Apple Search Campaigns Shifting To Cost-per-tap (CPT) Pricing Model

Apple Search users will soon notice a new campaign pricing type. CPT, or cost-per-tap is Apple’s version of CPC, or cost per click. It is calculated by dividing your total spend by the number of taps your ad received.

Apple will phase out the current CPM, or cost per thousand model as soon as the transition to CPT is complete. The current CPM model charges your account for every thousand impressions your ads receive – regardless of whether users click or tap.

As of right now there is no set launch date for CPT campaigns.