Cost of Apple Search Ads has risen by 86%

Rob Clapp

An overview of the cost per tap and cost per acquisition of Apple Search Ads.

The cost of advertising in search results on Apple's App Store has nearly doubled, according to data from mobile app growth company SplitMetrics.

The cost per tap (CPT) for when a user taps on the ad reached $2.27 in the final three months of 2021. This is an increase of 92% from the previous year and is the first time the cost has exceeded $2.00.

This is a far larger increase in costs than seen elsewhere in digital advertising.

At the same time, the cost per acquisition (CPA) for when a user installs the app reached...

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