Tap-Through Rate (TTR)

Tap-through rate (TTR) is the percentage of impressions that turn into product page views — i.e., how often people who see your app in search or browse actually tap it. It isolates the appeal of the assets visible before the page: primarily the icon, app name, and, in search, the first screenshots.

A low TTR with healthy impressions means your app is being seen but not clicked — usually an icon or positioning problem. Improving TTR also tends to improve rankings, because stores interpret taps as a relevance vote.

TTR and conversion rate together decompose the funnel: TTR governs impressions → views, conversion governs views → installs.