MobileAction’s 2025 Apple Ads benchmark report

MobileAction’s approach involves leveraging internal data and industry insights to provide app developers and marketers with a deeper comprehension of prevailing cost and performance patterns within their field.

The methodology is rooted in segmenting specific quantitative data, including ad spend, interactions (taps), visibility (impressions), downloads, and installations. These metrics are divided by specific totals, tailored to the required indicators, and aligned with the desired information presentation, whether based on the App Store category or Apple Ads region.

We utilized designated formulas to compute each pivotal indicator.

• Conversion Rate (CR) = downloads/taps
• Tap-Through- Rate (TTR) = taps/impressions
• Cost-Per-Tap (CPT) = spend/taps
• Cost-Per-Acquisition (CPA) = spend/downloads

Within this report, the readers will encounter the average tap-through rate (TTR) and conversion rate (CR), along with cost-per-tap (CPT) and cost-per-acquisition (CPA), categorized by market segments and regions for the year 2024.

Also, the readers will find a quarter-over-quarter comparison with previous years’ Apple Ads’ ad placements benchmarks.

The period that MobileAction reviews for this report is January 1st, 2024 — December 31st, 2024.

For the accuracy of this report, the aggregation of a minimum of 10 or more apps’ Apple Ads spend data per category has been determined by MobileAction as the threshold. Since the Catalogs, Developer Tools, Graphics & Design, Newsstand, and Stickers categories did not meet this requirement, MobileAction excluded their analysis from the report. In storefront-based analyses, storefronts with a minimum spending of $1.5M were used to maintain accuracy.

MobileAction also excludes its customers’ data, whose policies prohibit the use of their user data in reports, including in anonymized, aggregated formats.

The data in this report has been gathered using MobileAction and SearchAds.com tools.*