- Region-level tap-through rates continue to vary meaningfully, underlining how Apple Ads performance can shift based on local search behavior, category mix, and competitive density within each market.
- In 2025, China (CN) leads the list with 11.32% TTR, followed by Ukraine (UA) at 10.65% and South Africa (ZA) at 10.22%, showing especially strong engagement in these countries.
- Brazil (BR) remains a standout country across both years, moving from 11.77% in 2024 to 9.81% in 2025, which still places it among the top-performing markets in the latest dataset.
- Several established regions continue to appear consistently in the dataset, including Israel (IL) at 9.35%, Germany (DE) at 8.56%, and the United States (US) at 8.31% in 2025, reflecting steady engagement in high-competition environments.
- In 2025, Austria (AT) reached 9.45%, and Mexico (MX) posted 8.18%, reinforcing that strong search results engagement is distributed across both mature and expanding regions.
Overall, the 2025 range among the listed regions spans from 11.32% (CN) down to 7.14% (IT), highlighting the value of adapting Apple Ads keyword strategy and creative messaging by region to better align with local intent patterns.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
“MobileAction’s Automations and Smart Bidding tools have been a game-changer for us. They allowed us to compete aggressively in key markets without unnecessary overspending, while the team’s support contributed to our processes and strategy. We’ve seen a 35% increase in installs and 54% increase in our in-app event thanks to this partnership.”
Steve Haim
PPC Strategist
