What's a good cost per install on Apple Ads?

The median cost per install across 90 markets is $0.51. The blended average, weighted by ad spend, is $1.34. In the US it’s $2.51. The right benchmark depends on your country, your sub-niche, and where in the funnel you measure. The full report breaks the data down by all three.

Which countries are cheapest for Apple Ads?

Algeria and Nepal both come in at $0.11 per tap, the lowest in the dataset. 85 of the 90 countries we analyzed cost under $1 per acquisition. The five most expensive auctions (US, UK, China, Australia, and Israel) take most of the global ad spend, but they’re not always the most efficient on a cost-to-conversion basis. The report ranks all 90.

Do Custom Product Pages actually improve conversion?

Yes, by more than most teams expect. Apps using Custom Product Pages get 12% more taps per impression and 9.6% more installs per tap. Compounded, that’s 23% more installs from the same ad spend. Same bids, same keywords, same budget.

What conversion rate should I expect from Apple Ads?

The global median is 62%, meaning 62 out of every 100 taps become installs. By sub-niche, conversion ranges from under 40% to 78%, with PDF Reader, Remote Control, and Screen Recorder leading. If your conversion rate is below 50%, the issue is usually the product page or the country mix, not the bid.

Are tailored paywalls worth setting up on Apple Ads?

Tailored paywalls lift install-to-trial conversion by 41% and trial-to-paid conversion by 24%. By day 92 of subscriber retention, the ROAS gap between tailored and default paywalls reaches 82%. The full curve from day 0 to day 92 is in the report.

How was this report built?

The report draws on Apple Ads performance data from 8,000+ apps running campaigns through Adapty in 2025, across 1M+ ad groups, 90 countries, and 59 sub-niches. Data was anonymized before aggregation so we don’t expose individual app, campaign, or account-level performance.

Apple Ads benchmarks for subscription apps 2026

The cheapest install rarely makes the cheapest customer. $1,000 buys 65 paying subscribers in Brazil and 15 in the US. Find where your niche pays back.

Get your free copy

See what a paying subscriber really costs

The only Apple Ads benchmarks built on real subscription data

0+

apps analyzed

0M+

ad groups

0

countries

0

sub-niches

Acquisition cost swings 14x between markets.
Subscriber value barely moves

$1,000 buys 65 paying subscribers in Brazil and 15 in the US

Apple Ads converts 2× better than other paid channels

Apple Ads converts to paid better  by 5% in the US and 4× in Indonesia

Matched product pages turn the same impressions into 23%+ installs

A paywall matched to the user's search lifts ROAS 82% by day 92

A tap in the US costs 14x more than a tap in Algeria

The 10 most expensive markets by CPT

PDF Reader and Screen Recorder convert at 78%. One costs 12x more

Top 10 niches by conversion rate, with CPA

Frequently asked

What's a good cost per install on Apple Ads?
The median cost per install across 90 markets is $0.51. The blended average, weighted by ad spend, is $1.34. In the US it’s $2.51. The right benchmark depends on your country, your sub-niche, and where in the funnel you measure. The full report breaks the data down by all three.
Which countries are cheapest for Apple Ads?
Algeria and Nepal both come in at $0.11 per tap, the lowest in the dataset. 85 of the 90 countries we analyzed cost under $1 per acquisition. The five most expensive auctions (US, UK, China, Australia, and Israel) take most of the global ad spend, but they’re not always the most efficient on a cost-to-conversion basis. The report ranks all 90.
Do Custom Product Pages actually improve conversion?
Yes, by more than most teams expect. Apps using Custom Product Pages get 12% more taps per impression and 9.6% more installs per tap. Compounded, that’s 23% more installs from the same ad spend. Same bids, same keywords, same budget.
What conversion rate should I expect from Apple Ads?
The global median is 62%, meaning 62 out of every 100 taps become installs. By sub-niche, conversion ranges from under 40% to 78%, with PDF Reader, Remote Control, and Screen Recorder leading. If your conversion rate is below 50%, the issue is usually the product page or the country mix, not the bid.
Are tailored paywalls worth setting up on Apple Ads?
Tailored paywalls lift install-to-trial conversion by 41% and trial-to-paid conversion by 24%. By day 92 of subscriber retention, the ROAS gap between tailored and default paywalls reaches 82%. The full curve from day 0 to day 92 is in the report.
How was this report built?
The report draws on Apple Ads performance data from 8,000+ apps running campaigns through Adapty in 2025, across 1M+ ad groups, 90 countries, and 59 sub-niches. Data was anonymized before aggregation so we don’t expose individual app, campaign, or account-level performance.