Benchmarks in SearchAds.com are key performance metrics that help you improve your Apple Search Ads campaigns. This guide will explain what benchmarks are, why they matter, and how you can use them to boost your user acquisition efforts.
What is Benchmarks?
Benchmarks in SearchAds.com gives you insights into your campaign performance by comparing your metrics against industry standards. Key benchmarks include:
Cost Per Acquisition (CPA): The average cost to acquire a user who installs your app through the ad.
Cost Per Tap (CPT): The average cost for each tap on your ad.
Conversion Rate (CR): The percentage of users who click on your ad and then take a desired action, like installing your app.
Tap-Through Rate (TTR): The percentage of impressions that result in a tap on your ad.
These benchmarks help you spot areas for improvement and make the most of your app marketing budget.
How to use Benchmarks
Log in to SearchAds.com, and navigate to the Benchmarks section under Insights Center.
Click on the utilize the filters to select one or more countries in which you are interested, choose the ad placement you’d like to check the benchmarks for and apply the date filter. You’ll see the benchmarks of that selected storefront, ad placement and time of arrival.
Keep in mind!
You can also choose all ad placements and all storefronts if you need broader data.
You'll find categories listed and their corresponding metrics in a table format. One thing to remember is that the currencies are shown in USD format. For CPA and CPT, the redder it gets, the higher the price increases. For CR and TTR, the greener it gets, the higher the ratio increases.
Additionally, separate bar charts for TTR and CR show distribution based on app categories again for the selected storefront, ad placement and time of arrival.
Since the Games category has manysub-categories, you can also see a table of CPA, CPT, TTR and CR specific to gaming sub-categories and again two separate bar charts for TTR and CR.
At the bottom, there is a geographical chart showing the performance metric distribution by category on a world map. Choose the category and metric you want using the filters in the corners to customize the view according to your needs.
Best practices for using Benchmarks
We recommend considering using benchmarks for these three areas specifically.
1- Regularly check your benchmarks to monitor performance trends over time, and adjust your campaigns accordingly based on these insights to ensure continuous improvement.
2- Use the benchmarks to detect underperforming areas, and then conduct experiments with various ad creatives, keywords, and targeting options to determine the most effective strategies.
3- Utilize benchmarks to gain insights into how your performance compares to that of your competitors.
If you have further questions or need assistance don’t hesitate to contact your dedicated Customer Success Manager or get in touch with us via Intercom.