TTR (tap-through rate)

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.

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