Compare App Store paid search performance by intent, app category, match type, and post-install quality. Tap-through rate, cost per tap, CPI, install conversion rate, activation rate, and trial-start quality.
Apple Search Ads benchmarks for tap-through rate, cost per tap, conversion rate, CPI, and trial-start quality across App Store acquisition campaigns.
| Context | Median | Top Quartile | Best For |
|---|---|---|---|
| Brand terms | 14.2% TTR | 22.0% TTR | Capturing existing App Store demand efficiently |
| Category terms | 5.8% TTR | 9.4% TTR | Finding new users with high intent |
| Competitor terms | 3.6% TTR | 6.1% TTR | Testing conquesting without overpaying for weak-fit installs |
| Discovery campaigns | $4.90 CPI | $2.70 CPI | Scaling beyond exact high-intent terms |
These top-level pages work best when they explain why benchmark ranges shift before a user drills into the narrower benchmark route.
| Driver | Impact |
|---|---|
| Keyword intent and whether the searcher is already looking for your app category | Tap-through rate, cost per tap, CPI, install conversion rate, activation rate, and trial-start quality. |
| App Store product-page conversion rate, screenshots, reviews, and ratings | Tap-through rate, cost per tap, CPI, install conversion rate, activation rate, and trial-start quality. |
| Match type structure across brand, category, competitor, and discovery campaigns | Tap-through rate, cost per tap, CPI, install conversion rate, activation rate, and trial-start quality. |
| Post-install activation quality after the paid search install | Tap-through rate, cost per tap, CPI, install conversion rate, activation rate, and trial-start quality. |
Apple Search Ads benchmarks for tap-through rate, cost per tap, conversion rate, CPI, and trial-start quality across App Store acquisition campaigns.
Compare App Store paid search performance by intent, app category, match type, and post-install quality.
Compare App Store paid search performance by intent, app category, match type, and post-install quality.
Compare App Store paid search performance by intent, app category, match type, and post-install quality.
Compare App Store paid search performance by intent, app category, match type, and post-install quality.
Use the median range as the baseline, then compare against the top-quartile range once the campaign, audience, offer, and conversion event are similar enough to be meaningful.
Start with the benchmark focus, segment by intent and audience quality, then use the drivers and recommendations on this page to diagnose why performance is above or below the range.