Mobile Ad Click-Through Rates (2024)

Mobile ad click-through rate (CTR) is one of the most important metrics for advertisers looking to track the performance of an ad or link. It is calculated by dividing the number of clicks by the number of impressions.

CTR is a high-level data point on campaign effectiveness and can vary widely depending on the success of the campaign. The success or failure of an ad, link or email can be due to a lot of circumstances, including if the campaign was targeted at the right audience or if the message managed to draw customers in.

Even though there is a lot of variance by campaign, some countries and categories tend to have higher CTR. This can be due to a variety of factors, for countries, some tend to click on more ads and links. China, for example, has more ‘in your face’ ads in comparison to North America and Europe.

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Some categories tend to be better at targeting customers, due to a perceived need. Categories like automotive repair and vets have much higher than average CTR, because the buyer has typically searched for a service like this recently.

We have collected data and statistics on mobile ad CTR. Read on below to find out more.

Key Mobile Ad CTR Statistics

• iOS games had a CTR of 4.27%, much higher than Android’s 3.34%
• iOS apps also had a higher CTR than Android, at 3.01% to Android’s 2.43%
• China had a 7.85% CTR, the highest by country, while Spain had the lowest at 1.31%
• Automotive repair was the highest CTR by category on Google AdWords, while furniture had the lowest

Mobile Ad CTR by Platform

iOS has a higher CTR rate across both games and apps than Android, according to Singular’s trends report. Games have higher CTR than apps across both platforms.

Mobile ad click-through rate by platform 2024 (%)

Mobile Ad CTR by Country

China has the highest mobile ad CTR of a select group of countries, while Spain has the lowest.

Mobile ad click-through rate by country 2024 (%)

AdWords CTR by Category

Automotive repair had the highest CTR across all categories on Google AdWords, while finance and furniture were at the bottom of the list.

Google AdWords click-through rate by category 2023 (%)

Source: WordStream