News Snapshot:
The cost of advertising in search results on Apple’s App Store has nearly doubled, according to data from mobile app growth company SplitMetrics. The cost per tap (CPT) for when a user taps on the ad reached $2.27 in the final three months of 2021. This is an increase of 92% from the previous year and is the first time the cost has exceeded $2.00. This is a far larger increase in costs than seen elsewhere in digital advertising . At the same time, the cost per acquisition (CPA) for when a user installs the app reached $3.64. This is...
