Product page ads
Product page ads reach users at a different moment than Search tab or Today tab ads: they appear while people are already exploring apps on the App Store and actively comparing alternatives. Because these placements show up on other appsâ product pages (most commonly within the âYou Might Also Likeâ area), they function as a competitive visibility layer, helping advertisers surface next to relevant category peers and intercept consideration-stage demand.
From a user-intent perspective, product page ads tend to capture audiences who are deeper in evaluation. By the time a user scrolls through an appâs listing, theyâve likely reviewed key visuals and messaging and are looking for âthe next best optionâ to evaluate. This makes product page ads particularly effective for conquesting and for reinforcing differentiation, since creative choices and page alignment can influence whether users continue browsing or convert.
- Product page ads continued to deliver strong engagement in 2025, keeping TTR above 3% in every quarter and closing at 3.39% in Q4, which signals that users browsing âYou Might Also Likeâ placements still actively explore relevant alternatives.
- Conversion rates stayed steady in a tight band throughout the year, ranging from 17.09% (Q3) to 18.87% (Q1), suggesting consistent download intent even when discovery happens later in the decision journey.
- The cumulative averages for 2025 settled at 3.28% TTR and 17.99% CR, reinforcing that Product Pages Browse remains an intent-rich placement, especially when app-to-app relevance is high.
- CPT was highest in Q2 at $1.02, then eased back to $0.93 in Q4, which can indicate peak-season bidding pressure mid-year, followed by more efficient traffic costs as campaigns and targeting matured later in the year.
- CPA peaked in Q3 at $5.67 and ended at $5.26 in Q4, highlighting that the placement can require tighter conversion alignment when competition increases or when targeting expands to broader competitor sets.
- The Q2âQ3 pattern (higher CPT, higher CPA) typically aligns with advertisers pushing more aggressively into competitor and complementary app audiences, where visibility is attainable but efficiency depends heavily on message match and differentiation.
- Because product page ads appear while users are actively evaluating options, creative-message fit matters as much as bids; aligning the tap destination to the userâs context (for example, emphasizing a specific feature advantage vs. the competitor set you target) can help protect CR as costs fluctuate.
- For Apple Ads account structure, product page ads often perform best when split into focused ad groups by competitor clusters (direct competitors vs. adjacent alternatives) so bids, CPT ceilings, and CPA targets can reflect each clusterâs true competitiveness.
- When CPAs rise, the fastest lever is usually tightening relevance, not simply lowering bids; narrowing the targeted apps/categories to the most comparable audiences can keep TTR healthy while improving downstream efficiency.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
