Seasonal budget planner for Apple Ads
Find the most cost-efficient months for Apple Ads in your category
Find where the same Apple Ads budget gets you more installs across the year, and which months are best for testing before your next peak.
Plan your Apple Ads campaigns around your own data
Campaign Manager for Apple Ads gives you insights tailored to your app, keywords and competitors.
Nail your campaign timing
Find the keywords worth targeting and get your bids ready before impressions climb.
See what your competitors are bidding on
Spot the keywords they’re targeting that you’re not, and add the ones worth going after.
Optimize for revenue, not just installs
Connect your MMP and bid toward the subscriptions, purchases, or deposits that actually matter to your business.
Uncover seasonal shifts across your category and markets
AppTweak's seasonal budget planner for Apple Ads shows you how cost per install and demand shift through the year in your target market and category, then applies AppTweak's seasonal index to your own budget and cost-per-install.
You'll be able to see the months where the same spend reaches more installs, and the lower-cost months worth testing in before your next peak.
Here's what's covered in your seasonal plan
Unlock four views of the seasonal pattern for your category, each with its own data table.
Budget efficiency overview
Your most and least cost-efficient months in one line, with the gap between them.
Projected cost curve
Your cost per install and cost per tap mapped across all 12 months on your category's 2025 pattern.
See when your budget reaches further
See the months when search demand is up and costs are lower so your budget goes further.
Seasonal budget split
Download as a .png a suggested plan to split your budget across the 12 months, weighted to each month's demand.
Learn how to plan Apple Ads around the seasons
AppTweak's Head of Apple Ads, Thomas Tierney, walks through how app marketers can prepare for peak season on Apple Ads, and more importantly, how to react once it's live
Maximize your ROAS for Apple Ads with Campaign Manager today
Frequently asked questions
What is the AppTweak seasonal budget planner for Apple Ads?
The seasonal budget planner for Apple Ads is a free AppTweak tool that shows how Apple Ads costs and search demand changed month by month in 2025 for your country or region and app category, per AppTweak data, then applies that pattern to your own budget.
You select a market and a category, enter your average monthly or annual Apple Ads budget, and optionally add your own cost per install (CPI).
Where does the seasonal budget planner's Apple Ads data come from?
The seasonal budget planner uses aggregated, anonymized 2025 data from Apple Ads advertisers that manage their campaigns with AppTweak. No individual advertiser, app, or campaign can be identified in the results.
For each country or region and app category, AppTweak calculates a seasonal index: how CPT, CPI, and impressions in each month of 2025 compare with the yearly average. All costs are shown in USD so markets can be compared directly.
The planner is based on one full year, January to December 2025. Treat the results as the 2025 seasonal pattern for your category, not a guarantee of how 2026 or 2027 will move. For the category-level averages behind the index, see the Apple Ads benchmarks 2026.
Which countries, regions and categories are covered?
The seasonal budget planner covers 75] countries and regions and 21[X] App Store categories, based on Apple Ads advertisers tracked by AppTweak in 2025. The country or region selector and the category selector list every market and category available in the tool.
Larger Apple Ads markets such as the United States, the United Kingdom, Germany, France, Canada, and Australia offer the widest choice of App Store categories.
If your app runs Apple Ads in several markets, build one plan per country or region. Apple Ads costs and demand peak at different times across markets, so a single global curve would hide the differences that matter for budget planning.
Is the seasonal budget planner an Apple Ads forecast?
No. The seasonal budget planner shows how Apple Ads costs and demand moved in 2025 in your country or region and category, and applies that pattern to your budget. It does not predict future CPT, CPI, or installs.
Use the results in three ways:
- As a planning baseline for when to spend more and when to spend less
- To identify lower-cost months worth testing in before your next peak
- To compare your own monthly CPT and CPI with the 2025 category pattern
Your results can differ from the 2025 pattern because of changes in your bids, keywords, creatives, or competitors. Check each month’s plan against your live campaign data and adjust.
Do I need an AppTweak account to use the seasonal budget planner?
No. The seasonal budget planner for Apple Ads is free and does not require an AppTweak account. You fill in the form with your country or region, category, and budget, and the plan is generated from AppTweak’s 2025 Apple Ads data.
