Glossary
Today Tab
A premium Apple Search Ads placement on the Today tab of the App Store — the curated landing surface users see when they first open the App Store. Today Tab ads are pre-search inventory, billed on impression CPM-equivalent CPT.
Also known as: Today Tab Ads, Today Tab placement
What is Today Tab?
The Today Tab is the landing screen users see when they first open the App Store — it shows curated app stories, app of the day, and recommendation cards. Apple Search Ads sells a prominent ad slot at the top of this surface.
Today Tab is one of four Apple Search Ads placements:
- Search Results — ads in/above query results
- Search Tab — pre-search curated suggestions
- Today Tab — pre-search landing page (this one)
- Product Pages — ads inside competitor or related product pages
Why Today Tab is different
Today Tab is pre-search inventory. The user has not yet typed a query — they opened the App Store and your ad appears on the landing screen. This changes the economics:
| Factor | Today Tab | Search Results |
|---|---|---|
| User intent at impression | Browsing | Active search |
| Tap-through rate (TTR) | 1-3% | 5-15% |
| Conversion rate (CR) | 15-30% | 30-60% |
| CPT | $5-$15+ | $1-$5 |
| CPI | $30-$100+ | $3-$15 |
| Reach | Very high | Limited by query volume |
| Best for | Launches, brand building | Day-to-day acquisition |
When Today Tab makes sense
Three scenarios where Today Tab delivers ROI:
- Major launch moments. First 7-14 days of a new app launch or a major rebrand — you want max visibility. Today Tab can deliver 100K+ impressions per day in Tier-1 storefronts.
- Category-leading apps with strong creatives. A polished hero asset that communicates value in 2 seconds. Generic creatives waste Today Tab impressions because pre-search users skim fast.
- High-LTV apps. Subscription apps where Day 90 ARPU exceeds $30 can absorb the premium CPI. Free apps monetized by ads usually cannot.
When to skip Today Tab
- Limited budget. Today Tab eats budget fast. If you have <$50K/month total ASA spend, put it into Search Results where CPT efficiency is higher.
- Niche apps. If your app appeals to <5% of the iOS user base, Today Tab impressions are mostly wasted on uninterested viewers.
- Weak creative. Today Tab punishes mediocre creative. Without a striking first screenshot or preview video, you pay premium CPT for low TTR.
Creative requirements
Today Tab ads typically use:
- A custom hero asset (Apple may approve or require specific formats)
- A short preview video (8-15 seconds)
- App icon and rating prominently
- One value-proposition headline
The creative bar is higher than Search Results — Today Tab competes with editorial App of the Day stories, so visual polish matters.
Campaign structure
Most Today Tab buyers run a dedicated Today Tab campaign separate from Search Results:
- Daily budget cap is critical (Today Tab can burn $10K/day if uncapped)
- Higher bid floor than Search Results
- Often run only during specific dayparts (mornings, weekends) when Today Tab engagement is highest
- Pair with a brand-themed Custom Product Page, not a generic landing page
How ASAPilot helps
ASAPilot’s account audit treats Today Tab campaigns differently from Search Results — the expected CPI baseline is higher, so anomaly thresholds adjust automatically. Findings include:
- Today Tab campaigns spending without proportional install volume (poor creative fit)
- Today Tab CPI drifting >50% above your defined target (auction inflation)
- Today Tab campaigns using default product page (wasted CPP opportunity)
See pricing for the Growth and Agency plans that support multi-placement portfolios.
Related terms
- Apple Search Ads — the platform
- Search Tab — the other pre-search placement
- Search Results — the main intent-based placement