What is cost per tap in Apple Ads?

Cost per tap is what you pay when someone opens your product page from an ad: total Apple Ads spend divided by the number of taps your ads received. Apple Ads runs on a second-price auction, so the price reflects competition for the keyword rather than simply your maximum bid.

A cheap tap that never installs is worth less than an expensive one that converts, so judge keywords on the full chain – CPT feeding conversion rate feeding cost per acquisition – and let revenue have the final word.

Kickstart tracks average CPT across Apple Ads campaigns, ad groups, and keywords, making expensive traffic and weak bids easy to isolate.