App Store Conversion Rate

Conversion rate = total conversions/app store impressions OR app store product page views.

What is an App Store Conversion Rate

Conversion rate = total conversions/app store impressions OR app store product page views. A conversion rate is a number of downloads (installs) divided by the number of impressions an app’s product page or listing receives (exposure). For example, if 1,000 users visit a product page and 100 of them install the app, that is a conversion rate of 10%. It is a percentage conclusion that is most commonly used to measure the effectiveness of a product page in driving users to install. 

There are a number of definitions of conversion rates in the App Store that relate to the source. If the traffic source in the App Store is:

  1. ‘Referral’ traffic: this means that users landed directly on an app’s product page from any app or web source. This conversion rate is the number of impressions of people exposed to the product page to the number of users who installed the app from the referral- that specific journey. This source is normally driven by a mobile ad.
  2. ‘Search’ traffic: this means that users used the app store search function to search for different terms. They see the search results page before either installing straight from the search results or by going into the product page with or without the intention to look, before finally installing the app. 
  3. ‘Browse’ traffic: this conversion rate involves users that were exposed to an app listing from different featuring placements (editorial collections or Today’s tab etc), top category charts or top overall apps and top overall games and then installing either straight from the top/category charts or featuring placement or by going into the full product page

Why an App Store Conversion Rate is Important

For mobile marketing teams, the conversion rate is a very important metric that shows the success of, or lack of their app store page. It is a tracking tool to help developers understand the strength and power of the creative messaging used and its ability to drive conversions. 

Conversion rate however must be put into context. As an app grows and expands its audience, the number of impressions is significantly going to grow too. And though the number of installs will also grow, there’ll be a lower conversion rate. This is due to the fact that an app is receiving impressions from a much wider audience which has less intent to install the app. So an app may still be experiencing growth albeit with a lower conversion rate.

App Store Conversion Rate and ASO

Conversion rate optimization is one of the most important pillars of ASO. Tracking CVR’s (conversion rates) is an unbeatable tool for mobile marketing and ASO teams who are building experiments and testing (then retesting) hypotheses for continuous improvement. Being able to see what users engage with and understanding what makes them tick (or tap in most cases) is a huge advantage over any competition that may be relying on guesswork to make decisions on creatives/marketing messages.