u/Beginning-Plant8668

Hey everyone,

We just launched our first TikTok Ads campaigns for our iOS app (free, with a subscription), and I'd love some feedback / averages to figure out whether my numbers are decent or not.

📊 Current numbers (France):

• CTR ≈ 3%, CPC ≈ €0.05 → users land on the TikTok app profile page
• App Store click rate ≈ 3.1%
• Cost per install ≈ €1

❓ My questions:

1) Benchmarks — are these numbers good / around average for a free app, or way off?

2) The big drop between clicks and the App Store — between the people who click and land on the TikTok app profile page, and the App Store click rate (~3.1%), the drop-off feels huge to me. Is that normal for a free app (where installing costs nothing), or does it smell like a problem?

3) France vs Germany — unexplained gap — I'm getting very different results by country. France = the numbers above. Germany: roughly the same… EXCEPT 0% installs, and I can't figure out why. Yet:

• translations are done,
• the app is available in Germany,
• the TikTok app profile page is translated into German,
• the ads are exactly the same and properly translated.

Has anyone run into this kind of unexplained FR/DE gap? Any idea where it could come from?

4) Which data do you actually base your decisions on? Do you optimize off TikTok's modeled app installs (near-instant, in-platform) or off SKAN app installs (which come in 24–48h later, so much slower to act on)?
I've noticed something confusing: some ads show lots of TikTok modeled installs but very few SKAN attributions, and others the opposite (barely any TikTok modeling but lots of SKAN installs). So I genuinely don't know which one to trust when deciding to kill or scale an ad.

Thanks in advance 🙏

Hey everyone,

We just launched our first TikTok Ads campaigns for our iOS app (free, with a subscription), and I'd love some feedback / averages to figure out whether my numbers are decent or not.

📊 Current numbers (France):

• CTR ≈ 3%, CPC ≈ €0.05 → users land on the TikTok app profile page
• App Store click rate ≈ 3.1%
• Cost per install ≈ €1

❓ My questions:

1) Benchmarks — are these numbers good / around average for a free app, or way off?

2) The big drop between clicks and the App Store — between the people who click and land on the TikTok app profile page, and the App Store click rate (~3.1%), the drop-off feels huge to me. Is that normal for a free app (where installing costs nothing), or does it smell like a problem?

3) France vs Germany — unexplained gap — I'm getting very different results by country. France = the numbers above. Germany: roughly the same… EXCEPT 0% installs, and I can't figure out why. Yet:

• translations are done,
• the app is available in Germany,
• the TikTok app profile page is translated into German,
• the ads are exactly the same and properly translated.

Has anyone run into this kind of unexplained FR/DE gap? Any idea where it could come from?

4) Which data do you actually base your decisions on? Do you optimize off TikTok's modeled app installs (near-instant, in-platform) or off SKAN app installs (which come in 24–48h later, so much slower to act on)?
I've noticed something confusing: some ads show lots of TikTok modeled installs but very few SKAN attributions, and others the opposite (barely any TikTok modeling but lots of SKAN installs). So I genuinely don't know which one to trust when deciding to kill or scale an ad.

Thanks in advance 🙏