Install Conversion Rate

Install conversion rate is the share of people who visit your product page and go on to install the app. It is the headline metric of conversion rate optimization and a direct multiplier on every install channel: doubling conversion doubles installs from the same traffic.

It is driven by on-page assets — screenshots, video, ratings, description — and by message-match with whatever brought the user there. Benchmarks vary widely by category, so the useful comparison is your own trend over time and your performance versus close competitors.

Because the stores reward listings that convert well with better rankings, conversion improvements compound into additional organic visibility.