App Store Search Ad campaigns have a 49.4% conversion rate with $0.40 CPA

Mobile Action breaks down the stats

App Store Search Ad campaigns have a 49.4% conversion rate with $0.40 CPA

Developers using Apple's App Store Search Ads are seeing an average of 49.4% conversion rate with an average of just $0.40 cost-per-acquisition.

The data comes from Mobile Action, which studied 77 Search Ads campaigns. Campaigns were picked anonymously and randomly from across the entire App Store.

It found that the minimum CPA was $0.07, while maximum CPA was $2.15. The average cost-per-tap was $0.20, with a minimum of $0.04 and a maximum of $1.25.

Only one campaign studied had a 0% conversion rate, while the best performing campaign saw a 71.9% conversion rate. The average tap through rate came in at 13.5%, with a minimum of 2.4% and a maximum of 26.5%.

Get it cheap

On average, the campaigns studied had spent a total of $56.57 on their entire campaigns. Mobile Action noted that "with Facebook or Google ads, you can easily spend a few thousand dollars, before you get a campaign dialled in".

It also suggested that Apple could improve the ads by implementing store pictures in the ads, as well as the game's average rating.

Developers looking to get in on Search Ads may want to move quickly while costs are cheap, especially with other developers already blocking the ads for their own games.


Ric is the Editor of, having started out as a Staff Writer on the site back in 2015. He received an honourable mention in both the MCV and Develop 30 Under 30 lists in 2016 and refuses to let anyone forget about it.