What Is Cost per Tap (CPT)?

Cost per Tap (CPT) is a performance metric in Apple Search Ads that measures the average cost an advertiser pays for each tap or click on their ad. It is calculated based on how relevant the app is for a search, the maximum bid, and what competitors are willing to pay.

This metric is particularly important for advertisers focused on driving high-intent user engagement, as it provides insight into the cost of generating user interest and interaction with their app. By analyzing CPT data, advertisers can assess the effectiveness of ad creative, targeting, and bidding strategies to make informed decisions for optimizing their campaigns for better cost efficiency and return on ad spend (ROAS).