TTR (tap-through rate)
Tap-through rate shows how often people who see your Apple Ads ad actually tap it. It is the first read on whether your ad matches what the searcher was looking for.
Updated
TTR is Apple’s name for the share of ad impressions that turn into taps. It sits between impressions and taps in the funnel, and because Apple also weighs how often users tap an ad when it decides what to show, a healthy TTR helps you win auctions as well as traffic.
How TTR is calculated
Adapty Ads Manager reports TTR for any campaign, ad group or keyword as taps divided by impressions over the reporting period.
TTR vs CTR
TTR and click-through rate are the same calculation: interactions divided by impressions. Apple calls it tap-through rate because App Store ads are tapped on a touch screen rather than clicked. When you compare Apple Ads with web or other ad channels, treat TTR and CTR as equivalent, but remember that search results ads appear for a query the user just typed, so they are not directly comparable with display or social placements.
TTR benchmarks
Adapty’s Apple Ads for subscription apps 2026 report measured TTR across 8,000+ apps and 1,000,000+ ad groups in 2025 campaigns. Country and category figures are separate aggregates; the report does not publish a category-by-country matrix, and per-row app counts are not published.
| Scope | TTR |
|---|---|
| United States, all categories | 9% |
| Utilities apps, all countries | 19.5% |
| Education apps, all countries | 11.1% |
| Productivity apps, all countries | 8% |
| Health & Fitness apps, all countries | 6.1% |
| Shopping apps, all countries | 1.1% |
Source: Adapty, Apple Ads for subscription apps 2026. The spread between categories is wide, so compare your TTR with your own category and history before drawing conclusions.
How Custom Product Pages affect TTR
The same report compared ad groups with and without Custom Product Pages. Ads using a Custom Product Page showed creative matched to the keyword’s intent, and they were tapped more often.
| Variant | TTR |
|---|---|
| Without Custom Product Page | 9.72% |
| With Custom Product Page | 10.90% |
| Relative lift | +12.1% |
Source: Adapty, Apple Ads for subscription apps 2026, aggregated at ad-group level. This is a measured effect in the study population, not a guaranteed result for any one app.
How to improve TTR
- Tighten relevance. Keywords that clearly describe what your app does get tapped more than loosely related ones. Move broad and discovery traffic into separate ad groups so it does not blur the numbers.
- Match creative to intent. A Custom Product Page whose screenshots speak to the query gives users a reason to tap.
- Review the default page. Icon, name, subtitle and the first screenshots are what users see in the ad when no custom creative is set.
- Add negatives for searches that get impressions but almost no taps.