Conversion rate
Also known as: App Store conversion rate, install conversion rate, product page conversion
What is App Store conversion rate?
App Store conversion rate (CVR) is the ratio of installs to product page impressions. Apple measures it directly in App Store Connect Analytics. If 1,000 users land on a product page in a day and 280 tap Get to install, the CVR is 28 percent.
CVR is the primary metric for evaluating screenshot, icon, and preview video changes. Product Page Optimization (PPO) reports CVR per variant. Custom Product Pages (CPP) reports CVR per variant. Third-party A/B testing tools (SplitMetrics, Storemaven) measure CVR equivalents from simulated listings.
What's a good App Store conversion rate?
Benchmarks vary by category. As of 2026 industry benchmarks from Apptweak and Phiture:
- Utilities: 35-45 percent (highest, because intent is usually specific) - Productivity: 30-40 percent - Photo and video: 25-35 percent - Games: 20-30 percent (lower, because users browse and bounce more) - Social networking: 15-25 percent - Finance: 25-35 percent
Outliers exist in both directions. An app with a clear branded query (someone searching for "Spotify") converts much higher than the category average. An app fighting for category visibility against competitors converts lower.
How do you improve conversion rate?
The largest measured lifts come from screenshot changes (10-30 percent CVR improvement is common after a strong screenshot refresh). Icon changes typically yield 5-15 percent lifts. Subtitle and promotional text changes yield smaller but cumulative improvements. Apple's A/B testing infrastructure (PPO) is the right measurement tool for any of these changes.
Related terms
- A/B testingA/B testing on the App Store means running controlled experiments comparing alternate metadata or creative against a control, measuring which produces higher conversion.
- Product Page OptimizationProduct Page Optimization (PPO) is Apple's built-in A/B testing system for App Store listings.
- First three framesThe first three frames are the screenshots Apple displays above the fold in App Store search results: positions 1, 2, and 3 from your screenshot set.
- App Store rankingApp Store ranking is the position an app holds in Apple's search results, category charts, and recommendation surfaces.
- App iconThe app icon is the square graphic Apple displays in the App Store, on the home screen, in Search, and in notifications.