Today tab ads
With a Today tab ad, advertisers can showcase their app to over half a billion people who embark on their App Store journey each week. Today tab ads enable marketers to connect with users on the front page of the App Store, the starting point for their visit, which makes it a good option to reach the broadest audience and shape their intent from the start with a fully visible ad on the front page of the App Store.
These ads are prominently displayed upon arrival, featuring an appâs name, icon, and subtitle. This ad placement is useful for raising awareness, especially during new content launches, special events, and seasonal promotions.
Each ad utilizes a custom product page in App Store Connect as the tap destination. The assets from the chosen custom page animate in the background, appearing in a color extracted from the app icon. Itâs essential to have the app name, icon, subtitle, and custom product page assets approved for advertising before running an ad in this placement.
- Today tab ads data began arriving at the beginning of 2023 with the introduction of the ad placement by Apple Ads.
- The Today tab ad format has been evolving, with one occurring in July 2023 and the other in December 2023, which causes volatility in quarter-over-quarter graphics.
- As a result of the ad format change occurring in July 2024, the average TTR and CR levels changed significantly and remained stable ever since, which suggests that user behavior changed as theyâre clicking on the Today tab ads less, but they have stronger intentions when it comes to downloading the apps.
- Similarly, while the cumulative average of TTR decreased significantly (from 1.10% in 2023 to 0.38% in 2024), CR performance improved (by 56.27%) in 2024, averaging 13.58%, compared to an average of 8.69% in 2023, while finishing the year strong with 14.46% in Q4.
- In 2024, the quarter-over-quarter averages in TTR and CR remained very consistent and circulated around the yearly average TTR and CR (0.38% and 13.58%), while CR finished the year strong with 14.46% in Q4 2024.
- The average CPT throughout 2024 showed a decline, starting in Q1 with $1.02, but it carried on with $0.86 in Q2 and $0.73 in Q3, finishing the year with $0.83 in Q4. Compared to the CPT trends in 2023, the bidding landscape for Today tab ads became less competitive per MobileActionâs Apple Ads data.
- The average CPA demonstrated a consistent improvement throughout the year. CPAs for Today tab ads dipped in Q3 with an all-time low of $5.57 and remained below the yearly average of $6.28 with $5.77 in Q4.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
