MobileAction’s 2025 Apple Ads benchmark report

The tap-through rate signifies the ratio of clicks on your ad to the total number of impressions.

This metric offers insights into the relevance of the paid keyword to your app and the success of your ads.

• The power of the Apple Ads platform has been increasing over the years as TTR shows improved performance since 2021, which moves the all-time average up.
• Per MobileAction’s Apple Ads data, the all-time TTR average is 8.29% for search results ads.
• The cumulative average for 2023 was already indicating a very strong performance with 9.00%.
• The TTR in 2023 began at 8.84% in Q1 and demonstrated a steady rise, reaching its peak at 9.18% in Q3 and ending with 8.89% in Q4.
• 2024 marked as the peak performance year for the TTR in search results ads with 9.07%, demonstrating an increased level of user engagement compared to 2023. 
• The highest TTR in 2024 was a record high in Q1 with 9.70%.
• In 2024, the TTR starts notably higher in Q1 and exhibits steady performances, ending at 8.54% in Q4.
• The increase in TTR examined throughout 2024 can also be attributed to the continuous improvement in ad relevance and user engagement.
• The consistent trend of TTR throughout the years, including 2024, suggests reliability and convenience in predictability for 2025 and beyond in measuring the performance of tap-through rates.

• Changes in tap-through rate can reflect shifts in content quality, relevance, or user targeting within each category.
• Updates in the platform or user interface can also impact the tap-through rate. For example, UI/UX alterations might affect user interactions and tap-through behaviors.
• Food & Drink maintains its position as the leading category with yet another impressive year, showing 13.86% average TTR, consistent strength, and user engagement throughout the year.
• Throughout 2024, leisure-oriented categories continue to resonate strongly with users. Categories like Games, Sports, and Entertainment showed high engagement levels with 12.04%, 10.11%, and 8.38% average TTRs, respectively. It’s also worth noting that the average TTR for the Games category increased by 19.20%, and for the Sports category, it increased by 18%.
• 2024 was also the year of business life. Noticeable increases in average TTR for Business (from 8.45% to 9.67%), Finance (from 7.14% to 8.51%), and Utilities (from 8.18% to 10.47%) categories show growing user interest.
• The Social Networking and Education categories showed the most significant decreases from 2023 to 2024. The average TTR decreased from 6.01% to 4.20% in 2024 in social networking and from 7.16% to 5.50% in education. This decrease might suggest that these categories could be bidding on keywords that are less relevant to increase their reach.

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