In this case, the number of first-time installs would exceed the number of app page views. Furthermore, on the App Store, it is possible to have a conversion rate greater than 100%. Note: The App Unit is the number of first-time app purchases made on the app store (including both paid and free apps). The install rate tells you how well your app stands out in the app store search/browse results. Install Rate (App Unit/Impressions): The percentage of users who download your app directly from the app store search or browse results, without clicking through to your app page.It can give you an idea of how well your app page convinces users to download your app. This metric is used across the ASO community when referring to app store conversion rates. Conversion Rate (App Unit/Page Views): The percentage of users who download your app after viewing its page.There are two metrics you should consider when analyzing your app store conversion rate: Optimize your app product page to boost your conversion rateĬonversion Rate Metrics on the App Store and Google Play These insights are valuable in helping you choose the most relevant category that has the maximum potential to drive downloads to your app. In this blog, we provide the conversion rates and install rates (iOS only) of each major app category on the US App Store and Google Play Store. The average install rate across all categories on the App Store was 4%.Ĭonversion rates and install rates vary widely between the different categories. As a result, the install rate demonstrates how well your app stands out in search and browse results.īetween January 1, 2021, and October 31, 2021, AppTweak found that the average conversion rate across categories in the US was 30.3% on the App Store and 33% on Google Play. Unlike on Google Play, visitors on the App Store can download apps directly from search or browse results. With AppTweak’s Conversion Rate Benchmark feature, you can easily find out the average conversion rates of apps in any category on the App Store and/or on Google Play.įor the App Store, you should also consider your install rate, that is the proportion of store visitors who download your app after seeing it elsewhere in the store. Most app developers and marketers refer to conversion rate (CVR) – the proportion of store visitors that download your app after viewing its page – as a key ASO metric to monitor.
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