Per a new report from SplitMetrics, average cost per acquisition (CPA) in Apple Search Ads amounted to $3.76 in Q4 2021, up from $2.58 in the third quarter of 2021.
CPA in Apple Search Ads is the indicator to measure how much on average you pay for the conversion – namely, for a tap on the “Get” button. Average CPA is calculated by dividing the total spend by the number of installs from an ad in Apple Search Ads within a specific time frame.
Finance and Gaming were the categories with the highest CPA rates, at $21.22 and $4.14, respectively, followed by Education, Lifestyle, and Business.
![](https://mobilemarketingreads.com/wp-content/uploads/2022/04/search-ad-cpa-categories-1024x549.png)
The report also found that average cost per tap (CPT) in Apple Search Ads also increased in Q4 2021. In the last quarter, average CPT in Apple Search Ads was $2.27. Again, as in CPA, in Q3 and Q4 of 2021 Finance took the lead with the CPT of $11.73.
![](https://mobilemarketingreads.com/wp-content/uploads/2022/04/apple-search-ads-cpt-1024x676.png)
Games, one of the most competitive niches, again occupied the second position in terms of the highest CPTs. What’s interesting, other 13 categories had this indicator lower than the average value ($2.22). So we can confidently say that Finance strongly influenced the average CPT value across all categories.
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