What Is TTR (Tap-Through Rate)?

TTR (Tap-Through Rate) is a vital performance metric in Apple Search Ads that measures user engagement by representing the ratio of ad taps/clicks to ad impressions. It is calculated by dividing the total number of taps an ad receives by the total number of impressions the ad receives, then multiplying by 100 to get a percentage. A higher TTR indicates that the ad is effectively capturing users’ attention and likely well-aligned with their interests or search intent. Advertisers closely monitor TTR to assess ad creative performance and optimize campaigns for better response.