About the report
The ads on the App Store connects high-intent users in search of the most fitting app for their needs, with app marketers aiming to reach a relevant audience in the most profitable manner.
As an official Apple Ads Partner, MobileAction has been analyzing its spending data and presenting it annually as “MobileAction Apple Ads Benchmarks Report” since 2019 to assist app developers and marketers in remaining informed about the current landscape of Apple Ads and maintaining a competitive edge, which is widely recognized across the industry.
For this year’s edition, MobileAction conducted a study on the performance of SearchAds.com by MobileAction Apple Ads campaigns across top storefronts, categories, and regions in 2024 again.
The data and findings presented in this report are intended to help readers optimize their Apple Ads campaigns by comparing their app’s performance against industry benchmarks.
MobileAction Apple Ads Benchmarks 2025 Report is based on aggregate data from apps connected to SearchAds.com by MobileAction. This report, covering 2024 data, provides a quarter-over-quarter analysis of key Apple Ads metrics across categories and storefronts, highlighting their changes compared to the previous year.
The report begins with a comprehensive analysis of search results ads and subsequently covers ads on the Today tab, Search tab and product pages. While its primary focus is on search results ads, it also includes important highlights for all ad placements.
Here are the key metrics MobileAction analyzed to build this report:
- Tap-Through-Rate (TTR): Taps divided by impressions.
- Conversion Rate (CR): Downloads divided by taps.
- Cost-Per-Tap (CPT): Spend divided by taps.
- Cost-Per-Acquisition (CPA): Spend divided by downloads.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
