--- static_export_time: "2026-08-11T15:10:28+00:00" title: "ASO & Apple Ads trends and benchmarks report 2026" description: "Optimize your performance in the app stores with insights and ASO benchmarks plus Apple Ads benchmarks from the top apps & games." url: "/en/aso-blog/aso-app-store-trends-benchmarks-report" locale: "en-US" image: "https://www.apptweak.com/img/2025/07/1200x627_with-title_social-media-27.png?auto=format%2Ccompress&w=2400&h=1254&fit=crop" --- # Just dropped: the ASO & Apple Ads trends and benchmarks report 2026 ![Pierre-Antoine Roy](/img/2026/04/squaredapptweakprofilepicture.png?auto=format%2Ccompress&w=200&h=200&fit=crop)by  **Pierre-Antoine Roy** Content Specialist July 13, 2026 — 4 min read Summarize with AI Subscribe to our monthly newsletter Subscribe to our monthly newsletter How do top apps and games use metadata, ratings, and in-app events to win visibility? And what does it cost to acquire users through Apple Ads? These are some of the questions we answer in our latest benchmark report. It analyzes the top 1,000 apps and games in the U.S. across the App Store and Google Play, and, new this year, benchmarks from around 2,800 U.S. Apple Ads advertisers tracked by AppTweak. **The ASO & Apple Ads trends and benchmarks report 2026 is your blueprint for what top-performing apps and games are doing right now to win visibility, conversions, and paid performance across the App Store and Google Play.** #### ASO & Apple Ads trends and benchmarks 2026 Get the latest data insights and industry benchmarks to optimize your app store strategy and drive growth. [Download report](/en/aso-resources/guides/aso-trends-benchmarks-a-comprehensive-data-study) ## Key takeaways - **In-app events are now the norm for top games.** 51% of top games ran more than 5 in-app events on the App Store last year, the third year running that this share has climbed. - **Featured apps almost all sit at 4.0 stars or higher.** 95% of App Store featured apps are rated 4.0 or above, and 65% are at 4.6 or higher. - **34% of top apps on both the App Store and Google Play updated their description twice or more** last year, a meaningful signal now that AI search engines pull from descriptions to generate recommendations - **Additional ads in App Store search results expanded reach.** In the 28 days after Apple’s March 2026 rollout, Discovery campaigns saw the largest gains of any campaign type. - **Median CPI ranged from $1.33 for Shopping to $26.70 for Sports in 2025** , with Games at $4.63. ## About the data We analyzed the top 1,000 apps and games in the U.S. across the App Store and Google Play, from January to December 2025, for our organic benchmarks. **New this year** , we also analyzed around 2,800 U.S. Apple Ads advertisers tracked by AppTweak over the same period for our paid benchmarks. ## What’s inside this report Actionable benchmark data for app visibility, engagement, conversion, and paid performance: - Frequency of metadata updates and A/B testing across the App Store and Google Play - Ratings distribution among featured apps - In-app event and promotional content adoption trends - Custom store listings usage on Google Play - Metadata localization patterns by country or region - AI app download and category trends across the app stores - **New this year:** Apple Ads benchmarks across categories, campaign types, placements, and seasons ## A first look at the data Here are four findings from the report to give you a sense of what is inside. ### 1. In-app events are now standard for top games On the App Store, **51% of top games ran more than 5 in-app events last year,** compared to 38% of apps. For games, that share has climbed three years running, from 38% in 2023 to 46% in 2024 to 51% in 2025. For top games, in-app events have moved from an edge case to a standing part of the release calendar. ### 2. Featured apps almost all sit at 4.0 stars or higher **Around 95% of featured apps on the App Store are rated 4.0 or higher, and 65% sit at 4.6 or higher.** Google Play is almost identical, at around 96% rated 4.0 or higher. If featuring is part of your growth plan, review management is worth treating as a priority rather than an afterthought. ### 3. Screenshot testing is a must A/B testing on the App Store centers heavily on screenshots: 35% of top apps and 33% of top games ran two or more screenshot tests last year. Other assets see far less attention. Around 90% of top apps never A/B tested their icon or a video, and on Google Play, between 76% and 80% of apps never tested an icon, video, or feature graphic. For teams with the bandwidth, icon and video testing is one of the few levers most competitors are leaving untouched.   ### 4. New this year: Apple Ads benchmarks by category Median cost per install (CPI) ranges from $1.33 for Shopping to $26.70 for Sports, with Games at $4.63. Because costs differ by category, a category benchmark is the fastest way to check how your own campaigns are doing. The report benchmarks CPI alongside cost per tap (CPT), tap-through rate (TTR), and tap-to-install conversion rate (CVR) across categories and campaign types. ## See how your app store strategy stacks up The full report brings our organic ASO and [Apple Ads benchmarks](/en/aso-blog/apple-ads-benchmarks) together in one place, so you can see where you stand by category, campaign type, and country or region. [Download the report](/en/aso-resources/guides/aso-trends-benchmarks-a-comprehensive-data-study) * * * by **Pierre-Antoine Roy** , Content Specialist Pierre-Antoine is the Content Specialist at AppTweak, responsible for SEO/AEO blog content, social media, videos, and broader marketing initiatives. When he's not writing about app growth or editing videos, you'll likely find him skateboarding through the streets of Brussels. * * * More articles in App Market Insights, Company Updates - [ App Keyword ResearchApp Market Insights July 10, 2026 Which platforms offer an API for app store data? Get the breakdown of native and third-party API tools. Learn what data you can access, use cases, limits, and how … ![Micah Motta](/img/2025/07/20250220-Micah_Motta.jpg?auto=format%2Ccompress&w=300&h=300&fit=crop)Micah Motta ](/en/aso-blog/app-store-api-tools) - [ App Market InsightsArtificial Intelligence (AI) June 1, 2026 Out now: The AI visibility playbook for apps and games It's out! Grab the only guide created to help mobile apps & games improve AI visibility. ![Micah Motta](/img/2025/07/20250220-Micah_Motta.jpg?auto=format%2Ccompress&w=300&h=300&fit=crop)Micah Motta ](/en/aso-blog/out-now-ai-visibility-playbook) - [ App Market Insights May 18, 2026 Average App Conversion Rate per Category [2025] Discover the conversion rates of each major app category on the US App Store and Google Play. ![Oriane Ineza](/img/2023/03/oriane.jpg?auto=format%2Ccompress&w=300&h=300&fit=crop)Oriane Ineza ](/en/aso-blog/average-app-conversion-rate-per-category) [See all posts](/en/aso-blog)