Executive summary
Highlights of the year
- Tap-through Rate (TTR) for search results ads reached an all-time high of 9.07% in 2024, reflecting increasing ad relevance and improved user engagement.
- Conversion rate (CR) remained strong, averaging 66.70% in 2024, further reinforcing the effectiveness of search results ads in converting high-intent users.
- Cost-per-tap (CPT) averaged $1.84, reflecting a stable yet competitive bidding environment.
- Cost-per-acquisition (CPA) remained consistent at $2.76, indicating strong acquisition efficiency and return on investment.
- Food & Drink, Games, and Weather recorded the highest TTR in 2024, reflecting strong user engagement and intent.
- Photo & Video, Food & Drink, and Sports had the highest CR in 2024, showing well-optimized Apple Ads campaigns.
- Food & Drink, Business, Utilities, and Sports categories experienced significant improvements in CPT, suggesting increased competition and optimization efforts.
- Conversion rates for custom product pages increased to 55.87% in 2024, compared to 42.13% in 2023, demonstrating improved targeting and user relevance.
- Total impressions grew to 6.56 billion, a significant jump from 5.47 billion in 2023, showcasing the expanding adoption of custom product pages.
- Brazil (11.77%) and the Philippines (11.06%) demonstrated the strongest tap-through rates, reflecting increasing engagement in these markets.
- Romania led with an 82.13% conversion rate, followed by Great Britain (78.56%) and Mexico (78.06%), indicating strong user intent in these regions. Norway, China, and Japan were more competitive ad landscapes in 2024.
- Search tab ads showed a steady increase in engagement, with TTR averaging 0.48% in 2024. Since Search tab ads appear before a user enters a specific query, engagement levels tend to be lower compared to other placements that target users with higher intent. Today tab ads’ CR increased significantly from the 2023 average of 8.69% to the 2024 average of 13.58%, confirming their effectiveness for brand awareness.
- For product page ads, TTR increased from an average of 2.74% in 2023 to 3.55% in 2024, signaling improved engagement.
- CPA also dropped significantly to $3.88 in 2024 from $5.89 in 2023, making product page ads a cost-efficient option. This decrease suggests that advertisers are seeing more conversions at a lower cost, likely due to better audience targeting and increased adoption of product page ads to engage users already exploring similar apps.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
