads Search Results Benchmarks Report, compiled by SplitMetrics, analyzes extensive data on app search campaigns from 2024, noting significant performance improvements. The report shows an average Tap-Through Rate (TTR) of 11.4% and a Conversion Rate (CR) of 67.2%, reflecting effective targeting of high-intent users. However, increased expenses in Cost per Tap (CPT) and Cost per Acquisition (CPA) indicate rising competition among advertisers. The benchmarks allow mobile user acquisition teams to compare performance metrics across various categories and regions, facilitating informed strategic decisions for app campaigns.
The impressive 2024 TTR of 11.4% and a CR of 67.2% indicate that Apple Ads effectively target high-intent users, driving significant installation rates.
With 395.4 million taps and rising costs per tap and acquisition, the competition for advertising space has intensified, highlighting the market's demand.
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