Understanding Market Finder metrics and the Opportunity Score

Market Finder benchmarks four Apple Ads metrics for your selected category: Conversion Rate (CR), Cost per Tap (CPT), Cost per Acquisition (CPA), and Cost per Mille (CPM). This article explains what each index measures, why metrics are displayed as indexes, and how the Opportunity Score is calculated.

Why metrics are shown as indexes

Market Finder displays normalized indexes from 10 to 90 instead of the underlying Apple data. The indexes are calculated within each category and placement, which lets you compare the relative performance of different markets while keeping the underlying data anonymous.

In each dataset, 10 represents the lowest value and 90 represents the highest value, and all values in between are distributed proportionally. If there is only one available value, the index is shown as 50.

Keep in mind that a higher index is not always better. For cost metrics such as CPA, CPT, and CPM, a higher index represents a higher cost.

The four indexes

CR Index

The CR Index measures relative Conversion Rate performance. A higher conversion rate indicates better efficiency, so the CR Index contributes directly to the Opportunity Score: the higher the CR Index, the higher the score.

CPT Index

The CPT Index measures relative Cost per Tap. A higher CPT Index represents a higher cost per tap. The CPT Index is shown for the Search Results placement and is not included in the Opportunity Score calculation.

CPA Index

The CPA Index measures relative Cost per Acquisition. A higher CPA Index represents a higher acquisition cost, so the CPA Index contributes inversely to the Opportunity Score: the lower the CPA Index, the higher the score.

CPM Index

The CPM Index measures relative Cost per Mille, the cost per 1,000 impressions. A higher CPM Index represents a higher cost. The CPM Index is shown for the Search Tab, Today Tab, and Product Page placements and is not included in the Opportunity Score calculation.

How the Opportunity Score is calculated

The Opportunity Score represents the attractiveness of a storefront for your selected category by balancing conversion performance and acquisition cost. It combines the CR Index and the CPA Index:

Opportunity Score = (CR Index + (100 − CPA Index)) / 2

The score is directly proportional to the CR Index: a higher conversion rate results in a higher score. It is inversely proportional to the CPA Index: a lower acquisition cost results in a higher score.

The linear weighting prevents either metric from dominating the score, so a market with a low CPA but poor conversion performance will not automatically receive a high Opportunity Score. The CPT Index and CPM Index are provided as additional benchmarks and do not affect the Opportunity Score.

Score ranges

Scores from 67 to 90 are labeled High and shown with a green badge. Scores from 34 to 66 are labeled Medium and shown with a yellow badge. Scores from 10 to 33 are labeled Low and shown with a red badge.

How to interpret the score

A High Opportunity Score indicates that a market performs favorably relative to the other markets within the same category and placement for the displayed data period. The score compares markets against each other rather than against a fixed standard, so use it to shortlist markets for your selected category, then review the individual indexes to understand what drives each score.

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