App UA Benchmarks 2026
Average CPI, CPA, and conversion rates across platforms, categories, and regions
Benchmarks by App Category
| Category | Avg CPI | Install-to-Reg Rate | D1 Retention | D30 Retention |
|---|---|---|---|---|
| Games | $2.50 | 32% | 35% | 8% |
| Social | $3.80 | 25% | 28% | 6% |
| Health | $3.20 | 28% | 30% | 10% |
| Education | $2.90 | 30% | 32% | 9% |
| Shopping | $3.50 | 22% | 25% | 7% |
| Finance | $5.20 | 18% | 22% | 12% |
| Productivity | $3.00 | 27% | 29% | 11% |
| Entertainment | $2.70 | 30% | 33% | 7% |
| Travel | $3.60 | 23% | 26% | 5% |
| Food & Drink | $2.80 | 29% | 31% | 8% |
Benchmarks by Platform
| Platform | Avg CPI | CTR | Install CR | ROAS D30 |
|---|---|---|---|---|
| Apple Ads | $2.10 | 7.2% | 58% | 145% |
| Google Ads | $2.80 | 3.8% | 32% | 120% |
| Meta Ads | $3.50 | 1.2% | 28% | 110% |
| TikTok Ads | $1.80 | 1.8% | 22% | 95% |
| Unity Ads | $1.20 | 2.5% | 18% | 85% |
Understanding the Metrics
CPI – Cost Per Install
CPI measures the average cost to acquire a single app install from a paid campaign. It's calculated by dividing total ad spend by the number of installs attributed to that spend. CPI varies widely by category—finance apps often exceed $5.00 due to high lifetime values, while gaming apps benefit from lower CPIs thanks to broad audience appeal and high conversion rates. A low CPI doesn't always mean a good campaign; pair it with downstream metrics like registration rate and retention.
CTR – Click-Through Rate
CTR is the percentage of users who click your ad after seeing it. Apple Search Ads consistently delivers the highest CTRs (7%+) because ads appear to users already searching for relevant apps—intent is built in. Social and video platforms like Meta and TikTok typically see lower CTRs (1–2%) due to the interruptive nature of feed-based ads, but that doesn't necessarily make them less effective for driving installs at scale.
CR – Conversion Rate (Install Rate)
Conversion rate tracks the percentage of users who install your app after clicking the ad. Apple Ads leads here as well, often exceeding 50%, because the click-to-install journey is seamless within the App Store. On other platforms, users must navigate to a store page, adding friction. Optimizing your store listing—icon, screenshots, description—is critical for improving CR across all channels.
ROAS – Return on Ad Spend
ROAS measures the revenue generated per dollar spent on advertising. A D30 ROAS of 145% means that for every $1 spent, $1.45 in revenue was generated within 30 days. ROAS is the ultimate indicator of campaign health, but it requires robust attribution and revenue tracking. SKAdNetwork and Privacy Sandbox introduce measurement limitations, so many teams supplement with modeled ROAS estimates and incrementality testing.
Retention (D1, D30)
Retention rates track the percentage of users who return to your app on day 1 and day 30 after installing. D1 retention reflects first-impression quality—did your onboarding hook users? D30 retention signals long-term engagement and stickiness. Finance and productivity apps tend to have the highest D30 retention (10–12%) because users develop habitual behaviors around them, while travel and social apps face steeper drop-offs as usage is more episodic.
Key Takeaways
- Apple Search Ads delivers the highest conversion rates and ROAS — its high-intent search traffic consistently outperforms other channels on efficiency metrics, making it the best starting point for iOS-first campaigns.
- Finance apps command the highest CPIs but also the strongest D30 retention — the $5.20 average CPI reflects fierce competition, but 12% day-30 retention and high LTVs often justify the premium acquisition cost.
- TikTok and Unity offer the lowest-cost installs — at $1.80 and $1.20 respectively, these platforms are ideal for scaling volume, particularly for gaming and entertainment apps targeting younger audiences.
- D30 retention rarely exceeds 12% across any category — this underscores the importance of onboarding optimization and early engagement mechanics; most of your acquired users will churn within the first month.
- Diversify across 2–3 platforms for resilient UA — no single channel dominates every metric. The strongest portfolios combine Apple Ads' efficiency with the scale of Google or Meta, plus a high-volume channel like TikTok or Unity to lower blended CPI.
Data compiled from industry reports and aggregate benchmarks. Individual results vary based on app category, geography, creative quality, targeting strategy, and campaign configuration. Use these figures as directional guidance, not guaranteed outcomes.