# TTR (tap-through rate)

URL: https://storelift.net/glossary/tap-through-rate/
Language: en
Updated: 2026-10-19

TTR, or tap-through rate, is the share of your Apple Ads impressions that turned into a tap: taps divided by impressions. It is the App Store counterpart of a click-through rate, and it shows how often people who saw your ad chose to tap it.

## How TTR is calculated

TTR = taps ÷ impressions × 100. An ad shown 4,000 times that receives 280 taps has a TTR of 280 ÷ 4,000 = 7%. The numbers are hypothetical.

Impressions count how many times the ad was shown; taps count how many times it was tapped. Both come from the same ad, keyword and country, so TTR is read per keyword and per storefront.

## What a low or high TTR tells you

- Low TTR on a keyword usually means the search and the ad don't match: people typing that term were looking for something else. Check that the term describes what the app does before raising the bid.
- High TTR with few installs means people tap and then leave the product page. The work is on the page — screenshots, rating, the first lines — and that is the conversion rate half of the funnel.
- Compare like with like. Brand keywords usually earn a far higher TTR than generic ones, and countries differ; compare TTR between keywords of the same kind in one storefront.

## TTR and conversion rate

TTR covers the step from impression to tap; conversion rate covers the step from tap to install (installs ÷ taps). Multiply them and you get installs per impression: a 7% TTR and a 40% conversion rate give 2.8 installs per 100 impressions.

Apple Ads builds the default ad from your App Store product page — name, icon, subtitle and screenshots — so the changes that lift organic conversion usually lift TTR too. Storelift's Apple Ads screens show this figure under the name TTR.

## FAQ

Q: What does TTR mean in Apple Ads?
A: Tap-through rate: taps divided by impressions. It is the share of people who saw your ad and tapped it.

Q: Is TTR the same as CTR?
A: It measures the same thing. Ads in the App Store are tapped rather than clicked, so Apple Ads calls it tap-through rate.

Q: What is a good TTR in Apple Ads?
A: It depends on the keyword and the country, so compare against your own keywords of the same kind. Brand keywords usually sit well above generic ones.