What is tap-through rate in Apple Ads?

Tap-through rate is an Apple Ads metric: taps divided by impressions, expressed as a percentage, which measures whether your ad earns attention from the people who see it.

A low TTR usually means a relevance problem – bidding on keywords whose searchers wanted something else – or a creative problem, where a custom product page matched to the keyword's intent can lift both TTR and what happens after the tap.

Kickstart loads TTR at campaign, ad-group, and keyword level from Apple Ads, so you can spot targeting or creative that is earning attention.