Cost-per tap (CPT) metrics of search results ads
Cost-per-tap in Apple Ads is calculated by dividing the total ad spend by the overall number of taps on an ad.
This metric holds particular importance within Apple Ads, serving as the fundamental pricing model used to determine advertising expenses per user interaction.
- CPT in 2023 shows a slight upward trend throughout the year, starting at $1.69 in Q1 and consistently increasing to $1.86 in Q4.
- The cumulative average for 2023 ($1.77) demonstrated a relatively stable look while showing a modest decrease compared to the last 3 years.
- In 2024, the CPT started a bit higher at $1.90 in Q1 but experienced a back-to-back decline in Q2 and Q3 ($1.81 and $1.72, respectively) before ending the year at $1.93 in Q4.
- While the cumulative average for 2024 slightly increased from $1.77 to $1.84, it maintained the levels that the average CPT circulating since 2021 once again. That represents the stabilization in the market, indicating maturity in bidding strategies and competition levels.
- There are many factors influencing cost-per-tap, including the level of competition in each category, the retention rates of an appsâ competitors, the quality of the ads, an adâs relevance to its audience, and targeting. Nonetheless, the stable CPTs observed in Apple Ads suggest a valuable opportunity for advertisers to invest, particularly as Apple Ads continue expanding into new and efficient markets.
- Food & Drink shows excellent cost efficiency, with a CPT of $0.78 in 2024, a decrease from 2023 (avg. $1.05). That demonstrates highly optimized ad spend and makes the Food & Drink category with the lowest average cost-per-tap.
- Productivity and Entertainment categories followed Food & Drink with $0.94 and $0.95 average CPTs in 2024, respectively, and took their places in the Top 3. The Weather category also maintained CPTs below $1.00 with $0.98, showing strong cost efficiency.
- Out of the 16 categories examined in the report, six (Sports, Utilities, Shopping, Food & Drink, Business, and Games) managed to lower their average CPTs in 2024 compared to 2023, and two (Entertainment and Travel) maintained the averages of 2023, which can be considered a win when global inflation is considered.
- Even being at the higher end of the spectrum, with an average CPT of $5.70 in 2024, the Sports category managed to lower its average CPT by 37.5% from 2023âs average of $9.12. This significant decrease in costs may indicate improved campaign efficiency, better creative strategies, or enhanced keyword selection within this category.
- Utilities also show balanced cost management at $1.07 in 2024, decreasing from $1.45, reflecting efficient advertising spend for essential services.
- The Finance ($3.38) and Games ($2.44) categories show relatively higher CPTs, reflecting their competitive nature and higher value.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
