How to Measure TTR and CVR in Apple Search Ads (2025 Guide)

Tap-Through Rate (TTR) and Conversion Rate (CVR) are the two metrics that determine whether your Apple Search Ads campaigns are efficient or wasteful.

TTR tells you if your ad is compelling enough to earn clicks.

CVR tells you if those clicks turn into installs.

Together, they explain your CPA. A $5 CPA could mean strong performance with high TTR and CVR, or inefficiency with one metric underperforming and driving up costs.

Understanding how to measure, interpret, and optimize both metrics is essential to running profitable ASA campaigns.

Here's how to do it.

What is TTR (Tap-Through Rate)?

Tap-Through Rate (TTR) is the percentage of users who see your ad and click on it.

Formula:

TTR = (Total Taps ÷ Total Impressions) × 100

If your ad receives 10,000 impressions and 1,200 taps, your TTR is 12%.

TTR measures how relevant and compelling your ad appears to users searching for specific keywords.

What Influences TTR:

1. Keyword relevance: Ads for exact match brand searches have higher TTR than broad category terms.
2. App icon quality: A clear, recognizable icon improves click likelihood.
3. First screenshot: The first screenshot visible in the ad creative significantly impacts TTR.
4. App title and subtitle: Clear, benefit-driven messaging improves TTR.
5. Ratings and review count: Apps with 4.5+ stars and 10K+ reviews see higher TTR.

What is CVR (Conversion Rate)?

Conversion Rate (CVR) is the percentage of users who tap your ad and complete an install.

Formula:

CVR = (Total Installs ÷ Total Taps) × 100

If you receive 1,200 taps and 800 installs, your CVR is 66.7%.

CVR measures how effectively your app store page converts interested users into installs.

What Influences CVR:

1. Screenshot quality and messaging: The first three screenshots carry most of the weight.
2. App preview video: Videos can improve CVR by 20-47% when used effectively.
3. Keyword-to-page alignment: If users search for "meditation timer" and your page emphasizes sleep sounds, CVR drops.
4. Social proof: Ratings, reviews, and download counts build trust.
5. App size and download time: Large app sizes (500MB+) can reduce CVR, especially on cellular connections.

How TTR and CVR Impact CPA

Your Cost Per Acquisition is directly determined by TTR, CVR, and CPT:

CPA = CPT ÷ CVR

But CPT is influenced by your bid and TTR. Apple's algorithm rewards ads with higher TTR by lowering your effective CPT through improved ad rank.

Example 1: High TTR, High CVR

• Impressions: 10,000
• TTR: 15% → 1,500 taps
• CPT: $2.00
• CVR: 70% → 1,050 installs
• CPA: $2.86

Example 2: Low TTR, Low CVR

• Impressions: 10,000
• TTR: 8% → 800 taps
• CPT: $2.50 (higher due to lower TTR)
• CVR: 50% → 400 installs
• CPA: $5.00

Improving both TTR and CVR compounds. Even small gains (TTR from 10% to 12%, CVR from 60% to 65%) can reduce CPA by 20-30%.

Where to Find TTR and CVR in Apple Search Ads

Step 1: Access Your Campaign Dashboard

1. Log in to Apple Search Ads
2. Navigate to Campaigns in the left sidebar
3. Select the campaign you want to analyze

Step 2: View Metrics by Level

You can view TTR and CVR at three levels:

Campaign Level: Overall performance across all ad groups and keywords.

Ad Group Level: Performance for groups of related keywords.

Keyword Level: Individual keyword performance (most useful for optimization).

Step 3: Customize Your Columns

Click Columns in the top-right and ensure these metrics are visible:

• Impressions: How many times your ad was shown
• Taps: How many times your ad was clicked
• Installs: How many users installed your app
• TTR: Tap-through rate percentage
• CVR: Conversion rate percentage (displayed as "CR" in the dashboard)
• CPT: Cost per tap
• CPA: Cost per acquisition

You can also add:

• Avg CPA: Average cost per install
• Spend: Total spend for the selected period

Step 4: Filter by Date Range

TTR and CVR can fluctuate based on seasonality, creative updates, and competitive dynamics. Use the date range selector to compare:

• Last 7 days (identify recent trends)
• Last 30 days (understand baseline performance)
• Month-over-month (spot seasonal patterns)

2025 TTR and CVR Benchmarks

Understanding where you stand relative to industry averages helps you identify strengths and weaknesses.

Average TTR by Category (2024 Data)

Category	Average TTR
Reference	19.7%
Entertainment	15.2%
Music	11.9%
Overall Average	11.4%
Graphics & Design	10.9%
Business	10.3%
Productivity	10.2%

Source: SplitMetrics Apple Ads Benchmarks 2025

Average CVR Across All Categories

Overall average CVR: 67.2% (up from 65.37% in 2023)

Most apps convert between 55-75%, with variation based on:

• Brand keywords: 75-85% CVR
• Category keywords: 55-70% CVR
• Competitor keywords: 50-65% CVR
• Discovery/broad match: 40-60% CVR

What Benchmarks Mean for Your Campaigns

If your TTR is below 8%, your ad creative or keyword targeting needs improvement. Low TTR signals that users don't find your ad relevant or compelling.

If your CVR is below 55%, your app store page isn't converting interested users. Focus on optimizing screenshots, videos, and messaging.

If both TTR and CVR are strong but CPA is still high, the issue is CPT—you're in highly competitive auctions and need to refine bidding or keyword selection.

How to Interpret TTR and CVR by Keyword Type

Not all keywords should have the same TTR or CVR. Context matters.

Brand Keywords

Expected TTR: 15-25%

Expected CVR: 75-85%

Why: Users searching for your app name have high intent. If TTR or CVR is below these ranges, you may have a branding issue or competitor interference.

Category Keywords

Expected TTR: 8-12%

Expected CVR: 55-70%

Why: Generic terms like "budget app" attract users who are browsing, not committed. Lower TTR and CVR are normal.

Competitor Keywords

Expected TTR: 10-15%

Expected CVR: 50-65%

Why: Users are comparing options. They'll click if your messaging differentiates, but conversion rates are lower because you're not their first choice.

Discovery/Broad Match

Expected TTR: 6-10%

Expected CVR: 40-60%

Why: These are exploratory searches. Use this data to identify new exact match keywords that perform above average.

Common TTR and CVR Problems (And How to Fix Them)

Problem 1: High Impressions, Low TTR

Diagnosis: Your ad isn't compelling or keyword targeting is too broad.

Fixes:

• Review keywords. Are they relevant to your app? Pause irrelevant terms.
• Improve your first screenshot. It's the only creative element visible in search ads.
• Check your app icon. Is it clear and recognizable at small sizes?
• Test a new app subtitle with clearer value proposition.

Problem 2: High TTR, Low CVR

Diagnosis: Your ad gets clicks but your app store page doesn't convert.

Fixes:

• Optimize your first three screenshots. Users rarely scroll past them.
• Add or improve your app preview video. Videos can boost CVR by 20-47%.
• Ensure your messaging is consistent from ad to app page.
• Check for keyword misalignment. If users searching "free budget app" land on a paid app, CVR will tank.

Problem 3: TTR and CVR Both Low

Diagnosis: Poor keyword selection or targeting users outside your ideal audience.

Fixes:

• Narrow keyword targeting. Remove broad, low-intent terms.
• Add negative keywords to filter irrelevant searches.
• Review search term reports to see what's actually triggering your ads.
• Test different audience segments (demographics, devices) to find higher-intent users.

Problem 4: TTR and CVR Both Strong, But CPA is High

Diagnosis: You're in expensive auctions. The issue is CPT, not conversion performance.

Fixes:

• Lower bids on competitive keywords and reallocate to long-tail terms.
• Expand geographically to lower-cost regions (LATAM, APAC).
• Use exact match instead of broad match to reduce wasted impressions.
• Add negative keywords to avoid bidding on irrelevant variations.

Advanced TTR and CVR Optimization Tactics

1. Segment by Device Type

iPhone and iPad users often have different TTR and CVR patterns. In the ASA dashboard:

• Filter by device type
• Compare TTR/CVR between iPhone and iPad
• If one converts significantly better, create separate ad groups and allocate more budget there

2. Use Custom Product Pages

Custom Product Pages let you show different screenshots and messaging to different audiences.

Use case: Create one Custom Product Page for brand searches (social proof, trust signals) and another for category searches (core features, use cases).

This can improve CVR by 10-25% by matching messaging to search intent.

3. Monitor TTR and CVR by Geo

Some regions have higher TTR but lower CVR (or vice versa).

• Navigate to Reporting → Geo
• Compare TTR and CVR by country
• Pause geos with sub-40% CVR or allocate lower budgets

4. Track TTR and CVR Over Time

Set up a weekly or monthly report to track TTR and CVR trends:

• Export campaign data weekly
• Track TTR and CVR changes month-over-month
• Identify when performance dips (could signal creative fatigue, increased competition, or seasonal shifts)

5. Test Creative Variations

If your CVR is plateauing, refresh your screenshots or video every 3-6 months.

• A/B test new screenshot sets using Custom Product Pages
• Measure CVR lift (target 5-15% improvement)
• Roll out winning creative across all campaigns

TTR and CVR Optimization Checklist

For Low TTR:

• Review keyword relevance—pause irrelevant terms
• Update first screenshot to highlight primary value prop
• Test new app icon or subtitle
• Check competitor ads—are they outperforming yours visually?

For Low CVR:

• Optimize first three screenshots
• Add or improve app preview video
• Ensure keyword-to-page message match
• Test Custom Product Pages for different audiences
• Improve ratings (aim for 4.5+ with 5K+ reviews)

FAQs

What is a good TTR for Apple Search Ads?

The average TTR across all categories in 2024 was 11.4%, up from 10.22% in 2023. Top-performing categories like Reference (19.7%), Entertainment (15.2%), and Music (11.9%) significantly exceed the average. Brand keywords typically achieve TTR of 15-25%, while category keywords average 8-12%.

What is a good CVR for Apple Search Ads?

The average CVR in Apple Search Ads was 67.2% in 2024, up from 65.37% in 2023. This means roughly 2 out of 3 users who tap your ad proceed to install. Brand keywords often achieve 75-85% CVR, while category keywords typically convert at 55-70%.

How do I improve my Apple Search Ads CVR?

Improve CVR by optimizing your app store page (especially the first three screenshots), improving keyword relevance to match user intent, using Custom Product Pages for different audiences, and filtering out low-intent keywords with negative match terms.

Why is my TTR high but CVR low?

High TTR with low CVR means your ad creative is compelling but your app store page doesn't deliver on the promise. This usually indicates a mismatch between ad messaging and page content, or poor screenshot/video quality on the product page.

How often should I check TTR and CVR?

Monitor TTR and CVR weekly for active campaigns. If you're scaling or testing new creative, check every 3-5 days. Significant drops (more than 15% week-over-week) warrant immediate investigation.

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TTR and CVR are the two levers you have direct control over in Apple Search Ads. CPT is determined by auction dynamics, but TTR and CVR are entirely within your control through better targeting, creative, and product page optimization. Improve both, and your CPA falls automatically.