Apple Ads Benchmarks 2026: CPT, CPA, CR and TTR by Category
By Intent+ Team · July 5, 2026 · 7 min read · Economics
A benchmark only means something next to your category and region. The four metrics that define Apple Ads performance — cost per tap, cost per acquisition, conversion rate, and tap-through rate — vary dramatically by vertical. Here are 2026 illustrative ranges and how to use them.
The Four Metrics That Matter
CPT (cost per tap) is the only number you bid on directly. CPA is the output of CPT divided by conversion rate. CR (conversion rate) measures how often a tap becomes an install. TTR (tap-through rate) measures how often an impression becomes a tap — and signals creative relevance to the auction.
Why Category Changes Everything
Category is the single biggest predictor of every metric above. Finance apps justify $15–40 CPAs because LTV is high. Gaming apps compete at sub-$1 CPT but need volume to offset lower per-user LTV. Benchmark against your category, not a blended market average.
Region and Seasonality
The US has the highest CPT floor of any market. Tier-2 markets like India and Southeast Asia run 60–80% cheaper per tap. Seasonal peaks — Q4 holiday, new year — compress CPT by 20–40% as budget floods the auction.
Frequently Asked Questions
What is a good CPT in 2026? What is a good conversion rate? What is a good CPA? Why are benchmarks illustrative? How often should I re-benchmark?
Related: How to Lower Your Cost Per Tap · The 10-Point iOS ROAS Audit