SplitMetrics’ 2025 Apple Advertisements Search Outcomes Benchmarks Report, overlaying efficiency information from January to December 2024, presents a deep analytical dive into how search outcomes campaigns fared throughout classes, areas, and timeframes. SplitMetrics, a world software program firm and authorized Apple Advertisements Companion, used information from its Purchase platform to compile this in depth evaluate. The report serves as a strategic device for cell consumer acquisition (UA) groups and builders, enabling them to gauge class efficiency, assess market tendencies, and benchmark their app campaigns in opposition to business norms.
Apple Advertisements Search Outcomes Benchmarks Report 2025
The report analyzes over 3.1 million distinctive key phrases, 4.4 billion advert impressions, 395.4 million faucets, and 253.1 million downloads, providing a strong pattern for deriving actionable insights. It excludes classes like Developer Instruments and any builders who restricted their information from being included. Metrics had been calculated utilizing established formulation similar to CR = downloads / faucets, TTR = faucets / impressions, and CPA = spend / downloads, to make sure consistency and transparency in reporting.
When it comes to general efficiency, Apple Advertisements search outcomes campaigns demonstrated spectacular energy, notably when it comes to consumer intent and post-click habits. The common Faucet-By way of Price (TTR) for 2024 stood at 11.4%, up from 10.22% within the second half of 2023. The Conversion Price (CR) reached a brand new excessive of 67.2%, rising from 65.37% the yr prior, confirming that almost seven in ten customers who faucet on an advert proceed with an set up. This speaks to the effectiveness of search adverts in reaching high-intent customers. Regardless of this, prices rose throughout the board, with Price per Faucet (CPT) averaging $2.50—up from $1.59 in 2023, and Price per Acquisition (CPA) climbing to $2.90 from $2.58, signaling intensified competitors amongst advertisers.
The highest-performing classes when it comes to TTR had been Reference apps at 19.7%, Leisure at 15.2%, and Music at 11.9%. These classes spotlight areas of excessive consumer engagement, particularly the place content material and utility merge. Reference apps, specifically, confirmed substantial good points as a result of integration of AI options that drive key phrase efficiency and engagement. Nonetheless, some classes skilled sharp drops; as an illustration, Sports activities and Leisure, as soon as leaders in TTR, noticed important declines, though they retained excessive CRs. Sports activities apps, regardless of a decrease TTR, maintained a CR of 72.4%, whereas Leisure apps led all classes with a CR of 74.8%. This means that whereas customers had been much less prone to faucet adverts in these classes, those that did had been extra prone to convert, pointing to an evolution in consumer habits the place intent outweighs curiosity.
SplitMetrics search outcomes adverts TTR by class
When it comes to CPA and CPT, essentially the most aggressive and costly classes had been Sports activities and Finance. Sports activities apps noticed their CPT balloon from $2.43 in 2023 to $10.20 in 2024, pushed by international sporting occasions and surging advertiser demand. Their CPA additionally rose sharply, hitting $14.10 in comparison with $3.73 within the earlier yr. Finance adopted an analogous pattern, with a CPT of $6.40 and a CPA of $12.70. These prices counsel that whereas these classes yield high-quality customers with sturdy lifetime worth, the value of entry is substantial. In the meantime, classes like Productiveness, Utilities, and Video games maintained way more secure and inexpensive acquisition prices, making them superb for budget-conscious campaigns. Video games, as an illustration, had a CPA of $2.00 and a CPT hovering round $1.00–$1.20 all year long.
The report’s seasonal evaluation confirmed March and November as the most costly months for acquisition, attributable to spikes associated to tax season and vacation advertising and marketing campaigns. Conversely, August emerged as essentially the most cost-efficient month, providing advertisers an optimum window to scale consumer acquisition with decrease CPT and CPA. In March, each CPT and CPA peaked at $1.62 and $2.47 respectively, earlier than dipping to their lowest in August at $1.29 and $2.00. These fluctuations underline the significance of seasonal marketing campaign planning and strategic funds allocation to maximise ROI.
Geographically, North America stays the most costly area throughout all metrics. The common CPT reached as much as $2.70 by year-end, with CPA rising to $4.40 in November. Canada was notably expensive, with a year-end CPT of $3.90 and CPA hovering to $6.10. The USA adopted intently, sustaining a barely smoother development curve however nonetheless ending the yr at a CPA of $4.20. These numbers replicate the extraordinary competitors in mature markets the place high-value customers appeal to greater bids.
Europe, Center East, and Africa (EMEA) current a balanced different. Germany and France demonstrated each sturdy engagement and manageable prices, making them engaging to advertisers searching for attain with out overextending budgets. The UK, whereas changing into costlier (reaching $3.00 CPT and $4.10 CPA in December), additionally supplied excessive CRs, similar to 68.28%, the very best amongst all nations. France maintained extra secure acquisition prices, staying below $3.00 for many of the yr.
Asia-Pacific (APAC) supplied a number of the most secure and cost-effective alternatives, with common CPA round $1.30 and minimal seasonal volatility. Japan and India, nevertheless, lagged in efficiency, with decrease TTR and CR, suggesting a necessity for improved localization and focusing on to higher align with consumer expectations in these markets. Japan had a very low CR at 52.10%, whereas India’s TTR was the bottom amongst high markets at simply 5.80%.
Latin America (LATAM) stood out as essentially the most budget-friendly area. Brazil led in TTR, with customers displaying the very best advert engagement globally. The area’s CPT and CPA remained remarkably low, ranging between $0.40–$0.60 and $0.50–$0.80 respectively. The latest growth of Apple Advertisements to LATAM markets in April 2024 doubtless contributed to this pattern, as low saturation and advertiser curiosity drove efficiency with out extreme price. Mexico additionally carried out properly, with a TTR of 11.41% and the second-lowest CPA.
SplitMetrics search outcomes adverts CPA by categry
All through 2024, the price of acquisition persistently elevated throughout the board. The report particulars how CPA advanced all year long, peaking in high-advertising months and stabilizing throughout quieter intervals. For instance, Sports activities apps confirmed essentially the most volatility, with CPA spiking to $18.80 in March and $17.50 in September throughout main sporting occasions, then dropping to $9.40 in August. Finance adopted an analogous seasonal pattern, peaking in tax season and This autumn. However, Productiveness and Utility apps supplied extra predictable and secure acquisition prices, hardly ever breaching the $2.00 CPA mark.
SplitMetrics’ report additionally emphasizes the strategic advantages of data-driven marketing campaign optimization. By benchmarking in opposition to business averages, advertisers can determine efficiency gaps, prioritize spend, and refine creatives. SplitMetrics encourages advertisers to trace not solely installs but additionally in-app occasions to make sure consumer high quality, utilizing integrations with cell measurement companions (MMPs) to guage deeper conversion metrics.
SplitMetrics search outcomes adverts CR by class
Finally, this in depth data-driven benchmark report reveals a posh and evolving Apple Advertisements ecosystem. Person habits is shifting, with fewer faucets however stronger intent behind these faucets, notably in content-heavy classes like Leisure and Meals & Drink. Advertisers should navigate rising prices by doubling down on localization, inventive relevance, and strategic bid administration. LATAM and APAC provide cost-efficient scaling potential, whereas North America and elements of Europe stay premium markets the place deeper pockets and precision focusing on are important.
To behave on this data successfully, advertisers ought to benchmark their campaigns in opposition to the business information to uncover inefficiencies and new development alternatives. Adjusting spend seasonally is vital, with elevated bidding throughout high-intent months and budget-conscious scaling in cost-effective home windows like August. Localization of creatives, particularly via customized product pages tailor-made for markets like India and Japan, can considerably enhance CR in underperforming areas. By aligning methods with these benchmarks and deploying clever bid optimizations, entrepreneurs can scale consumer acquisition effectively and keep aggressive within the evolving Apple Advertisements panorama.
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