ASO & Apple Ads trends and benchmarks report
Did you know that 51% of top games and 38% of top apps on the App Store ran more than 5 in-app events last year?
Our 2026 ASO & Apple Ads trends and benchmarks report breaks down what separates the top apps and games from the rest: how often they refresh metadata and creatives, how ratings shape visibility, how they use in-app events and custom store listings, and what it costs to acquire users through Apple Ads today.
Built on the latest data from the top 1,000 apps and games in the U.S. across the App Store and Google Play, and Apple Ads benchmarks from ~2,800 U.S. advertisers tracked by AppTweak, you’ll get data-backed insights to understand what fuels visibility and boost downloads in today’s mobile market.
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What you'll find inside
Do top apps & games update their metadata and creatives frequently?
See how often leading apps and games update screenshots, icons, and descriptions, and how update frequency varies across ranking tiers and platforms.
Where are top apps and games focusing their localization efforts?
Find out which metadata fields get localized most and which markets get the most attention.
Do higher ratings actually drive visibility?
See how App Store and Google Play ratings connect to keyword rankings and featurings, and the rating threshold that featured apps almost always clear.
What’s the impact of custom product pages and custom store listings?
See how much custom product pages lift conversion by campaign type, which categories and markets use them most, and how custom store listing adoption compares across key Google Play markets.
What does it cost to acquire users through Apple Ads?
Get a full set of AppTweak’s U.S. Apple Ads benchmarks: cost per tap (CPT) and cost per install (CPI) by category and campaign type, tap-to-install conversion rate and tap-through rate and how performance patterns shift across the year 2025.
